MOBILE PORTALS

A mobile portal is such a gateway or entry point, adapted to the particular circumstances of wireless mobile access to the Internet. In addition to optimizing access to the Wireless Internet, mobile portals aggregate and structure content and links and provide navigation tools. Mobile portals provide links to applications that can be purchased and downloaded onto the device and used on- or offline. Although Internet portals have existed for some time, these existing fixed-line portals are designed for fixed wireless access; they have content and revenue strategies that do not easily fit the needs of the mobile user.

Fixed line portals have brand recognition and access to content deals but no real experience with wireless. Wireless operators have experience in dealing with wireless voice users but know little about the portal business. The mobile portal startups often have experience in both areas, but lack brand recognition and financial resources. Despite these limitations the start-ups do have an advantage because they are focused on the market and not distracted by nonmobile operations.

The revenue model for mobile portals is a combination of subscription, advertising, and transaction revenue. Portal operators that have an existing billing relationship with end users currently have an advantage in terms of billing but all portal operators will eventually offer “mobile wallet” services that enable users to pay for items (including services and subscriptions) over the same wireless connections. The mobile wallet is a password-protected area in your phone which contains your credit card or debit card information. When you want to purchase something, all you need to do is retrieve the virtual credit card to complete the purchase.

Users will not be easily convinced to pay for access to content that is freely available on a fixed Internet connection. Content value must come from filtered and analyzed information as well as from secure and personalized services that maximize end user communications while minimizing time spent navigating and searching.

The mobile portals of today allow network operators to finetune services and applications to meet the requirements of their customers, allow operators to gain control over content, and position the customer base to be migrated to Wireless Internet applications, content, and portals, while creating entry barriers for other competitors.