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Some major players don't have mobile optimised websites yet and many are still only really using mobile payments.
One short term solution is the creation of mobile optimised templates for their existing website; this is a quick win at a relatively low cost.
In more recent years, retailers have tapped into the trend for shopping as we go and launched mobile optimised sites and apps, and also introduced technology in-store – take Burberry, for instance, which arms store staff with iPads, in order to make the customer experience more seamless.
Last month saw an 88% year-on-year increase in reach to our mobile optimised sites.
Mobile users who, for example, type into their browser www.bbc.co.uk/radio3 are automatically redirected to our mobile optimised site, www.bbc.co.uk/mobile/radio3.
"[In that case] rather than develop several apps at significant cost we would often advise brands to choose a mobile optimised web site," he says.
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30% of our traffic is mobile and that's with a non-mobile optimised website," he adds.
Web: Essentially a mobile-optimised web page that looks like an app.
"A large proportion of traffic to our website has always been mobile, even before we had the mobile-optimised website," he says.
Over 3.5 million people access Auto Trader via mobile devices every month through the mobile-optimised site and apps developed for iPhone, iPad and Android.
"It's the biggest barrier today for m-commerce, and they are losing out to people who do have mobile-optimised websites.
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