This feels like a different situation than the article author. My impression is that they were concentrating on services where mobile is just one point of access, but make sense in any scenario. Stuff like social networks, dating apps, reddit, stackoverflow, etc. Services that don't depend on the mobile experience whatsoever, unlike, say, Uber, that requires location tracking, or mobile games, which are often designed to be played on the go.
If a business doesn't depend on the mobile experience, then they are still able to offer their services without offering a native app. People on mobile can still access the service through a mobile browser--perhaps not the ideal experience on mobile, but it is still an option. And I think that is the author's point: If there isn't a necessity or dependency on the mobile platform, don't build for it.
If a business doesn't depend on the mobile experience, then they are still able to offer their services without offering a native app. People on mobile can still access the service through a mobile browser--perhaps not the ideal experience on mobile, but it is still an option. And I think that is the author's point: If there isn't a necessity or dependency on the mobile platform, don't build for it.