Creating a Mobile Strategy for Your Customers
7. How much Flash and Ajax are you currently using? Most smart/feature phones don't support Flash or Ajax applications well.
8. What are your competitors doing? What are other companies selling to your customers doing (even if it's a different product)?
9. How much functionality do you need? Right now, it's often easier to get a lot of whiz-bang technological showmanship from an app. Long term that won't be the case. You can also design an app that doesn't require an internet connection.
10. What's your time line? Mobile apps tend to take longer to develop than mobile sites (there are exceptions to this, but generally speaking). Plus, you need to get approval.
There are dozens of other questions, but the 10 listed above should point you in the right direction. By the way, when looking at your stats, look at several different metrics to get a good handle on what's working for you, including screen size, browser, network, referring URL, among other variables. Mobile stats just aren't all that great yet.