Mobile development agency Incentivated has created a new mobile website for the Royal Borough of Kensington and Chelsea. 

Optimised for use on mobile phones, the website has been designed to help visitors to the area, and support local retailers. 

The website incorporates On The Map interactive mapping functions. The company identified mapping as a key feature, because visitors rarely venture off the main streets, says Incentivated. 

It also has location aware technology – the promotions on the site are presented to the user according to their exact location. 

The site is integrated with the Boroughs CMS, which is supplied by Alterian. The site is able to detect what kind of device is accessing it, and present the correct version for viewing on that device. 

Jonathan Bass, MD at Incentivated, says: This site is a prime example of delivering best practice for designing a complementary mobile varieation of a desktop site using proper back-end integration with the CMS. We think it will be an interesting case study in understanding how empowering the public through their phones can support the UKs high streets. Mobile commerce doesnt always have to be about making an online purchase. It can just as easily be about something as straightforward as driving footfall into a store.” 

Councillor Sir Merrick Cockell, leader of the Royal Borough of Kinsignton and Chelsea says: “As part of our research to prepare the Royal Borough for an influx of new visitors from the Olympic and Paralympic Games next year, we identified that many visitors struggle to navigate the borough. We hope that having On The Map designed from inception to work on the mobile devices people always have on them, that this council initiative will achieve its aim of helping shoppers and visitors find what they are looking for, and highlighting our diverse mix of retailers and environements.”