A “mobile-only” strategy generally refers to a company’s strategic choice to focus exclusively on developing and promoting its business offerings through mobile applications. This approach involves being present primarily on smartphones, offering users an experience centered on a dedicated app. Sectors favoring “mobile-only” strategies are often linked to mobility, such as travel or dating services, where access is predominantly via mobile devices. They are also found in areas directly associated with smartphone use, such as photo printing applications.

However, adopting a mobile-only strategy does not mean neglecting advertising on mobile web and desktop computers to promote the application and generate revenue. In parallel, the term “mobile-only” can also describe consumer behavior when browsing online sites. For example, in November 2022, Médiamétrie found that two-thirds of visitors to e-commerce sites were “mobile-only,” meaning they accessed these sites exclusively from a smartphone.

A concrete example of a company that has adopted a “mobile only” strategy would be: