Why do I need a mobile web if I already have a classic web? Can I use all the resources of the mobile phone? The ‘White Paper of Mobile Webs’ answers all the questions that arise when adapting to the mobile.

Why a mobile web?

As the number of people navigating through their mobile devices grows, few companies have a clear understanding of what it means to have a mobile web, the benefits it generates and how to incorporate it into their marketing and communication strategies.

The use of the Internet through mobile phones increases at a frantic pace and will continue to increase in the coming years. The key factor has been the high penetration of Smartphones or smartphones. The birth of this device replaces the access to the web. Through the mobile web a user can access the information from any place and time, regardless of the type of device that uses it. Although a web page can be viewed from mobile devices, this does not mean that the page is navigable comfortably for users.

What is the Mobile Web White Paper?

It is the guide that will help you to approach in a simple and attractive way the world of creation, positioning, profitability and measurement of mobile web. In it you can find advice from which are the parameters to develop based on a strategy and objectives, up to measurement parameters to know if you are reaching them once adapted the web.

The Mobile Web White Paper can now be downloaded through the MMA website, in the following link (adapted in pc and mobile version): MMA launches this second White Paper after the success harvested with the White Paper of the Apps Mobiles in 2011, and which is part of an MMA work program composed of reports and guides specialized in the possibilities of marketing and mobile advertising, which will have more results published in 2013, such as the ‘Basic Guide on the mobile advertising formats’.

Possibilities that the mobile web offers Segmentation of the contents, capacities and formats to present in the webs according to data concerning the user. It can be carried out on different aspects such as:

  • Socio-demographic characteristics
  • Geographical position
  • Access technology

Incorporation of new communication channels exclusive of a mobile device to provide interactive mobile web browsing. For example: Click-to-call, Click-to-SMS, etc. Use of HTML5 for mobile web development. The capabilities available in HTML5 allow sufficient capacity for the mobile web to have some of the functionality offered by mobile applications, this begins to be used by brands, companies and other organizations to:

  • Reduce investment in application development for various platforms.
  • Reduce support and maintenance costs for applications.
  • Reuse or share investments for developments made in classic and mobile web.
  • Ensure a common experience for all users.
  • Reduce the entry barrier that users have to download an
    application:
  • Introduction of data such as credit card, acceptance of application terms Introduction of mobile payment technologies. Increasingly, exclusive payment solutions are incorporated into the mobile web. The emergence of devices with NFC technology will only increase the adoption of this trend.

Rich Media Formats. Video, audio, animations and all these types of content with their associated formats are already reality; are becoming more present both in advertising and in the development of the mobile web.

Mobile presence of companies and the emergence of the corresponding offer. Businesses are not far behind when it comes to viewing the mobile web as an opportunity and they move to mobilize their traditional online sites.