Over the past few years I have blogged often about news in the Canadian Space regarding mobile. Up until this point in time, I never stated explicitly that mobile was a necessity for SMBs in Canada but, we are at the tipping point in Canada of mobile usage (especially SmartPhone usage) and it is now very important for SMBs to start thinking mobile and most importantly make sure their content is mobile friendly.
What is mobile friendly content from a SMB? In a nutshell, it is when you can view your content on a mobile device (Apple iPhone, Blackberry, Android, etc.) in a native format by which the user does not have to zoom or pinch the screen (for all your iPhone users). For this example, I am going to use my personal Dentist, Optimum Dentistry in Marda Loop to demonstrate the difference between Mobile Enhanced Content and Rendering on a Mobile Phone.
This is Rendering on a iPhone (and is not mobile enhanced content):
Hours of Operations Page:
This is Mobile Enhanced Content:
Hours of Operations Page:
As a user – which one your you prefer to land on?
Mobile enhanced content basically means rendering for the native device in which the user is viewing, which really means that your website designer need to put some specific code on your website that detects the users device and serves up content formatted for that device.
Normally, mobile sites will consist of less content than website. Keep in simple – a) what you do, b) hours of operations, c) map and driving directions (you can usually use the native device for this), d) what you sell. Keep all the enhanced content, flash, massive photo galleris and in some cases if you have advanced forms or e-commerce off you mobile site; devices are too small and in mobile, LESS = MORE.
1) If you don’t own a iPhone or Blackberry, find somebody who does and type in your website URL on the phone’s browser
2) If your site looks like the first example above, it is not mobile enhanced, call your web designer and if he/she can’t help, fire them and find somebody else
3) If your site looks like the second example above, then you are good to go
What About Mobile Marketing in Canada?
Well this is where it gets very easy. There are really 2 key places that you need to be concerned about when it comes to mobile marketing in Canada. Google and YellowPages.ca. NOTE: if you are a client of YellowPages.ca, all your business listing information gets syndicated to Google (as well as MSN and Yahoo). If you want a quick snapshot of syndication in Canada, check out an old blog post titled – Directory Assistance in Canada – Paid and Free DA – Facts Every Consumer and Small Business Owner Should Know.
Both Google and YellowPages.ca are completely mobile enhanced web properties. See examples below for looking at data on Ramanda Hotel and Suites in Vancouver.
To learn more about Google Mobile click here.
To learn more about YellowPages.ca Mobile click here.
The above are mobile web. In the application space, Google does not disclose its download numbers, but YellowPages.ca has now been downloaded over 1.8M times, which by all accounts makes it the most downloaded local application in Canada. At this point, any content that you have on YellowPages.ca is automatically ported over to YellowPages.ca Mobile + YellowPages.ca Mobile Applications, so SMBs are getting growing coverage.
In March of this year, I posted the following blog post which shows you some screenshots of the iPhone application by YellowPages.ca – New YellowPages.ca Mobile Application Available. In June, I followed up with the following post introducing the iPad application for YellowPages.ca – First Look – YellowPages.ca iPad Application which managed to become #1 within 24-hours of its launch and has consistently stayed in the top 50 downloaded applications.
Screenshot of iPad Application Search Results:
Enhanced SMB Content on the iPad:
Lastly, back in April I did a comparison of the top mobile applications in Canada, from a SMB perspective – the voting is still open if you want to vote for your favorite mobile interface, please do so.
In Conclusion …. 3 Tips for Canadian SMBs on Mobile Thinking
1) Make sure your content is mobile enhanced on your website URL (talk to your web design company)
2) Make sure your content is distributed in YellowPages.ca and Google (this will give you the majority of coverage and at this point is included in both offerings, no need to pay extra)
3) In your analytics, track the number of mobile views (you will probably be surprised at the increasing number of your customers who are accessing your basic business data via mobile).
Overtime as the mobile space heats up, this simplified strategy will change, but for now, keep it simple, prep your content and start to monitor usage.