"The debate around web apps, hybrid apps and optimised mobile websites is nothing but industry jargon. Consumers are interacting with brands via mobile phones using multiple technologies," the analyst said.

Forrester said technology was "leading marketing by the nose as is often the case in the mobile industry".

Mobile technologies such as HTML5, Long Term Evolution (LTE), augmented reality (AR), and Near Field Communication (NFC) can appear so promising, it said, that product strategists often forget to ask themselves the right question: "Which product and services, for which audiences, at what cost, and when?".

Forrester Recommendations

-Don't let technology dictate your mobile choices