DO NOT create a mobisite - if you are going to make these mistakes...

Since Mobi has taken off in South Africa, I have seen some seriously flawed Mobi sites that are simply a 'smaller version of the desktop site'. “Wrong answer, thank you for playing,” I say.

This is completely the wrong approach when looking at creating a Mobi site. I can no longer keep quiet and have to put my five cents worth with the following Practical-Guide-to-Creating-Your-Mobi-Site :

1. The device

This is the most overlooked step. You are catering for a device that is tiny, has small fonts and not so easy to navigate.

DO NOT create a Mobi site that has both horizontal and vertical scrolling. It drives your audience nuts and leaves a bad user experience.

2. Not all phones are created equal

There are numerous manufacturers of phones, operating systems and even more phone browsers versions and patches. Your Mobi site must be able to cater to your audience and not just your new iPhone and your techie’s HTC phone.

DO NOT create a site optimised for one type of phone only. Know your audience and what they use. Talk to your Mobi development company who know the market, what instruments are out there, what cellphones are being brought in, what features work and what do not.

3. Simple is best

The poor user has thick fingers and not a lot of time on his/her hands. They want fast instant access to information.

DO NOT create a Mobi site that requires the user to complete a long form, download PDF files etc while the information that they are looking for is buried deep within the site. Keep the site simple, clean and straight forward. Make the most relevant information instantly available.

4. Function over form

Stunning pictures, animations and video clips might be fantastic to look at but they make your Mobi site slow and sluggish to use.

DO NOT slow the user down when trying to obtain the information they require. Be very conscious of the fact that your audience is paying to use your Mobi site as they are paying “'data rates' on their cellphone contract. Do not abuse this by forcing the user to view your lovely images.

5. Naming is EVERYTHING

A desktop website with a long domain name is forgivable when you are sitting in front of a PC with a keyboard. If you mistype the site name, it’s easy to correct it and uncle Google usually can refer you to the site anyway. However, keying in a long complicated url on a cellphone is simply not on.

DO NOT name your Mobi site with a complicated, long name that is difficult to spell. Also avoid using www.mycompanyname.com/mobile if possible. Your Mobi url needs to be short and memorable. It also does not need to be the same as your desktop website.

To conclude, the mobile is a great marketing channel however, as with all channels, if it is done correctly is achieves amazing results and conversely, if it is not done right, it can be a waste of both time and money.

As with everything, it is best to seek specialised advice in order to avoid the common mistakes and to obtain industry-best practises.

Liron Segev

CEO, Swift Telecoms