Good high-level advice for planning your mobile presence. The key point here is that the mobile and web experience must be predictable and consistent for the user. This does not mean they must be the same exact experience. What’s critical is that the user experience is optimized for each platform, while providing a sense of comfort for the user that confirms the expected brand experience. A good example is Southwest Airlines mobile app, mobile web page and web page. The usability is clearly optimized for each platform, thus different, but clearly of the same branding and high-level experiential philosophy.