Large Media Company Demonstrates the Importance of Mobile Microsites Built using one of the Best Mobile Platforms

Nathan Kerry, VP Strategic Accounts

LOS ANGELES, CA August 1, 2011 – A large US Cable television news giant licensed July Systems’ Mi Platform Studio tool to rollout a new mobile program. Specifically, the company wanted to create dedicated mobile experiences in response to pivotal events as they unfold. The goal was to launch mobile microsites in as close to real-time as possible using one of the best mobile platforms.

The Mi Platform Studio mobile site builder tool from July Systems enabled the organization to quickly and efficiently create more than 50 mobile microsites easily and in a timely manner. That initiative led to the network’s mobile traffic growing 17 times over in five months – that’s 17X.

The top drivers of traffic to its mobile microsites were the royal wedding, the Japan earthquake, the tornado in Joplin, Missouri and the 2011 Academy Awards. Users were driven to these topic-specific microsites via mobile advertising and mobile search portals, as well as their general mobile Web site and its smartphone applications.

In the wake of the microsites’ launch, the news giant experienced a high level of growth across various mobile traffic metrics. The network’s mobile page views increased a whopping 1,624% in five months. In addition, the organization’s mobile visits soared 500%, while it experienced a 325% increase in mobile users.

Mi Platform Studio, one of the best mobile platforms, let them create custom mobile microsites for breaking news and ongoing stories of interest. Mobile traffic boomed when users encountered an optimized, topic-specific experience providing insight and analysis on important world events in a timely fashion.

In addition to breaking news and important world events, the mobile microsites were highly effective at driving awareness for daily shows with dynamic content. The mobile microsites are able to deliver quick updates and boost user engagement through interactive widgets such as polls and questionnaires.

The number of mobile page views per user and the number of page views per visit have both quadrupled in five months. This clearly exhibits the effectiveness of the medium in engaging end users.

For the news company, the speed of creation and deployment of these mobile microsites was paramount, and July’s flagship product, Mi Platform (industry’s leading mobile platform) was up to the challenge.