The School of Mobile Vol. 2 - The Detail
3. Decide what fits for mobile – and what does not
In some cases it may be necessary to bring all your PC Web content and services also onto
mobile. But in most cases this strategy is not recommendable. Iden�fy the mobile use cases
of your content and services and reduce your offering to the appropriate and essen�al. Look
at eBay: You can search, bid and log into “My eBay” on your phone. Crea�ng a new account
or pos�ng a new item is only possible on the PC website.
4. Create a solu�on specifically tailored for mobile devices
The iPhone is great; it has really boosted the mobile Web. But it makes some people believe
they won’t need a website tailored for mobile. That’s wrong! PC website layouts, naviga�on,
and click flows are generally too complex for mobile usage. For the same reason, solu�ons
fail that promise they can scrape content from your PC website and alter it automa�cally into
a mobile version. Don’t forget, there are dozens of hard- and so�ware manufacturers in the
mobile space with several thousand different phones on the market simultaneously. So you
need a solu�on that is tailored for mobile and based on a so�ware pla�orm that adapts your
website to all mobile devices worldwide on the fly.
5. Make intelligent choices with respect to client applica�ons versus a mobile website
Client apps are installed on the device, while websites are accessed on the phone’s browser.
The decision between the two op�ons is easy: If all your content needs to be accessible
offline, only a client applica�on can store it on the phone. But client apps have many pi�alls.
They need to be downloaded and installed by the user each �me you distribute an update.
And you have to create and manage many different versions for all the different hard- and
so�ware pla�orms. Mobile websites are much easier to handle: No installa�on, server side
updates, browser as single access point, and, based on the right so�ware pla�orm, you need
to create and manage only one website for all devices. Personaliza�on can be realized within
a login area. And for the storing of selected content items like �ckets or confirma�ons, SMS,
MMS, or e-mail can be used. Regarding app stores, e.g. on the iPhone: They are a great
distribu�on channel. So use them to provide a li�le launcher applica�on that allows one click
access to your mobile web portal.
6. Take advantage of the opportuni�es only mobile phones offer
In the near future communica�on will become even more integrated across various different
channels. The mobile channel will then be the key that connects to all the others. In fact,
your mobile is already a mul� channel machine on its own, providing voice-web-IM-mail-
SMS-MMS-photo-video communica�on. The right combina�on of these channels creates
compelling new mobile services. Mobile specific features like localiza�on add even more
crea�ve value. Given the fact that the mobile is by far the most ubiquitous and personal digital
device ever on this planet, a new dimension of smart service offering is clearly foreseeable.
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