5o9: Bringing Context to the Mobile Web - Rocky Radar
“There is only one internet” comments Peter Cranstone, CEO of 5o9 Inc., which begs the question of why so many different programs are needed to access it. To Cranstone the internet browser should serve as the integrating element for all online interactions because “everyone understands the browser.” To a large extent the browser does serve as the main connection to the internet when using a computer, with both content sites and SaaS products commonly accessed via a web address. Yet the browser plays a less central role on smart phones due to several challenges inherent to the smaller devices: “small keyboards, small screens, and no mouse.” To date, these limitations have been engineered around, which is costly and time consuming for the business or content provider. Workarounds include the creation of specialized applications designed specifically for each phone or the design of mobile specific websites with dedicated mobile domains (.mobi), distinct from a company’s primary website. But instead of creating what amounts to a second internet, 5o9 has developed technology that can be retrofitted onto an existing website or web service to ensure a positive web experience regardless of device used to access it.