Personalization is Key For Getting Mobile Content to Users

(Business News & Technology News, 8 May 2008)

ChangingWorlds, one of the global experts in personalization and subscriber intelligence techniques for the Mobile Internet, presented a paper on the importance of personalization and content discovery for Mobile Internet growth and Mobile advertising success during the Mobile Content World Asia conference in Singapore.

Michael Breen, Technical Director for ChangingWorlds APAC, joined a panel of key speakers on the subject of "Best Models for Getting Content to Users" in the "Brain Share" session on Day Two of Mobile Content World Asia.

Also speaking at this session was Mark Seeger, Digital Lead, OgilvyOne Worldwide, Sandy Monteiro, Senior VP Universal Music Group, Leong-Yan Yoong Head of Music, TV & Video, Nokia, and Laura E. Wendt, MD, Walt Disney Television International.

Breen presented on the challenge of mobile content discovery on the Mobile Internet and the importance of using a highly advanced personalization solution to enhance the usability and uptake of Mobile data services. He explained that the high value content offered by the likes of Walt Disney and Universal Music Group is much easier to access through personalized data services.

"The ability to use granular subscriber intelligence is critical to delivering relevant, personalized mobile data services such as specific Walt Disney content or Music content that matches an individual subscriber's profile. Moreover, this intelligence can ensure that advertising agencies such as Ogilvy can direct relevant mobile adverts in an extremely targeted and personalized manner," Breen says.

He continued to say that the key observation in today's mobile portals is that the content is classified either by function or by provider. In contrast, in the ideal scenario, the content is classified by relevance. "In other words, all the content that is relevant to me is presented and linked together so that I can easily access it," says Breen.

He also emphasized the importance of "implicit personalization"—a mobile data personalization solution that automatically learns about the individual tastes of each subscriber without their input. "As a mobile subscriber uses the mobile portal, the operator can build up rich subscriber intelligence. This can be used to personalize the Content Discovery process to match the subscriber's expectations and interests. This approach will enable mobile operators to increase mobile data revenues and to capture a greater portion of advertising revenue by offering advertisers an integrated channel for delivering higher ROI ads and offers," says Breen.

The notion of implicit, intelligent personalization has been championed and pioneered by ChangingWorlds since the early days of WAP as the key to unlocking the potential of the Mobile Internet and associated mobile data services.

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