An example Web 2.0 technology used on the mobile web is the blog, resulting in the term moblog. Critics point to the difficulties of transferring Web 2.0 concepts such as open standards to the mobile web. On the other hand, advocates present it as a means of pushing information up onto the web in addition to bringing information down to the user. This push to allowing offline content to popular websites empowers the user. Furthermore, many major companies see the rapidly growing demand for advanced web access via mobile phones and provide a mobile version of their site. This allows users, even with newer devices, to quickly access websites and services in a view that is customized for mobile. Some examples include American Airlines and Victoria's Secret among many others. The first book on the topic was Mobile Web 2.0 by Jaokar & Fish, futuretext 2006
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 Frogringtone 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]. The virtual world collided with the physical.[2]
[edit] Advertising on the Mobile Web
Main article: Mobile advertising
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.
[edit] Limitations
Though Internet access "on the go" provides advantages to many, such as the ability to communicate by email with others and obtain information anywhere, the web, accessed from mobile devices, has a large number of limitations, which may vary, depending on the device. However, newer smartphones such as the iPhone overcome some of these restrictions. These include:
Small screen size - This makes it difficult or impossible to see text and graphics dependent on the standard size of a desktop computer screen.
Lack of windows - On a desktop computer, the ability to open more than one window at a time allows for multi-tasking and for easy revert to a previous page. On mobile web, only one page can be displayed at a time, and pages can only be viewed in the sequence they were originally accessed.
Navigation - Most mobile devices do not use a mouselike pointer, but rather simply an up and down function for scrolling, thereby limiting the flexibility in navigation.
Lack of Javascript and cookies - Most devices do not support client-side scripting and storage of cookies (smartphones and iPhone excluded), which are now widely used in most Web sites for enhancing user experience, facilitating the validation of data entered by the page visitor, etc. This also results in web analytics tools (like Google Analytics) not being suitable for uniquely identifying visitors using mobile devices.
Types of pages accessible - Many sites that can be accessed on a desktop cannot on a mobile device. Many devices cannot access pages with a secured connection, Flash or other similar software, PDFs, or video sites, although recently this has been changing.
Speed - On most mobile devices, the speed of service is very slow, often slower than dial-up Internet access.
Broken pages - On many devices, a single page as viewed on a desktop is broken into segments, which are each treated as a separate page. Paired with the slow speed, navigation between these pages is slow.
Compressed pages - Many pages, in their conversion to mobile format, are squeezed into an order different from how they would customarily be viewed on a desktop computer.
Size of messages - Many devices have limits on the number of characters that can be sent in an email message.
Cost - the access and bandwidth charges levied by cellphone networks are much higher than those for fixed-line internet access.
The inability of mobile web applications to access the local capabilities on the mobile device can limit their ability to provide the same features as native applications. The OMTP BONDI activity is acting as a catalyst to enable a set of JavaScript APIs which can access local capabilities in a secure way on the mobile device. Specifications and a reference implementation[3] have been produced. Security is a key aspect in this provision in order to protect users from malicious web applications and widgets.
In addition to the limitations of the device itself there are limitations that should be made known to users concerning the interference these devices cause in other electromagnetic technology.
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 Frogringtone 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]. The virtual world collided with the physical.[2]
[edit] Advertising on the Mobile Web
Main article: Mobile advertising
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.
[edit] Limitations
Though Internet access "on the go" provides advantages to many, such as the ability to communicate by email with others and obtain information anywhere, the web, accessed from mobile devices, has a large number of limitations, which may vary, depending on the device. However, newer smartphones such as the iPhone overcome some of these restrictions. These include:
Small screen size - This makes it difficult or impossible to see text and graphics dependent on the standard size of a desktop computer screen.
Lack of windows - On a desktop computer, the ability to open more than one window at a time allows for multi-tasking and for easy revert to a previous page. On mobile web, only one page can be displayed at a time, and pages can only be viewed in the sequence they were originally accessed.
Navigation - Most mobile devices do not use a mouselike pointer, but rather simply an up and down function for scrolling, thereby limiting the flexibility in navigation.
Lack of Javascript and cookies - Most devices do not support client-side scripting and storage of cookies (smartphones and iPhone excluded), which are now widely used in most Web sites for enhancing user experience, facilitating the validation of data entered by the page visitor, etc. This also results in web analytics tools (like Google Analytics) not being suitable for uniquely identifying visitors using mobile devices.
Types of pages accessible - Many sites that can be accessed on a desktop cannot on a mobile device. Many devices cannot access pages with a secured connection, Flash or other similar software, PDFs, or video sites, although recently this has been changing.
Speed - On most mobile devices, the speed of service is very slow, often slower than dial-up Internet access.
Broken pages - On many devices, a single page as viewed on a desktop is broken into segments, which are each treated as a separate page. Paired with the slow speed, navigation between these pages is slow.
Compressed pages - Many pages, in their conversion to mobile format, are squeezed into an order different from how they would customarily be viewed on a desktop computer.
Size of messages - Many devices have limits on the number of characters that can be sent in an email message.
Cost - the access and bandwidth charges levied by cellphone networks are much higher than those for fixed-line internet access.
The inability of mobile web applications to access the local capabilities on the mobile device can limit their ability to provide the same features as native applications. The OMTP BONDI activity is acting as a catalyst to enable a set of JavaScript APIs which can access local capabilities in a secure way on the mobile device. Specifications and a reference implementation[3] have been produced. Security is a key aspect in this provision in order to protect users from malicious web applications and widgets.
In addition to the limitations of the device itself there are limitations that should be made known to users concerning the interference these devices cause in other electromagnetic technology.
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