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EDIT:

I agree Ben,

Mobile design winners need to design for Internet on the go.

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Mobile is all about "MicroCopy"

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Mobile is NOT a full version of a Desktop site, users want an optimized experience.  Mobile Context Examples:

• Finance Form: Present a 5 line finance form,  link to full length if needed.
• Trade-in Form: Mobile user is out at the car. Have shopper send a walk around WITH PICS.