Google to Go: Web Access On Gadgets  Gets Better
 Retooled  Sites Are Faster,
Easier to See on Small Devices; 
Checking eBay From Your  Cell
 By  JESSICA E. VASCELLARO 
Staff  Reporter of THE WALL STREET JOURNAL
December 7,  2005; Page D1
 The nation's biggest Internet companies have begun a major push  to make it easier to access the Web from cellphones, BlackBerrys and other  mobile devices.
 Time Warner Inc.'s America Online, Google Inc. and  Yahoo Inc. are rolling out small-scale versions of their familiar Web  sites that are specifically designed to work effectively on mobile screens.  EBay.com, Mapquest.com and CNN.com are among those that have also edited and  shrunk their sites for viewing on even the tiniest display.
 Last week, AOL launched a mobile Web site that allows individuals  to search the Web for content from local pizza places to celebrity photos by  typing in search terms from a gadget keyboard. The site also includes links to  news, sports, entertainment and weather reports.
 Yahoo recently introduced a mobile shopping service that allows  users to comparison-shop from portable devices. Typing in the name of an item  pulls up product, merchant and price information. Last month, Google, drawing on  its maps feature, launched Google Local for mobile, a service that allows users  to search for local business locations, locate them on a map, and even call the  merchant by clicking on a link.
 The improved sites are one more response to an increasingly  on-demand culture. Business are struggling to adapt as consumers use the  Internet to get what they want, whenever they want it, from the latest episode  of a television show to a map with directions to a new  restaurant.
![[mobileaps]](https://lh3.googleusercontent.com/blogger_img_proxy/AEn0k_s-Pfnm-bYVg_dI4vAABvSAJPLISSOR8yED4D3VR4L-DjH773asKmngvNMIPJaUSvTtXTFI8cQ7BtxxF8IAwM6Td8dx42Ai9eLLfxH3hjkJ2azPn5wCrcz5npD2bUV_1LeZOkGoM5X44Mk_IoK82X3ACQI=s0-d) 
  The effort to shrink sites that were initially designed for use  at desktop computers with large color monitors is akin to what television  studios are doing to make episodes of TV shows such as "Lost" appear crisp and  sharp when played on the video iPod.
 The wave of development comes as mobile Internet use, considered  for years to be sluggish and frustrating, appears to be taking off. The  percentage of U.S. wireless subscribers who use their cellphones to browse  Internet pages has doubled to 12% since last year, according to NPD Group, a  market-research firm in Port Washington, N.Y. And Seattle-based M:Metrics Inc.,  a market researcher, estimates that more than 24 million U.S. subscribers over  the age of 13 accessed the Internet from a mobile device in October.
 Most cellphones are wired to access the Internet (95% of new  cellphones sold in July, August, and September were Web-enabled, according to  NPD Group, up from 81% the year before). To do so, users launch their Internet  browsers from an icon on their screens and start browsing by typing a Web  address into a search field. Alternatively, they can scroll through a list of  menus to access popular sites and services already preloaded on the phone, such  as mobile versions of ESPN or the Weather Channel.
 But to start browsing, consumers usually have to sign up for a  separate data service, of which there are many types. Consumers who want to add  Internet browsing to their existing voice plans can buy data plans for $19.99 a  month or less depending on the provider. (Plans may run as high as $90 if they  include access to corporate email.) For those who expect to do less Web  browsing, lower usage plans also are available. Cingular Wireless, for instance,  charges $4.99 for one megabyte of data, the equivalent of viewing roughly 100  news headlines.
