People do different things on their smartphones than on their desktops or tablets (see figure). To delight and serve your customers in their mobile moments of need, you need to give them exactly what they need to move forward in their immediate context. So if you can't reach all customers with an app – AND YOU WON’T! – you will need to deliver an app-like mobile web experience.

But mobile moments were never your design goal with desktop browsing, and responsive techniques alone don't magically fix that. More often than not, you must deliver a different experience on smartphones, one that is task-oriented, loads instantaneously, uses the available real estate wisely, works with one hand, and delivers service directly into the full context of a consumer’s mobile web moment.