by Ibrey Woodall, VP, Web Communications Services
I have weekly, often daily, conversations with communicators at Fortune 500 companies. These discussions focus on online newsrooms and investor centers. More and more, I see these top-notch professionals realize that their communications center should be optimized for mobile access.
Whether your message is for investors and analysts or journalists and bloggers, you cannot ignore the fact that your audience is a moving target. And that moving target has a smartphone.
Two years ago, only 18 percent of U.S. mobile subscribers owned a smart phone device. Today, it is 44 percent according to Nielsen. If you need more statistics to convince you of the mobile momentum, the Pew Research Center reports that a third (34%) of all desktop/laptop news consumers also use their smartphone to access news.
So the question isn’t whether you need your online newsroom or investor center optimized for mobile devices, it is how quickly you can make it happen. Other points to consider include which platforms your mobile-optimized online newsroom or investor center will support; how investors, analysts, or journalists will find your mobile site; if your mobile site is legible; if you will be able to view mobile site statistics; and whether you need a mobile application or a mobile website.
Luckily, mobile-optimized sites should be clean and uncomplicated since we are talking about a very small screen. Therefore, the mobile-optimized version of your online newsroom or investor center should take no longer than two weeks to launch. All major platforms (iPhone, BlackBerry, Android) should be supported, and when a member of your target audience visits your online newsroom or investor center, their smartphone should automatically redirect to the mobile version for better viewing.
Simple design is the key to a good user experience when it comes to mobile sites. Shy away from use of graphics that carry a large file size, and keep the code clean. As with any other site, you should have access to analytics so that you will know the number of page views and unique users garnered by your mobile online newsroom or investor center.
Although there are very good reasons to create a mobile application, Business Wire offers the mobile-optimized version. It’s faster and less expensive to provide to communicators with deadline concerns and budget limitations. It’s also searchable via Google so target audiences have a greater chance of finding company news, information and other content types including press kits, stock quotes, and contacts. And, as we’ve seen, web browsers will continue to gain speed, while an individual platform may not necessarily have an indefinite lifespan.