With more than 45 million smartphone and tablet users nationwide, and six billion mobile applications to be downloaded this year alone, many companies are taking steps to enter the mobile world. However, while going mobile can indeed lead to significant ROI, companies must be sure they don’t become just another needle in the haystack that is the worldwide web.

Here’s a rundown of the most common – and easily avoidable – pitfalls that we see.

  1.  Don’t put all your eggs in Apple’s basket

Albeit the most buzzed about device, the iPhone is not the only player in the game. ComScore recently reported that RIM still has the largest share of the smartphone market, and even Android has surpassed the iPhone. By ignoring other devices, companies are also ignoring a huge segment of their customer base – and effectively shooting themselves in the foot!

  1.  Don’t forget that all phones are not created equal

Don’t simply settle for the lowest common denominator – a high quality app, written once, and running everywhere is possible. A poor quality mobile offering, can ruin an organization’s credibility and reduce overall consumer retention rates.

  1.  Don’t think short term

Maximize a company’s mobile budget by looking for a sustainable mobile strategy. This involves being prepared for the introduction of new devices and operating systems to effectively future-proof apps. It’s always better to be in it for the long haul as opposed to missing a trick and being caught short!

  1.  Don’t rely solely on mobile web

Mobile web is not enough! Smartphone users are increasingly savvy, and expect access to company information on-the-go. Provide a truly integrated mobile offering that gives consumers the option to access online information through mobile web, mobile, tablet and desktop applications, and even SMS campaigns.

  1.  Don’t underestimate the mobile headache

Keep a competitive edge by constantly refreshing your mobile offering in line with new devices and new technologies. Be sure to work with a vendor that offers a complete end-to-end solution to keep your finger on the mobile pulse at all times.

All in all, don’t lose a competitive advantage by falling at the first hurdle with your mobile strategy – after all, mobile is the future.