The current paper examines 12 mobile operator portals from around the world and highlights best portal design practices based on end-user experiences with these sites and cross comparisons between them. A critique is provided based on the content, design and functionality offered in each case.
By highlighting excellent portal design as well as differentiated portal functionality/features, the report provides MWP program clients (who are continually re-evaluating their own portal structure and contents) with a valuable reference point for innovative solutions which can in turn inspire their own portal design. Our analysis focuses on the following aspects of effective portal design and service execution:
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| 1 | Overview | 1 |
| 2 | Introduction | 2 |
| 2.1 | Background & Report Structure | 3 |
| 3 | Portal Revenue Generation | 4 |
| 4 | Best Practices Identified | 6 |
| 4.1 | Effective Home Page Designs | 7 |
| 4.1.1 | Clutter | 8 |
| 4.1.2 | Home Page Banner Promotions | 8 |
| 4.1.3 | Consistency | 9 |
| 4.1.4 | Icon vs. Text Menus | 9 |
| 4.1.5 | Search Capabilities | 9 |
| 4.2 | Range of Content Available | 10 |
| 4.2.1 | Walled Garden vs. Internet | 10 |
| 4.2.2 | Fixed Mobile Convergence | 10 |
| 4.3 | Mobile Specific Services | 11 |
| 4.4 | Navigation | 11 |
| 4.5 | Personalisation | 12 |
| 4.6 | Search Capabilities | 13 |
| 4.7 | Pricing | 14 |
| 4.8 | Device Rendering | 16 |
| 5 | Operator Analysis to Identify Best Practices | 17 |
| 5.1 | au by KDDI - Japan | 17 |
| 5.1.1 | Background | 17 |
| 5.1.2 | Portal Content & Structure | 17 |
| 5.1.3 | Pricing | 24 |
| 5.1.4 | Duogate | 25 |
| 5.1.5 | Browsing | 26 |
| 5.1.6 | Personalisation | 26 |
| 5.1.7 | General | 26 |
| 5.2 | SK Telecom Korea | 27 |
| 5.2.1 | Background | 27 |
| 5.2.2 | Portal Content Structure & Navigation | 27 |
| 5.2.3 | Mobile Nate - Future Services | 31 |
| 5.2.4 | Pricing | 31 |
| 5.2.5 | Availability of Wire & Wireless Portal vs. Search Portal | 31 |
| 5.2.6 | Navigation | 32 |
| 5.2.7 | Personalisation | 32 |
| 5.2.8 | General | 34 |
| 5.3 | Tele2 Sweden | 35 |
| 5.3.1 | Background | 35 |
| 5.3.2 | Portal Content & Structure | 35 |
| 5.3.3 | Pricing | 41 |
| 5.3.4 | Availability of Mobile vs. Internet Content | 41 |
| 5.3.5 | Navigation | 41 |
| 5.3.6 | Personalisation | 41 |
| 5.3.7 | General | 41 |
| 5.4 | Telenor Norway | 43 |
| 5.4.1 | Background | 43 |
| 5.4.2 | Portal Content & Structure | 44 |
| 5.4.3 | Pricing | 48 |
| 5.4.4 | Availability of Mobile vs. Internet Content | 48 |
| 5.4.5 | Navigation | 48 |
| 5.4.6 | Personalisation | 48 |
| 5.4.7 | General | 48 |
| 5.5 | TIM Italy | 50 |
| 5.5.1 | Background | 50 |
| 5.5.2 | Portal Content & Structure | 50 |
| 5.5.3 | Pricing | 52 |
| 5.5.4 | Availability of Mobile vs. Internet Content | 54 |
| 5.5.5 | Navigation | 54 |
| 5.5.6 | Personalisation | 56 |
| 5.5.7 | Device Specific Rendering | 57 |
| 5.5.8 | General | 59 |
| 5.6 | 3 UK | 60 |
| 5.6.1 | Background | 60 |
| 5.6.2 | Portal Content & Structure | 60 |
| 5.6.3 | Pricing & Account Management | 68 |
| 5.6.4 | Availability of Mobile vs. Internet Content | 71 |
| 5.6.5 | Navigation | 71 |
| 5.6.6 | Personalisation | 72 |
| 5.6.7 | Device Specific Rendering | 72 |
| 5.6.8 | General | 73 |
| 5.7 | T-Mobile UK | 74 |
| 5.7.1 | Background | 74 |
| 5.7.2 | Portal Content & Structure | 74 |
| 5.7.3 | Pricing | 77 |
| 5.7.4 | Availability of Mobile vs. Internet Content | 78 |
| 5.7.5 | Navigation | 78 |
| 5.7.6 | Personalisation | 79 |
| 5.7.7 | General | 79 |
| 5.8 | T-Mobile Germany | 81 |
| 5.8.1 | Background | 81 |
| 5.8.2 | Portal Content & Structure | 81 |
| 5.8.3 | Pricing | 83 |
| 5.8.4 | Availability of Mobile vs. Internet Content | 83 |
| 5.8.5 | Navigation | 83 |
| 5.8.6 | Personalisation | 83 |
| 5.8.7 | General | 84 |
| 5.9 | Vodafone Ireland | 85 |
| 5.9.1 | Background | 85 |
| 5.9.2 | Portal Content & Structure | 85 |
| 5.9.3 | Pricing | 91 |
| 5.9.4 | Availability of Mobile vs. Internet Content | 92 |
| 5.9.5 | Navigation | 92 |
| 5.9.6 | Personalisation | 93 |
| 5.9.7 | General | 94 |
| 5.10 | Vodafone Germany | 95 |
| 5.10.1 | Background | 95 |
| 5.10.2 | Portal Content & Structure | 95 |
| 5.10.3 | Pricing | 98 |
| 5.10.4 | Availability of Mobile vs. Internet Content | 98 |
| 5.10.5 | Navigation | 98 |
| 5.10.6 | Personalisation | 98 |
| 5.10.7 | General | 98 |
| 5.11 | TME Spain | 100 |
| 5.11.1 | Background | 100 |
| 5.11.2 | Portal Content & Structure | 100 |
| 5.11.3 | Pricing | 101 |
| 5.11.4 | Availability of Mobile vs. Internet Content | 103 |
| 5.11.5 | Navigation | 103 |
| 5.11.6 | Personalisation | 105 |
| 5.11.7 | Device Specific Rendering | 105 |
| 5.12 | O2 Active UK | 108 |
| 5.12.1 | Background | 108 |
| 5.12.2 | Portal Structure - Home Page & 2nd Level Page Links | 109 |
| 5.12.3 | Pricing | 116 |
| 5.12.4 | Availability of Mobile vs. Internet Content | 117 |
| 5.12.5 | Navigation | 117 |
| 5.12.6 | Personalisation | 117 |
| 5.12.7 | General | 118 |
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