The School of Mobile Vol. 2 - The Detail
3.2 Mobile Internet & Mobile Analy�cs ↙ go to sec�on selec�on
Introduc�on to the mobile internet
For brands looking to achieve presence and visibility via the mobile device, mobile websites are
becoming a necessity. Mobile has come a very long way from the clunky, slow, ugly and barely
usable first genera�on WAP sites of the early 2000s. And now, the mobile internet really comes
down to being able to achieve two things for travel companies: presence and reach.
The mobile internet has come into its own with the ubiquity of 3G networks which have greatly
improved the general usability and quality of the mobile internet experience. The coming of 4G
over the next few years will take these changes to a whole new level and finally offer a mobile web
experience comparable in terms of speed to the PC-based internet as it will offer genuine mobile
broadband. 4G will be much be�er able to handle the delivery of rich streamed mul�media, Digital
TV and so on (Source: 4G Working Group) , 3G networks combined with new-genera�on handsets,
has helped to improve customer sa�sfac�on with the mobile internet. Another key driving force
behind the adop�on of the mobile internet is the widespread introduc�on of unlimited data
packages encouraging people to experiment and become comfortable with using the mobile
internet. When iPhone was released there was genuine surprise amongst many industry experts
at the truly phenomenal increase in mobile browsing that occurred, iPhone user’s appe�tes were
voracious and this has only increased over �me. iPhone is not just about the app store it has also
had a huge impact on the way that mainstream mobile users perceive the mobile web. As we will
learn later in this sec�on, making your mobile website highly useable is the make or break factor
that will determine if people return or never come back. On this basis, it is important to get the
design right the first �me around.
Focus on the Widget, driving the mobile web forwards:
“Mobile widgets are narrowly focussed standalone (web) apps, which are installed onto the
mobile device. The main advantages over tradi�onal mobile web applica�ons are that the
code-base (and usually any required resources such as images) are already on the device (less
data to download and more cash in your pocket), and also that they are usually invoked by a
friendly easily-iden�fiable icon (no messing about with mobile browsers and bookmarks). So
widgets help overcome two prominent barriers for user adop�on. This has led some to claim
that mobile widgets hold the key to true mobile web ubiquity - most users just won’t realise
they’re using it! On the other hand, widgets typically need to be installed on the phone by
the user, whereas the browser is likely to be already there. In summa�on, mobile widgets
o�en use components of AJAX, namely the asynchronous data transfer.”
(Source: MobiForge, Mobile Development Community 2009)
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