There are several ways to look at mobile as a veichle for pursuing ministry goals. However, things look very different for mobile when the conversation turns to those media companies (speaking of print, radio, and tv) who have long cultivated audiences, methods, and have begun hitting a stride when it comes to the Internet. In a very real sense, mobile is *yet another layer* that’s isn’t exactly welcome but won’t be ignored.

The key for these groups is to dial down the layers of all of the existing (in-use) communication channels to some base elements:

• What is the intended response someone should have after receiving your message (no matter what channel you are using)?
• How does your existing audience relate to you (what is their association to your brand, message, and activity)?
• What are the issues with understanding, responding to, increasing, or limiting the effectiveness of your message?
• Where are you spending your energy towards resource management?

Mobile, like any other communication channel, has it’s advantages and it’s limitations. However, when viewed as a layer separate from these kinds of questions, mobile becomes another “project” or “activity” on top of current projects and activities instead of being embedded into the very DNA of your mission or focus.

So then, instead of mobile being looked at another activity, or even in that Google-quotable “mobile first” mentality, mobile becomes an agent of behaviorial transformation. Transformation in respect to the priority of messages versus channel versus results versus relationships. And then transformation in respect to valuing what actually worked in previous channels towards meeting goals, versus activities that seemed profitable, but were really high-profile activities with higher overall costs.