The secret to first-rate mobile apps for customers? Iterate, iterate, iterate

Take four heavy-hitting brands -- Allstate, Hilton, United Airlines and American Express, all of which place a premium on customer loyalty and retention. Mix in the customer-pleasing form of mobile devices and the ever-advancing function of mobile apps.
What you get are four organizations using mobile to connect better with customers by leveraging their well-organized IT structures and well-skilled IT staffers.
"Mobile is really about supporting your overall business objective," says Forrester