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“Forget about apps until mobile web site is live”

An OpenTable executive who spoke at ad:tech said that 10 percent of the company’s online reservations are booked via mobile and stressed the importance of having a mobile-optimized Web site.

During the “Mobile Marketing: Big Changes Brought on by Little Apps” panel, the OpenTable executive discussed how mobile creates incremental booking opportunities. The session was moderated by Tina Unterlaender, account director at AKQA Mobile, San Francisco.

“Mobile is driving real restaurant businesses,” said Scott Jampol, senior director of consumer marketing at OpenTable, San Francisco.

via OpenTable exec: Forget about apps until mobile Web site is complete – Mobile Commerce Daily – Applications.

Now then, what do you think? I agree with the Scott… it’s not a popular view though, is it?

By Ewan

Ewan is Founder and Editor of Mobile Industry Review. He writes about a wide variety of industry issues and is usually active on Twitter most days. You can read more about him or reach him with these details.

5 replies on ““Forget about apps until mobile web site is live””

It is very easy to accept this view when its your own money on stake, instead of corporate funds. I currently implement mobile optimized service that would work on iphone, android, symbian and even dumbphones. Still, I think that SMS has even wider reach than mobile web, and it is always worth trying to figure out how to make a minimum viable functionality accessible via sms.

What we have found working best for our clients campaigns is to use good old SMS to deliver the messages/offers to everyone, but also incorporate short URL’s linked to mobile optimised sites. By doing this you will get 100% penetration of SMS, while still giving an enhanced user experience to those with smartphones.

What we have found working best for our clients campaigns is to use good old SMS to deliver the messages/offers to everyone, but also incorporate short URL’s linked to mobile optimised sites. By doing this you will get 100% penetration of SMS, while still giving an enhanced user experience to those with smartphones.

I agree. If your company can spare the development cost and there is suitable “mobile” traffic actually converting then you need to sort the mobile site. We noted that users were so intent on using our services they would struggle with our standard application form. Now we have a dedicated mobile site in place we have seen an uplift in conversions.

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