Making Mobile Content Personal and Relevant

If you build it they will come. While this approach may have worked in the movie "Field of Dreams," wireless carriers understand that faster networks, more robust data devices and even a broad selection of content choices won't guarantee consumers will actively jump into the much-hyped world of mobile data.

In research recently conducted by Ovum, the consulting company observed that as much as 40 percent of mobile content revenue in the U.S. was driven from outside the operator's own portal. For Europe, the estimate is even higher. The increase in content-branded mobile portals is one possible reason behind this trend as these portals simply provide more competition to carriers. But even that phenomenon doesn't explain clearly the positive consumer response to brand-supplied content.

Mobile content from carriers has generally been provided in a catch-all fashion, with the hope that a range of content is somehow relevant to nearly everyone. But the majority of mobile subscribers don't reach out to look for and then access content via their mobile device. This contrasts sharply with the growing direct-to-consumer offerings from content providers, who know their customers and want to provide the same level of quality and experience to them that they have from a PC.

Today's carriers face a choice. They can continue to cede an ever-greater share of subscriber interest in and related revenues from mobile content to the direct-to-consumer marketplace. Or those carriers can provide their own compelling portals, effectively delivering content and making it more attractive to users.

While the mobile industry appeals to the needs of many for convenience, there hasn't yet been significant segmentation in terms of data offerings to subscribers that ensures meaningful value for each and every user. Part of this lack of segmentation can be attributed to historically slower networks and underpowered mobile devices delivering and playing content at speeds that were frustratingly slow. With such limited performance, carriers simply had their hands full getting any data offerings to market. It was perhaps too ambitious for them to consider how to provide optimal content for each and every user. Instead, 3G networks are now deployed and the wireless industry is expected to be more focused on customer satisfaction.

Now that the networks have evolved to better support wireless data services, simply providing additional content options that may be palatable is just the beginning. Subscribers do not know how to find web content using a mobile device and lose patience in the process. To realize true success, information must easily reach subscribers. By pushing compelling information to any device and personalizing it according to the unique preferences of each subscriber, mobile data is easier to access and more actionable. This approach enables greater context, immediacy, and personalization of relevant business news, entertainment, stock updates and even weather forecasts. Reducing the search time and search process including the number of clicks it takes to obtain relevant information, can drive mobile data use and increase consumer familiarity with mobile devices as a dependable and compelling data platform.

Several steps will help to ensure success.

Make the mobile screen the "Home Screen."

Mobile devices should serve as the ultimate platform for accessing information, because they're always with us. But subscribers generally perceive this convenient tool as still too distant from the information source they'd otherwise love to use. Two, three or perhaps four clicks may be too many to get to the data that a subscriber wants on his or her mobile device. This may result in the subscriber waiting to use their home PC to search for a favorite song, information on a football team or stock performance. It is critical to bring the information people want to the mobile screen so that the experience mimics that of a PC.

Make the content "My Content."

One size has never fit all and mobile content is no exception. Like the wired world, what is of interest to some wireless consumers is of little concern to others. Some carriers intuitively understand that a critical key to delivering a meaningful mobile data experience is ensuring that information is personalized. Information that is more relevant is reacted to more positively. And such a positive reaction drives higher usage, greater advertising activity and revenue--just like on a PC.

Empower users to decide what level of interaction they should have with the information.

Depending on the situation and the content, subscribers may be looking for detailed information through a thorough search while other times they may simply want to be entertained in a more passive exchange. Personalized information selected to appear on the "Home Screen" should afford users the opportunity to digest it immediately or dive in and investigate further--just like on a PC.

The mobile phone provides a unique opportunity to reach people. For carriers to capitalize on this, they must supply subscribers with personalized information that is pertinent and encourages further usage.

John Beale is VP of marketing at Volantis Systems.