A surprising number of businesses with mobile Web sites live by the mantra, "If you build it, they will come." Why bother building mobile apps, the thinking goes, if you've got a mobile Web site? Mobile users browse the Web, and so they'll find your site. Why bother to spend the money and time to build mobile apps as well? Mobile app development can be costly; and with the growing number of mobile platforms out there, application development costs can easily skyrocket if you try to deploy native apps to every platform. Skipping a mobile application altogether and deploying a mobile Web site sounds like a better solution. When it comes to mobile, that mantra is wrong. In fact, here's something you can count on: If you only build a mobile Web site and don't also build mobile apps, users won't find it.