Brands and developers that don't optimise sites for mobile are failing their customers, writes Wapple COO Anne Thomas...
These are heady days for the mobile web. After any number of false dawns, it would appear that its time has finally come.
While it is difficult to pinpoint any particular tipping point for the channel, the combination of smartphone penetration, fixed-rate data plans and sufficient bandwidth means that customers now regard the web on their mobile device as essential as the web on their PCs.
And the numbers are not going to stop rising.
In emerging economies where fixed-line internet access has been overtaken by mobile, the figures are extraordinary. India has 20 per cent mobile web penetration and Nigeria a whopping 37 per cent, and while UK penetration is only six per cent, this figure is expected to explode over the next two years.
So is this a wonderful opportunity for web designers, developers and brands to work together to build rich mobile web experiences?
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Or will it stutter like so many times in the past?
If done properly, it will undoubtedly be the former. But there are many potential pitfalls to avoid. Recently Google announced that 79 per cent of its biggest advertisers do not have mobile-optimised web sites – an astounding figure that shows how much needs to be done.
But even those with a more advanced approach don't get everything right. For example, Unilever is one brand that takes mobile very seriously and at Wapple we have delivered a number of successful mobile campaigns for them.
However, its recent mobile banner campaign for 'I Can't Believe It's Not Butter' sent customers to the brand's full website. Naturally, the customer was greeted with a landing page that was unreadable and an experience diametrically opposed to the one they expected.
So how can the road be cleared of these pesky sleeping policemen?
I dread to say the two words rocket and science but in this instance it is a case of nothing less. Today, the non-mobile web is an immovable force in the way brands and companies operate. The internet is a shop-front we recognise, and we demand great design to be able to browse and buy with ease.
The mobile web is no different.
In two years' time the two will co-exist everywhere. But the bridge over that two-year period needs to be made NOW by educating brands and developers alike.
At present large brands are spending fortunes on optimising mobile web sites because they engage agencies with specialist knowledge and technology. Meanwhile in-house and outsourced teams continue to believe that the mobile web is difficult to work with.
Some may also believe it's unworthy of their abilities.
This will not change until every web designer, developer and agency is armed with mobile skills.
When that day comes (and it won't be long), the mobile web will be no more expensive than any other form of digital delivery.
It's not, gulp, ROCKET SCIENCE and mobile customers are not from different planets.
We are so passionate about this we have launched a Mobile Developer Program that brings together this growing community. It means that this band of developer brothers and sisters can share ideas, give tips and improve the quality of the work that they do.
We hope it will arm them with the skills to build, design and deliver mobile web sites that are as beautiful and impressive as their online counterparts.
As ultimately, this will mean 100 per cent, not 21 per cent, of Google's biggest ad customers will be able to give their mobile customers the content and service they deserve.
Long live the mobile web!
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1 comment
You tell 'em, Anne. Wise words.
Steven Shields Jul 12th 2011 at 8:10PM
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