Studies on global mobile data traffic tend to reinforce what we already know: information consumption via mobile is on an exponential rise (with a 70% increase in 2012 alone, in case you need a number).
But consider for a moment what the proliferation of mobile devices and mobile device users does to shape a business model. Any company with a stake in the mobile market has to optimize its website, services, and tools for ease of use on as many touchscreens as possible.
“That’s exactly what we’ve accomplished,” said Steffan Berelowitz, Co-Founder and CEO of the cloud-based web-marketing platform Bluetrain Mobile. “This Tuesday we’ll be on any touch device except the full size iPad!”
Bluetrain Mobile is hoping to make the lives of mobile marketers a lot easier through a potent combination of web-building strategies. Thanks to the company’s core of responsive web design, marketers in small to medium enterprises (SMEs) and their agencies can build custom websites that are instantly optimized for users across a comprehensive range of networked devices. Streamlining this process is an innovative web-building interface packed with dynamic and client-friendly server side solutions, empowering marketing and design teams with no coding knowledge to update their website even after it goes live. The company made its official debut today with $1.53 million in seed-round funding and an established customer base of over 45 SMEs across a variety of consumer verticals.
“We’ve created a service with professional marketers in mind,” Berelowitz explained, “data-driven marketers who wake up and wonder how many new leads they got via each platform. We believe the future of marketing lies in multi-screen performance, and today we’re releasing our software as a service to help SMEs optimize for multi-screen in as cost-effective and efficient a manner as possible.”
Bluetrain Mobile formed in 2011 with a focus on perfecting mobile interfacing. But like any successful startup, they adapted their focus and product based on the demands of their target market. The result was a service that allowed their clients to be just as responsive.
“We wanted our customers to create their own solid platforms from the beginning, but there was a lot of early demand for the same service on tablets,” Berelowitz remembered. This incentivized Bluetrain to branch out beyond smartphones and focus on synthesizing responsive design and server side components, a model now popularly referred to as RESS (responsive server side) that stretched first across tablets, then all mobile devices. Berelowitz said his company would roll out desktop capabilities as well as other extended features later this year.
A designer or marketer can currently use Bluetrain Mobile’s software to launch new sites optimized across multiple devices at once, to redesign a pre-existing website completely for a new device, or simply to update dynamic features like photos and video based on incoming user data.
“Until now, marketers looking to build websites have been forced either to use their current content management systems (CMS) or to rely on their agencies to create custom responsive templates. Both of these options fall short because they give marketers little or no control of the user experience on each device once the site is live.”
A number of organizations have already hit the ground running with Bluetrain Mobile’s model (check out the comparisons in our slideshow, or follow the links to each company’s website first on your mobile device then on your desktop for comparison). The majority of the company’s clients fall within education, financial services, healthcare, and tourism and cultural sectors, a focus Berelowitz said derived from the important link between consumer marketing and lead generation in all four fields.
But being a self-described “blank-slate platform” with lots of creative choices left to its users may give Bluetrain Mobile an additional edge among other companies pushing forward with RESS. In addition to its current market the company is already looking to expand into new business sectors, including business services and technology. The software is already compatible with pre-existing content management systems and other marketing tools and platforms such as Marketo, SalesForce, and HubSpot, and Berelowitz is confident they can make the jump.
“Marketers in our client organizations are already recognizing the benefits of web-design capability without the need to cycle back through developers,” he said, “and our product has enough depth to engage engineers as well. We’re hoping to change the way responsive technology comes into play both within businesses and between businesses and their customers.”
Working at the intersection of powerful technologies is always an exciting business. Just like the historic innovations that inspire the brand, Bluetrain Mobile is hoping to change the architecture and methodology we use to communicate with audiences on a growing number of new frontiers.
Ben Mirin is a
professional videographer, journalist and contributor to VentureFizz. You can follow Ben on Twitter (@benmirin) by clicking here.