The Financial Times
has revamped its mobile site at m.ft.com, optimising the site for
iPhone and Blackberry users, who account for over 60% of FT.com mobile
traffic. The site is consistent with the new FT.com design unveiled in
November 2008.
The FT says that mobile is another important and growing channel for
its content. FT research has shown that the FT has a younger
demographic on the mobile web, offering an opportunity to reach a new
audience. Research has also proved that the mobile channel complements
use at the desk, with readers visiting the site most when commuting,
during evenings, weekends and whilst on vacation.
We asked our tech-savvy readers what they wanted to see in the new
mobile version of FT.com and we incorporated their feedback into the
new site, says FT.com Managing Director, Rob Grimshaw. We found that
many of our readers look for an executive briefing from the FT, so we
focused on providing quality over quantity of content We have already
seen strong demand from clients for sponsorship opportunities.
Phase one of the launch offers a touch-screen interface
(device-dependent), faster access to content, improved search, and the
ability to customise and follow stock options. Behind the scenes,
improved analytics powered by Bangos Identifier technology offer
users the ability to store their preferences against their FT.com
profile. The same technology provides the FT with the ability to track
traffic by country and responses to marketing initiatives.
Phase two of the launch in the first quarter will include interactive
mobile charting, enabling  users to quickly access company information
and index data on the go. A dedicated iPhone application will follow,
incorporating more sophisticated graphics and charts and the ability to
quickly share FT content with the integration of the address book.