On Device Portals
Presented By:
Mobiletain & The On Device Portal Consortium
The ODPC was formed by Mobiletain/B2 Group to:
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Further the advancements of On Device Portals
Gather input from all companies in the ODP Space
Help guide the standards and practices associated with the ODP market place &
development in regards to technology and best practices
Foster open discussion about ODP developments and the advancements of the
technology and market place world wide
B2 Group is a technology & channel consulting firm based out of Irvine CA and
is the founding group behind the ODPC, the ODPC consists of (502) members
from companies in the ODP space within brands, hardware, mobile, software, and
emerging technologies from around the world
What is an On Device Portal?
On Device Portals perform four basic
functions for a mobile user today:
• Browse
• Purchase
• Use
• View
Mobile content and services through
a non-native interface on the mobile device
Five Functions of an ODP
• Offline Portal
Applications that allow user to browse content offline
• Store Front
A client-server application enabling the user to discover, preview and select cached content offline,
before accessing it via a WAP link
• Home Screen Replacement
A dashboard function of the ODP client that replaces the handset’s home screen
• Reporting Function
Tracks the way subscribers use and interact with their mobile devices
• Branding & Advertising
Many different applications are being developed and could be the best feature and make an ODP the most
profitable to companies that develop them
ODP and Platform Support
Most ODP development today target
multiple operating systems:
BREW
WINDOWS Mobile
Symbian
RIM
JAVA
Palm
MOBILE STACKS
On Device Portals involve a
Mobile Stack, a mobile stack consists of:
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OS Layer – Linux, Windows, Mac OS, Symbian
Middleware Layer – Java/J2ME
Presentation Layer – FLASH (Lite), AJAX
This combination gives the user the visual,
technical, and operational user experience they
desire, thus making it an easier user
experience on the mobile device
Why Develop ODP’s
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Lower costs, both for getting new devices operational and for evolving on-device and
network services. Also, application certification costs go down significantly.
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Faster time to market, again for both devices and services that integrate with the
handset.
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Greater monetization potential of subscribers due to the availability of more content
and applications, especially niche content and apps, which are of relevance to niche
audiences.
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Search and Advertising are evolving into important mobile market place and these
can be easily delivered through ODP’s
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Consumers, who demand an improved interface for their mobile experience
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Operators, who want to improve ARPU with richer media content
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Content and media providers who want to monetize their offerings in the mobile world
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Handset manufacturers, who want technology frameworks to help customize
handsets for their customers
Carriers are Changing
Carriers are changing how they deal with content providers:
Side Loading
What is side loading of an ODP?
Side loading is the process of taking content or applications and loading it from
a secondary device or system to your phone
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PC to Phone
Micro SD to Phone
Removable storage will increase in use as ODP’s become wider developed and wider
Distributed through side loading applications, widgets, and content to the phone. No
longer will the carriers be able to tell the brands, hardware, applications, and
gaming/social networking companies what can be loaded and used on the phone
Side loading these applications and tools through an ODP or in the case of brands and
advertisers being able to give the client a branded application enabled with your
applications, content, and organized how you would like the users to view and consume
this can now be achieved better through side loading of ODP’s
Market Projections
$1.3 Billion by 2009 Projected Revenues
In 2005 there were (20) companies world
wide involved in ODP development
In 2008 the number of companies involved
in ODP development numbered over 300
This spells large opportunity for media, application, & storage
companies trying to get their content and applications in front of the end
user