????無獨(dú)有偶，鮮花和禮品零售公司1-800-Flowers早在2006年就發(fā)布了其首個手機(jī)網(wǎng)站，3年后，它又開發(fā)了自己的移動應(yīng)用。從那時起，這家公司就增加了一個全新的社交應(yīng)用，它與Facebook相聯(lián)，可以向用戶提醒他們朋友的生日。去年，公司還對其手機(jī)網(wǎng)站進(jìn)行了改版，使用戶能用更少的點(diǎn)擊完成購買。這些改動已讓用戶的棄購率降低了53%。不過，據(jù)公司總裁克里斯?麥卡恩表示，在手機(jī)上取得成功的真正關(guān)鍵在于，只要有用戶的設(shè)備和平臺，公司的移動服務(wù)就必須迅速跟進(jìn)。他說：“我們努力根據(jù)不同設(shè)備的特性創(chuàng)造同樣豐富的用戶體驗(yàn)。現(xiàn)在，我們甚至在開發(fā)獨(dú)立的平板電腦應(yīng)用。”

????Bazaarvoice是一家社交軟件公司，主要業(yè)務(wù)是為梅西百貨（Macy's）和舒旺商城（Schwan's）這類公司提供在線及手機(jī)品牌推廣分析。公司首席戰(zhàn)略官麥克?斯瓦泰克稱，上述公司的做法在手機(jī)應(yīng)用發(fā)展初期還能奏效，但現(xiàn)在，企業(yè)必須采取更加謹(jǐn)慎的方式。“比較理想的做法是，在開始為各種設(shè)備進(jìn)行定制或直接上馬應(yīng)用程序之前，先建立基準(zhǔn)。對有些品牌來說，應(yīng)用程序毫無意義。畢竟現(xiàn)在應(yīng)用的數(shù)量成千上萬，怎么能讓用戶找到并安裝你的應(yīng)用，而且還定期使用下去？”

????而這正是谷歌可以大顯身手的領(lǐng)域。谷歌已經(jīng)看到了移動互聯(lián)網(wǎng)對自身未來的重要意義。現(xiàn)在，它可能正是在尋找新的途徑，充分開發(fā)利用這個平臺。

????LIkewise, 1-800-Flowers (FLWS) launched its first mobile site in 2006 before expanding into the apps three years later. Since then, the flower retailer has added a new social app that connects to Facebook to remind customers of their friends'birthdays. The company also revamped its mobile website last year so customers could finish a purchase with fewer clicks. Its changes have decreased shopping cart abandonment by 53%. But the real key to mobile success, says company president Chris McCann, is to be on every device and platform the consumer is on. "We're trying to make a rich user experience according to each different device. Right now, we're even designing a separate tablet experience," McCann says.

????That method may have worked in the beginning of the mobile evolution, but business have to take a more cautious approach now, says Mike Svatek, chief strategy officer of Bazaarvoice, a social software company that analyzes online and mobile branding for companies like Macy's (M) and Schwan's. "Ideally, you want to establish a baseline before you start tailoring to different devices or diving into apps," Svatek says. "For some brands, apps just don't make sense. There are hundreds of thousands of apps out there, so how do you get a user to find your app, install it, and continually use it?"

????And that's where Google comes in. It has seen how vital the mobile web is to its future. Now, it's likely to keep looking for new ways to exploit it.