The problem and the promise
With the sharp rise in mobile adoption and the multi-screen ubiquitous experience now expected by mobile customers, small business web site owner are faced with a daunting task - making sure their customers are not frustrated by poor customer experience when they are away from the comforts of a wide desktop screen and a well behaved mouse. Responsive Web design is a fast growing web design approach that claims to enable web designers and developers to build and maintain a single website that can serve all browsing platforms: desktops, smartphones and tablets and in the future Smart TV and Google Glasses. But does responsive design really delivers on this promise? 



The no fairy tale reality
The latest research from Google reveals that “90% of people move between devices to accomplish a goal, whether that's on smartphones, PCs, tablets or TV. What this means is that the intent of browsing from a non-desktop device is different; desktop browsing is research oriented while mobile browsing is action oriented. Here lies the first major deficiency of responsive design - it deals with rearranging layouts and style to fit varying screen sizes but do not adapt the site to the actions and intents of a mobile user. Here is a simple example - in the last US presidential election the Obama campaign team chose a responsive design strategy while the Romney team went for a mobile dedicated strategy. As a result the Obama site has the same call to action -“register”, regardless of the device used, while the Romney sites has a platform intent optimized call for action – “register” on the desktop vs. “donate” on the mobile (which makes it easier for his supporters to donate while attending a support rally). Responsive design cult worshipers will claim that with the advance of client side technologies like HTML5 and JavaScript you can develop dynamic client side code that can optimized the end user experience to the relevant platform by generating platform specific code on-the-fly. This brings us to the second major deficiency of the responsive design approach – leaving the rendering “decisions” to the client side results in loading complex, heavy and mostly unnecessary code - this will translate to slower loading sites and will put heavier burden on the client device processor which it turn will shorten battery life. Going back to the Obama vs. Romney mobile strategy, a typical page on Romney's mobile website was about 687 KB and, as a result, took about 8.75 seconds to load while a typical page on Obama's responsive website weighed a massive 4.2 MB, resulting in a 25-second loading time!



A Real World Solution
MobeeArt's Camilyo offers a different approach that combines the best of both worlds – a single truly unified site creation and management platform that generate intent optimized, fast loading cross-platform websites. 
Our SmartSites adaptive site technology is 100% server side, this approach realizes the Single-Site paradigm for both site owner and site visitor while not compromising on user experience, speed and functionality. 



The advantages of Adaptive Web Design over Responsive web design

Adaptive Web DesignResponsive Web Design
Optimized layout and functionalityOptimized layout only
Platform tailored user intentDesktop focused user intent
Small mobile footprintLarge mobile footprint
Fast mobile loadSlower mobile load
No design limitationsDesktop design rules
Mobile optimized navigationLong scrolling pages
Allows for mobile specific SEOOne set of keywords for SEO