WORLDWIDE | INVESTORS | CAREERS | SUPPORT | CONTACT US
Openwave Systems, Inc.
Spotlight
 
Home > Spotlight > The Business of Getting Personal
  Print this Page Email this Page  
  The Business of Getting Personal
  

  The coming years will see web brands, media and entertainment companies, telecom newcomers and established operators all making significant investments in the development and marketing of new digital services. However, success won't hinge on being first to market, but rather on making the mobile experience more targeted, tailored and relevant than ever before — in short, making the mobile experience truly personalized for the first time.

The future of the mobile industry rests in the intersection of content, communications and context — the heart of Personalization. Delivering this experience across multiple networks will be realized through an adaptive framework, coupled with technologies that put more intelligence into the network.

The success of viral video, time-shifted TV, blogging and podcasts show that consumers expect flexibility in their interaction with content and with each other. In this climate, the winners will be those that provide the most personally relevant experiences across all networks and devices.

What's driving personalization?
 
Personalization isn't just about cool content; it's about engaging with customers. At its heart lies an intersection of content and communications driven by a broad shift in consumer culture enabled by technological change.

Consumers are increasingly defining how they interact with each other and with the content they seek over both fixed and mobile networks. They are active, engaged and keen to shape how they connect with content and each other. The Internet's role in content, community creation and communication is increasing and will continue to do so; Web 2.0 and beyond is centered on the creation and sharing of content: a dynamic, interactive experience within an individual's social network.

What are the building blocks to success?
 
Consumers are demanding access to content that matters to them and the communities they identify with via a personalized experience over multiple networks and multiple devices. How should operators move to harness this trend? There are three key steps to making personalization a meaningful, real and successful proposition for the operator community.

#1: Intelligent, in-depth customer knowledge.
With a better understanding of the customer, service providers can offer more personalized services and better target their customers through existing and new applications. They can use this knowledge to segment and profile consumers and then make relevant offers consistent to the profile.

#2: Flexible presentation of content on handsets.
Operators need to put the user in control of the content experience and push contextually relevant information. Utilizing emerging high accuracy location plane technologies, operators can make targeted advertising and highly contextual applications more relevant — and valuable — to their customers.

#3: Adaptive, converged communications infrastructure.
An operators' success depends on building a multi-channel approach to premium content and services. This converged approach ensures users can access what they want, when they want it — independent of device or place.

Where do we go from here?
 
The pieces are now in place for an evolution towards a much more customer-centric, personalized model for content and communications.

The ultimate goal has become developing a shared vision of consumer wants and needs across the entire value chain, driving a massive transformation of the business model for value added services. As the lines between fixed and mobile business models blur, new integrated services — and related revenue sources — will naturally emerge and shift the dynamics of the marketplace in favor of the operator's success in this newly converged world.

For more information about Openwave's Personalization solution contact personalization@openwave.com. 		 



 
 
Openwave has recently hosted a series of conferences in Sonoma, CA and Tokyo Japan, allowing industry experts and analysts to share valuable insights on the challenges and opportunities associated with delivering a successful Personalization strategy.  
 
 
 
 
From Mass Media to Media for the Masses
Listen to the podcast (Windows Media, running time 30:20)Senior Researcher from the Institute of the Future Mike Leibhold discusses the opportunities and challenges of targeting services toward the individual vs. the masses, and will draw upon the practical experiences of a company addressing these issues head on.
 
 
 
 
 5 Things You Need to Know about Personalization 
 
 
TERMS AND CONDITIONS | PRIVACY POLICY | SITE MAPCopyright © 2000-2008 Openwave Systems Inc.