This Works (www.thisworks.com)has launched a version of its website optimised for smartphones and other small-screen mobile devices.
Visitors from mobile traffic are about 38%, up from 21% a year ago. Whilst iPads are used by 16% of all visitors (and 46% of all "mobile" devices) and sales conversion ratios are higher on iPads, iPhones (at 12% of all visitors) under-perform relative to the desktop and iPad shoppers.
The mobile-optimised version of the website - delivered in Magento - is run as a separate store, featuring modified, mobile-friendly content and navigation (including categories that appeal more to mobile browsing habits), and a slimmed down checko
The mobile website can be visited at http://www.thisworks.com/mobile