Look around an airport lounge now. You'll see more people looking at their phones than holding newspapers

If mobile is going to be the next platform then media organisations need to start thinking about unique ways in which they can command the attention of the audience.

Over at Poynter online Steve Buttry takes an in depth look at the issue,(Ht-Judith Townend )and as he recalls

Look around an airport lounge now. You'll see more people looking at their phones than holding newspapers.

Here are some of his pointers

1.The mobile-first strategy needs to embrace new relationships with the community,

2.a crucial question will be whether mobile opportunities should be the responsibility of a separate operation focused exclusively on mobile or whether the full operation needs to share mobile responsibilities.

3.Journalists will need to change how they gather, process and distribute information.

4.In a mobile-first operation, design may be both a journalism function and a technology function, or it might be a separate area of the operation, combining both skills. However you organize, you need to make mobile service the priority of those involved in design.

5.Priorities need to be set to ensure that technology experts, whether part of a central IT staff or assigned to a department such as a newsroom, have the training and time to help other departments execute an effective mobile-first strategy.

6.Sales staffs need to listen to consumers and businesses and learn how to help businesses serve the mobile audience

But maybe his most poignant thought

An innovation doesn't have to be perfect to launch; in fact the cost of pursuing perfection can doom a project to failure. "Good enough" performance along traditional lines is sufficient for launch, if it is providing a distinct advantage over existing products in some new approach.