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Maxis has deepened its ties with SurfKitchen, teaming up with the on-device portal provider (ODP) to launch a mobile TV services portal that packages 15 channels of news and entertainment. The integrated mobile content services portal – called myMAXIS - is first deployment of SurfKitchen’s mobile TV application. According to the email release, the service delivers a mix of on- and off-portal content, and enables Maxis to update and target ads via an OTA download.

The home page includes a news ticker, three advertisements highlighting new content and icons leading to a range of services including; mobile TV, news, music, games, traffic updates, account management and a page of so-called “hot sites” (popular WAP pages from outside the operator portal.)

I had a pre-briefing with Dave Evans, SurfKitchen CTO, about this service and the sharp focus on content discovery. In his view, the service does more than bubble up both content and advertising to highlight popular destinations and simplify navigation; it represents a new trend in ODP approaches. Put simply, displaying content isn’t enough. These new-breed ODPs orchestrate content from operators and third-party content providers (and their partner advertisers) to deliver a variety of content verticals within an overarching framework. More on Dave’s vision for widgets and SurfKitchen’s plans to more tightly integrate mobile search and advertising in an exclusive podcast interview.

• Posted in
• On-Device Portals, Mobile Content, Content Discovery

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