I picked up an iPhone 4 a while back and boy oh boy is it neat. My introduction to the fourth screen has been incredible. I thought I was attached to my phone before, but now I carry this device like a Jedi packs his light-saber. Even though I’ve had Internet capabilities on my phone before, smart phone Internet is on a whole new level. It’s very clear there are brands who are embracing and using mobile websites effectively and those who aren’t.
For this installment of the 5ives, I thought I’d share the differences I’ve seen between the mobile Web and classic Web. Together, as consumers and marketers, we can hopefully acknowledge and use these differences to enhance the user experience on the mobile Web.
1. A Tale of Two Screens
Mobile Web is sometimes called the fourth screen, meaning it’s the fourth place our culture found ways to view media after movie theaters, TVs and computers. The most obvious difference between the classic Web and the mobile Web is screen size. But I’ve also noticed, that on many phones, the orientation of the screen is different. My desktop is horizontal while my mobile browser is vertical by default. It may not seem like a major issue to many consumers, but it’s huge.
Orientation affects everything from navigation hierarchies to design. It’s a big reason why many Web professionals encourage the development of a separate mobile website. If that’s not an option, companies will need to think about how they want to structure their websites so that it will have the same design merit in a narrower format.
2. Flare Foregone for Function
The mobile Web is still young, and for the time being, it’s not as glamorous as the classic Web. And maybe that’s okay. Flash animation was really cool when it came out, but by being so cumbersome, it may be worth reevaluating the true value of razzle-dazzle on the Web. The mobile Web’s youth forces us to purge the bells and whistles so that the site can be streamlined. Going forward, this should serve as an excellent opportunity for us to focus on putting more utility into the Internet experience.
3. Beach Bums and Busy Bodies
When it comes to the mobile Web, surfing is left for the beach. I have yet to use my phone to aimlessly peruse the Internet. At home, it’s a different story. I can plant myself on the couch with my laptop, a mug of chai and browse the Web for hours. For me, it seems the mobile Web is for seekers, not surfers; for buyers, not browsers. This means that websites are going to need to be more valuable up front with the content they offer. Successful mobile sites already do this. Easy-to-click links, clear navigation and logical information structures will only continue to improve and make it easier for people on the go to find what they need.
4. ISP’s, G’s and Acronyms TBA
You can argue that broadband, and a greater access to it, has done more for the Internet in the last decade than anything else. Broadband gave people the chance to watch video and engage with social media. Can you even imagine Twitter on dial-up? The mobile Web is speeding up exponentially, but it’s still a step behind. Until the mobile Web can keep pace with the classic Web, sites will need to run lean. It’s a reoccurring theme. The mobile Web is making us think about efficiency on the Internet in ways we previously haven’t.
5. Apps are the New Entree
Despite its need for clearer visuals, streamlined navigation and lean site size, the mobile Web offers something the traditional Web cannot – apps. By now, the majority of people are familiar with mobile applications. These tiny programs offer fun, function and make life easier. I argue on instinct alone, that apps are responsible for the progress of the mobile Web. Thousands, if not tens of thousands of companies, are experimenting with apps as a way to provide value for customers. And that’s the really cool thing about the mobile Web. Phones gave people the chance to communicate one on one. The classic Web gave people access to all the information in the world. Apps and the mobile Web give us communication, information and tools to help interact with that world.
The mobile Web and classic Web are married. If we have one without the other, there is a void, something missing from what makes us whole. By realizing the differences, making compromises and seeing the good in each technology, we as consumers and marketers can form a bond that will last until dead batteries do us part.