With the huge growth in mobile traffic to all websites, it is imperative that your site is mobile optimised. This means that a mobile user should be able to read your website without having to pinch and zoom on their tablet or smartphone.
The web design industry took some time to decide which solution was best to achieve this optimisation. Initially, the approach was to have separate "mobile" and "desktop" websites. Then many media sites produced their own smart phone apps in order to give mobile phone users the website content in a mobile friendly way.
The End Of Apps?
Apps themselves will never die; however when it comes to reading content, the trend is reverting back towards the mobile web. The mobile web is based on "responsive web design". A responsive website is one that will fold down to fit the width of whatever device is being used to view the website. When you look at the responsive website on your desktop, it will appear as a normal website but on a smart phone it will be thin and long. This is so that a mobile phone user can easily thumb down the site to see the the content without having to "pinch" - which is considered a relatively awkward hand gesture.
The best known example of a responsive website in Ireland is The Irish Times' website.
All our new websites are now mobile optimised using the responsive solution.