moving quickly from technology to focus on the user experience as the best way to improve market penetration. “When done properly, these experiences understand the task, the environment, and the audience.” Data is still being collected as companies analyze how effective greater emphasis on user experience proves to be for operators. Orange Group, for example, doubled its download data ARPU after deploying a portal on its Signature devices. On-Device Portal User Categories On-Device Portals target four main user categories: Consumers, who demand an improved interface for their mobile experience Operators, who want to improve ARPU with richer media content Content and media providers who want to monetize their offerings in the mobile world Handset manufacturers, who want technology frameworks to help customize handsets for their customers Consumers who want to extend their web based social networking experience onto the mobile device (Facebook, BeBo, MySpace etc.) or share / back-up content from their mobile device to the web (Nokia Ovi, Flickr mobile etc.) The Future for On-Device Portals ARCchart expects that number of On-Device Portals licenses to grow to 1.1 billion by 2009. As the ODP market matures it is expected to move beyond mass market services such as mobile TV, music and content catalogs to provide an experience where the subscriber can choose from a broad range of services and content, personalized to their needs. This change is being driven by operators’ desires to emulate the success of Web 2.0 by being able to offer a broader and more personalized range of services to the user. This shift in operators online portal strategies increases the emphasis on operators being able to quickly launch, measure and refine services, while offering users an intuitive way of browsing and searching a large catalogue of services. Some vendors have started to incorporate the kind of functionality needed to support mobile Web 2.0 and as the market matures, idle screen access, mobile widget platforms and the ability to support a broad range of operator business models (subscription, transaction and advertising driven) will become imperative for all ODP solutions. See also 3G Average Revenue Per User Advanced Mobile Phone System GSM Handheld Device Markup Language High-Speed Downlink Packet Access High-Speed Uplink Packet Access Java programming language Location-based service Mobile advertising Mobile device Mobile development Mobile network operator Mobile phone Mobile TV Personal digital assistant Qualcomm Brew (Binary Runtime Environment for Wireless - BREW) Short message service