We are living in a fast-pace world and instant gratification has become a necessity. I consider the mobile version of websites as "instant gratification" to me; I look to mobile before desktop in almost all instances. In order to convert a desktop version into mobile, the content must get trimmed. Therefore, it's necessary for your company to really know what your audience wants so only that is included in your mobile version, with consistency and prevalence.
Here is a Slideshare that I made to give you more insight on why mobile is changing the game and why it's even more important for you to be a winning player ...
