However, there is still a large portion marketers that are doing nothing about optimizing their emails for the small screen. Not only is this causing readers to suffer from a poor reading experience, but this can have significant impacts on a marketer’s key metrics, such as conversion, sales and lead generation.

One reason for this inertia is that mobile is still a blooming trend and not everyone has had time to prepare for it adequately. Which is why Pressly put together a free ebook to help marketers navigate this new world. 10 Things You Know About Mobile Email Marketing is available for instant download, and it gives you best practices and insight into some surprising facts about mobile email, such as:

• More people use their smartphone for email than for phoning people
• The three most common complaints for mobile email
• The secret to better lead conversion on mobile email campaigns

And so much more!

Get your free guide today and get started on the path to improving your mobile email strategy.

A Pressly Guide to Brightcove Play 2013

For those of you who are attending, we’ve got something special just for you. We have put together a Pressly-powered guide to give you everything you need find your away around the conference, as well as some special features, such as:

• Live stream video so you can watch all the action happening on stage, no matter where you are
• Full schedules and links to the speaker tracks
• Bios and background info on all the speakers
• Plus: bonus info on Boston’s best places to eat and go have fun once you’re done schmoozing

On your smartphone or tablet device, you can access the BrightcovePlay 2013 Guide here: Brightcove.Pressly.com 

(Tip: if you aren’t on a mobile device right now, email yourself that link for easy opening).

If you’d like to catch up, Pressly CEO Jeff Brenner will be taking part in the panel on responsive design and video on Tuesday. And we also have a booth set up with the other sponsors, and we’ll be giving live demos of Brightcove video integrations with Pressly’s mobile publishing platform. Just look for the people in the black polo shirts holding iPads.

Pressly Integrates with Brightcove

We are also pleased to announce that Pressly now integrates with Brightcove. So, if you are a Brightcove customer and you want to know how you can start presenting your video content to tablet and smartphone users in a beautiful and compelling  way, please get in touch.

That’s it for now. Can’t wait to meet you!

ps: not sure what Pressly is? Learn more here.

In this Mobile Makeover series, we’ve written a lot about how brands and marketers can improve their content marketing results on mobile, simply by making it more engaging with a tool like Pressly.

But the exact same thing can be said for traditional publishers of all sizes, whether you are a major daily, or a niche local magazine. Content marketers and brands are just a different kind of publisher, after all. And pageviews, bounce rates and advertising (or call to actions) are all crucial elements in both worlds.

Which is why for today’s mobile makeover we wanted to switch gears and speak to more traditional publishers to give you a concrete picture of why thinking about your mobile experience is so important, and what you stand to gain. You’ll see that it’s far more than just a fancy way to read; it’s more time with your content, a deeper engagement with your readers, and a totally new way to monetize your property.

Local News and Niche Publishing Going Mobile

As per usual, we have selected a non-Pressly client for example’s sake. This week we are looking at the Chicago Citizen, a leading African American-focused local publication. It’s a great example of both a local and a niche publication.

The reason we selected a smaller, niche publisher, rather than say a New York Times is two fold. First of all, most national dailies already are actively working on some kind of mobile fix. The same cannot be said for smaller publications, with even tighter budgets, who are only now starting to realize there’s a world of affordable, powerful tools out there to help them get on tablets and smartphones.

The second reason is more important. Mobile is everywhere, as we’ve said before, but it’s increasingly a point of interest for local news publishers. In fact, according to a Pew Research Center study, in rural and small cities, up to 45% of residents are using phones or tablets to gather local news and weather reports. That number climbs even higher in urban and suburban centers, with as much as 57% of residents getting their local news fix while on a handheld device.

So without further ado, let’s dig in to Chicago Citizen’s mobile makeover.

Built for click and scroll on the big screen

When you visit the Citizen’s existing homepage on your mobile device, whether it’s smartphone, or tablet, you are presented with a less than ideal experience. As you can see in the images below, you are forced to pinch to zoom in to read the articles, and clicking links can be a pest.

Navigation not built for the mobile environment

The other major problem is that when you do nothing to make your website ready for mobile, you are forcing readers to navigate through your app using the native buttons built in, which means they are constantly re-loading pages all the time which can be a huge drag for the smaller devices and users who are on the go. Also, as in this case with the Citizen, if you were to scroll down, the nav bar completely disappears.

