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FEATURES
Top 5 b2b Mobile Sites .jpg) all of their trade e-newsletter hot links recognize they are being clicked from a mobile device? Shouldn’t their publishers have a straightforward mobile version of their content to service the one population that has more smartphones than any other? As we said—no-brainer, except for the many, many trade titles that don’t have a wisp of a presence on the mobile Web. Here are five forward-thinking brands that are clearing the weeds for the rest of us.Financial Times (m.ft.mobi): FT extends the beige look and typeface feel of the print and online brands very effectively here. The scroll through the content categories is long, but FT gives you a generous summary paragraph beneath each headline. The drive-by mobilista can get a nice skim of industry details on a single screen. AgProfessional Mobile (agprofessional.com/m): This is a good example of mobile content shaped to a farmer’s needs. The spare home page offers four distinct experiences. The News section gives headlines and rich blurbs. The very powerful Market Info gives real-time updates on commodity pricing. New Products give a voice to manufacturer announcements. And the Food360 Network links over to four other Vance sites. But the coolest feature of all is the AgTalk audio program that you listen to over the voice phone channel via the click-to-call phone link. What a cool way to connect users to your podcast in a clean, low-tech way. WWD (mobile.wwd.com): The newly launched news site for the retail and fashion industries gives loyal subscribers access to their premium content and the contents of the day’s print trade paper. For non-subscribers there is still a ton of content, putting much of WWD in your hand. This is deep content with rich, informative headlines that tell you a lot at a glance. The design seems to have been custom-tailored to fit the profession’s globe-hopping work style. Go where your users are, but also shape the content to their habits. Creamer Media’s Mining Weekly (iPhone App): This is a great example of a downloadable application’s native strengths. While not pretty, the interface lets you move laterally and quickly across lead stories, regional information and a deep search engine into past content. Best of all for this worldwide industry, you can customize the interface to surface just the regions of the world you need in the top menus. Applications work best when they increase efficiency over mobile Web sites and they keep the brand on the phone home page in the form of a dedicated icon. Bloomberg (mobile.bloomberg.com): Bloomberg’s iPhone app puts so much distance between its brilliant design and just about any other business publisher, it seems almost unfair to include it. So we will settle for the mobile Web site, which is superb in its own right. Each news section telescopes out to reveal white-on-black headlines that move quickly on any phone. The log-in system retains your identity so you can access the portfolio you build here. In design and content execution, this is an amazingly streamlined approach to optimizing and balancing delivery speed, content and information architecture. But just in case you missed it at the beginning, if you have an iPhone the dedicated application is a must-have…even if you don’t care about markets. Features Archives COMMENTS
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 Sr. Marketing Manager, Confidential
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