Mobile + Tablets Blog

Tablets, Mobile Devices

Let’s get small to go big

21 August 2013 · By Chuck Blevins

A big lesson already learned on mobile — smaller and cleaner is better — should be applied to the larger Web, as well.

“We need to embrace a device-agnostic approach to communicating with connected consumers and forget the idea of a ‘mobile Internet.’ There is only One Web to experience.” — Marek Wolski, senior strategist at Mobiento, an international creative mobile agency, from a February 25 opinion article in Smashing Magazine.

A reader doesn’t consider herself “mobile” or “desktop-ed.” She’s just surfing the Web. As a result, she expects everything available on the standard site to be available, no matter what device she uses.

This is not news. Many of us have built responsive Web sites and improved mobile versions of our sites. We all have been discussing the “impact” of mobile upon our industry – this impact carries on past the mobile devices themselves.

  • Google has been adjusting its product presentations to support a “carded” look (the basic presentation on Google Glass), which also translates well within responsive Web designs.

  • Facebook has invested heavily on mobile products and operations (again with the carded objects).

  • Yahoo has been churning out updates to its mobile apps – like weather and Flikr – and associated sites.

  • See also: Flipboard, Rebel Mouse, Pinterest, and Rockmelt.

In all these cases, there’s been a reciprocal impact on the standard site offerings and presentations, even when the standard site isn’t responsive.

Wolski again: “If a piece of text or an image is good enough in a ‘mobile short’ format, if it communicates strongly and concisely what we need, why do we need more on a desktop?”

The small screens of smartphones and tablets force us to strip away all the packaging cruft that’s built up on the standard Web sites over time. That, and acceptance that readers generally don’t look beyond the home page (just as on standard Web), require the design and content be simple and clearly focused.

This forces us to be clear about what we’re offering – ideally, truer to the heart of the product. And also more realistic about what the readers want.

This clarity and focus should carry back to the design and programming of the standard screen Web site. All larger designs step from there, with additional elements reasonably added as things scale up, based on how they contribute to the product focus.

Looking at Google+, Facebook, Yahoo!, and other mobile leaders, we see just that focus – lessons learned on mobile are used to clarify and shape the larger Web.

In reality, mobile is not Web-light, but in fact Web-core. Let’s all get small.


print article send to friend


blog comments powered by Disqus
About this blog

As news increasingly goes mobile, this blog’s mission is to be the worldwide reference guide to growing and engaging news audiences via mobile devices and tablets; attracting mobile revenue via advertising, sponsorship, and subscriptions; and owning the market for mobile news.



Meet the bloggers

Dirk Barmscheidt
Founder and Managing Director
Brantalist - Digital Business Consulting
Hamburg, Germany
send message

Chuck Blevins
Manager
New Platform Development & Technology
Atlanta Journal-Constitution
Atlanta, Georgia, USA
send message

Mark Challinor
Mobile/Digital Consultant
Vice President, INMA
London, United Kingdom
send message

David Murphy
Founder and Editor
Mobile Marketing magazine
London, United Kingdom
send message

Stefan Savva
Mobile Director
Fairfax Media
Sydney, Australia
send message

Otto Sjöberg
President/Founder
Media Revolution
Stockholm, Sweden
send message



Blog roll

Mobile Marketer

Mobile Marketing Association

Mobile Marketing Magazine

Mobile Business Briefing

Newspaper Marketing Agency



Subscribe

RSS feed
E-newsletter


Blog archives

April 2014 ( 3 )
March 2014 ( 6 )
February 2014 ( 5 )
January 2014 ( 4 )
December 2013 ( 4 )
November 2013 ( 4 )
October 2013 ( 4 )
September 2013 ( 4 )
August 2013 ( 3 )
July 2013 ( 4 )
June 2013 ( 3 )
May 2013 ( 2 )
April 2013 ( 4 )
March 2013 ( 3 )
February 2013 ( 4 )
January 2013 ( 2 )
December 2012 ( 4 )
November 2012 ( 2 )
October 2012 ( 3 )
September 2012 ( 3 )


Mark's Twitter updates



    Join INMA Today
     
    Upcoming Events
    May
    11
    INMA World Congress
    San Francisco, United States
    11-13 May 2014
    Jun
    19
    Séminaire de la Presse Francophone
    Paris, France
    19-20 June 2014
    Aug
    21
    INMA South Asia Conference
    New Delhi, India
    21-22 August 2014
    Aug
    27
    INMA Congreso Latinoamericano
    Panama, Panama
    27-29 August 2014
    Oct
    01
    INMA Seminário Internacional - Brasil
    São Paulo, Brazil
    01-02 October 2014
    Oct
    06
    INMA Revenue Diversification Summit
    Denver, United States
    06-07 October 2014
    Oct
    08
    INMA European News Media Conference
    Tallinn, Estonia
    08-10 October 2014

    More Events

    Member Profiles

    • Erik Roose
      Estonia


    • Vijay Goel
      India


    • Zac Skulander
      Australia



    • Jeremy Bryant
      Sweden


    • Michael Phelps


    • Michael Vale
      South Africa



    ©2014 INMA | Home | About | Contact | RSS | Privacy