A D i v i s i o n o f S I E R R A B R AV O C O R P O R AT I O N
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Mark Hurlburt and Annette Johnson
What is the Mobile Web?
Hint: It’s a mix of content and technology.
Mobile Web Challenges
Mobile Web Advantages
A Bit of History
In the beginning...
Walled-garden approach from mobile carriers
Search-dominant “real” internet
Mobile Web Market
Q:Who Has a Cellphone?
A: Everyone -271,000,000 Phones in the US
32% of Americans
Have Gotten Online with a
Three Classes of Users
Mobile Market 23% Mobile HTML Requests
Touchscreen Smartphones Other
What About Other Devices?
45% of adults own iPods or other MP3 players (5%)
41% of adults own game consoles (9%)
14% of adults own PDAs (7%)
2% of adults own e-book readers (1%)
Mobile advertising is expected to grow by 15% in 2010 to 2.9B
Mobile Advertising Outlook
72% say they’ve used mobile advertising tactics
31% plan to spend between $100-249K, 15% plan to
78% of agencies said their mobile campaigns had met
their goals, 9% said their expectations were exceeded
Mobile User Motivation
Stay in touch with others
Accessing information on the go
Posting content on the go
0% 25% 50%
Mobile Users Are Not
Knowing that these users are different is the first step, what do you
do with that information?
Mobile Web Dogmas
“One Web” - Adapting the user interface of a website to
conform to the device that is being used to view it (also
referenced as device independence)
“Contextual Web” - Adapting the functionality of the
site to focus on content, features and tools of
particular interest to the given user
Single point of entry to a site
Avoid popups, frames and other multi-window layout
and navigation techniques
Avoid rich media (i.e. Flash) or provide alternative
Strive for valid markup
Provide link to “full site”
Separating Mobile Users
“example.mobi” style separate domain
“mobile.example.com” third level domain
Browser and/or device “sniffing”
More answers online at http://nerdery.com
Pew Center for the Internet and American Life