If the mobile industry had its way, all computers and the wired Web would cease to exist. And yet mobile ad networks such as Millennial Media Inc. realize that the wired and mobile Web complement each other.

The Baltimore-based company recently revamped its wired Web site at http://www.millennialmedia.com to make it more interactive, colorful and eye-catching. In this Q&A with Mobile Marketer?s Mickey Alam Khan, Millennial Media vice president of marketing Mack McKelvey explains the company?s rationale behind a wired Web relaunch and the role that the traditional Internet plays in a mobile company?s life.

Why the need for a new site?
Millennial Media is the largest and fastest-growing mobile ad network in the U.S. We work with some of the largest brands advertising in the U.S today. Therefore, our Web site had to reflect who we are as an organization, and it had to be a destination site for brands interested in learning how to integrate mobile into their media plan. 

Target for the new MillennialMedia.com?
We are speaking directly to our customers ? the top brand advertisers and publishers in the U.S. 

When did the site go live?
We officially launched our new site on Sept. 9, 2009.

What role does a wired Web site play for a mobile ad network?
We counsel our brand-advertiser clients that there is a place for both a wired and wireless Web presence, but they must have complementary brand goals. 

Millennial Media?s site houses our wealth of client-facing research and information, and our mobile site has a slightly different strategy, while maintaining a consistent brand experience.

The mobile ad network space is highly competitive. What else is Millennial Media doing to stay on top of the game?
We employ an industry-comes-first mentality. We sit on numerous leadership committees within many of the governing bodies in the mobile and advertising industries.

We also continue to build awareness for the mobile advertising industry with our monthly SMART reports, and we work with dozens of analysts and market research teams to analyze and measure mobile trends and opportunities.

We believe that as the industry grows, the full mobile advertising ecosystem grows along with it.

What does this new site have that the old didn't?
As the leading U.S. mobile ad network, the new site shows who we are as a company, both the depth of our technology as well as our wealth of experience.

The new site is cleaner and it has a more streamlined navigation. We carried the refresh through to our SMART, media kit and mobile site.

What did you get rid off from the old site?
The site went through a complete renovation including color scheme, imagery, navigation, and organization. The fresh new look better complements our innovation and creativity. 

What's with those colorful pods on the homepage?
The campaigns we develop for our customers include creative and interactive content. Since this is part of our company culture, we felt this needed to be reflected in our site as well.

The expanding Flash elements on the homepage draw the viewer into the key elements behind the success of Millennial Media: our partners, technology, reach and results. 

Who did you work with for the site?
We had an internal team who led the project management and large components of the site design implementation, and we worked with Siteworx, located in Northern Virginia, for the overall design and development. 

What was mandate to your site developers?
Speaking to brand advertisers was a key goal. 

We wanted our site to be easily navigable, informative, clean and contemporary, and match our technology, creativity and innovation.

Have you tweaked the mobile site as well?
Our mobile site has undergone a similar visual refresh as our wired site, but it continues to evolve.

How are you getting the word out on the new site?
We are driving customers to our site through social media, press and our SMART reports.

So the wired Web does have a place in this mobile universe?
The wired Web has a place in this mobile universe ? today.