MSearchGroove

In theory, it should be a breeze to deliver the right content to the right user over mobile. The mobile is a personal device and marketers can dive deep into data collected by mobile operators and the growing number of companies staking their turf in the mobile services and advertising value chain based on their ability to gather and wield analytics.

But a recent Media Post interview with Bob Walczak, CEO of mobile ad network MoPhap, points out that behavioral targeting (BT) has quite a few hurdles to clear before it can be as powerful and effective as its online counterpart. A huge problem is the mobile browser, which can’t handle cookies and can’t develop detailed profiles of how individuals sue their mobile phones. As Walczak puts it: “[U]ntil that hurdle is addressed, you really don’t have anything that can legitimately be known as behavioral targeting. The essence of behavioral targeting online is the marriage of supply of publisher inventory and the demand for advertisers, and vice versa — but no network in mobile has been able to make that happen. Essentially both publishers and advertisers have been flying blind.”
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• Web 2.0, Mobile Search, Mobile Advertising, White Papers

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With all the excitement around BREW 2007 it was easy to miss the formal launch of the BREW Consumer Portal, which pairs content discovery with a storefront where users can buy and download content they like. (Details in this release.) However, it speaks volumes about Qualcomm Internet Services (QIS) and what we can expect of its on-device portal (ODP) strategy. The core of the offer is uiOne, the customizable user interface platform QIS inherited from Trigenix, following the company’s acquisition in late 2004. Since then uiOne has since evolved into a product portfolio combining a store-front, a home-screen replacement and a skinning application.

NTELOS, a U.S. mobile operator serving Virginian and West Virginia, has announced its intention to offer the BREW Consumer Portal later this year. Like many ODP offers, QIS lets operators manage the back-end to configure the destination’s look and feel through banners, icons and graphics, and promote BREW content and apps. I’ll have more on QIS and its ODP strategy in my upcoming VisionGain report. Likewise, I encourage you to check out Activating the Idle Screen: Uncharted Territory, a comprehensive white paper on the subject from Informa Telecoms & Media. (Link located here and under White Papers on this page.) Andreas Constantinou, one of MSG’s authors, also contributed to the report.

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• Content Discovery, White Papers

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The following is an in-depth examination of the mobile search and content delivery landscape based on the competitive intelligence white paper presented at the March 2007 mobile search conference.

1. Mobile content: More effort than its worth?
With an avalanche of pre-packaged and user-generated mobile content slated to come online this year, subscribers can’t say they dont have choice. But they can complain about the tedious navigation process they have to endure to find, access and buy content they like.
Recent usability studies, from Sweden’s Mobile Matrix, argue mobile portals must bring content to users within six clicks. The same studies conclude that a whopping 65 percent of content is positioned too far from the home page, making it invisible to users. Indeed, the vast majority of content may as well not be on offer because it is buried deep in confusing – oftentimes counter-intuitive – hierarchical menus and positioned too many clicks from the portal home page. A recent Informa Telecoms & Media benchmarking study found that users typically have to click through 10-40 screens, and spend more than two minutes to download some of the most popular ringtones or games. Mobile devices with their screen-size limitations and restricted input capabilities only exacerbate the problem.
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• Personalization, Recommendation, Mobile Social Networking, On-Device Portals, Mobile Search, Mobile Advertising, Mobile Content, White Papers

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