Mobile is a business full of powerful players, often with robust personal agendas and a strong desire to get their own way.

Occasionally a row breaks out. But few can match the heat generated when Vodafone and Novarra introduced internet transcoding two years ago. The blogosphere was aflame. Petitions were signed.

Two years on, the transcoding conflict has disappeared. But only because the sector snapped into action and re-christened transcoding as ‘web transformation’. A bit like the Winscale nuclear plant being re-named Sellafield. Problem solved.

Maybe. Take Richard Holdworth, CTO at mobile website maker Wapple. “Transcoding is a load of rubbish. It should be banned,” he says. Cripes.

But the technique has a growing band of sympathisers and is being vigerously defended/remodeled by its enablers...

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Click here to read our full analysis of the transcoding issue.