Why focusing on mobile is stupid

Truer words have never been spoken. We need to move away from referring to sites as mobile or tablet or desktop and just refer to the site as “the site”

The reason why focusing on mobile is stupid is because it puts the focus and frames the discussion around the device or channel. It pushes the discussion down to tactics. At a tactical and execution level, it is essential to understand what is possible. We need to design and develop content to be effective in different viewports. We do need to understand the opportunity mobile presents to reach our customers and how they consume content via mobile to effectively execute programs that are going to work. There are different tracking issues, targeting options and other variables to consider. But the conversation should not start there. It places the priority on the device or channel, not on the consumer, nor the business and the end game can get lost.

Source: Why focusing on mobile is stupid (single page view) – iMediaConnection.com