Modapt launches mobile web transcoding service

Optimises any existing website for navigation on the phone.

Australia's Modapt does transcoding and content adaptation on-the-fly.  And any changes made to the main website are adapted to the mobile version synchronously.

The firm is targeting web publishers in markets where content changes frequently, and is recruiting partners to resell the solution.

"Frustrated website publishers are searching for better and more cost-effective ways to publish content on mobile platforms.  And the ability to do so is more important than ever with smartphone sales now out-performing that of PCs and laptops," said Modapt CEO Mark Lederhos.

"For many consumers, web browsing on a mobile phone can be an annoying and maddening experience.  With Modapt, it doesn't have to be."

These kinds of transcoding services have been around for a while, mostly through Novarra and Infogin. The tech caused a bit of controversy back in 2007 when Vodafone began using it, and developers saw some of the features they'd written in to made-for-mobile sites disabled.