Define rich media. Discuss the problem and opportunities of online website development (content and design) in an increasingly mobile world (Smartphone and Tablets)
Advertisements or site content that are not static, but provide animation, sound or interactivity.
E.g. A display advertisement for a loan in which a customer can type in the amount of loan required, and the cost of the loan is calculated immediately
Use of rich media or creation of rich internet applications which provide for a more immersive, interactive experience.

Responsive Design
We can literally watch as tablets and smartphones become our default choice for connecting to the internet.
This shift away from desktop to mobile requires web designers to refocus.
There are several ways to approach a mobile web presence, such as a separate mobile site, or a mobile app. The most recent and increasingly popular approach is responsive web design.
Responsive design solves such a huge problem for web designers that it’s easy to lose sight of the fact that it throws up problems of its own.
OPPORTUNITIES
Low maintenance
Only need to maintain one website
While the layout changes, the content stays the same across different devices
Can simultaneously update content or fix bugs for all devices.
Brand Consistency
Because only one website works on both desktop and mobile screens, it is much easier to keep up a consistent brand identity
No more style guides that need to be communicated between multiple parties, such as different agencies for the desktop and mobile versions of the site
Usability
Responsive web design is highly user friendly
Not only can your visitors better relate to your brand if they recognize your website on mobile, they also know better how to use it
A consistent style and consistent content is important because users don’t expect it to be different just because they use a different device.
No redirects only have one website for all devices also means that have the same page URLs to deliver content to all users
Don’t need to worry about redirects or incompatibilities between different devices.
When promoting a link, you can be certain that people can access it directly, no matter where they are, or how they visit your site.
For example, when sending out newsletters, chances are high that your readership will open your email on a mobile device. You don’t want them to have to switch to a desktop computer or laptop before they can open your links.
Load Time
Those visitors, who access your website with a stable wifi or cable connection will have little trouble downloading relatively big chunks of data, such as special animations or big images.
Mobile users on the other hand, who use 3G or 4G connections, will be thankful for as little data as possible.
CHALLENGES
Development Time
Takes more time to develop
For a regular desktop site you need way less preparation time, less resources to build it, and also testing it requires less effort
Different devices remain different
There is only one set of code and your website remains the same regarding content and structure, but different devices require a different way of thinking
Different devices offer different interactions
Desktop version not only differs from the mobile version in a hypothetical, but also in a very practical way.
Interaction that works just fine on one device may be irrelevant on another. That is mainly because the way we interact with desktop and mobile devices differ.
While we use keyboard shortcuts and a very defined mouse pointer to navigate through a website on one device, we have nothing more than our fingers on the other.
Limited support of media queries
Responsive websites work with media queries to determine the screen size of every visitor and then display the correct layout. E.g. Old Browser
Scalable images lose details
Scaled images quickly lose details and thus their meaning scaling happens strictly based on screen size and not on