Following nine months of close collaboration, ChangingWorlds, which provides intelligent personalization and wireless portal products, and mobile network O2 UK, have launched the new O2 Active portal, which personalises the content on display for each user. The companies say the concept for the portal was devised and validated with in-depth market and end user research and is supported on an enterprise-level platform built by ChangingWorlds.
With over 400 content partners integrated into the O2 portal domain, the portal offers subscribers a huge choice of mobile data services, that are highly personalized with individually targeted content.
ChangingWorlds first launched the ClixSmart personalized mobile content platform with O2 UK in 2003. The success of O2 Active intelligent personalization is demonstrated by the fact that over 96.5% of O2 UKs portal users have explicitly chosen to register for personalization on the portal, the companies note. Moreover, the number of unique subscribers accessing the platform each day has increased ten fold since its launch in October 2003.
Given the importance of personalization for the O2 Active user, ChangingWorlds says that it ensured the seamless migration of the 160 million individual content preferences implicitly learned from O2 Active users into the new portal structure, ensuring a highly personalized experience for all users at service launch. Aligning this with ChangingWorlds capability to seamlessly integrate Internet content services into the O2 Active portal, O2 Active users now enjoy a richer, content-centric portal experience with more relevant mobile data services at their fingertips.
For example, users who most frequently access News on the portal will not only automatically have News as the prominent content service on the homepage, but the news content and individual news services presented inside the news section are also personalized to the users specific news interest. Another user who mostly accesses music content on the portal will be delivered a personalized music section at the top of his or her homepage. The sports user, the games user and messaging & chat users, will each experience a unique, highly personalized portal service. Items most frequently accessed are promoted from deep in the portal service to spaces on prominent menu pages. Each portal menu page is automatically populated and ordered with content services that best reflects each users recorded preferences.
On O2 Active, ClixSmart automatically generates, maintains and monitors both user profiles and user community profiles. The community profiles allow O2 to monitor the level of interest in each O2 service, be it music, sport, news, games or viral applications such as Myspace & Facebook, all of which are integrated on the new O2 Active portal.
O2 is very proud to launch our new, highly personalized mobile portal service and the 400 plus content partners integrated with the O2 portal domain are very excited about the options this offers them to promote their various services in a highly personalized, targeted manner, says O2 UK Head of Content Strategy, Graham Riddell. Together with ChangingWorlds pedigree in mobile portal personalization and intelligent content discovery and the resilience of the O2 Active ClixSmart platform service, this project has been executed with the utmost professionalism, innovation and technical expertise.