Barry Smyth, Paul Cotter, Stephen Oman
The mobile Internet is a massive opportunity for mobile operators and content providers, but despite significant improvements in handsets, infrastructure, content, and charging models, mobile users are still struggling to access and locate relevant content and services. The core of this so-called content discovery problem is the navigation effort that users must invest in browsing and searching for mobile content. In this paper we describe one successfully deployed solution, which uses personalization technology to profile subscriber interests in order to automatically adapt mobile portals to their learned preferences. We present summary results, from our deployment experiences with more than 40 mobile operators and millions of subscribers around the world, which demonstrate how this solution can have a significant impact on portal usability, subscriber usage, and mobile operator revenues.
Subjects: 6. Computer-Human Interaction; 6.3 User Interfaces
Submitted: Mar 27, 2007