Charity YouthNet repurposes content for mobile
Platform: Mobile | Author: Alex Farber | Source: nma.co.uk | Published: 16.03.07
Online charity YouthNet is re-purposing its online content for mobile in a bid to reach 350,000 16 to 24-year-olds each month.
The charity runs the portal thesite.org which offers lifestyle advice and help for young people.
Teenagers who access the site via their mobile will now be able to view content which is specifically designed and edited for the mobile phone rather than being presented with the full internet version.
"The site looked awful before when accessed on mobile but it's important our users have a good experience so we've now built three different versions," said Claire Easterman, new projects developments manager for YouthNet.
Thesite.org now automatically detects if a user is accessing it from a mobile and then presents content in the relevant format.
It currently attracts 500,000 monthly unique users on PC and Easterman expects the mobile version to be accessed by 350,000 consumers by 2010.
One method Easterman will be employing to ensure this happens is leveraging the community aspect of the PC site on mobile. This challenge will form the second stage in the deployment of the mobile site.
The move is a slap in the face for the dotmobi initiative which attempts to convince content owners to publish on a mobile specific domain name.
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