Pressly can help: a true mobile reading experience

Now let’s take a look at what we were able to whip together using Pressly’s easy and automatic mobile publishing platform. All we did was find a readily available RSS feed of the Citizen’s content, plug that into our dashboard, then did some quick visual customizations, such as adding their logo, picking their color and selecting the most suitable template for their content.

As always, these demos are way better if you experience them first hand. So take out your tablet or smartphone and head over to makeover.pressly.com/chicagocitizen (Tip: email yourself that link for easy opening on a mobile device).

 The first thing you’ll notice is how much more appropriate the content is laid out for your device.

The Pressly experience also makes it easy to sit back and simply swipe from page to page. See an article you like? Just tap it to open full screen. It’s exactly how reading on mobile is supposed to be.

Better results: pageviews, bounce rate and time spent

For publishers, creating a better mobile experience is not just about putting a pretty face on your content. It’s about driving business and revenue opportunities.

In fact, we conducted a study earlier this year that analyzed the way users interact with a Pressly-powered site versus standard desktop sites on mobile devices and the results were eye opening. Compared to industry benchmarks, as well as the client’s previous website engagement metrics, a Pressly-powered mobile experience gives publishers:

• Up to 10 times more pageviews per visit
• Visits that last up to 4.5 times longer
• A reduction of bounce rate by up to 10 times

In other words, when a user drops into your site when powered by Pressly, they are likely to stick around longer and see more content. Part of this is due to the great mobile layout, and also the fact that Pressly really drives a person from start to finish, allowing you to swipe from page to page, meaning you  they end up seeing more articles than they would have if they were clicking back and forth on a browser’s nav button.

New Advertising Opportunities

But maybe one of the most exciting opportunities Pressly brings publishers of all sizes is the ability to display beautiful, full screen interstitial ads in between their articles. These ads occupy the entire screen and they can be far more immersive and enjoyable to see than the standard banner and box ads.

Certainly full screen advertising has yet to reach critical mass in the industry, but working with a company like Pressly gives you and your sales team the tools to start experimenting with new formats and driving more revenue from your property than ever before.

The ad you see above has been so effective in Pressly-run properties, in fact, that it was recently called out as 1 of 6 mobile ads that people love.

The bottom line

While there’s plenty of reason for marketers to start thinking of getting more ROI from their online content, publishers too need to start thinking about how they can take the leap to mobile and start improving their key metrics such as pageviews and advertising revenues. There are a number of platforms coming out that let publishers do just that, quickly, easily and automatically.

Want to see what your content would look like with a Pressly mobile makeover? Go sign up for a free trial and get started in minutes.

Long before that letter came out, Apple wouldn’t let Flash on its other mobile touch devices, the iPhone and iPod touch. But the launch of long-anticipated Apple tablet brought things to a boiling point. This was a new era of mobile content publishing and Flash wasn’t invited. At the time, the vast majority of web video was Flash powered. Interactive sites and rich experiences were practically all Flash. There was a feeling that, if Apple devices didn’t have Flash, then they didn’t have access to the “full web.” When Jobs gave the world its first ever glimpse of the iPad, browsing the web from a leather couch on stage, a big fat missing Flash plugin icon stood out on the screen like a sore thumb.

Out of this situation emerged HTML5 as the Web’s new hero, and in the three years since Jobs’ letter, this open, standardized Web technology has made tremendous leaps and bounds. There is no longer any worry about “the full web.” Video is alive and thriving on mobile. Apple still leads the tablet market. And Flash support has been stopped.

At Pressly we know the power HTML5 brings to content creators and users. We are very proud to have been taking part in this new era, by bringing the most cutting-edge content experiences to the mobile Web. And we love that we have helped make the Web on tablets and smartphones just a little more “full.”

Here’s to the next three years!

Lee Odden is an SEO master. He’s the author of best selling SEO and marketing books, like this one. As the CEO of TopRank, he runs a successful boutique agency that’s been around since 2001. But most people know him better for his blog, The TopRank Online Marketing blog, which was once hailed as the #1 content marketing blog.

When you Google  “online marketing blog”,  TopRank is the top ranked online marketing blog  (at least it was when I searched for it today).

But Lee’s got a problem. In fact he’s got thousands and thousands of problems: mobile website visitors.

