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It’s never been a more exciting moment for mobile data and content. After years of consumer indifference, mobile data usage is starting to see signs of life, with monthly exponential increases in both data and content consumption.
The stage is set for a mobile portal revival. Data pricing and international data roaming pricing are now falling around 30-50% year-on-year, go-faster HSPA is re-defining consumer expectations of ‘mobile broadband’ speeds, and operators’ new ‘access model’ marketing strategies have produced a new generation of voice-and-data, and data flat-rate data packages. Service providers are keen to retain their dominance in this space, but the prerogatives of ‘co-opetition’ with Internet players such as Google and Yahoo! have forced a revision of priorities.
What will become of the mobile portal? This new Current Analysis Product Assessment class charts the development of the key Service Provider mobile portals across Europe; Vodafone live!, T-Mobile’s Web’n’Walk, Planet3, Orange World and O2 Active, with a focus on functionalities and features. Competition in this space is no longer merely a question of the breadth and variety of the portal content menus. Marketing science has arrived, and new influences in the areas of personalization, self-customization, mobile advertising, location-based recommendation, search and behavioural targeting are all new areas of competitive differentiation.
In particular, these Product Assessments offer insight into:
• The increasing use of operator-led content recommendation based on the user’s historical purchasing history.
• The role of mobile search (standard, contextual and location-based) as a competitive differentiation.
• The level of recommendation, both user-driven and operator-led, offered by each portal experience.
• The key services driving consumer eyeballs to the portal.
• The profusion of self-service tools, homepage personalization tools, bookmarks and other ‘click reduction’ techniques. |
Available Product Advisors 
