ARCHIVES: This is legacy content from before Marketing Dive acquired Mobile Marketer in early 2017. Some information, such as publication dates, may not have migrated over. Check out the new Marketing Dive site for the latest marketing news.

Weather Channel updates mobile site with better navigation, forecasts

The Weather Channel launched a new version of its mobile site to give users all the information they need to easily plan their day. 

Among the mobile site?s new features are photo-realistic weather-triggered images, rain start and stop times and holiday forecasts. The site is available on any mobile browser and features a simple interface that makes it easier for users to navigate.

?This face-lift to our mobile Web offering is an entirely new look for weather, giving consumers another option for getting vital weather information,? said Mike Finnerty, vice president of Web products for The Weather Company, Atlanta.

?This is absolutely a more usable site for consumers,? he said. ?It helps them better plan their day, with a focus on the next six hours and better integration of saved locations.

?Our team spent quite a bit of time on performance improvements, so consumers will notice a simpler, faster navigation for those who need weather on the go.?

Precise forecasting
The new mobile weather.com lets users view more precise weather conditions, such as the exact timing of when rain and snow will start and stop. This lets users plan their day to avoid getting caught in unwanted weather.

Additionally, the homepage offers one-click access to hourly forecasts and the ability to save up to ten favorite locations.

The mobile site will also feature location-specific tools such as radar map, Grass PollenCast and video forecasts.

Starting Labor Day, the mobile site will offer holiday forecasts as well.

When users open the site on a mobile device, they are immediately asked to let the site use their current location. If they click OK, they are then asked if they want to add the location to their favorites list.

An automatic prompt shows up suggesting that users add the site to their Bookmarks Menu.

While the site does not have a launch sponsor, it is ad-supported.

Mobile weather
The Weather Channel is constantly making sure that it is offering its product across all areas of mobile.

On the bottom of its mobile site, The Weather Channel prompts users to download its mobile application, which is available in Apple?s App Store, Google Play, BlackBerry App World and Windows Store.

The site also prompts users to sign up for SMS weather alerts.

Earlier this month, The Weather Channel released a Web series about eco-heroes that is available via mobile and desktop (see story).

The company also renovated its iPhone and iPod touch app in April to display live tiles on the homepage (see story).

?There's no question that mobile is a huge part of our multi-platform future,? Mr. Finnerty said.

?Mobile Web is a big entry point for consumers,? he said. "We see 135 million monthly page views and 12.6 million monthly unique visitors, on average, with spikes during severe weather, of course, so we have to be sure our mobile products are updated on a regular basis to continue to offer consumers what they need when it comes to weather information.? 

Final Take
Rebecca Borison is editorial assistant on Mobile Marketer, New York