Publish Once,Distribute Everywhere

摘要

Publishers that think they have mobile sewn up simply because they launch a mobile site should think again. Granted, it's imperative to cater to the needs of the almost 1 billion consumers accessing web content on their mobile phones worldwide-a number the World Wide Web Consortium (W3C) says will likely surpass the number of users accessing the web via fixed PC connections by the end of 2008. But a singular focus on repurposing content for small screens ignores what makes mobile indispensable to our everyday lives: the ability to deliver the right content to the right user in the right context. Indeed, mobile is much more than a device. It's a personal communications tool that consumers rely on to access information they find useful on the move. Mobile is also how a growing number of consumers worldwide choose to connect with social networks. Recent findings released by Nielsen Mobile, a service of The Nielsen Co., reveal that the U.S. leads in mobile social networking. Research firm eMarketer, Inc. forecasts that mobile social networking will grow from 82 million users in 2007 to more than 800 million worldwide by 2012. Combine this trend with the added ability of these devices to capture and share content, as well as the advance of location-aware content (in 2007 Nielson Mobile reported more than 20 million users of mobile mapping and local search applications), and you have the perfect petri dish conditions for the creation of contextually aware content.