There are many ways of internet marketing strategies, one of them is smartphones apps..
For example,
XDA forum developers is produced apps in android platform in order to make their user feel more comfortable when browsing with their smartphones..
Besides, engadget blog (blog for tech product) also built mobile platform for android and apple user, so as to make their visitor feel very comfy when integrate with touch screen interface (tablet platform also)
So do you make your site 'friendly use' (touch screen UI) with smartphone/tablet user?