I keep telling my customers, it is not about what you think is important but it is about what your customers (internal, external or partners) see as important when it comes to building APIs and mobile apps, or APIs for mobile apps. This article from Intel explains the facets of WHO, WHAT and HOW very nicely. We instituted a new practice called Intel API Manager which does all of the above and more. It includes a strategy session to identify the audience (WHO) that can benefit from this, WHAT are the channels that can drive additional revenue, and HOW we can help you achieve that.

http://software.intel.com/en-us/blogs/2013/01/28/taking-your-app-to-market-the-who-what-and-how-of-your-mobile-app-marketing

And, yes Intel does software!  - and very well too!

-Andy Thurai (Twitter: @AndyThurai)