You've got to get it right or consumers will shut you out. Understanding consumer preferences is the place to start.



  

Enter your address here to subscribe via e-mail:


Powered by FeedBlitz

Wednesday, May 31, 2006

On Device Portals – a new report

A new report: On Device Portals & Mobile Content: The way forward for mobile content presentation, delivery and monetisation.

What is an ODP? Why shouldn’t brand and content owners just use WAP portals? Where are the market opportunities for ODPs? What are the challenges in driving consumer take up of mobile services – what are the solutions to those challenges? And what does the future hold for ODPs? This paper aims to provide some insights and answers to these and other questions.


To provide breadth and depth, the following industry experts, pundits and stake holders have been interviewed to provide market insight and first hand experience on the subject of ODPs and their role in the evolution of mobile content delivery.
  • Scott Beaumont, Managing Director - Refresh Mobile
  • Dominic Bignall, CEO - U-turn Media Group
  • Russell Buckley - Mobhappy.com
  • Elaine Doherty, Strategic Marketing Manager - Surf Kitchen
  • Harvey Kaplan, Director of Mobile Operations, Friend Finder, Inc.
  • Helen Keegan, Managing Director - Beep Marketing
  • Brad Keeling, Founder and Share Holder - Slice Wireless
  • Dr. Geoff Kendall, CTO - Next Device
  • Geoff McGrath, Managing Director - July Systems, UK
  • Ted Wugofski, Former CTO - Action Engine and former Openwave Executive
Download the full report for free here.


posted by Troy Norcross at 11:24 AM  

4 Comments:

Anonymous said...

What a load of nonsense.

The only reason ODP's exist is that WAP browsers have been too limited in functionality to present rich data. This will and is changing with browsers from Opera and Openwave becoming more sophisticated and the large adoption of XHTML. With 3G we are experiencing broadband speeds and combined with flat rate data usage packages from operators surfing on your phone will be as easy as through a modern Web browser.

Between 1995 & 1998 there was a number of Thin Clients available on the internet to provide consumers and advertisers with a 'rich environment', this was at a time when an animated gif on Internet Explorer 1.0 and basic mouse overs was deemed cool!

Today none of these thin clients exist and in 2-3 years none of these ODP's will exist. Consumers will simply enjoy a great experience using a browser on their phone to access the Internet and WAP and WEB will be one.

It is the same reason why Microsoft is loosing the battle against Google… Why on earth maintain expensive installations on the end-user device when you can deliver the majority of the same functionality through a Web browser.

12:37 PM

 
Gregor Isbister said...

Hi Troy - good report.

ODPs are a good solution to give the end user a good (non-WAP) experience. But going forward WAP will have to win – as you say everyone can't make their own ODPs, it would be far too confusing for the user (also memory space issues would come into play).

Flash Lite is starting to be integrated with WAP browsers in new devices (and is already widespread in Japan). Flash Lite provides the missing link and gives users the internet they are used to at home on their handsets.

Can you see consumers cluttering up their devices with many ODPs? - or do you think the most important ODP (the WAP browser) will develop into something more user friendly with technologies such as Flash Lite?

As you say the 'offline' reading of the ODPs being more attractive to consumers holds true because consumers do not understand data charges (mainly due to providers fuzzy pricing models). This position cannot last long as providers will offer clearer pricing to win customers; and hence consumers will become more knowledgeable of charges. It is also possible to update ODPs free of charge when within range of a Bluetooth network (and 10x faster)- and then flick back to GPRS when out of Bluetooth range.

I imagine ODPs will grow over the next year or so and then content will return back where it belongs - sitting on a web server being requested live by a browser. The thin client model is undisputed and there is no reason why what works on our desktops should not work on our mobile devices. I guess we’ll just have to wait a year or so for decent Flash Lite penetration.

In North America is it the case that the network providers only allow 'approved' applications to be installed on their handsets? - I've heard this but not too sure if it is the case.

Gregor

12:32 PM

 
Tomas said...

But isn´t ondevice portal just another form of web browser (on the device)? Opera mini is the same jar application like ODP. I dont see so much difference.
If opera will have capabalities to create foto, send sms, sense a location, i will choose only opera.

9:51 AM

 
Gregor said...

The difference being an ODP will restrict and control the information you see - where as a browser will give you the control to browse wherever you want to go...

3:51 PM

 

Post a Comment

Links to this post:

Create a Link

<< Home

A few words about why we're here

Since consumers first started to use SMS marketers have had the idea of text message marekting or marketing sms - also known as mobile marketing. And since that time marketing sms messages have grown and changed and new technology like bluetooth marketing, marketing bluetooth style to phones in close proximity to an advertisers.

And since the e-mail spam scourge took over the media, people have worried that there will be mobile phone spam. Spam is just another way of saying that advertisers send unsolicited text message marketing, marketing sms, bluetooth marketing or any other form of mobile marketing - it's mobile phone spam. There are even guides on how to spam phone s.

Consumer Preference is about permission based marketing, permission marketing solution. If, as an advertiser you can execute permission based marketing campaigns then you can certainly find ways to benefit from mobile marketing. And permission starts with understanding the consumer marketing preference. If you can understand consumer marketing preference, then you can execute permission based marketing. And permission marketing is not mobile phone spam.

There are many mobile marketing company listings that can be found on the Internet - and most mobile marketing company websites will tell you how they focus on permission marketing. Make sure that the one you partner with does more than tell you about it on the website. Opt-in marketing starts with your traditional marketing soliciting for permission.

Yes - Mobile marketing starts with traditional marketing - print, web, radio, television - all of the old standards. Because before you can send the first message to a consumer, you must obtain their permission... and that means that you understand consumer marketing prefernce.

Please enjoy reading consumer-preference.com - and if you feel that there is a point I'm making you'd like to share - then put a link to it from your own site. And always feel free to leave comments!

Troy Norcross

 

Hosted by Unixguy.net