For Customer Experience Professionals

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	February 12, 2007 What's Wrong With The Mobile Web? by Vidya L. Drego with Harley Manning, Steven Geller	Average: 9  (4 ratings)

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Executive Summary

The mobile Web is fraught with user experience challenges. Sites are difficult to find, usability of both devices and sites is poor, and access is costly. Despite these challenges, the mobile Web has potential: It can provide contextually relevant information and services to users anytime, anywhere — something no other channel can beat. Companies that are creating a mobile Web strategy should focus on providing timely, location-aware, and actionable content and services. To make these services more viable, companies should implement a multichannel design strategy that distributes mobile functionality across SMS, MMS, phone, and desktop Web.

TABLE OF CONTENTS

• The Mobile Web Is Plagued With User Experience Challenges
• The Mobile Web's Potential: Deep, Timely, Contextual Content
• To Gain Wide Adoption, Mobile Sites Must Be Useful And Usable

RECOMMENDATIONS

• Prepare For A Mobile Future
• Supplemental Material
• Related Research Documents

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