A Norwich-based digital marketing and advertising website specialist is launching a new mobile division to meet rising demand for consumers accessing the internet on their phones or tablet computers.

The Ett Group, based in Ber Street which already operates the affinity new media and i-marketing divisions, has set up a new 'affinity mobile' division with a new website – www.affinity-mobile.com – up and running from today.

The company has already worked on designing websites and mobile apps for a number of local clients including Kelling Heath, Harrod Horticultural and Anglia Tool Centre, and is pioneering new 'responsive' websites whose content changes to suit the device from which it is being accessed, whether a desktop, laptop or mobile.

Thomas Lubbock, director, said the move was in a response to the dramatic rise in customers accessing websites via mobiles and tablet computers and the need for clients to have websites which can be easily accessed by customers using a variety of devices. The increase in mobile usage is creating huge demand for these new technologies, he said.

'It's probably the most exciting thing that's happened in this industry for many years.

'Someone will win the battle and there will be a more generic screen size across the industry than there is now,' he said.

'While this is happening, and we have got all sorts of screen sizes, it's important to develop sites for all sorts of devices.

'But although there is a high level of interest, there is actually a low level of understanding among clients.

'We can engage with clients and understand what they are trying to achieve with their apps, whether it's brand awareness or interactiveness.'

The move means the company, which employs 32 staff and has an annual turnover of �3m, will employ three new developers to work solely on the new division.

'This is going to be a major part of our business going forward,' Mr Lubbock said.

shaun.lowthorpe@archant.co.uk