The reading experience he’s delivering to those thousands of mobile users makes it difficult for them to consume the content. As you can see in the screen grabs below, when visited from a smartphone or tablet, TopRank is nearly impossible to read and navigate (especially from iPhone). All the content is there, but the user is forced to clumsily zoom in and out just to read something.

81% of mobile Google searchers want it quick and easy

Ranking first isn’t always enough. We all know once you get them in the door, they’ve actually got to stick around and read the stuff, buy the book, sign up for the newsletter, and so on. We aren’t doing this all for the art of it after all: content is business.

And particularly with mobile search, giving your visitors an easy, convenient experience is more than just a nice to have. This Google research report suggests 81% of all mobile searches are driven by speed and convenience. You need to make the reward of the search easy and fast – or you’ve failed to deliver what the reader is looking for.

Big screen content doesn’t work that well on mobile. There is no click and scroll. There is far less real estate. This can have serious consequences for marketers hoping to convert as much of their traffic as possible: a poor looking experience, over-the-top bounce rates, and reduced engagement metrics (like pageviews and timespent).

We don’t have access to TopRank’s analytics dashboard, but we imagine the engagement and conversion metrics for its mobile visitors, like pageviews, timespent, and bounce, are far below the optimal rates of their desktop counterparts. Which is a serious issue as mobile traffic continues to blow up.

Pressly keeps your mobile SEO effective

That’s where Pressly comes in.

This week we gave TopRank a mobile makeover. On top of the basic blog feed, we supplemented the mobile experience with Facebook and Youtube content to give his readers something special to keep them around even longer. And we did it all quickly and easily, in a matter of minutes with no coding needed. Getting this kind of professional mobile experience doesn’t cost an arm and a leg, doesn’t take months of planning, and you don’t have to re-build your entire site with responsive design to do it.

(As per usual, we will point out that we didn’t have full access to Lee’s content and that this is all simply give you an idea of the possibilities. Should Lee decide to use Pressly — wink — he’d have the power to bring in full, rich feeds of his own content and integrate his own custom calls to actions, such as full page newsletter signups.)

Results: 10x engagement and improved bounce rate

Getting a better mobile experience, doesn’t just make sense. It actually helps bring you better results. From a study we conducted on over 30 million mobile visits in early 2013, we discovered Pressly’s immersive reading experience can lead to up 10 times more pageviews, nearly 5 times longer visits, and a reduction of bounce rate by a factor of 10.

Because it’s all delivered right from the web,  like a website instead of a native app, all that top ranking SEO Lee’s built up still drives traffic to this new reading experience, out of the box. So now, when a visitor Googles “online marketing blog” on her iPad, and when she taps on Lee’s site, she would automatically be delivered that immersive, Pressly experience and stick around to read it!

It’s magic. And it can have a huge impact on marketers’ bottom lines as the mobile era continues to bloom.

See it action! Grab your mobile device, then head over to makeover.pressly.com/toprank

Want to build your own in a few minutes? Start here, for free: signup.pressly.com

Spring has sprung, the snow is melting, and that means people everywhere are putting away the boots, and lacing up their old, beat-up Chuck Taylors.

Which is why it’s perfect timing for our first ever Mobile Makeover for great content marketing brands, as we pay homage to the great sneaker company, Converse. Today we are giving Converse’s blog and social content a mobile re-do, which we hope will give their readers a more enjoyable, engaging mobile reading experience.

When most people think of Converse, they think of Chuck Taylors, those iconic, floppy canvas lace-ups. Once the dominating sneaker for elite basketball players in the 1920s, these days the shoe has etched out its brand as one for the young and alternative. But that’s not to say they’re in a niche. More than half of Americans have owned at least one pair in their life.

Great Content Marketers

The people behind the shoe  just so happen to be incredible content marketers – perfectly tailoring their content to be valuable and interesting to their young and “alt” demographic.

They have one of the Top 50 Facebook Pages in the world, with a constant onslaught of pics, video and contests to keep the conversation flowing with their over 30 million fans.

They’ve built incredible content sites, like this one. It’s dirty and gritty, just like the shoes (and often the rockers wearing them).

And whether its Youtube or their various Pinterest accounts,  they’re nailing high-quality, highly-visual modes of story telling to keep it interesting. These guys run a tight content marketing ship. And we applaud them.

But what about mobile?

