1. A computer-implemented method comprising: receiving, by a context management routine running on a server device, (i) a request from a client device and (ii) contextual information relating to one or both of the client device and an end user of the client device, the request relating to a web service supported by the server device; responsive to the request and the contextual information, the context management routine causing the client device to dynamically reconfigure menu information/structure presented by an operating system or an application running on the client device by transmitting to the client device contextual menu information based at least in part on the web service and the contextual information; wherein the menu information/structure comprises part of a browser menu and is intended at least in part to shift navigation away from one or more web pages associated with the web service and into the browser menu; wherein the client device comprises an Internet-enabled mobile device; wherein the contextual information is embedded within the request and includes data indicative of one or more of (i) personal information regarding the end user of the Internet-enabled mobile device, (ii) device information regarding capabilities or characteristics of the Internet-enabled mobile device and (iii) a geographical location of the Internet-enabled mobile device; and wherein one or more non-transitory computer-readable storage media associated with the server device have embodied thereon instructions representing the context management routine that are executable by one or more processors of the server device.