Vodafone UK has released a great technology for the most of their users which reformats web pages to fit onto a mobile phone screen. Basically when a user is requesting an website via Vodafone Live, the request is intercepted byVodafone's server which downloads the content and converts it to suit customer phone model before sending it on.
Why am I saying for the most of their users? Because there are already these kind of optimizations provided by many mCommerce platforms (or some websites) and when when you have the optimization of the optimization then everything stops working.
The conclusion is that a good system architect can save you from a lot of troubles (and can bring you the satisfaction of your own customers).