Background:Ster-Kinekor is South Africa's leading movie theatre chain, with a 60% market share nationwide and was looking to update their current mobile offering.In planning a solution, it’s important to remember that The South African market is unique as it is a mobile first populous, PC Internet access counts for only 10% compared to that of mobile with 28%.Also to consider, lower-end devices are most common, showing apps are not the focus just yet.Direct objectives of the solution included:•Create a mobi site that is accessible by all South Africans with mobile internet access, regardless of handset type•Create a deeper and richer online experience and provide functional features to maximise user engagement and sales advancement •Provide South Africans with an unique mobi experience that challenges the key features and experiences of stand alone apps without having to download anything additionally•Increase the percentage of direct mobile bookings (sales)•Reduce percentage of drop-outs away from booking completion•Increase awareness and sharing of information, 'likes' and recommendations across social networking sites Solution:The new mobi site is a technology powerhouse, incorporating features and methods that were yet to be implemented on mobi web.•Handset Content Adaptation is mobile detection software developed and is used to recognise each and every device and automatically serves content appropriately sized.•Movie trailers are becoming more popular and the site caters for this by providing 20 different device dependent versions.•Users could use a new technology to allow specific seat bookings that caters for any mobile device available which something new to the industry.•Also, Social Sharing is used to spread information’s about each and every releaseIn doing so, results show an overall increase of visitors by 21% to the site. More importantly, there was a growth of 195% for online transactions via the mobile site in the first 3 months alone.