SurfKitchen, which specialises in On-Device Portal (ODP) applications, has revealed that Malaysian mobile network operator Maxis has launched an integrated mobile content services portal, based on SurfKitchens SurfKit Desktop solution. The project includes the first deployment of SurfKitchens Mobile TV application, offering 15 channels of news and entertainment.
The portal, called myMAXIS, consolidates Maxiss service portfolio within a single, intuitive interface, designed to provide seamless content discovery and access. The portals home screen helps publicise services, while providing a simple and accessible user interface for subscribers. It includes a news ticker, and three advertisements highlighting new content and icons, leading to seven services, including  Mobile TV, news, music, games, traffic updates, account management and a page of hot sites, with direct links to popular WAP pages.
The portfolio of services complements Maxiss WAP offering by highlighting popular destinations and simplifying navigation. By channelling subscribers from a single home page through distinct content gateways, Maxis also has the opportunity to increase revenues by offering a platform for targeted advertising. Branding, content and advertisements are managed through over-the-air (OTA) updates, allowing Maxis to make regular and timely changes to the platform, keeping it relevant and fresh to sustain customer interest.
SurfKitchens project with Maxis builds on a relationship fostered in 2006, when the company supported Maxiss World Cup sponsorship by providing an event-specific portal that offered fixtures, results and competition news, video highlights and content downloads. The portal served to raise data usage and led to a marked increase in both WAP and portal traffic, says SurfKitchen.
myMAXIS is an excellent example of how our portfolio of ODP solutions can complement WAP and drive subscriber use of content services on high speed networks by focusing on ease of discoverability and usability, says SurfKitchen CEO, Michel Quazza. Combined with the first commercial deployment of our Mobile TV application, this project underlines both the breadth of our services and importantly, the evolution of ODPs from single applications to integrated content platforms.
The myMAXIS portal has been developed for both Java and Symbian operating systems and can be pre-installed or delivered over-the-air. The client has been pre-installed on Maxis Motorola V3xx handsets, Motorolas V6MAXX, and Nokias e65 and n95 handsets.
SurfKitchens mobile solutions are currently deployed by several global tier one mobile operators, including Orange Group, Telefonica Moviles Espana, Telstra, Maxis, Etisalat and Saudi Telecom.