I know Mobile Marketing is ANOTHER complicated thing you have to worry about for your business. But there is an easy process that you can start today.
First step - get a smartphone because half of your customers are using theirs to go to your site. See what they see ... now you know that we need to talk.
Second step - don't even bother comparing to your competitors... they are preparing for Mobile too. So, as you worry about yet another customer communication tool (are you Twittering already?), admit to how important Mobile is to you.
I work with some great "developers" that will charge $5,000 - $25,000 for your own app. But you should know more to get more out of them. Read my overview on Mobile Marketing here.
Meanwhile, below are some interesting facts if you still need motivation.