Almost everyone’s pouring time and money into smartphones these days. Social networking giants mine them for ad revenue, retail stores use them to reach customers, and credit-card companies want to turn them into wallets. And then there’s the Church of Jesus Christ of Latter-day Saints.
The 15 million-member church has a full-fledged mobile strategy and numerous apps, but all with a set of objectives and challenges that run counter to the big trends in the industry.