Thirty-Six Tips for Developing a Successful Mobile Publishing Strategy

29. It's a big, big world.

Gain a broader understanding of the mobile universe, in terms of types of devices available, which audiences use them and in what percentage. And, don't rely on anecdotal evidence (e.g., "everyone I see has one"); look to actual data. Jedwill notes that iPhones are currently 6 percent of the total market, but that percentage might be much higher (or lower) among certain groups, such as doctors. "If you are a medical publisher, you should know ... what kind of phones your doctors have. If you design for the iPhone and most of them have Blackberries, guess what ...?"

30. Understand the legal side.

The notorious instance of Stephen King publisher Simon & Schuster's SMS promotional campaign for "The Cell," which led to a lawsuit after a teenager allegedly received a threatening promotional text message, should remind all publishers to be mindful of any legal implications of mobile marketing efforts, Jedwill cautions. BB