Enabling Intelligent Content Discovery on the Mobile Internet

Abstract

The mobile Internet is a massive opportunity for mo-bile operators and content providers, but despite sig-nificant improvements in handsets, infrastructure, con-tent, and charging models, mobile users are still strug-gling 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 de-scribe one successfully deployed solution, which uses personalization technology to profile subscriber inter-ests 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.