The unveiling of Victoria’s Secret mobile commerce Web site last week signaled that the small screen is quickly evolving from window dressing to a real revenue stream. Victoria's Secret recently called on New York-based Usablenet to design and launch a mobile-optimized site that allows users to find and purchase products when they are on the go. Usablenet is a managed service that leverages the features and functionality of a company's existing Web site and extends it to all mobile devices worldwide, without requiring client IT or Web-design resources.

Jason Taylor, Vice President of Mobile at Usablenet, suggests mobile commerce sites should aim to create a successful experience for the consumer and provide the ability to streamline purchasing. “Without a specialized mobile site, retailers have found it very hard for end users to navigate and process a purchase because of the complexity of online purchasing nowadays, which uses technologies which aren’t very well supported by the mobile device,” notes Taylor.Taylor says a mobile platform allows retailers to customize which products are displayed prominently on the site, and to customize search and find features that are there for contextual mobile users, featuring things like special items, top sellers or a catalog quick order option, which allows customers to use a catalog quick order number to complete a transaction on a mobile phone.