20 best mobile sites

There's an opinion amongst some people that - thanks to the increasing size and quality of smartphone screens - you only ever have to imagine one, set design of a website; however, it's one of those opinions that's complete twoddle.

Designing sites for mobile isn't just about different screen sizes - or viewports, as some people are now calling them - it's about context. People visiting your site want different things, depending on the device they're using, and where they're using it from.

Someone visiting the AA's website (www.theaa.com) from a smartphone isn't likely to be sorting out a new car insurance quote, but is far more likely to be looking for route information or a list of traffic blackspots. (The AA hasn't figured this out yet, but we're sure it will at some point.)

And, if you think you can ignore designing for mobile, your time is fast running out. According to Gartner Worldwide smarpthone sales reached 54.3 million units in the first quarter of 2010, an increase of 48.7 per cent from the first quarter of 2009, and in June Google announced 160,000 daily activations of smartphones running the Android OS.

Here we're showcasing the mobile sites getting it right: the 20 best mobile phone sites for 2010! These are the sites that every smartphone user should have in their bookmarks!

1. BBC iPlayer

The iPlayer continues to be one of the BBC's most lauded digital endeavors, and its optimised smartphone edition is the epitome of clarity and function. With just three primary nav elements (TV, Radio, Favourites), this is the perfect example of optimisation.

2. dConstruct 2010

Knowing your audience is vital when delivering sites to mobile devices, and the site for the dConstruct 2010 web design conference uses some nifty CSS trickery - known as 'media queries' - to restructure layout and present what's relevant.

3. YouTube

When you'd rather use the mobile version of a website than the bespoke app they've built for the job in hand, you know the site is doing something right. The mobile version of YouTube is a joy to use, helped by touch-friendly icons for navigation.

4. Twitter

Don't discount Twitter's own website: it has a clean interface, and you won't get bitten by maxing out your API requests, as can happen with third-party apps.

5. BBC

BBC Online employs 1600 people (according to bectu.org.uk), so it's no surprise that they put out some great digital products, such as the mobile version of the BBC's homepage. 'Customise your homepage' is given way too much prominence, but - that aside - the hierarchy is spot on.

6. McDonald's

Hallelujah! If there's an example of concentrating your mobile site to its very essence, then McDonald's is it. The site detects your location, and then tells you where your nearest franchises are, as well as including facility details and contact info.

7. H&M

'Find a store' is given prominence, as you'd expect, but as a showcase of its latest collection of clothing the H&M mobile site performs amazingly well, too, with further access to H&M's social media channels also available.

8. The Guardian

The Guardian's mobile site cares not for whimsy, but gets straight down to business. Information and findability is the order of the day, with coloured section bars distinguishing the breaks between categories.

9. Amazon

According to Colin Sebastian, of Lazard Capital Markets, mcommerce will be worth $2.5bn in 2010, so you can see why etailers are getting excited. Amazon's mobile site puts 'search' front-and-centre (do you see a theme emerging?), and is simple to use.

10. Facebook

Facebook continues to build on the work of mobile genius Joe Hewitt - who laid the foundations for Facebook's mobile app and website - by producing, in its mobile site, what is arguably a better experience than the fully-fledged desktop version.