What’s the difference between the new version of YouTube’s mobile Web site and the Apple-created YouTube application that is installed on every iPhone? The Web site is a lot better. At least that’s the subtext of a video that YouTube released as it announced the overhaul of the mobile site on Wednesday.
The site (in English only for now) has a number of new features that match those found on the normal YouTube site and are devised to cater to the growing number of mobile YouTube users. Andrey Doronichev, a product manager on the YouTube mobile team, wrote on the company’s blog that the mobile site, which was introduced in 2007, serves up 100 million video plays a day.
But there’s more to the company’s promotional video than meets the eye. Here’s a dissection of its subliminal messages, with images from the video.
YouTube0:09 A finger reaches from below an iPhone’s screen and, instead of pressing a clearly visible icon for the preinstalled YouTube application, heads straight to the Safari Web browser for what the video’s introduction calls “the full YouTube experience.” (This iPhone owner has, of course, set Google as his home page.)
0:24 The video flashes through some images of the site’s slick design, and then pushes the point that there really isn’t a difference between the YouTube application and the Web version by showing a video shifting to horizontal mode as the phone is turned.
0:30 Hold on to your popcorn. The phone suddenly turns into a Nexus One running the Android software from Google. It’s magical. What is Google trying to say here? “We’re trying to show that our end goal is to provide consistency, no matter which device you’re using,” Mr. Doronichev said in an interview. In other words, the mobile site looks the same no matter what smartphone you’re using.
Then the video runs through a number of new features offered by the mobile site that are more limited in the iPhone app. Mr. Doronichev points out that on the Web site you can see the “like” or “dislike” buttons that YouTube now uses for video ratings. The iPhone application still uses the old star ratings. It’s Apple’s job to update the application. Did Google get tired of waiting?
0:58 Another new feature is introduced: suggested search results when you start typing in the YouTube search box. This feature is not available in the YouTube application. (The video also shows that it’s possible to find a video showing you “how to kiss” on YouTube. Good to know.)
1:16 Who needs phone apps anyway? The video demonstrates how easily you can put an icon/bookmark for the Web site on the home screen of the iPhone with a couple of quick clicks.
YouTube says in its blog post, “We think this is a great improvement for users who want a more consistent YouTube across many devices, no matter where they are.” In other words, Google wants you to ditch that app.