It is no secret that you are being pressed in the mobile world. Whether it's by consultants, staffers, media, or your listeners, everyone wants you to be aggressive in the mobile world. So what's holding you back? Why aren't you pulling the trigger? For many stations, its your budget, but for few its “why” and “what?” Why should I and if I do, what will it look like? Being interactive on a phone is not an easy thing to wrap your head around and for many programmers, its almost impossible. So let's start with the facts.

Currently, in the United States 31 percent of cellphone users are carrying a smartphone, equaling 73.3 million people walking around with those overly addicting, social media craving, textaholic machines. In 2015, there will be an estimated 43 percent of cellphone users carrying a smartphone. That means we know for a fact that there will be continued growth for the next 10 years in this area.

What if I told you that you could by a radio transmitter for $6,000 with the clearest sound in a town where I could guarantee growth by more then 200 percent over the next 10 years. You would jump on the opportunity. The mobile world is similarly no exception. You need to start investing resources into where your listener is, and don't believe that your listener “Becky” isn't carrying around a smartphone because statistics show that she probably is.

Now let's say you're ready. You want to jump on it and create the new coolest app. Being interactive on the phone can be tricky so what do you do to make your app “sticky” so the user keeps coming back for more? Figuring out what kind of things your audience is into is not so hard. Post it on your Facebook page ... wait, did I say Facebook.? Your audience uses Facebook? How can we incorporate something in our app that is interactive with social media like Facebook and Twitter?

Do you have a “Listener Party” or does your audience like to pick the music? Figure out a way where they can rate the music through the app so they can feel like they have some control over the music played on your station. Prayer centers, blogs, and other ways they can share their findings on your app with their friends – these are the things that will make your app stand out from the rest. You need your audience to be interacting with the app because if its just a music stream, then they can get that from one of a 1,000 apps in the market that play music.

You have a huge opportunity to be a leader and be innovative. Stop wasting time and start brainstorming and strategizing.