Separate your tablet strategy from your mobile strategy

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.


Brands that lump their tablet strategy in with what they are doing on mobile or desktop are guilty of misunderstanding what a tablet actually is and worse still, how people actually use them.  The IAB’s head of mobile, Jon Mew (the source of many of the stats in this column) lamented at the trade body’s Mobile Engage summit last week that he is forever being asked the question: is a tablet a mobile or a PC?

Mew now replies: “It’s neither. And it’s all three.”

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