With multiple phone models comes differing expectations on how applications should work. A recent study showed that users of the Sidekick and iPhone expected an interface similar to the web, while users of less sophisticated technologies did better with a simplified, text-based interface. As the application is being built, it is important to consider these different platforms and how users are adapting to rapid change. Fortunately, kids are used to rapid technological growth and have mental models of how devices and interfaces work.

While performing usability testing of users on their mobile devices, one prominent soft drink company found that kids intuitively recognized key design patterns on mobile devices. However, there are also critical problems that greatly impact information design. For example, many users did not understand what MMS messaging is and how they can use it to send pictures. Also, some teens were so proficient with texting and using their phones that they would get ahead of themselves while entering data, causing hang ups and impairing their ability to use the platform.

Finally, interactive mobile sites can be confusing for end users, no matter how streamlined they are. Error messages can come from three places: the application itself, the phone or the carrier. And while teens frequently work through these problems, it can impair conversion. Before you launch the application, test it thoroughly with core demographics, and make sure that the experience is streamlined, simple and smooth.

Once the mobile web application is ready for launch, one large hurdle remains. If the tool is not readily adopted and used, it will languish and fail. Carefully consider how to best introduce the application to the audience by finding key influencers and encouraging them to be the ambassadors. "If losers are doing it, then nobody else will" were the memorable words of one teen.

Teens are social beasts and are driven by what is cool. There are other motivators, too. Young women adopt technologies such as texting and mobile instant messaging in order to communicate with one another. Young men follow them online in order to find romantic trysts. One mobile company put up a tool that allowed kids to express themselves. Very quickly their urban teen audience turned it into an enabler for mobile booty calls and turned out to be unexpectedly popular.

The mobile web is rapidly achieving maturity, and currently the teen audience is a great place to start programs. Many major brands are considering forays into this space, and it's a great opportunity to take a prominent leadership role. Success awaits the intrepid brand manager who does their homework, ensuring that the application is useful, usable and technically sound.

By talking to the intended audience in the correct voice, providing a tool for on-the-go expression and communication, companies stand to benefit greatly from forays into the mobile space.