The total number of smartphones that were sold in 2011 is forecast at nearly 500 million, with that number due to double to one billion by 2015 according to the IDC. With over a million apps available to download across the different app stores, plus an ever-growing number of mobile optimised websites already out there, consumers have a massive choice and little patience for products that don’t deliver. In a market where quality and performance always come before brand loyalty, the competitor’s app is only a tap away. So how can a business make its mobile offering stand out from the crowd and more importantly, beat the competition?