This document discusses mobile web strategies for several companies. It analyzes how easy it is for mobile users to find and access company websites on different devices. It finds that some companies like IAG and ANZ use consistent addresses and optimized mobile sites, while others like Qantas, CommSec and Apple make it difficult for mobile users to find their mobile sites. It emphasizes that companies should have a clear mobile strategy with one website address that detects the device and serves the appropriate version.

1. Web Strategy is moving
Do you have a
Mobile Web Business Strategy?
http://MOBweb.biz
A Mobile Online Business (MOB) presentation

2. Jack Palance - Curly: You know what the secret of life is?
One thing. Just one thing.
You stick to that and everything else
don't mean shit.
Billy Crystal - Mitch: That's great, but what's the one thing?
Jack Palance - Curly: That's what you've got to figure out.
City Slickers – 1991
http://www.daylife.com/photo/05Tf4RY3bA2Ha

3. Marketing your
web address
is just the same.
Make it one thing.
Don't make your
customers have to
go looking for it!

4. Here's 2 simple questions:
If you ask someone to visit
your company website,
can they find it easily?
If they do it on their Mobile,
what will they see?
Let's try a few
to find out...

5. Insurance Australia Group (IAG)
PC website
http://iag.com.au
This website address is easy to guess.
The website clearly meets the
needs of it's key target audience:
IAG shareholders using a PC
It includes shareprices and the latest news
or you can drill deeper for more
information.

6. Insurance Australia Group (IAG)
iPhone website
http://iag.com.au
This website address is easy to guess,
it's the same as the PC website.
This iPhone website also clearly meets the
needs of it's key target audience:
IAG shareholders using an iPhone
It includes shareprices and the latest news
paginated for the iPhone with links to download
the original PDF's if you need to.
It also offers a link back to the PC website so
you can choose to browse that if you want.

7. Insurance Australia Group (IAG)
Mobile website
http://iag.com.au
This website address is easy to guess,
it's the same as the PC and iPhone websites.
This Mobile website is the same as the iPhone
version and is optimised to adapt to a wide range
of Mobile devices.
It includes share prices and the latest news
paginated for the Mobile with links to download the
original PDF's if you need to.
It also offers a link back to the PC website so you
can choose to browse that if you want.

8. Qantas
PC website
http://qantas.com.au
This website address is easy to guess.
The website clearly meets the
needs of it's key target audience:
travellers wanting to book a flight
You can also easily browse deeper within
the site if you are a frequent flyer or need
other information about Qantas or it's
flights.

9. Qantas
iPhone website
NOT http://qantas.com.au
Recently Qantas has launched an iPhone specific
website and they were able to attract a lot of
media coverage:
http://www.news.com.au/heraldsun/story/0,21985,24198798-11869,00.html
http://www.smh.com.au/news/news/qantas-launches-iphone-
site/2008/08/18/1218911532594.html
http://www.computerworld.com.au/index.php/id;1151028577;fp;2;fpid;1
http://www.techworld.com.au/article/257648/qantas_launches_iphone-
optimised_site
http://au.news.yahoo.com/a/-/newshome/4924670/qantas-launches-
iphonedesigned-website
But very few (if any) of these articles highlighted
what the website address is.
You'd think you could try http://qantas.com.au
...but you would be wrong.

10. Qantas
iPhone website
NOT http://qantas.com.au/mobile
You'd also be forgiven for trying /mobile or one of
the other common dedicated addresses for Mobile
sites.
Again you'd be wrong.

11. Qantas
iPhone website
http://qantas.com/mobile
For some reason the /mobile address only works
on qantas.com and NOT on qantas.com.au – even
though their PC website works with both
hostnames.
Unfortunately this site does not support the iPod
Touch, and on the iPhone it is a very clunky
experience and some of the features simply don't
work at all.
However, the focus of the information seems like a
good fit for iPhone users (e.g. Arrivals, Departures,
Timetables, etc.).

12. Qantas
Mobile website
http://qantas.com/mobile
This website address also works for other types
of Mobile devices.
However, Qantas must have lost a lot of traffic by
using this non-obvious website address.
Qantas have also announced that they will be
releasing a Blackberry specific site soon.
Hopefully all their sites can be integrated under
a single address by this time.

13. ANZ Bank
PC website
http://anz.com.au
This website address is easy to guess.
The website clearly meets the
needs of it's key target audience:
personal banking customers.
You can also easily navigate deeper if you
have other information needs.
This page is a simple gateway to their
online banking applications and info.

14. ANZ Bank
iPhone website
http://anz.com.au
Recently ANZ have started promoting their iPhone
specific web application using mainstream media,
including TV.
They have a simple and clear brand message and
use a single website address.
This page offers options useful to iPhone users that
are out and about (e.g. “Locate us”).
They also offer you the option to “View regular
anz.com” if you choose.

15. ANZ Bank
PC website on an iPhone
Here's what the “View regular anz.com” site looks
like on an iPhone.
This would have been a poor experience if it were
the primary iPhone website.
However if you need information that's not
available on the optimised site then having the
choice can be essential.

16. ANZ Bank
Mobile website
http://anz.com.au
ANZ have a JAVA APP called M-Banking. It is a
downloadable and installable application that
allows you to check account balances, get a mini-
statement and transfer money to other accounts –
but no bill payment functionality.
The application must be downloaded from the ANZ
website and is not easy to find. If you get a new
phone you must re-install the application.

17. Commonwealth Securities
PC website
http://commsec.com.au
This website address is easy to guess
and is well publicised.
The website clearly meets the
needs of it's key target audience:
investors and share traders
This page is a simple gateway to their
online trading applications and info.

18. Commonwealth Securities
iPhone website
NOT http://commsec.com.au
CommSec promote on their main website that they
have an iPhone specific application.
Unfortunately they don't automatically detect if
you're using an iPhone so you just see their PC
website.
They also don't tell you on the homepage what
web address you should use. Luckily you can click
one layer deeper to a promo site.
However, if you tap on the “Explore the demo”
button and follow the links you just end up at a
blank page – this is because there's no Flash
support on the iPhone.

19. Commonwealth Securities
iPhone website
http://commsec.com.au/iphone
Once you do manage to work out what the web
address is then you will find that CommSec have
created a beautifully optimised iPhone site.
With only a few small configuration changes to
their web server they could easily deliver this page
to your iPhone automatically from their main web
address.

20. Apple
PC website
http://apple.com.au
This website address is easy to guess.
The website clearly meets the
needs of it's key target audience:
mac users or potential buyers
You can also easily navigate deeper if
you have other information needs.

21. Apple
iPhone website
NOT http://apple.com.au
Interestingly, if you visit Apple's website on your
iPhone they do not detect it or even attempt to
serve an optimised site.
While their website looks nice and all of the
content seems available...this is not an optimal
experience.

22. Apple
iPhone website
NOT http://apple.com.au/iphone
Ironically, if you go to the specific /iphone website
address Apple still do NOT detect that you are
using an iPhone and do NOT attempt to optimise
this at all.
Surely this is the perfect place to promote their
MobileMe.com service that's specifically targeted
at iPhone users.

23. Seen your website on a Mobile?
Are you really prepared?
Do your customers get the right site
for the device they are using?

24. Is your Mobile experience broken?
If you spend a lot of money building a
shiny new iPhone or Mobile website
can people easily find it?
Are you marketing a single clear
brand message and website address?
There's NO technical reason
you can't use one single web address
for your PC, Mobile and iPhone websites.

25. Web Strategy is moving
Do you have a
Mobile Web Business Strategy?
http://MOBweb.biz
A Mobile Online Business (MOB) presentation