Mippin.com - Mobilizing the Web

Mobile browser Mippin promises to deliver the internet to your phone without a hitch. They optimize online content to fit your phone screen so nothing's lost. Of course there are a bucketful of services that aim to shrink and squeeze web pages onto tiny mobile screens, but Mippin takes a slightly different approach. They create mobile content from RSS feeds rather than the full web pages which means content is thus easily tailored for each phone being used. They've tagged on some personalized options including the ability to send stories to friends via Twitter, email or SMS. Mippin is web-based so there's nothing to download, and it's free to use.

"Mippin is the exciting new way to get your favourite internet content on your mobile phone.

Mippin delivers the latest news, blogs and other web content in the perfect format for your phone – giving you the control to discover and share what you want."

Mobile browsing is still a relatively underdeveloped market—there are many companies that try to mobilize content, but they aren't as clean and easy as to attract many consumers. Mippin actually reformats text and resizes images, stretching content over pages to get a crisp, vibrant look. It's very user-friendly, as they've stripped away the complexities to leave an elegant and simple interface. They have content partnerships with 60 companies and index 1000 news feeds already.

Will mainstream consumers find Mippin to be the fix for mobile browsing? Is mobile browsing too limited an activity to expect major numbers for Mippin?