We noticed much of their blog and social content was difficult to explore and dig into when you are on a mobile device.

Just take a look at this screen grab of their blog when seen on iPhone.

It’s impossible to consume and navigate the content. And the lack of Flash is even more obvious when you see it on an iPad.

They are creating all this awesome content, and driving all this traffic via their gigantic social following – but how will people on mobile enjoy it? Especially as mobile adoption in 2013 is steadily rising, Converse might be suffering lower mobile engagement rates as a result of this, and that can be painful for the brand and consumer.

Pressly to the rescue

Which is why we decided to give back to this brand that’s been such a big part of our lives, by whipping together an immersive mobile content marketing experience for them, in just a few minutes of set up.

For this experiment, we decided to combine a few sources from across their social presence, from their Blog, to multinational Pinterest accounts, to their rock-focused Youtube music channel. This way, when a reader pops into the Converse mobile site, they not only get an optimized mobile experience  – they get an entirely different, richer content package. Which is something more in line with what mobile users want, according to trends and behaviors in tablet and smartphone reading.

If this was actually built by Converse, using Pressly, they could easily  re-direct all their smartphone and tablet traffic to this immersive mobile content package. So, someone would just got to converseblog.com from their iPhone, for example, and automatically get delivered this awesome new experience.

And,  if it was Converse building this (and not some vigilante blogger like us) they would be able to include full feeds of their content as well as create their own custom Call to Actions.  In between articles they could include a sign up form, or even a custom HTML5 widget for designing your own Chuck Taylors – something they’ve already built on their blog.

Mobile magic in minutes

Still, in just a few minutes of working with whatever feeds we could find online, Pressly made swiping through their articles, watching their videos, and opening photos a breeze on tablets and smartphones.  This magazine-like mobile reading experience is the exact kind of thing brand marketers should be giving to their growing mobile audience, in order to boost engagement and mobile retention.

But don’t just take our word for it. To see the Converse mobile makeover in action, take out your mobile device and go to this link: makeover.pressly.com/converse

Enjoy!

Have a suggestion for a brand in need of a mobile makeover? Let us know in the comments or Tweet us #mobilemakeover

Content marketing expert Joe Chernov released a useful infographic in January, revealing just how long it takes to create a mobile app.

The post was fittingly called: “How long does it take to build a mobile app?” And the answer was 18 weeks. In that same amount of time, you could send 40 Apollo 11′s to the moon or drill three 3,000 foot oil wells. In other words: it takes a while.

Joe produced the piece and works for Kinvey, a company that provides services for mobile app development, with a focus on enterprise and agency app development. This is a crucial detail because, although he is a content marketer, he wasn’t talking about content marketing apps. He was talking about heavy utility apps, apps that do things like connect your sales force to their CRM when on the road, or a tool for sharing families and friends’ schedules.

Update: Joe got back to us on Twitter to clarify that the data from the Kinvey study was reflective of consumer, “store ready apps,” and not for beefier enterprise apps. He had no data on how long those take.

He wasn’t really talking about an app that he would use, lets say, for distributing, and improving the success of  his content marketing.

So, then, the question is: How long does it take to build a mobile content marketing  app?

Content marketers know mobile audiences are growing fast,  and they know they need a better way to boost mobile conversion. But will they need a social-CRM-Facebook-meets-Hulu app to do it?

Probably not.

Marketers know all they need to get out there and get some leads from their content marketing is one simple thing: get your content read. And if you are lucky, make sure the experience was memorable and engaging.

So how long does it take to build an app to do that?

18 weeks or 18 minutes: your choice

You can spend 18 weeks of development time to build a native content marketing app. But aside from being expensive and slow to do it, when you put it in an App Store, you will be cutting off all your SEO, social traffic and sharing power. Everyone hates being forced to download an app when all they want to do is read your articles.  In short, doing that is not a good idea if your primary goal is to get your content read.

Or, and excuse the self promotion, but you could use a service like Pressly, and get your mobile content marketing app done in 18 minutes… or less.

And even better: you’ll bring all your existing editorial and social content together in one beautiful mobile package, and instead of locking it up in an app store, you’ll get yourself a web app. And that means users can see it, and read your content, in the time it takes to load a web page. In other words: fast.

Want proof? Head over to Signup.Pressly.com and try it out yourself, for free. We guarantee you it won’t take 18 weeks.

