There’s No Such Thing as the Mobile Web

At the end of 2009, I wrote about the 3 Flavors of the Mobile Web Experience but over the last several months I have become increasingly convinced that there is no such thing as the mobile web. The reality is that brands need to create a holistic web strategy, optimizing for devices, but not thinking of a “regular” website as being different than a mobile version. A company must have a single web presence that is smart enough to detect the access device, delivering a compelling and engaging interaction regardless of physical location or screen size.

By eliminating the walls between the tethered and mobile web, marketers can begin to develop comprehensive online strategies that accommodate all users. As more of the overall web traffic migrates to mobile devices, user expectations will follow suit and to not account for those from the outset will reflect a serious lack of foresight and strategy.

If you are still not convinced that you need to create a blended web strategy, consider:

• Morgan Stanley predicts that more people will access the web via their mobile device rather than a PC by the year 2015.
• Coda forecasts that mobile commerce in the U.S. will hit $23.8 BILLION in 2015, 8.5% of all e-commerce.
• According to Google, one third of mobile searches include a geo-modifier.

How has your web strategy evolved to account for the growth in mobile access?

Tagged as: coda, e-commerce mobile, ecommerce, Electronic commerce, Google, Mobile Computing, Mobile phone, mobile phones, mobile web, Morgan Stanley, pc, Personal computer, Wireless Data