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Many organizations are finding it a challenge to develop native applications for each of the dominant mobile platforms on the market. At the same time, these organizations are finding that mobile applications delivered using a simple, one-size-fits-all HTML5-based approach doesn't provide the high-quality user experience that development teams want to deliver. To address these concerns, Giles suggests that organizations take a Y-shaped approach to their mobile development methodology by having teams focus on features. A single team then keeps its focus right through to the development of the user interfaces that get targeted to each of the key mobile platforms an organizations wants to support.