Mobile Web

The Mobile Web refers to web browser-based access to the World Wide Web using a mobile deviceconnected to a wireless network. Traditional web access in comparison is desktop computer-based via a fixed landlineconnection. The total number of mobile web users grew past the total number of desktop computer-based web users for the first time in 2008 (source: International Telecommunications Union, Oct 2009).

Mobile Web access today still suffers from interoperability and usabilityproblems. Interoperability issues stem from the platform fragmentation of mobile devices, mobile operating systems, and browsers. Usability problems are centered around the small physical size of the mobile form factor (limitedresolution screens and user input/operating limitations).

Moving forward, the distinction between the Mobile Web and native mobile applications is anticipated to become increasingly blurred, as mobile browsers gain direct access to the hardware of mobile devices (includingaccelerometers and GPS chips), and the performance of browser-based applications improve (speed- and capability-wise). Persistent storage and access to sophisticated user interface graphics functions may further reduce the need for the development of platform-specific native applications.

Once users are unable to differentiate between native and mobile web applications, the Mobile Web will refer generically to applications and web access from a mobile device.

Mobile Internet

'Mobile Internet' refers to access to the Internet from a mobile device, such as a smartphone or laptop via integrated capabilities or via an independent device (such as a USB modem or PCMCIA card).

Today USB modems are HSPA (3.5G) modems. Many users "tether" their smartphones to their laptop or personal computer with the wireless device providing access to the Internet via 3G, GPRS or CSD.

Standards

The development of standards is one approach being implemented to improve the interoperability, usability, and accessibility issues surrounding mobile web usage.

The W3C Mobile Web Initiative is a new initiative set up by the W3C to develop best practices and technologies relevant to the Mobile Web. The goal of the initiative is to make browsing the Web from mobile devices more reliable and accessible. The main aim is to evolve standards of data formats from Internet providers that are tailored to the specifications of particular mobile devices. The W3C has published guidelines (Best Practices, Best Practices Checker Software Tool) for mobile content, and is actively addressing the problem of device diversity by establishing a technology to support a repository of Device Descriptions.

W3C is also developing a validating scheme to assess the readiness of content for the mobile web, through its mobileOK Scheme, which will help content developers to quickly determine if their content is web-ready. The W3C guidelines and mobile OK approach have not been immune from criticism. This puts the emphasis on Adaptation, which is now seen as the key process in achieving the Ubiquitous Web, when combined with a Device Description Repository.

mTLD, the registry for .mobi, has released a free testing tool called the MobiReady Report to analyze the mobile readiness of website. It does a free page analysis and gives a Mobi Ready score. This report tests the mobile-readiness of the site using industry best practices & standards.

Other standards for the mobile web are being documented and explored for particular applications by interested industry groups, such as the use of the mobile web for the purpose of education and training e.g. Standards for M-Learning Project

Seven Mass Media

Since the first ringing tone was sold on the mobile phone in Finland in 1998, the mobile has emerged as the Seventh of the Mass Media. Today a wide range of paid media content is consumed on mobile phones ranging from 9.3 billion dollars of music and 5 billion dollars of videogaming to horoscopes, jokes, news, adult entertainment, etc. Also like on all other media, advertising appeared onto mobile when a free news service launched in Finland sponsored by ads in 2000. In 2005, The Crazy Frog ringtone became the first mobile ringtone to cross over into the mainstream music charts, beating Coldplay for the Number 1 spot on the UK charts^[1].

Advertising on the Mobile Web

Advertisers are increasingly using the mobile Web as platform to reach consumers. The total value of advertising on mobile was 2.2 billion dollars in 2007. A recent study by the Online Publishers Association reports that about one-in-ten mobile Web users said they have made a purchase based on a mobile Web ad, while 23% said they have visited a Web site, 13% said they have requested more information about a product or service and 11% said they have gone to a store to check out a product.