Almost everyone’s pouring time and money into smartphones these days. Social networking giants mine them for ad revenue, retail stores use them to reach customers, and credit-card companies want to turn them into wallets. And then there’s the Church of Jesus Christ of Latter-day Saints.

The 15 million-member church has a full-fledged mobile strategy and numerous apps, but all with a set of objectives and challenges that run counter to the big trends in the industry.

“Our measure of success isn’t revenue,” said Clint Bishop, senior mobile advisor for LDS, also commonly known as the Mormon church. That sets him apart at conferences like the Open Mobile Summit in San Francisco, where he sat in the front row on Monday morning for sessions on mobile sports, travel apps and carrier strategies.

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