The functionality of a mobile site is the key to reaching mobile users effectively. It is not possible to use a site designed for PC viewing, and just hope it will look ok on a mobile screen. Stringent rules need to be followed to make sure the mobile site complies with mobile technology and doesn't display your company web site as a chaotic mess.
Mobile web pages need to be short, snappy, and give the specific information that a user need. If they want to browse for hours they have the option of doing it much more cheaply on their home PC.
If you develop a mobile site that works well, looks good, and is easy to navigate, you have the potential to reach an audience of mobile and PDA users that run into the millions.
Functionality of mobile sites needs careful consideration, and some companies may feel that the constraints on design and content, because of the limitations of the interface, mean that they adopt a 'watch and wait' policy. Brand Attention consultants are watching developments and predict that some of these constraints will evaporate in the next couple of years as mobile phone manufacturers develop new technology and new software, to make mobile browsing nearer to the experience of browsing on a PC.
A survey by Informa Telecoms & Media looked at the trends in mobile advertising and predicted that, by 2011, advertisers will be spending over 5 billion GBP on mobile marketing.
Well known mobile manufacturer giants such as Nokia are responding to this need, and have already introduced the Nokia Ad Service, which enables video, audio, and text marketing on its network.
