Software provider Openwave Systems announced a pair of new mobile web personalization services--Passport and OpenMedia--available via the firm's Integra service deployment platform. Openwave Passport enables operators to offer on-demand Internet access to casual mobile data users, introducing a range of subscriber options like day-long, hour-long and week-long passes. According to Openwave, Passport is targeted to new mobile users as well as roaming and visiting users who may not wish to sign up for contract data plans--in addition, it promises to intelligently intercept subscriber-initiated data transactions and offer personalized services relevant to each individual user.
"The carrier can identify when a user doesn't have a data plan, and offer a splash page to sign up for pay-as-you-go services," said Openwave product marketing strategist Michael Rodgers in an interview with FierceMobileContent. "It's particularly important for prepaid users, who might be scared of going to the web on their phone and eating up all their prepaid credits. Now the operator can bring in new users and provide them with easy-to-understand data plans. [Passport] is also a perfect method to introduce new services and launch mobile advertising--you could offer cheaper web access in exchange for viewing an ad." Rodgers added that a "U.S. Tier-1 carrier"--which we can safely assume to be Verizon Wireless--currently sells roughly 15,000 on-demand web passes each day via Passport, generating $8 million in annual revenue.
Openwave's other new service, OpenMedia, converts files like PDFs, MS Office documents, embedded Flash and audio/video clips to a format optimized for mobile devices. The new format is presented as a web page, an image, a resized media file or a stream. The service operates in collaboration with Openwave's existing OpenWeb mobile content reformatting solution, said product manager Ed Moore. "People want to do on their mobiles everything they do on their PCs," Moore said. "OpenMedia decides whether a file needs adapting to work, and helps people get content wherever they want it."
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