As we are already seeing in the traditional Web, niche information and personalized content are usurping mass market “hits.” We now see major brands prioritizing the customer experience and exploring the best ways to reach their customers through what some are calling “User Experience 2.0,” an attempt to proactively unite users with relevant content and services. Openwave believes that one Internet across all devices places the most power with the mobile operator, the player with all the tools to make the discovery of content fast, secure and easy-to-use, driving mass adoption and offering huge revenue opportunities.

 

Providing a more personalized experience means allowing users to share, collaborate and exploit content to extend their online activities and communities into the mobile space. The goal is to make content discovery much simpler and more targeted, eliminating the awkward left-to-right scrolling when browsing, presenting the most relevant content first, allowing for intelligent inter web site navigation etc. It is a dynamic process of interpreting the content being served and enhancing and adapting it on-the-fly to provide the best possible user experience. That said, in some cases it is also about recognizing when content is already mobile centric and leaving it as is; the value for the operator is automatic recognition of when to apply service.

 

Carriers should look for enhanced applications that are customizable and that seamlessly integrate with their infrastructure, enabling a true open Internet experience on mobile phones. These applications provide capabilities like content adaptation, security, content and advertising solutions, plus optimized and on-demand access.

 

A simple example of the value of these capabilities comes when one tries to access embedded media content either from social networking or dedicated media sites. The user experience is interrupted by an inability to view content. This problem could be solved by vertical partner integration or by the specific Web site making a mobile-friendly version, but it may be more efficiently solved using an intelligent intermediary point to detect, transcode, adapt, and cache that content as it is retrieved.

 

As the role of premium content increases, introducing processes to warn, charge, and inform the user of what they are doing becomes valuable to both the operator and to the subscriber. The flexibility to introduce new services without having to overhaul infrastructure becomes critical to the realization of new services and revenue streams. A common, consistent and flexible service and control point is necessary to prevent fragmented service delivery, to authenticate, track and enhance, to provide orchestration with business rule integration and to automate the discovery of new services. In providing this the orchestration is flexible enough to rapidly introduce new services and control paths in an eco (News - Alert)-system in partnership with the operator and best-of-breed service providers.

 

Accessing the Internet through a flexible, scalable, open interface platform also simplifies deployment and increases efficiency, allowing carriers to quickly capitalize on new, on-demand services such as streaming Web and media content, mobile advertising and analytics.

 

Popular devices such as the iPhone (News - Alert) are driving consumer interest in the mobile internet and other data services, priming market expectations for new data revenue. A true open Internet is a reality today, and it can be easy for carriers to deploy and maintain.

 

With 85 percent of mobile phones on the market compatible with Openwave’s Integra platform, the company is poised to offer the vast majority of consumers an enhanced, faster Internet experience by streamlining data without the necessity of additional client software on the handset or mobile-specific Web sites.

 

Keeping the Web open, secure and intuitive on any handheld device is critical to driving consumer adoption, while the ability to mediate and enhance data traffic allows the operator to ensure the best possible user experience.