The launch of the iPhone changed the way most of us think about the capabilities of mobile phones, but there was at least one group that wasn't surprised. Today's university students have spent the majority of their lives using mobile phones as their primary form of communication, and appreciate the value and convenience they provide on a daily basis. So it's not shocking for them to think that a mobile phone can be used for almost everything, from checking the weather to making a dinner reservation to conducting bank transactions and so much more.

Ninety-seven percent of U.S. college students own a cell phone, and approximately 27 percent of those are smartphones, according to a recent Ball State University Study. This highly engaged group sees text messaging as a natural way to communicate and the mobile Web as an easy way to gather information. College students are such a logical target for mobile applications because they are early adopters of technology, constantly on the go, and rely on mobile content and communication as critical to their daily routines. Students expect to communicate this way, and school administrations need to embrace the importance of the mobile phone and the influence it can wield in a student's life.

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