Mobile web is experiencing a new buzz, but this time brands are really acting on it.
It wasn’t so long ago that everyone was talking about the mobile web revolution, it would change the world. But then talk of the phenomenon appeared to subside and things went quiet. Was this the end of the mobile site boom before it even really began?
Certainly not. I’m more inclined to call it the lull before the storm. In recent months the pages of NMA have been full with stories of newly launched mobile sites and increasingly ingenious uses of mobile technologies in commercial applications. And it’s their commerciality that is the key. It’s not about who has the coolest looking mobile site, but it’s about actually being able to use the site to achieve a goal or satisfy a purpose.
And it’s exactly the lack of this commercial element that has held back the mobile boom until recently. The penetration of mobile internet has reached 12.9% in the UK (source NMA, July 08), now providing a significant enough audience to make mobile sites really work.
So, the excitement of the new mobile boom is now upon us. Brands are taking the leap, investing in mobile and they have a real use for their mobile sites, rather than just ‘being there’.
Some of the most recently launched / soon to be launched mobile sites include:
- Real Madrid – launched July 08 the main purpose of this site is to provide downloadable content and official club news
- Trinity Mirror – due to come this autumn - 12 new mobile sites for its brands including the Daily Mail
- Itchy Group (they do the Itchy City Guides) – a site and SMS service that will allow users to find their June 08 and includes the latest news, ticket information and features a host of downloads
- Kellogg’s – used a mobile site as part of their ‘Win a zookeeper experience’ campaign launched early 2008
These are just a few of the mobile sites that have launched recently. There are a host of sites supporting some of the UK’s best known on and offline brands including:
- BBC – http://www.bbc.co.uk/
- Google – http://www.google.co.uk/
- Flickr – m.flickr.com
- National Rail – wap.nationalrail.co.uk
- Facebook – m.facebook.com
If you’re thinking about using mobile to benefit your business, give us a call on 01252 70 11 11 to find out how we could make it work for you.
Jocelyn Kirby
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