mobile internet presence of the top 100 brands

The top 100 brands are out from Interbrand. How many of those brands have bothered to build a nice usable mobile internet experience? See the full list below.

indicates the brand has a mobile specific site.

indicates no mobile specific site.

indicates that the non mobile site redirects to the mobile site for mobile devices.

indicates no redirection from the non mobile for mobile devices.

2009 Rank	Brand	Google says:	Mobile Experience	Comments
1	coke	www.coca-cola.com		not great
2	ibm	www.ibm.com
3	microsoft	www.microsoft.com
4	ge	www.ge.com		not great
5	nokia	www.nokia.com		very poor
6	mcdonalds	www.mcdonalds.com
7	google	www.google.com
8	toyota	www.toyota.com
9	intel	www.intel.com		disaster!
10	disney	disney.go.com
11	hp	www.hp.com
12	mercedes benz	www.mbusa.com
13	gillete	www.gillette.com
14	cisco	www.cisco.com
15	bmw	www.bmw.com
16	LV	www.louisvuitton.com
17	marlboro	www.marlboro.com
18	honda	www.honda.com
19	samsung	www.samsung.com
20	apple	www.apple.com		disaster!
21	handm	www.hm.com
22	amex	home.americanexpress.com
23	pepsi	www.pepsi.com		iphone mobile site and redirect only. 1/2 points
24	oracle	www.oracle.com
25	nescafe	www.nescafe.com
26	nike	www.nike.com
27	sap	www.sap.com
28	ikea	www.ikea.com
29	sony	www.sony.com
30	budweiser	budweiser.com		no iphone. Flash
31	ups	www.ups.com
32	hsbc	www.hsbc.com
33	canon	www.canon.com
34	kellogs	www.kelloggs.com
35	dell	www.dell.com
36	citi	www.citi.com
37	jpmorgan	www.jpmorgan.com
38	goldman	www2.goldmansachs.com
39	nintendo	www.nintendo.com
40	thomsonreuters	thomsonreuters.com
41	gucci	www.gucci.com
42	philips	www.philips.com
43	amazon	www.amazon.com
44	loreal	www.loreal.com
45	accenture	www.accenture.com
46	ebay	www.ebay.com
47	siemens	w1.siemens.com
48	heinz	www.heinz.com
49	ford	www.ford.com
50	zara	www.zara.com
51	wrigley	www.wrigley.com
52	colgate	www.colgate.com
53	axa	www.axa.com
54	mtv	www.mtv.com
55	vw	www.vw.com
56	xerox	www.xerox.com
57	morgan stanley	www.morganstanley.com
58	nestle	www.nestle.com
59	chanel	www.chanel.com
60	danone	www.danone.com
61	kfc	www.kfc.com
62	adidas	www.adidas.com
63	blackberry	www.blackberry.com		disaster!
64	yahoo	www.yahoo.com
65	audi	www.audi.com		disaster! Flash!
66	caterpillar	www.cat.com
67	avon	www.avon.com
68	rolex	www.rolex.com
69	hyundai	www.hyundaiusa.com
70	hermes	www.hermes.com
71	kleenex	www.kleenex.com
72	ubs	www.ubs.com
73	harleydavidson	www.harley-davidson.com
74	porsche	www.porsche.com
75	panasonic	www.panasonic.com
76	tiffany	www.tiffany.com
77	cartier	www.cartier.com
78	gap	www.gap.com
79	pizzahut	www.pizzahut.com
80	jnj	www.jnj.com		disaster!
81	allianz	www.allianz.com
82	moet chandon	www.moet.com
83	bp	www.bp.com
84	smirnoff	www.smirnoff.com
85	duracell	www.duracell.com
86	nivea	www.nivea.comhome
87	prada	www.prada.com
88	ferrari	www.ferrari.com
89	armani	www.armaniexchange.com
90	starbucks	www.starbucks.com
91	lancome	www.lancome-usa.com
92	shell	www.shell.com
93	burger king	www.bk.com
94	visa	www.visa.com		disaster!
95	adobe	www.adobe.com		not good!
96	lexus	www.lexus.com
97	puma	www.puma.com
98	burberry	us.burberry.com
99	polo ralph lauren	www.ralphlauren.com
100	campbells	www.campbellsoup.com
101	fedex	www.fedex.com
na	merril lynch	www.ml.com
na	aig	www.aig.com
na	ing	www.ingdirect.com
na	motorola	www.motorola.com		disaster!
na	hennessy	www.hennessy.com
na	marriott	www.marriott.com

