Abstract: A selective transcoding system makes creating mobile versions of websites more automated with results closer to the look and feel of the original website and modified to account for mobile access patterns. The system gives control over the transcoding process to the content author with the result typically accessible through a standard URL. Selective transcoding employs a layer of customizable transcoding proxy servers between the source website and mobile users for improving the presentation of existing web content. Content authors can perform customization of the proxy through controls at selective transcoding web portal. When a mobile user visits the selective transcoding proxy, the user sees the blocks selected by the web designer updated with newest content and transcoded for the user's mobile device. Thus, the selective transcoding system provides a better mobile experience.