August 27, 2010


By Cai Baoyi, Manager, Corporate Outreach
Hi! My name is Baoyi and this week I'd like to tell you about how BuzzCity is making it incredibly easy for companies -- and even individuals -- to expand into the mobile internet.

Our new tool, appropriately named the Mobilizer, converts RSS and Atom feeds into mobile websites.  No programming is required.  At the click of a button, blogs and other sites using Blogger, Blogspot and Wordpress platforms can be quickly mobilized, opening up additional revenue streams for a business and extending a site's reach to new audiences.

Let's take a look!

I'm going to share a few examples with you in a moment, but one of the first things you should know though is that your new mobile site can be directed to your company's own domain name. We'll also automatically create a QR (Quick Response) Code for you that can be placed on your traditional website. You may have noticed our QR Code in the right-hand column of the Gamma Life blog. Simply point a camera phone at the QR Code, take a picture and your mobile browser will go to the mobile site.

On the 500 plus mobilized sites that are already part of the BuzzCity Advertising network, we've seen just about as many QR Code pageviews as traditional mobile pageviews.

Content publishers from a variety of genre are already using the Mobilizer.  A few of the top categories so far are entertainment, lifestyle and technology.  Two of my favorite mobilized sites are “Spread Design Love” and “Boyfriend Gift Ideas".  The first has a lot of very cool images from broken things to hipster fashion and skateboard art, while the second offers relationship advice in addition to gift suggestions.

I'm waiting for news publications and commerce sites to move into this space next. Sites like Hong Kong's Asia Times, New Zealand's National Business Review and BPM Magazine (US-based publication featuring music, nightlife, style and tech stuff) already feature RSS-syndicated content. I'd like to be able to easily read more of these articles while on the move; so would the millions of mobile surfers who don't have access to a PC (or iPhone). From a dollar and cents perspective, these content publishers can't lose either as mobilizing a site is free-of-charge, as is the placement of ads.

The Mobilizer enables users to display a web page in two ways.  Here's a look at the List View:

And here's the Article View, which has photos as well as text:

You can get a sense of what your site will look like after it's mobilized by entering the url into the Preview section of the BuzzCity Mobilizer.  In this case, I've created a preview for Channel News Asia's front page newsfeed:

As I mentioned at the top of this piece, there are two major reasons why a company should mobilize its web content.

The first is to reach out to a new audience and offer content to the growing pool of users who access the internet from mobile devices. For publications, mobile sites also offer an opportunity to exploit the shift from traditional to mobile media. We offer a couple tools to help you reach out even further: (a) mobilized sites are published in myGamma, BuzzCity's social networking platform, where users can easily share content that they like with their friends and (b) you can list your site on the myGamma Link Exchange, a directory that facilitates free cross-marketing.  Plus the QR code, placed on your website, will drive even more surfers into the mobile space.

The second reason to mobilize is to make money. For publishers, there's no charge to place ads on a site and they can keep up to 65% of mobile ad revenues.

My colleagues have provided great examples of the impact (financial and otherwise) of mobile advertising in other columns on this blog.

So, what are you waiting for?

Mobilize it now!