Thanks for continuing the discussion around mobile commerce. I think the direction of Josh's original post was that although there are many tactics that should be embraced as part of mobile commerce initiative, the mobile app might be the least likely to succeed.

My recommendations to my retail/commerce clients focus on the best solution, with the best possible ROI, for their particular situation and their end customers' needs. However, similar to the feedback from the CIOs that participated in RSR's roundtable, the typical direction we're giving (based on knowledge of their businesses and their customers) is to focus on a holistic program with a mobile-optimized site at the center, augmented by a consistent and engaging SMS/MMS program and, if brand-appropriate, a mobile app.

Don't get me wrong, mobile applications have their place and, in some cases, will form the basis of the future of the retail experience as we know it (think location-based and/or in-store services, personal shopping, always-on comparison shopping, etc.). However, for pure efficiency and transaction capability you can't beat a mobile-optimized site. And for customer acquisition and lead generation you can't beat a mobile messaging program (94% of text messages are read!).

For some interesting figures on what the top internet retailers are doing in mobile commerce, check out some of the stats from our recent Mobile Commerce Audit (http://bit.ly/aWGWrF ) or drop me a note - I'd be happy to chat.