Is this meant to be for mobile devices only? You can start with getting your usability right. A narrow column of content on a blank screen is not ideal for consuming the said content.
Yes it is primarily intended for mobile and small screens. That it works in any browser is a value add.
I would say, if you are not relying on an app market for your distribution, a full blown web version is your best bet. My not backed with any data whatsoever observation is, mobile web traffic is still too small to use as the sole medium of a marketing effort.