How To Build A Mobile Web Site

The browser-based mobile Web experience is more important than ever, with dramatic growth in the usage of the mobile Internet — especially from smartphones — in the past 24 months. In 2009, consumer brands built iPhone applications; they are now asking what's next. The answer for many is to improve the quality of their mobile Web site. The first step is developing a business strategy to guide a vendor requirements document. Working through the mobile POST process forces brands to answer strategic questions before making technology decisions and thinking about vendors. This will be an iterative process, as requirements are right-sized to budgets. Once in place, consumer brands can select one of five approaches to building or improving their mobile Web presence: outsourcing to a managed service provider; licensing a mobile platform; leveraging existing partners, such as eCommerce platforms; working with an agency; and building with in-house resources.