![[For the Small Screen]](https://lh3.googleusercontent.com/blogger_img_proxy/AEn0k_sgLefL6PO2Wk-MJbPzCvW_Yh4L2AmgUz0X5-n9v6dDWLtwteM4xigWWcMZ-0DmOyqCZEGJXsheCr7CdffGOSpF8WjbmLdM1y-dlBfUWwQ_olZKMBcptQgvPOFZx3T9KwX5MkT7VvyUG5Z2wwhjInFAoyk=s0-d) 
  Some users of newer cellphones may find their phones already  active for Web browsing. In those cases they'll typically be charged several  cents each time they access a site. While some companies charge small  subscription fees for premium content that users must download an application to  receive, such as customized sports scores, most of the sites and services  themselves are free. But they may not be free of advertising for long. Some  content providers are looking at ways to use advertising on the miniature Web  pages, seeing it as a way to reach targeted audiences. For now, however, most  companies are keeping their mobile-optimized sites ad-free while they work on  attracting users.
 Richard Lichtenstein, a 23-year-old associate consultant at Bain  & Co. in New York is an avid user of his Web browser on his T-Mobile  BlackBerry. The browser has helped him resolve friendly debates, find the Web  site of a band before a concert and locate pictures of movie stars. But at  around $40 a month, without voice service, he says if Bain weren't paying for  the perks, he probably wouldn't either.
 The overall move to Web pages designed for small screens is still  in the early stages. In many cases, when you access any Web site from a mobile  device, you may see the text and graphics of the normal page awkwardly  condensed. But such distorted layouts are becoming less common, as companies  take advantage of faster wireless networks and more powerful mobile devices.
 Sites tailored for mobile -- the availability of which varies  depending on the device and carrier -- typically have only a few links listed on  the home page and few or no graphics clogging the screen. The URLs of these  sites may be identical to their parent sites or may require adding "mobile" or  "wireless" somewhere in the address.
 Internet giants Yahoo, Google, MSN and AOL are leading the mobile  Web push, but other sites are gaining popularity as well. Among them are mobile  versions of ESPN, Mapquest, sites that list movie show times, such as  Hollywood.com, and a range of travel sites.
 John Ludwig, a founder of Ignition Partners, a venture-capital  fund in Seattle, says when his favorite sports teams are playing, he will check  scores on his BlackBerry using ESPN around 40 times during each game. While a  fan of the mobile Internet, Mr. Ludwig, 45 years old, doesn't like common  hassles associated with it: the slowness of the network and the number of  necessary clicks. Waiting for a screen to refresh can take anywhere from three  to 10 seconds, a seeming eternity for those used to broadband service.
 Marc Karimi, a 22-year-old student at Stanford Graduate School of  Business in Stanford, Calif., says accessing Web content on a cellphone isn't  worth the time. After he bought a new Audiovox cellphone, he went on a browsing  frenzy using the little keys to check things like movie times, directions and  restaurant phone numbers. The data costs only came to an additional $5 on his  $65 cell phone bill. But after two months of heavy use, he says he was bothered  by the slow speeds and now keeps it only in case of an emergency.
 But problems such as Mr. Karimi's may slowly start to disappear.  Content and service providers say they expect service speeds to improve as  wireless networks get faster. And some are already taking steps to reduce  browsing time.
 Last month Cingular Wireless, a joint venture of San  Antonio-based SBC Communications Inc. and BellSouth Corp. of  Atlanta, revamped its Internet service to cut the average time it takes to look  up a listing on the Web by more than half, a company representative says.
 Designed-for-mobile advertising, perhaps a tiny banner ad that  appears on the top of a screen, could take off within the next year, predicts  Heidi Lehmann, chairman of the advertising standards committee of the Mobile  Marketing Association, a Boulder, Colo., trade association.
![[Made for Mobile]](https://lh3.googleusercontent.com/blogger_img_proxy/AEn0k_u8ZdOr7fG5NxJHpm5MutSrW_Ys5OFaammJ3jKMyrWSNhrbMRxKu0cvt5cKZ_tjqFbqK1sHXY85-RVH8psVk-1cvGtLVPpeITYUIC4DloCv0TvknhFpHmmxD39-eqMYdnRJGxqWXZK-p1aSHjvzRTti6X6a=s0-d) 
 Write to Jessica E. Vascellaro at jessica.vascellaro@wsj.com1