Your mobile site: Presence first, then purpose
I’ve commented before about how much I like Steve Smith’s articles at MediaPost’s MobileInsider. Here’s a link to today’s column.
Steve rightfully points out the need to have a purpose with your mobile presence. Indeed, you have to have the presence first but it’s what you do with it that matters. It’s the same thing that happened on the PC-based web. In 1994, the box had to be checked “Yes”, we have a website-a presence on the internet.
Take Pizza Hut for example. Their site in 1994 allowed you to order pizza online if you lived in Santa Cruz, CA. Today it’s a much different story for them. They learned that people would buy pizza online and reacted accordingly.
The same thing applies for the mobile world. Establish a presence, learn and study what your customers want from you via your mobile site and then offer it to them. Please don’t just replicate your PC-based website on a mobile phone or rely on your actual PC site to be your mobile site.
I’ve said it before, and Steve points this out often, the mobile user is looking for a different experience and I have codified this into the Mobile Consumptive Experience or MCE.
For a brand, the MCE dictates that even with a cool app that propels your brand only in terms of mindshare you might be leaving something on the table. Think like your customer on-the-go. What would you want if you patronized your brand, your store, your restaurant? Thinking like a customer on-the-go is what the MCE is all about.
Steve also raises up the Sony mobile experience and one can’t help but wonder if Sony even asked a customer what they want from a Sony mobile site. How about a synopsis of a product which can be found by entering the Sony product number? Their site doesn’t support this and Steve asks why they even have one if the point is to aim visitors to their PC site. Saying your mobile site is weak does not bode well for a world where mobiles dominate the web.
So, I advise brands to use the numerous customer touch points they already have to refine their mobile presence and turn it into a mobile site with purpose which your customers will want to interact with again and again and even share it with others.
For those with no presence, um, I think you should get busy and a free Ruxter site might be a great way to get started.
Dale Knoop is a mobile multimedia patents holder and an industry-recognized pioneer of mobile data services. In 2005 Dale won an Emmy while serving as the GM for Sprint TV. In August 2009 he launched Ruxter which allows anyone to quickly and easily become part of the rapidly growing mobile internet with a free, fully optimized mobile website they can share with anyone. You can contact him here. Follow Ruxter on Twitter.