IN ANOTHER sign that the mobile investor relations web is coming of age, SNL Financial’s IR Solutions group is now providing free mobile investor relations websites to all of its clients.
The US-based IR website provider, which has a strong presence among financial services and real estate companies and is expanding in other sectors, began rolling out its new mobile-friendly IR websites in October.
The sites use mobile browser detection, which means that the mobile site is automatically served when someone accesses them on a smart phone or feature phone. If the visitor wants the standard website, there’s a link to it at the top of their screen.
Clients can customize the content of their mobile IR websites, including adding custom sections or rearranging them using drag-and-drop functionality in the SNL IR Console. The mobile sites typically include:
• Corporate Profile
• Stock Information/Market Data
• Officers & Directors
• Press Releases
• SEC Filings
As I mentioned in 12 mobile IR websites reviewed, NASDAQ OMX’s Shareholder.com IR website hosting service has also rolled out mobile and iPhone versions of its clients’ sites. However, in their case all the sites are the same and companies do not opt in to provide mobile versions.
Test mobile sites and identify user needs
IR departments should identify the content types investors and analysts are most likely to need when accessing their sites on a mobile device. Contact information and news are two key content types that should get special attention.
You also should test your mobile IR website’s compliance with the World Wide Web Consortium’s technical specifications for mobile sites, which will help to ensure compatibility across a wide range of devices. Just post your mobile site’s URLs into the free MobileOK checker and wait for the results.
I found navigating around SNL’s mobile IR websites a little difficult because you have to go back to the homepage to move between sections. Of course, this might not be a big issue because mobile users typically don’t browse around a site.
We expect that mobile IR websites and apps for specific devices – including Apple and Android devices – will be a key focus area for IR website developers in the coming year.