Two points:
- Only a minority of Australians currently use their smartphones to
access the web or download apps (this factoid surprised me).
- Creating a compelling mobile experience (esp. onsite) is not easy.
Here in Australia, mobile access is not ubiquitous or wholly reliable.

From a UX perspective, mobile complicates our understanding of user
experiences. Not all "mobile" experiences are the same. Browsing a
site by tablet on wifi in my living room vs trying to access the same
content on a smartphone on a busy city street (with reasonable 3G
access) vs a peaceful field in the countryside with no data coverage
at all are three very different situations. These three situations
almost certainly require different solutions.

Ensuring that all your stuff (text, database content, images, etc) can
be consumed on mobile devices is handy but designing for mobile seems
to me to be more like dub reggae production - the power is what you
drop from the mix, not about what you can cram in (which would be more
a jazz-rock fusion approach I guess).

But hey, I don't need to worry about mobile. I WAP-enabled my site last week.