The Weather Channel Interactive has launched the newest version of its Weather.com Mobile Web site, which is optimized for smartphones.

Available at http://www.weather.com for Apple's iPhone and iPod touch, Palm Pre and HTC's T-Mobile G1 and G2 devices, the site includes a customizable interface and new content. TWCi's Mobile Web 3.0 site features animated radar weather maps and enhanced current conditions pages to help consumers keep up with the weather forecasts most relevant to them.

"Updating the mobile Web site is about bridging the gap between the traditional Web and the mobile Web," said Cameron Clayton, the newly appointed vice president of mobile for The Weather Channel Interactive, Atlanta, GA. "We look to bring the complete set of great content The Weather Channel offers together with the speed and form of new mobile devices.

"Our mobile site was already the number one content site on the mobile Web, but we needed to optimize more for what the new devices can do," he said. "With all product enhancements, we also review consumer comments and take that feedback seriously to better fit users' needs."

TWCi is a leading provider of broadband and wireless weather products, including Weather.com, The Weather Channel Desktop and The Weather Channel Mobile.

TWCi reaches more than 38 million unique users online each month and is the most popular source of online weather, news and information according to Nielsen//NetRatings.

TWCi also provides consumers mobile services, including downloads, messaging, the mobile Web site and mobile video.

The Weather Channel Mobile is consistently one of the top five mobile Web sites in the United States. It offers advertisers mobile ad products that include geo-targeted and weather-triggered ads.

Users of the new Weather.com for mobile now have the option of tailoring their homepage to prominently feature weather content that best fits their lifestyle, such as airport delays, current conditions, severe weather alerts, school day forecast and pollen activity.

Enhanced future forecasts are available in hourly, 36-hour, 10-day, school day and weekend reports.

The site offers new content in its Pets section, with pet-specific data such as the overnight low, a pet comfort index and mosquito activity; its Green Living section, which provides daily conservation tips; and its photo galleries.

The most popular features from the earlier version have been preserved and enhanced for the new Mobile Web 3.0, including local video forecasts, local and national weather maps, severe weather alerts and the Hurricane Central section.

TWCi's mobile strategy continues to evolve

The Weather Channel Interactive hosted its second-annual mobile-themed promotion to give away a BlackBerry every day throughout June (see story).

The Weather Channel Interactive, in partnership with home improvement retailer Home Depot Inc., launched an updated Weather.com section dedicated to do-it-yourself home improvement projects (see story).

"There will be a continued focus on the whole mobile product portfolio of The Weather Channel, including the mobile Web site, messaging, video and download products," Mr. Clayton said.

"TWC has been at the top of the industry with mobile marketing efforts, and we will continue that thought leadership as we move ahead with a particular focus on mobile advertising and positioning TWC as a leader in mobile advertising," he said.

"TWC's mobile products will also see a renewed focus on the user experience, with a number of improvements still in the works to truly meet the expectations of our customers."

Weather is one of the most popular categories among mobile applications and the mobile Web.

"Our target demographics span everyone from mobile weather enthusiasts to casual weather consumers, including business travelers, active families, outdoor enthusiasts and any consumers who keep up with daily weather," he said.

Mr. Clayton will be a member of the Mobile Marketing Association's Board of Directors.

"As part of the board, and as a TWC priority, I will help provide leadership and strategic guidance for the MMA while working to grow the mobile marketing industry and to lead the industry in supporting the growth of mobile advertising," he said.