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Are handhelds a serious commercial web market? All I have heard is that ring-tones are a big impulse seller, but that doesn't apply to regular PDAs.
It's definitely a beginning, and not yet a flood. But I now think it's really worth a bit of attention whenever I design a new site template to pop Opera down to the small screen view and make sure it isn't a disaster.
We got a nice contract about 6 months ago because the very techie CEO was impressed that one of our sites looked so good on his new web phone's small screen.
I was expecting a 320 px wide screen to become the de facto standard when I first saw Nokia's release. But so far, that doesn't seem to be happening.
I would suspect pop-ups would be even more hated on small devices.
But bloggers and other non-commercial folks seem to love them as toys. I see them on the bus (college) all the time.