Wireless Operator Portal Development Strategies
2006.12.14   |   119 pages   |   New Services & Technologies

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The current paper examines 12 mobile operator portals from around the world and highlights best portal design practices based on end-user experiences with these sites and cross comparisons between them. A critique is provided based on the content, design and functionality offered in each case. By highlighting excellent portal design as well as differentiated portal functionality/features, the report provides MWP program clients (who are continually re-evaluating their own portal structure and contents) with a valuable reference point for innovative solutions which can in turn inspire their own portal design. Our analysis focuses on the following aspects of effective portal design and service execution:

  • Effective Home Page Designs
  • The Range Of Content Available
  • Delivery of Mobile Specific Services
  • Navigation
  • Personalisation
  • Search Capabilities
  • Pricing

Keywords: Mobile Internet, Mobile Portal Practices, Mobile Portals, Mobile Portal Strategies,

1 Overview 1
2 Introduction 2
2.1 Background & Report Structure 3
3 Portal Revenue Generation 4
4 Best Practices Identified 6
4.1 Effective Home Page Designs 7
4.1.1 Clutter 8
4.1.2 Home Page Banner Promotions 8
4.1.3 Consistency 9
4.1.4 Icon vs. Text Menus 9
4.1.5 Search Capabilities 9
4.2 Range of Content Available 10
4.2.1 Walled Garden vs. Internet 10
4.2.2 Fixed Mobile Convergence 10
4.3 Mobile Specific Services 11
4.4 Navigation 11
4.5 Personalisation 12
4.6 Search Capabilities 13
4.7 Pricing 14
4.8 Device Rendering 16
5 Operator Analysis to Identify Best Practices 17
5.1 au by KDDI - Japan 17
5.1.1 Background 17
5.1.2 Portal Content & Structure 17
5.1.3 Pricing 24
5.1.4 Duogate 25
5.1.5 Browsing 26
5.1.6 Personalisation 26
5.1.7 General 26
5.2 SK Telecom Korea 27
5.2.1 Background 27
5.2.2 Portal Content Structure & Navigation 27
5.2.3 Mobile Nate - Future Services 31
5.2.4 Pricing 31
5.2.5 Availability of Wire & Wireless Portal vs. Search Portal 31
5.2.6 Navigation 32
5.2.7 Personalisation 32
5.2.8 General 34
5.3 Tele2 Sweden 35
5.3.1 Background 35
5.3.2 Portal Content & Structure 35
5.3.3 Pricing 41
5.3.4 Availability of Mobile vs. Internet Content 41
5.3.5 Navigation 41
5.3.6 Personalisation 41
5.3.7 General 41
5.4 Telenor Norway 43
5.4.1 Background 43
5.4.2 Portal Content & Structure 44
5.4.3 Pricing 48
5.4.4 Availability of Mobile vs. Internet Content 48
5.4.5 Navigation 48
5.4.6 Personalisation 48
5.4.7 General 48
5.5 TIM Italy 50
5.5.1 Background 50
5.5.2 Portal Content & Structure 50
5.5.3 Pricing 52
5.5.4 Availability of Mobile vs. Internet Content 54
5.5.5 Navigation 54
5.5.6 Personalisation 56
5.5.7 Device Specific Rendering 57
5.5.8 General 59
5.6 3 UK 60
5.6.1 Background 60
5.6.2 Portal Content & Structure 60
5.6.3 Pricing & Account Management 68
5.6.4 Availability of Mobile vs. Internet Content 71
5.6.5 Navigation 71
5.6.6 Personalisation 72
5.6.7 Device Specific Rendering 72
5.6.8 General 73
5.7 T-Mobile UK 74
5.7.1 Background 74
5.7.2 Portal Content & Structure 74
5.7.3 Pricing 77
5.7.4 Availability of Mobile vs. Internet Content 78
5.7.5 Navigation 78
5.7.6 Personalisation 79
5.7.7 General 79
5.8 T-Mobile Germany 81
5.8.1 Background 81
5.8.2 Portal Content & Structure 81
5.8.3 Pricing 83
5.8.4 Availability of Mobile vs. Internet Content 83
5.8.5 Navigation 83
5.8.6 Personalisation 83
5.8.7 General 84
5.9 Vodafone Ireland 85
5.9.1 Background 85
5.9.2 Portal Content & Structure 85
5.9.3 Pricing 91
5.9.4 Availability of Mobile vs. Internet Content 92
5.9.5 Navigation 92
5.9.6 Personalisation 93
5.9.7 General 94
5.10 Vodafone Germany 95
5.10.1 Background 95
5.10.2 Portal Content & Structure 95
5.10.3 Pricing 98
5.10.4 Availability of Mobile vs. Internet Content 98
5.10.5 Navigation 98
5.10.6 Personalisation 98
5.10.7 General 98
5.11 TME Spain 100
5.11.1 Background 100
5.11.2 Portal Content & Structure 100
5.11.3 Pricing 101
5.11.4 Availability of Mobile vs. Internet Content 103
5.11.5 Navigation 103
5.11.6 Personalisation 105
5.11.7 Device Specific Rendering 105
5.12 O2 Active UK 108
5.12.1 Background 108
5.12.2 Portal Structure - Home Page & 2nd Level Page Links 109
5.12.3 Pricing 116
5.12.4 Availability of Mobile vs. Internet Content 117
5.12.5 Navigation 117
5.12.6 Personalisation 117
5.12.7 General 118

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