Google states they’ve started the GoMO initiative to help buissnesses to:

• Find out why mobile-friendly sites matter
• See how your current company site looks in mobile version.
• Help finding resources for building your mobile site.

Basically this is not for the major brands already gone mobile. This is for the SMB’s who haven’t discovered the mobile possibilities yet. You can acutally do a quick test on how your current website looks on mobile devices.

Also – if you’re an agency trying to get your customers mobile, find more information e.g. best practises, Q & A’s etc. here.