Mobile Web
Conclusion
As mobile technology continues to grow and evolve, mobile devices and the Mobile Web will offer vast opportunities to consumers and business alike. While this space continues to change, many companies are still determining the best ways to navigate this uncharted territory.
Companies will need to keep pace with the development of the Mobile Web in order capitalize on the large number of people who use it on a regular basis. As a sign of what is to come, eMarketer projects that the global budget devoted to mobile brand advertising will rise to $3.5 billion in 2011 – up from $123 million in 2006.
In summary, we recommend that companies continue to monitor and explore this new medium since mastering the Mobile Web can offer access to new consumers, and may generate increased business and positive brand impressions.
The following points are a summary of FairWinds’ recommendations:
1) Mobile Web Optimized Content
- Review how each of your key Web sites resolves on a mobile device and develop a plan to optimize them for mobile users. Even today, as the Mobile Web is young and growing, it is important to deliver expected experiences to your consumers.
- Consider the development of modified content that is specific to your business and to the needs of your mobile customers (think about what Turner has done to make cnn.com a leader in this space).
2) Domain Name Strategy
- Review your domain name strategy to ensure that you are cognizant of the desires of both Direct and Freestyle navigators.
- Determine whether you own the right brand plus descriptive-category or product-type names. Do you own typos that are applicable to mobile devices (some mobile device keyboards are different than full sized keyboards)?
3) Trademark & Copyright Enforcement
- Search implications – paid and natural search are often combined making it more difficult to stop others from using your trademarks in paid search keywords.
- Content resolution – one domain name can resolve to two different Web sites if accessed via traditional Internet or Mobile Web. Does your vendor monitor what content appears on the Mobile Web verses traditional Internet for all infringing domains?
- Cybersquatting – the existence of different navigation behaviors coupled with the likelihood of typographical errors create new opportunities for cybersquatters.
