User-Customized Content

Another way to display less content on the mobile device is to customize the content for the particular user more aggressively on smaller devices. So for examples on the Web page we might display article, several related products and advertisements, on tablet we may go to article without additional content, fewer related products and less advertisement and on the phone we may display just the article, one suggested product and one ad banner. In each case the viewing experience has to be smooth, fast and well designed.

Uki's Google Java Technology blog