<s>
On-Device	B-Application
Portals	I-Application
(	O
ODPs	O
)	O
allow	O
mobile	O
phone	O
users	O
to	O
easily	O
browse	O
,	O
purchase	O
and	O
use	O
mobile	O
content	O
and	O
services	O
.	O
</s>
<s>
An	O
ODP	O
platform	O
enables	O
operators	O
to	O
provide	O
a	O
consistent	O
and	O
branded	O
on-device	O
experience	O
across	O
their	O
broadening	O
portfolio	O
of	O
services	O
and	O
typically	O
provides	O
on-device	O
catalogs	O
of	O
content	O
for	O
purchase	O
,	O
deep	O
links	O
to	O
WAP	O
portals	O
,	O
customer	O
care	O
functionality	O
and	O
rich	O
media	O
services	O
such	O
as	O
full	O
track	O
music	O
,	O
TV	B-Operating_System
and	O
video	O
.	O
</s>
<s>
A	O
key	O
benefit	O
of	O
on-device	B-Application
portals	I-Application
is	O
the	O
ability	O
to	O
target	O
the	O
user	O
rather	O
than	O
the	O
device	O
itself	O
.	O
</s>
<s>
By	O
enhancing	O
the	O
user	B-Application
experience	I-Application
,	O
ODPs	O
improve	O
customer	O
satisfaction	O
,	O
reduce	O
churn	O
and	O
in	O
turn	O
,	O
drive	O
higher	O
data	O
revenues	O
.	O
</s>
<s>
On-Device	B-Application
Portals	I-Application
generally	O
offer	O
the	O
following	O
applications	O
:	O
Offline	O
portal	O
,	O
store	O
front	O
,	O
home-screen	O
replacement	O
and	O
reporting	O
function	O
:	O
</s>
<s>
Reporting	O
Function	O
-	O
User	O
analytics	O
that	O
allow	O
operators	O
to	O
measure	O
,	O
refine	O
and	O
improve	O
the	O
delivery	O
of	O
data	O
services	O
by	O
providing	O
visibility	O
into	O
the	O
way	O
subscribers	O
use	O
and	O
interact	O
with	O
their	O
mobile	B-Application
devices	I-Application
.	O
</s>
<s>
On-Device	B-Application
Portals	I-Application
can	O
be	O
targeted	O
to	O
a	O
specific	O
mobile	B-Operating_System
operating	I-Operating_System
system	I-Operating_System
or	O
provide	O
multi-platform	O
support	O
allowing	O
operators	O
to	O
achieve	O
a	O
consistent	O
,	O
branded	O
experience	O
across	O
of	O
all	O
devices	O
whether	O
they	O
run	O
on	O
Symbian	B-Operating_System
(	O
Symbian	B-Operating_System
OS	I-Operating_System
)	O
,	O
Microsoft	O
(	O
Windows	O
Mobile	O
)	O
,	O
BREW	B-Application
(	O
Binary	B-Application
Runtime	I-Application
Environment	I-Application
for	I-Application
Wireless	I-Application
)	O
,	O
Java	B-Language
or	O
Research	O
in	O
Motion	O
(	O
RIM	O
)	O
platforms	O
.	O
</s>
<s>
Some	O
vendors	O
have	O
server-side	O
components	O
to	O
their	O
On-Device	B-Application
Portal	I-Application
offerings	O
which	O
are	O
tied	O
into	O
operator	O
billing	O
systems	O
that	O
deliver	O
features	O
such	O
as	O
usage	O
tracking	O
and	O
lifecycle	O
management	O
.	O
</s>
<s>
On-Device	B-Application
Portals	I-Application
are	O
not	O
intended	O
to	O
replace	O
the	O
operating	O
system	O
(	O
OS	O
)	O
or	O
other	O
aspects	O
of	O
the	O
phone	O
's	O
interface	O
.	O
</s>
<s>
The	O
term	O
On-Device	B-Application
Portal	I-Application
was	O
coined	O
by	O
the	O
London-based	O
ARCchart	O
Research	O
in	O
2001	O
.	O
</s>
<s>
On-Device	B-Application
Portal	I-Application
technology	O
emerged	O
in	O
2000	O
,	O
as	O
operating	O
systems	O
and	O
Java	B-Language
were	O
beginning	O
to	O
be	O
deployed	O
on	O
mobile	O
handsets	O
.	O
</s>
<s>
One.Tel	O
launched	O
smart	O
on	O
device	O
applications	O
using	O
a	O
combination	O
of	O
Java	B-Language
and	O
SIMtoolkit	O
technology	O
in	O
May	O
2000	O
.	O
