Keep it simple, stupid. Or at least, that's one way to summarize this insightful article on mobile Web site design.

We totally agree with the idea of requiring less clicks and less scrolling. The article also advocates more of what is fast becoming the usual topic trifecta of the mobile Web: News, Sports, and Entertainment.

We think there's room for more than that; there's no reason why magazines couldn't put their feature articles on mobile sites, for example. But as the AdAge article indicates, simplicity is key when it comes to these tiny sites.

Why Simplicity Is the Key to Mastering Mobile Web [AdAge]