It’s all about being optimized for .mobi domain – to make you mobile website visible on all major devices. The W3C, which is a trade group that establishes standards on the Internet and include companies like Nokia, Google and Vodafone, has set up some special new guidelines for developers of mobile web pages.
The new (first version) guidelines require web pages with minimal graphics and content that starts at the beginning of the page, and are currently being promoted to the developers world wide. The point is to make the mobile web super easy to navigate.
Useful site: Mobile Web Initiative @ W3C