</s>
<s>
In	O
March	O
2003	O
at	O
CeBIT	O
O2	O
demonstrated	O
an	O
ActiveSky	O
powered	O
O2	O
branded	O
On-Device	B-Application
portal	I-Application
that	O
was	O
both	O
user	O
and	O
operator	O
(	O
remotely	O
)	O
reconfigurable	O
,	O
that	O
same	O
year	O
KDDI	O
deployed	O
an	O
ActiveSky	O
based	O
solution	O
.	O
</s>
<s>
Since	O
2003	O
,	O
On-Device	B-Application
Portal	I-Application
technology	O
has	O
been	O
embraced	O
by	O
mobile	O
operators	O
across	O
the	O
world	O
to	O
complement	O
WAP-based	O
mobile	O
data	O
services	O
and	O
help	O
operators	O
deliver	O
on	O
the	O
promise	O
of	O
mobile	O
data	O
services	O
.	O
</s>
<s>
Several	O
factors	O
have	O
been	O
cited	O
for	O
the	O
slow	O
uptake	O
in	O
data	O
services	O
,	O
but	O
poor	O
user	B-Application
experience	I-Application
,	O
based	O
on	O
older	O
browser-based	O
WAP	O
technology	O
,	O
is	O
widely	O
acknowledged	O
as	O
one	O
of	O
the	O
leading	O
reasons	O
.	O
</s>
<s>
Separately	O
,	O
WAP	O
's	O
structure	O
,	O
which	O
differs	O
from	O
HTML	B-Language
,	O
has	O
made	O
it	O
difficult	O
for	O
content	O
developers	O
to	O
build	O
efficient	O
content	O
channels	O
.	O
</s>
<s>
The	O
On-device	B-Application
portal	I-Application
is	O
also	O
not	O
without	O
complications	O
,	O
supporting	O
wide	O
handset	O
lists	O
is	O
a	O
lot	O
harder	O
to	O
manage	O
than	O
mobile	O
web	O
content	O
,	O
and	O
updating	O
major	O
components	O
is	O
not	O
just	O
a	O
case	O
of	O
re-publishing	O
,	O
but	O
of	O
redistributing	O
applications	O
.	O
</s>
<s>
At	O
the	O
same	O
time	O
,	O
while	O
it	O
is	O
generally	O
easy	O
to	O
test	O
web	O
content	O
on	O
a	O
handful	O
of	O
browsers	O
,	O
portals	O
need	O
to	O
be	O
tested	O
on	O
nearly	O
every	O
handset	O
which	O
will	O
be	O
expected	O
to	O
use	O
the	O
on-device	B-Application
portal	I-Application
.	O
</s>
<s>
But	O
handset	O
vendors	O
and	O
operators	O
are	O
moving	O
quickly	O
from	O
technology	O
to	O
focus	O
on	O
the	O
user	B-Application
experience	I-Application
as	O
the	O
best	O
way	O
to	O
improve	O
market	O
penetration	O
.	O
</s>
<s>
Data	O
is	O
still	O
being	O
collected	O
as	O
companies	O
analyze	O
how	O
effective	O
greater	O
emphasis	O
on	O
user	B-Application
experience	I-Application
proves	O
to	O
be	O
for	O
operators	O
.	O
</s>
<s>
On-Device	B-Application
Portals	I-Application
target	O
four	O
main	O
user	O
categories	O
:	O
</s>
<s>
Consumers	O
who	O
want	O
to	O
extend	O
their	O
web	O
based	O
social	O
networking	O
experience	O
onto	O
the	O
mobile	B-Application
device	I-Application
(	O
Facebook	O
,	O
BeBo	O
,	O
MySpace	O
etc	O
.	O
)	O
</s>
<s>
or	O
share	O
/	O
back-up	O
content	O
from	O
their	O
mobile	B-Application
device	I-Application
to	O
the	O
web	O
(	O
Nokia	O
Ovi	O
,	O
Flickr	O
mobile	O
etc	O
.	O
)	O
</s>
<s>
ARCchart	O
expects	O
that	O
number	O
of	O
On-Device	B-Application
Portals	I-Application
licenses	O
to	O
grow	O
to	O
1.1	O
billion	O
by	O
2009	O
.	O
</s>
<s>
As	O
the	O
ODP	O
market	O
matures	O
it	O
is	O
expected	O
to	O
move	O
beyond	O
mass	O
market	O
services	O
such	O
as	O
mobile	B-Application
TV	I-Application
,	O
music	O
and	O
content	O
catalogs	O
to	O
provide	O
an	O
experience	O
where	O
the	O
subscriber	O
can	O
choose	O
from	O
a	O
broad	O
range	O
of	O
services	O
and	O
content	O
,	O
personalized	O
to	O
their	O
needs	O
.	O
</s>
