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The School of Mobile Vol. 2 - The Detail Chapter 3 - Mobile Technology and Solu�ons
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7. Provide the best possible user experience – on any device
Give your best to fulfill the promise that is behind the term “Mobile Internet”. Not every
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mobile device today is capable of displaying a website that provides content or features
based on Flash, AJAX, and other innova�ve technologies. But that doesn’t mean that you
can’t provide a compelling user experience for those devices, too. Generally, there are three
different camps regarding enabling of the mobile web: On the one hand, there are the iPhone
evangelists. They try to convince you that an appropriate user experience is only possible on
next genera�on smart phones. Their advice: Forget about the rest or wait un�l everybody
owns an iPhone. On the other hand there is a camp that believes having a top-level mobile
domain presence is most important. They try to convince you to go for the lowest common
denominator to provide mobile services that reach out to all phones. Their advice: A header
banner and some text links will do it on an iPhone, too. In the middle you will find a so�ware
solu�on that adapts mobile websites and rich media content on the fly according to the
capabili�es of each different phone. Our advice is simple: Provide the best possible user
experience on any phone worldwide. Only this will make the mobile Internet happen.
8. Make sure that your mobile website is easily accessible
It was a clever business idea to create a special top level domain for mobile websites. But you
don’t really need it. Your customers know your general URL already. Why should you waste
money to teach them a different one? Instead, just re-direct requests from mobile devices
automa�cally to your mobile site. Mobile SEO and any kind of marke�ng will help to leverage
your mobile solu�on. Launchers provided via mobile app stores and your PC website will add
traffic, too. If possible get your mobile service integrated on mobile network operator decks.
But take care, that you don’t get stuck in walled gardens. Keep your site always accessible to
the open web.
9. Track and op�mize your mobile site constantly
Mobile websites can be tracked like any other website. Log-file analysis, one pixel marker,
cookies and also java-script enabled tracking methods are viable, even though the number
of handset shrinks when it comes to more sophis�cated ways of tracking. Today the ra�o for
log-file analysis and one pixel marker is 100%, cookies near 90% and java-script around 40%
regarding all devices in the market. But device churn rates are constantly high in developed
markets, so that tracking will soon not be a challenge any more. Tracking mobile users gives
you exci�ng new insights about your customers. Their device and their preferred network tell
you a lot about them. Behavioral tracking (and targe�ng) can even include the user’s loca�on
(although this requires opt-in).
10. Don’t wait for more standardiza�on
During the last 24 months a lot of new players entered the mobile Internet market. Apple
launched the iPhone, Google developed Android and Yahoo launched Blueprint. Wai�ng for
a device, a browser, or an opera�ng system that will beat all the others means wai�ng for
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