You don’t know the browsing habits of your potential customers. And while smart phones render full web pages, properly formatted pages are still easier to browse.

You should also be doing real world marketing, including print ads, traditional media, store window posters, the side of your car, etc. If your customer isn’t at their computer, it’s very unlikely they will drop everything and go to their computer, no matter how interesting your ad is. They do, however, probably have their phone in their pocket, purse, or hand. This removes the barrier to them finding you, so you certainly don’t want to throw up new barriers once they’re on your site.

Make it even easier by ensuring all your offline media includes a QR code (2D barcode) that they can scan with their phones camera and be taken directly to your product or service link.

I know when poking around on my phone I want to see the full site as I would on my computer and not some dumbed down ugly version. Besides, most websites follow the same format and I’d rather see what I’m familiar with. For instance, I know when I jump on a site a login/register link will most likely be at the top right, sometimes top left.

If what you are offering is really important your company or a fan of your service will most likely create an app for a mobile app store to organize the data better for a mobile situation.