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Mobile phone and tablet platforms

Mobile device use has already transformed the way consumers access online content and 

services for entertainment, socialising and purchase decisions. The options on mobile hard-

ware platforms are similar in many ways to the desktop. Since they can be used in different 

locations there are many new opportunities to engage consumers through 

mobile market-

ing

 and 

 location-  based  marketing

. (We cover the design challenges of creating mobile 

experiences in Chapter 11 where options for responsive web design are reviewed.) Table 3.2 

introduces some of these challenges.

Mobile marketing

Marketing to encourage 

consumer engagement 

when they’re using mobile 

phones (particularly 

smartphones) or tablet 

devices.

 Location-  based 

marketing

Location or  proximity- 

 based marketing is 

mobile marketing based 

on the GPS built into 

phones or based on 

interaction with other 

local digital devices.

The main mobile platforms are: