Paul Golding writes:
In the mobile setting the user is frequently motivated by an intent to find something out fast because they want to do something else there and then, like make a phone call, book a flight, catch a train etc. This “saving time” objective is distinct from the “killing time” one. In the “saving time” frame of mind, there’s almost zero tolerance to anything remotely like surfing (i.e. faffing) around. In that setting, the whole web paradigm falls apart very quickly, especially if it’s actually the standard mega-screen web experience shoe-horned into a mobile nano-screen.
Therefore, it seems perfectly obvious that any self-respecting site that wants to extend its wares to the billion mobile windows in the world should contain metadata to answer these simple questions and this is all that gets dished up to a mobile device, most likely ranked in order of most actionable data first, like phone number (one click to dial it), then address (one link to map it) and so on. After all, the world of going to sites via search engines is a rather uncluttered affair of visually uninteresting, but apparently useful, text-only descriptions and links – albeit presumably relevant ones. Once at the destination site we are looking for answers to those questions, not fluffy flash movies and the like.