As students demand more mobile services, universities shape and align their mobile strategies. Along the way, they hurdle obstacles, consider mobile apps and websites, and provide students with personalized information. The University of Wisconsin-Madison has developed a Web presence, a portal and mobile apps for the iPhone and Android platforms. And the university may consider a mobile-optimized website. "I think the conversation we're having is, 'Ok, there's a strategy, at least implicitly, behind all these efforts, but the strategy is not necessarily aligned,'" said Chris Holsman, director of enterprise Internet services. To align these efforts, the university is working on a comprehensive governance structure and strategy.