where does the mobile internet live?

please tweet and/or post this image!

In a meeting today we were joking around about mobile URL's that are cool and URL fails.

We recently registered m.ob.ly from libya to host all of our client's sites. We think that m.ob.ly is a cool mobile domain.

wap.site.com, on the other hand. Uncool. Very 1999.

I recently ran a co-ordinated, perl scripted and thorough investigation of the mobile capabilities of the top 100 most trafficked North American websites and the top 100 brands. Specifically, when they had any mobile presence at all, where did the company point the user? How many of them are cool? Well, a lot!

What's the most popular mobile site URL?

m.site.com was used by almost half (39%) of all mobile internet sites, for instance:

• m.yahoo.com
• m.youtube.com
• m.myspace.com
• m.bing.com
• m.toyota.com
• m.disney.go.com
• m.hp.com
• m.bing.com
• m.cnn.com
• m.flickr.com

mobile.site.com was next most popular with 14.4% of mobile site URLs:

• mobile.microsoft.com
• mobile.mcdonalds.com
• mobile.about.com
• mobile.nytimes.com

gibberish
the next most popular url format, coming in at 13.5% of all sites, was a bunch of gibberish in the mobile url, like:

• Amazon:  www.amazon.com/gp/aw
  
• MSN: sports.mobile.msn.com
• Lexus: www.lexus.com/lexus/jsp/pub/mobile
• Armani: apps.netbiscuits.com/57690/armaniExchange

This is really a problem because many mobile operators use nasty transcoders which rely on the format of the URL to determine whether the content is a mobile site or not. Without a specific mobile URL, the perfectly formatted mobile content could be mangled through a transcoder.

iphone.site.com
The iphone is so popular that many pubishers and brands are making custom sites especially for it. Typically if the publisher is building an iphone.site.com site, then they've also built another specific mobile site. For instnace, m.facebook.com and iphone.facebook.com

.mobi is used by less than 4% of brands and publishers
What was really surprising to me out of this study is that the .mobi domain is so unpopular. In fact, of the 200 brands and top sites I checked, very few of them had even bothered to register their .mobi domain. The .mobi top-level-domain seems overrun by domain squatters. Oh well... m.site.com works for me!

Having a mobile site and not using it? Priceless.

Having a mobile website and then not automatically redirecting to it from your primary site? WHAT ARE YOU THINKING!?

I'm talking about YOU yelp, and YOU linkedin, and YOU too nokia. Come on guys, get your act together and make sure your primary website redirects to the mobile site that you've spent hundreds of thousands of $ building. Here's a tip, they're here m.yelp.com, m.linkedin.com and mobile.nokia.mobi.

Net net?

m.site.com is most popular.

custom URLs for iphone.site.com, m.site.com and android.site.com very cool.

Not having a mobile website at all is understandable for some but not the top 100 brands and top 100 publishers.

Having a mobile site and not using it? Ummm.

For those interested in the gory details:
m.site.com 39.42%
mobile.site.com 14.42%
nothing sensible 13.46%
iphone.site.com 6.73%
nochange 6.73%
site.mobi 3.85%
site.com/mobile 1.92%
site.com/m 1.92%
site.com/iphone 1.92%
site.com/wap 0.96%
wireless.site.com 0.96%
wap.site.com 0.96%
wapp.site.com 0.96%
site.com/mobi 0.96%