Avoid simply porting your existing website, web app, or desktop application over to mobile. Instead, transfer only
the most important parts of the site to the mobile app. What would a customer want to be able to accomplish in 5 minutes while waiting for the bus?
There is a huge difference between desktop and mobile experiences. Trying to incorporate all the features of your website into your app will result in a clunky, inoperable app not designed for the mobile consumer. Your mobile product should be a streamlined product that utilizes only the necessary features that mobile consumers need.