The primary way that users access and purchase mobile content and services is through their operator portal, but these portals are far from perfect. Mobile operators need to make their portals more profitable by addressing the problem issues
[senior analyst and author of report]
The report introduces a ‘smart pipe’ strategy for mobile operators, they can create marketplaces were third-party content owners and advertisers can reach consumers directly - without operators giving up their central role in the mobile ecosystem.
Key Coverage
- Improving content discovery using on-device portals, personalisation and search
- ‘Smart’ pipes: the future of the mobile operator portal
- Marketing a mobile portal to subscribers
- Managed services and content delivery platforms
- Content aggregators roles on-and off portal
- The rise of direct-to-consumer (D2C) and its impact on mobile operator portals
Market Data
Mobile operator case studies; Alltel
Cingular Wireless
O2 UK
Orange
Vendor profiles:
Search: Jumptap, Medio Systems, Yahoo!
Personalisation: Bango ChnagingWorlds
Content delivery/managed services: July Systems, Morticity
On-device portals: Cibenix, Nokia, Qualcomm, Sony Ericsson
Key Issues Addressed
- What are the leading operators like O2 doing today to make their portals more effective?
- What aspects of managing a portal can be outsourced and to whom?
- Why aren’t portal owners benefiting from the personalisation techniques employed by e-tailers like Amazon.com?
- How will operators make money out of mobile search?
- How should portal owners prepare for changes in the mobile content industry over next five years
- What will Orange and other global operators’ next-generation portals look like?
Countries / Sectors / Companies Covered
3 Italy3 UK
Alltel
Amdocs/Qpass
Bango
Buongiorno Vitamanic
ChangingWorlds
Cibenix
Cingular Wireless
Electronic Arts
Fox Interactive Media
InfoSpace
Jamba
July Systems
JumpTap
Medio Systems
Motricity
Nokia
O2 UK
Orange
Qualcomm
Sony Ericsson
SurfKitchen
Telcogames
T-Mobile
Vodafone UK
Yahoo!
Who should read this report
- Mobile Operators - maximise the profitability of your portal by improving the user experience and lay the groundwork for a data- centric future
- Media brands and content owners - know what to expect from mobile operator portals, and evaluate tools and strategies for your own portals
- Content aggregators - assess the competitive landscape, and gain insight into operator and D2C platforms portals
- Technology / platform providers - learn about your customers’ strategies and those of competing vendors
- Handset manufacturers - discover the role hardware plays in content discovery
- Consulting firms and investment banks - understand the importance of content and data services to the future of mobile operators
