As mobile’s prominence has grown, so too have the myths about what it takes to create and execute on a successful mobile strategy.

Given the size of the mobile opportunity, the size of the challenges and the speed with which mobile ecosystems are evolving, it’s not surprising that many of these myths are accepted at face value. Unfortunately for companies trying to make mobile progress, some of these myths are detrimental.

Here are five mobile myths that, when believed, can harm a company’s chances of succeeding in mobile channels.

1. Mobile is everything.

Mobile is a big part of the future, and the future is here. Smartphone penetration rates have skyrocketed and in many markets, companies that aren’t yet rolling out at least an initial mobile strategy are at a significant disadvantage. But, contrary to what some suggest, mobile isn’t everything. Yes, depending on the industry you’re in, the majority of your users may be mobile at some point in the future, but as companies like Spotify are acknowledging, the desktop isn’t dead.

2. You need to go native for apps.

If your company decides to build a mobile app, choosing the right technology for the job is an important and often-difficult decision. There’s a general native mobile apps are the gold standard, but they can be expensive to build.

For that reason and others, there is a lot of interest in alternatives to native, but if Facebook can’t build a decent app using HTML5, how can anyone else? The truth is that it can be done. The big question: what is your organization best capable of delivering, and how much investment are you prepared to make in building a great experience using the tools you have at your disposal?

3. Analytics is the same as on the web.

It’s difficult to maximize the productivity of a website without analytics, and this is true for mobile as well. For better or worse, however, companies shouldn’t treat mobile analytics as a mere extension of web analytics as there are more than a few mobile-specific considerations.

4. Your existing design and development resources can handle mobile.

If your company has design and development resources capable of creating compelling mobile experiences, consider yourself lucky. For many businesses, one of the biggest challenges is finding talent with mobile chops.

Unfortunately, more than a few companies neglect the fact that, from UX to optimization, there are key differences between web and mobile experiences. While specialist mobile developers may see their roles diminish over time, when it comes to your needs today, it’s worth considering the possibility that existing resources may not have the experience required to tackle mobile successfully.

5. You have to figure everything out now.

Given the obvious importance of mobile to the future of many companies, it’s no surprise that executives are increasingly pressured to figure mobile out now. But defining what ‘figure it out’ means is important. Given the fact that mobile technologies are evolving so rapidly, the reality is that companies wanting to succeed with their mobile initiatives will have to get comfortable with the notion that they can make decisions without clear winners and standards.