Actually, jokes aside, this is not to bash on the spotty coverage of your mobile operator, but to stress the fact that mobile, as opposed to tablet or PC, at its core, is a communication device first. When you think about it that way, it's very easy to understand which apps and usage is most popular: calls, SMS, Facebook, Twitter, or quick mobile web checks for items like store locations or phone number look ups. It's also why email has done well on mobile since its first good implementation on Blackberry. This also explains the typical shorter session durations in apps and mobile web versus tablets found in research. In and out, nobody gets hurt.
This is not to say that commerce or entertainment and gaming or information management do not have a place on mobile. Au contraire, I make quick purchases and product look-ups, play Angry Birds and 9 Innings Baseball, and my mobile calendar manages me like a general. Which is actually kind of sad, when I read it back. Still, mobile apps that communicate get daily engagement. It could even be daily communication from a trusted brand.
So, actually having a call to action that's actually a call is an okay response in a mobile app or site. Sometimes, it's quicker than going through a long web form or a series of screens. As long as your carrier doesn't drop the call or your in a dead zone. Can you hear me now?
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