O2s recent decision to drop its i-mode services in the UK, followed by the Australian operator Telstras decision to drop i-mode in Australia is no surprise, according to Eran Wyler, CEO & Founder of InfoGin, which specialises in web-to-mobile content adaptation. Wyler believes that in an industry as developed as the UK mobile market, the focus should be on user experience and content development.  He has stated in the past that he is perplexed by the mobile industrys move toward services such as i-mode after being disappointed by WAP. The real issue has always remained unresolved, says Wyler. The problem is not with i-mode or with WAP, but rather, with content and end-user experience.
He points out that while previously, mobile operators made it almost impossible to access off-portal content, in todays highly competitive environment, more and more operators are realising the potential of revenues from advanced mobile data services, and are eager to offer the ultimate Mobile Internet surfing experience.
Why does the Web need to be reinvented for the mobile when Internet users are happy with the web as it is? asks Wyler. Just like dot Mobi, i-mode content is limited to both specific content as well as devices. O2 believes it is the limited range of handsets which has constrained the growth of i-mode. However, it is also insufficient Internet content, as well as thinner mobile versions of websites, that have led to such a low take-up of i-mode content. Todays mobile users expect nothing less than access to websites theyre familiar with on any mobile device they desire, whether it be a WAP 1.0 phone or a higher-end device such as Apples iPhone.
If operators are to offer such services, they must quickly adopt solutions which automatically adapt a regular website to a mobile devices physical and functional capabilities. This solution must provide the best content presentation and ease of use for even the smallest device. The time has come for mobile users to continue enjoying surfing the Internet while being on the move.