Software developers have been adding mobile elements into their applications for years, whether it be using mobile to alert to system downtime or creating specialist mobile functionality to allow remote access. However, the constant search for ever more innovative mobile functionality has often meant that simpler, but more effective, solutions get ignored. Software developers and the mobile mix The most obvious area where this race for innovation is displaying itself is in the area of smartphone apps and the mobile web. For many software developers, adding a smartphone app or mobile web capability to your offering lets you appear well ahead of the curve. For example, if you are creating something like a content management system it seems a no brainer to enable smartphone users to access it via their personal mobile devices. There's no doubt that these rich mobile applications and the mobile web have their place - those who are lucky enough to own a smartphone no doubt value the additional functionality and convenience that they offer. However, whilst apps and the mobile web might be the latest phenomenon in the mobile space, they also have their limitations. Rich mobile functionality is unarguably a powerful tool for software developers, but at the same time it intrinsically limits the potential marketplace for any such service.