Operators work with many content providers who provide various types of content through various modes. This gives the consumer a wide variety of content to choose from. The information for this content however comes in a discreet form, in form of various SMS, WAP Push, MMS, Info-Service, USSD alerts etc.

Customers like having a choice, always. mPortal addresses that problem effectively by providing an on-device content portal that provides information about availability of various content, and also usage of content from the same interface. This is an On-Device Portal (ODP) that provides information about the available as well as subscribed content (like News, Scores, Stock Market information, Weather information etc.)

For the customer, timing is a very important aspect of this information. Most of us won’t go back to an SMS which told us about cool wallpapers or content availability. However if this information comes to us when we want to access the content repository, it’ll be great. mPortal provides information, usage and ordering facility to the customers from the single interface of content access.

E.g. – Jonathan is accessing the list of music available. He goes to the songs section, selects Top-10 songs, clicks on that song to pre-view and orders the song as a Ring-Tone, Ring-Back or a full song – all from the same interface. This ease of usage makes Jonathan a more frequent customer of content hence increasing revenue to the operator. From a value chain perspective, nothing changes, the mPortal server still triggers the same APIs of the content provider that were triggered by an SMS, WAP or USSD based ordering. However the user’s experience has changed dramatically.

On Device Portal market is now poised for aggressive growth and is forecast to reach a value of $1.4 billion by 2009. Worldwide sales of wireless entertainment services will be US$28.2 billion in 2008. (ARC Group of London).