The image above, originally produced by NBC, was posted on our Twitter feed this week by a good friend. It shows two crowds, both gathered for the exact same event (the unveiling of a new pope), at the exact same location, eight years apart.

I’ve never seen a more powerful illustration of just how far mobile adoption has come.

In fact, it’s starting to feel a little bit like an understatement to simply call it “adoption”. It’s more like “total take over”.

It’s happened. Mobile is pervasive.

Little computers that we carry in our pocket, bag, or purse, or even attach to our eyeballs, are increasingly, well, everywhere.

According to a Google study, smartphone penetration is between 33% to 51% for adults in North America and the UK (see above).  On top of that, Pew has reported that 33 percent of US adults either own an eReader or a tablet. And a few analysts suggest that not only will tablet ownership continue to grow – it’s going to outpace the growth seen by its smartphone siblings, 3 to 1.

Which is why some people are calling 2013 the year of the tablet. (Don’t get too excited… people also called 2010, 2011, and 2012 the year of the tablet too. It’s probably more like the decade of the tablet.).

The mobile web traffic take-over

One of the most repeated stats from Mary Meeker’s often-cited mobile roundup, is that by 2014 global mobile web traffic will finally surpass desktop web.  Next year, at some point, more Internet will be consumed by handheld devices than by laptops and desktops.

When that cross-over happens, will we still being calling mobile a “second screen?”

Forbes doesn’t think so. They point out that smartphones and tablets aren’t just ubiquitous portable computers – they’re increasingly becoming the “remote control” of the world.

The smartphone [is] becoming the hub … used to turn off the lights or control the temperature of a house. More devices will go mobile, augmenting the very definition of the term, and the smartphone will become increasingly important as the “mothership” that controls them all. (source)

And mobile computing looks set to get even more intertwined in our daily lives. Google Glass is yet to be released, but it’s already spawning a number of parody videos making fun of this deeper dependence of mobile computers, and winning over crowds at SXSW.

Meanwhile, the battle of mobile operating systems and devices continues to underscore just how huge this business continues to be. This week Samsung revealed its next blockbuster smartphone (the previous version of which surpassed sales of the iPhone – built by the biggest tech company on the planet – a few quarters in 2012) and BlackBerry announced its biggest single shipment ever of smartphones with its Z10. Smartphone sales aren’t slowing down, in other words.

There are plenty of incredible stats that are all basically saying the same thing: Mobile has arrived. And it’s everywhere. But it’s that one photo above, of the crowds in the Vatican, that really drives this point home. Take another look. The mobile explosion isn’t just a bunch of numbers on a chart – it’s a cultural facelift. And with that, comes a whole new way to produce, consume and interact with content.

So what’s the big deal?

Well particularly for businesses producing content – like marketers and publishers – it’s crazy to still think of mobile as a secondary strategy, a nice-to-have for your overall business. As one astute blogger at AdAge put it: having a mobile strategy is like having a laptop strategy 20 years ago.

Having a mobile strategy understates the importance of mobile. It’s like having a side dish of steak. It suggests that mobile is one of many important online distribution channels, as opposed to the reality – it is the most important channel, and in fact, making a distinction between the desktop and mobile web is a mistake. (source)

There’s no more room to be on the fence about mobile’s dominance. Just like there’s no such thing anymore as a “mobile strategy” – only good strategies, and bad ones.

By now most publishers have hopefully started to think about the mobile web. They’ve seen their Google Analytics reports, and noticed an ever-growing portion of their online traffic is coming from mobile devices – and those mobile users need something better than an ad telling them to go download a native app. But the jury is still out about the best way to handle the explosive rise of the mobile web.

Mostly the thinking falls into two categories:

Do you build a separate web app for tablet and smartphone visitors (delivered from the browser from a subdomain like m.yoursite.com)? Or do you re-do your desktop site with mobile responsive design in mind?

While responsive design is a cutting edge solution, and often exactly what a publisher will need, we feel the approach is not always the best one. From being able to deliver a far more interactive experience, to better tools to monetize, to simply catering to user needs, there are a few key ways mobile apps will differ from responsive design. And these points should be considered when planning your mobile strategy.

