PistonHeads website goes mobile

PistonHeads became the first Haymarket Consumer Media website to have a dedicated mobile presence today with the launch of mobile.pistonheads.com.

The mobile site works by automatically recognising the handset used and deploying a bespoke design for that specific phone.

The site, which is able to deal with more than 4000 existing handsets and new models as they are launched, provides users with a pared down and easy-to-use version of the full site, which is optimised for mobile browsing.

It was developed by PistonHeads development manager Peter Dignan with mobile provider YOC, using YOC’s specialist mobile optimisation software and expertise in monetising mobile audiences.

PistonHeads publishing director Stuart Forrest said: “We’ve long known that our users can’t stay off the site even when they’re on the move, and many aspects of PistonHeads, such as our classifieds and forums, are particularly well suited to mobile access.

“With nearly two million page impressions in July from mobile devices even without this site, there’s a clear rationale for improving the service and monetising this traffic in so doing. We’re very pleased with the results and, judging by the early response from members, so are they.”

The PistonHeads mobile site will shortly be followed by Autocar, What Car? and Stuff mobile sites in a deal that will see YOC develop all of Haymarket Consumer Media’s mobile sites.

Sandip Ray, a business director for Haymarket’s motoring brands, who negotiated the deal, said: “The launch of mobile.pistonheads.com using YOC’s technology and specialist sales resource is the first step for Haymarket toward a robust commercial strategy in the mobile space. This is an important development for us and our advertisers as we deliver a new platform to reach our audiences on the move.”