Targeting consumers on the move

Ever since broadband has become widely available PC users have demanded an ever richer browsing experience.  For a long time WAP or the Mobile Internet, primarily due to the handset limitations and available data speeds, have not been able to offer a comparable browsing experience to users on the move. However this is now a thing of the past.

Over the past three years net mobile has worked closely with Universal Pictures managing their Mobile Internet sites, continually pushing the boundary in terms of what users can expect whilst on the move. Universal's mobile sites fall in to two main categories: an umbrella site which provides an overview of all current and upcoming movies, followed by stand alone movie portals.

The URL to access this site is www.universalpictures.mobi, however should an individual enter Universal's .com URL on a mobile device they will be directed to the .mobi site to ensure they have the richest possible browsing experience. net mobile's database of over 2,000 handset user agents ensures that all assets are delivered at the optimum size for the handset upon which the individual is browsing the site, rather than opting for "one size fits all" solution. Throughout 2008 this site received over 320,000 individual visits.

The second part of Universal Picture's mobile offering are stand alone movie portals. Although these sites can be accessed from the umbrella page they are advertised independently utilising keywords specific to each movie to direct traffic to the sites. The sites contain not only information on the movie, but also trailers, image galleries, and free downloads including wallpapers and sound clips - to provide the individual with a truly memorable experience.

In addition to the stand alone sites, net mobile UK also builds standalone iPhone sites for Universal Pictures to offer an even richer browsing experience beyond the limitations of a standard handset.  The recent sites for The Unborn and The Tale of Despereaux have included iPhone specific navigation including utilising the touch screen and enhanced transition screens when navigating throughout the site. The site for The Tale of Despereaux can be viewed at www.universalpictures.mobi/ttod (on an iPhone).