Many agencies love mobile ‘friendly’ sites because it’s another item to bill a client for. Personally, I can’t stand mobile versions of websites. Very few are done well and consumers don’t buy modern smartphones (with fully capable browsers) just to be redirected to a crippled, impotent, information-shy version of the web.
The worst and most frustrating experience is clicking on the deep link in an email or social media, only to be redirected to the home page of the mobile site with either crap search features and no clear path to the content you wanted, or where you have no idea of what it was that you were supposed to be looking at anyway.
Mobile friendly sites are not an extra or add on. If you are going to do it (and I don’t really see the point as most smart phones can render and zoom in to display the content if built properly) then it needs to be built in to the design from the start, with UX firmly at the core of the whole process.
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