“We don’t need Web sites optimized for mobile browsers; we need services optimized for mobile people.”  — Steve Yelvington of Morris Communications, speaking  last week  at the International Classified Media Association conference in Miami.

What a perfect way sum up pretty much the whole discussion about mobile right now, especially for traditional media like newspapers.  I can’t count the times I’ve heard media insiders talking about mobile as a technology issue, when they don’t have a clue what people are doing with mobile technology.

Folks, buy a iPhone or one of the other new smartphones. Notice how you use it. Watch what other people are doing. 

“Optimizing for mobile people” means understanding what people want when they’re out and about. That kind of understanding is what’s missing from the mobile discussion, and it could mean the difference between a breakthrough and more-of-the-same.

(Tip of the hat to Peter Zollman for passing along Yelvington’s quote.)