Now that devices are moving towards an operating system that
makes it easy to download and run applications designed for
small mobile devices, users need a point of entry to the Internet.
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.