| Author: | Date: August 3, 2009
In brief: The first in a series of reports looking at heightened interest in personalization and the options available to mobile operators determined to do battle with Google, Apple & Co. We kick off with Bytemobile and an analysis of Widget Bar, an application designed to simplify the mobile browsing experience by providing useful, personally relevant information in real time to people via a personalized toolbar on the screen of any mobile device, thus putting a selection of services such as local news and weather, enhanced search, social networking, and other customized applications at the user's fingertips. Next in the series: A look at Novarra's Vision Platform and a walk through the Widget Gallery.
Last week we outlined the opportunities and challenges created by the proliferation of app stores. The takeaway: app stores may have turned people on to applications and whet their appetite for new content types, but they also turn up the pressure on companies across the ecosystem (operators, OS providers and handset-makers-turned-content-providers) to make finding and buying applications/content a no-brainer.
Indeed, personalization is the new business mantra, and it goes for content/apps as well as advertising. Guest columns from Barry Smyth, Chief Scientist of Changing Worlds, an Amdocs company and recognized pioneer in personalization technologies, and Jim Levey, a former Director of Product Marketing for Search and Digital Advertising at Amdocs who has joined MSG's roster of authors and influencers, will examine the models and mindsets required to turn personalization into competitive advantage.
In the meantime, it's productive for us all to be on the same page, starting off with an understanding of the offers and an overview of the competitive landscape.
This week the focus is Bytemobile, a company that sits between the operator and the individual, collecting the data (such as browsing behavior on- and off-portal) that - in theory - allows its operator customers to deliver individuals personalized content (and advertising) they are bound to appreciate.
What are the practical benefits of personalization? Where does Widget Bar (software that enables operators to insert a personalized toolbar on the screen of any mobile device) fit in to the scheme of things? And what's in it for brands? I caught up with Adrian Hall, Bytemobile CMO, to get the inside track.