Let’s take a closer look at those key differences:

1. A more interactive, gesture-driven experience

While it might be true that a mobile-first responsive web design creates easy-to-read websites for tablets and smartphones, it’s not the same kind of interaction that happens when you send the user to a web app that was born and raised to do one thing right: give readers the best possible mobile experience.

Responsive web design comes with the burdens of having to make one site work across both desktops and mobile, such as long vertical-scrolling articles, site map-style navigation based on tapping small links instead of buttons, and re-loading pages every time you hit back. When you go on a responsively designed website you never feel like you do when you are reading a native mobile app, such as Flipboard. You may be able to see everything fine, but it’s not the same level of immersion.

On the other hand, mobile web apps, built using HTML5 and Javascript, give users an experience much closer (often exactly the same) as native apps. This is an experience that was built for mobile devices from the start. It’s this kind of experience a new generation of mobile readers, who grew up with native apps and touch technology, are now expecting. Just look at this cute baby for proof.

Mobile web apps deliver an interactive, gesture-driven experience. At Pressly, we call it the “guided tour” style of reading, and it includes (but isn’t limited to) swiping from page to page, multi-touch gestures, full screen videos and photo galleries, big beautiful buttons with no clumsy link taps, font control, and pre-loaded non-stop content.  This is much closer to the native app experience, which is one key reason publishers pick this approach.

2. Increased engagement (more pageviews, time spent)

This is related to the point above but it’s worth emphasizing on its own. Mobile web apps are generally more effective at engaging users than optimized websites via responsive design.

Responsive design certainly helps with mobile engagement, but not in the same sense. Responsive design fixes the big problem of mobile drop off. It gives visitors a welcoming experience when they hit the web page and ensures they don’t run out the door due to a broken experience.

With mobile web apps publishers get all that, and then some more.

Because of that “guided tour” style of reading described above, mobile web apps guarantee readers stick around longer and see more content. Just using our own customer data as an example, we’ve found mobile web app visitors to a Pressly-run news app viewed 22 pages on average, and spent 14 minutes seeing content. Bounce rate was also far below the typical rates at 4%. These numbers are not just marginal improvements – they blow the average mobile engagement rates out of the water.

3. New ways to drive business

Mobile web apps also give publishers new ways to monetize their content and align it with business goals. Because most web apps are divided into carded, swipe-based pages, publishers are given a natural, clean way to show sponsored messages to readers. With standard IAB-style advertisements you can show ads in-stream or between focus points (between the pages). Unlike responsive web design, there is no “below the fold.” And your sponsored messages have a better chance at being engaged with.

Web apps also offer a built-in opportunity to show full-screen, highly interactive interstitial ads, which also appear between article pages. While this market is still young, some analysts have pegged the up-side of mobile advertising to be a $20 billion market. Publishers have a better chance at unlocking those gains with a web app.

For marketers, instead of “ads” they gain more powerful engagement points where they can focus attention to calls to action, such as sign up widgets, form fields, and so on. Imagine using an interstitial ad to drive sign ups to a free trial, for instance.

4. Designed for the user, not the screen size

At its most basic level, responsive design is all about changing the elements of the site to fit on a specific screen size. The problem with that is that it leaves the user context (where they are when reading, for example) out of the equation. Mobile is about so much more than smaller screen size. And your content should cater to that.

With a mobile web app, the content is presented in a way that is designed specifically for the context the user is likely in when reading that content. Why should smartphone users be treated the same as tablet or desktop users?

The take away

Responsive design is a powerful solution for publishers. It allows you to leverage your existing web traffic (from SEO, social, and paid campaigns) and give those users an optimized mobile experience. And it does all this in a straight forward, build-it once approach.

The good news is that with the right solution, you can get all the same benefits from a mobile web app strategy, while at the same time getting all the other benefits listed above.

On the engagement front, there’s no question mobile apps provide a better experience for the mobile user. And there are plenty of solid solutions, such as Pressly, that make creating multiple mobile web apps, that scale to multiple devices all at once, easy.

But… it all depends on your needs. In some cases, especially if you have just a single blog and want a fast way to make it readable on all devices, a responsive design solution may be the best fit. But if you are looking to deliver a more engaging mobile experience, or perhaps want to create a mobile property that is distinct from your website (anything you might call an app), then creating a mobile experience with a web app is likely the best call.

>> Related: read part one in our ongoing series on responsive design and find out more about the importance of mobile user context.