Mobile-centricity: Why having a mobile site should be just the start

Jonathan Sinton

This article sets out why brands need to develop a fully mobile-centric strategy that goes beyond just delivering a responsive version of the PC experience.

Mobile-centricity: Why having a mobile site should be just the start

Jonathan Sinton

Having a responsive or mobile site is a great step forward but it shouldn't be seen as a substitute for genuinely mobile-centric planning.

Today, having a mobile or responsive website sits at the top of any marketers best practice checklist. If any more evidence were needed of the importance of prioritising the user experience on a handset, then the 2014 Connected Life study provides it. However, Connected Life also shows that having a mobile site is far from a complete solution in itself. A more fundamental shift...

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