When you start thinking and talking about the mobile web, you’re inevitably going to run into the ‘purity’ question: Why do you need a distinct mobile version?

There are two primary camps on this issue: One web and mobile web. One web purists maintain that there should only be one version of a website. They argue that it’s irresponsible to present alternative views with different functionality depending on the user agent (device) that’s being used to access the page. A mobile version of your website adds maintenance time and diminishes overall usefulness.

The mobile web camp believes that the distinct shift in context makes alternative presentation beneficial. Though a mobile version tends to restrict functionality, those things removed are usually extras that mobile users don’t need anyway.

For example, Facebook’s touchscreen mobile website focuses on core mobile context: News feed, profiles, messaging, and requests. The actions you can take are straightforward for the small screen—all you can do is tap and type because those are the only actions that mobile devices usually allow through the web browser. Facebook’s mobile app, which users can install, adds functionality such as uploading photos, gathering location data, and live chat. Still, even the app’s functionality pales in comparison to what you can do with the full featured version.

Mobile websites can offer unique functionality when they take advantage of location data. Ohio State University’s mobile homepage offers a “What’s close?” feature which grabs your location and calculates the nearest bus stops, restauarants, wi-fi hotspots, and more.

Of course, that feature is less useful when you’re over 200 miles away from Columbus.

Repurposing all of the content of a website just so that it looks a bit better on a mobile device is not what the mobile web camp is about. We (I consider myself a member) think that mobile offers a context that’s considerably different. To build a great  mobile site, start with a blank canvas, create personas and use cases, and work from there. You’ll probably end up developing functionality that doesn’t currently exist.

This recommendation comes with one exception: If your regular site sucks, make it better before you start thinking about mobile.

So that’s it. There’s a difference in philosophy between one web purists and mobile web advocates, but I feel like momentum is strongly in the mobile camp. Now, on to the mobile web versus mobile app debate … (a future post).