Millions of people browse the web every day on mobile devices. It is true to say that any website can render on a mobile device providing it is built to scale, however in many cases this is not enough. Content heavy sites will take time to load on mobile devices and equally the download cost to the consumer has to be considered. Apple do all of this very well of course, standard sites view well on the iPhone but even so it is recognised that browsing on a mobile device is a completely different experience. This is why so many are tailoring an online presence for mobile.
This doesn’t mean that you need to go to the expense of building an iPhone or Android app just for your site. You can create App like behaviour with a good mobile theme. For example the iPhone lets the user add your site link to his home screen, which means an app type icon could show for your site. So even without an app it is possible to have your site styled and simplified for mobile browsing, still getting your message across and strengthening your brand in a way that suits mobile users.
Mobile users are less likely to be able to use drop down menus and other more complex functionality that we take for granted on the desktop. Desktop users have a comfy chair whereas mobile users tend to browse in short sharp bursts and are far less likely to surf aimlessly.
However you look at it, the mobile web brings new opportunities – people can view your site anywhere, at the beach, on a train, on location, at the bus stop, the possibilities are endless.
The potential for new users over the coming years is massive. It is estimated that there are 14 3G connections for every 100 people compared with 8 fixed broadband connections. At the moment only 20% of the world’s mobile users have 3G, leaving 4 billion people still to upgrade and take advantage of the mobile internet. One could argue that the time will soon come when the mobile site will be considered first followed by a desktop version.
The mobile revolution brings new types of relationships. Your relationship with your target audience becomes far more personal. Mobile devices today are everything for many people, phone, address book, calendar, music player, compass, messaging device, game console and web browser. It is necessary to consider how the user can be engaged on that basis, more inclusive more social.
What makes a good mobile website?
- A site that can dynamically distinguish between mobile and desktop users. The site will know when it is being viewed on a mobile device and when on a desktop or laptop device.
- Brand consistency, keeping the theme and colour scheme the same. If a desktop site is light and airy then the same should apply to the mobile site. Content will be displayed differently but it should be the same content.
- An interface that is easy to use. Mobile users don’t need to be filling in forms, or have to use complex navigation menus. A link for them to click and dial your number direct from their phone or add it to their address book will be far more effective.
Clearly there will be many more considerations but keeping these basics in check is a firm foundation for a great mobile site.
What about the cost?
There is going to be a cost involved in setting up a mobile version of your site but when you consider the size of the audience that you can target effectively, it is a bit of a no-brainer.
