The mobile channel continues to evolve at an alarming rate. As each new generation of handsets incorporates the latest technology, and as operators improve their data coverage, the app is no longer the only solution for brands looking to exploit the mobile channel. 

This isn't to say that the app is over, but it is true to say that it is by no means the only option. To help illustrate the options available to marketers, Alterian have come up with this rather smart inforgraphic that highlights the app development process. There is also a very good booklet called 'Mind the gApp' which debunks some common misconceptions about channel, the technology and the tactics.