Great Article on Mobile App Strategy

I saw this article on mobile application strategy in Mobile Marketer today, and it's great.

Applications Integral Part of Mobile Marketing Strategy

A mobile application is a tactic in mobile marketing strategy. An app by itself will not solve all of your problems, nor will people magically discover it. However, a mobile app is one of the deepest, stickiest way a brand can connect with consumers. The Weather Channel example in the article is particularly interesting. It shows that for services that consumers engage with regularly - weekly or more often - a mobile app is generally a better play than a WAP site.