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The School of Mobile Vol. 2 - The Detail Chapter 3 - Mobile Technology and Solu�ons

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With respect to mobile internet sites for travel companies, it is important to note that your site
is likely to be used by consumers who are looking for quick but detailed informa�on. The key is
usability and for users to be able to get hold of the most useful informa�on as quickly as possible.
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To find out about how the mobile internet can be used as part of a mobile adver�sing strategy, click
here.
What is Mobile 2.0?
Mobile 2.0 is the recogni�on that a mobile device is not a personal computer and shouldn’t
be treated like one. Mobile 2.0 is about leveraging social media with the advantages that
come with the special capabili�es of the devices like cameras and GPS. Mobile 2.0 is about
being smart by recognising where we are and showing relevant informa�on catered to that
loca�on.
(Source: Daniel Na�ons, About.com)
How is the Mobile Internet different?
Internet access through the mobile phone changes the way that the internet it is used.
In order for you to make mobile internet work for your company, it is necessary to ensure that your
mobile site has great usability. The greatest problems iden�fied by users with respect to the mobile
internet are:
• Site load �me
• Site naviga�on difficul�es
• A lack of user friendliness.
As with the tradi�onal web, mobile users will only tolerate short delays and will give up quickly if a
site or service is not responsive. However, a response �me expecta�on of even just five seconds is
technically difficult to achieve on the mobile web.
(Source: Online Publisher’s Associa�on)
Technology Spotlight on the Mobile Browser:
A mobile browser is a web browser designed for use on a mobile device such as a mobile
phone or PDA. Mobile browsers are op�mised so as to display Web content most effec�vely
for small screens on portable devices. Mobile browser so�ware must be small and efficient
to accommodate the low memory capacity and low-bandwidth of wireless handheld devices.
Typically they were stripped-down web browsers, but as of 2006 some mobile browsers can
handle latest technologies like CSS 2.1, JavaScript and Ajax. Websites designed for access
from these browsers are referred to as wireless portals.
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