Caroline Young, commerical director, Bauer Mobile


Online video rental service LoveFilm launched a mobile site for film lovers earlier this month.

I initially browsed the LoveFilm website but couldn’t find any mention of its mobile site. So I entered the web address into my N95 mobile browser and was instantly redirected to the mobile site. I also searched via Google Mobile and got the same result.

The site has a pretty simple layout and has clear text. The colours are basic, although I’d have preferred a little more of LoveFilm’s red branding. Content is limited to film news, coming soon, trailers, new releases and the UK top 50 weekly chart. At the moment the site features one banner ad space.

The site loaded quickly and the search functionality worked well. There’s also an option to link through to the ‘normal site’, which is always good to offer users. Getting back to the mobile site proved impossible, however, even when inputting the URL.

There are three news story teaser links at the top of the home page. I wasn’t sure how to look at any more, however, as there was no ‘more’ or ‘next story’ option. This would be helpful to users as well as driving page impressions. The option to download trailers is great. They load quickly but it would be a good idea to let users know the cost implications of downloading this content. I couldn’t find this information on the site.

The lack of any bottom navigation is a little frustrating. Finally, I was hoping I’d be able to hook into my online profile and add films to my rental list, but I couldn’t. There isn’t even any information on the LoveFilm rental service, which is a wasted opportunity.

The bottom line
The site will be an adequate experience for the casual user but I suspect LoveFilm fanatics will have higher expectations. The good news is that the foundations are there and this site has great potential if it can translate more of its online functionality onto mobile.


Published 12 March, 2009 by NMA Staff

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