A shout out to the usableapps.oracle.com blog article Going Native to Understand Mobile Workers.

Oracle is a global company and with all that revenue coming from outside the US, international usability research is essential. So read up about how the Applications User Experience team went about this important user-centered ethnographic research.

Personalization is king in the mobile space. Going native is a great way to uncover exactly what users want as they work and use their mobile devices, but you need to do it worldwide!