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For most companies and services whose business models didn't originate from a mobile app, making the plunge to supporting yet another platform can be a difficult one. The web was envisioned as a place where one designer could put up one version of the site and anyone, regardless of whether they were on a PC, Mac or Linux, would be able to see the exact same thing.

Enter the iPhone...

Apple's success with their original smartphone started the chain of events that leads us to today's consumer technology landscape. Instead of one site for an infinite number of devices, we have smartphone sized web browsers, tablet browsers, and native apps you'll need to design for Android, iOS, Windows Phone and Blackberry.

The answer to the question posed is simple: Support as much as you reasonably can.

This doesn't mean that you should necessarily invest entirely in all platforms should you have the funds. For example, mobile browsers have started to take up a huge amount of browsing market share, and it is believed that they will eclipse desktop browsers in the not too distant future. Does this mean you should consider your mobile site your primary one? Of course not.

The fact of the matter is that user habits are changing constantly. All we know is that people browsing on their phones are not looking for the "full" experience and aren't expecting to get one. A mobile site can often be pared down to only include the information that a customer might reasonably expect to look up on the go. For new businesses who are looking to engage customers for the first time, a slim mobile site that values brevity is a good way to place a bookmark in their minds. They can get a sense of who you are when browsing with their phone on a break, at lunch or riding the subway. When they're ready to read more they'll likely want to sit down with a bigger screen later on.