Action Engine Corporation announced that they have released a market brief to guide the growing number of media companies and mobile operators who are evaluating on-device portal (ODP) technology as the next step in their mobile strategies. The report provides a snapshot of the ODP market, describes the key components that should be evaluated when selecting an ODP vendor, and examines companies that are delivering and deploying ODP solutions today.

Scott G. Silk, president and CEO of Action Engine, stated, “As a veteran player that has deployed multiple ODP applications for media companies and mobile operators, Action Engine has enabled many companies to extend their mobile strategies beyond simple messaging and mobile Internet offerings. The ODP gives mobile users an ever-present, always usable portal into the company’s brand. Users don’t have to log on to access the portal. They can reach the company brand anytime they turn on their mobile devices. We have issued this analytical report to provide an overview of this growing market to support companies that are looking to make informed mobile investments.”

Action Engine outlines four critical ‘M’ factors that are essential for companies seeking to be competitive in ODP arena:

1. Mobile User Experience - superior user experience drives repeat usage and, in turn, increases brand equity.
2. Monetization – the ability to generate revenue from mobile content and services, primarily through the use of mobile advertising, is necessary to fund growth.
3. Mass-market Handset Support - support for mass market handsets, including Java, BREW and Smartphones, is key to speeding the uptake of ODP services.
4. Manageability - broad management capabilities enable service evolution without burdening and escalating overhead costs.

The acceleration of venture capital investment into the ODP market has led to an emergence of many new mobile technology players. To bring some clarity to the intricacies of this growing industry, the report offers insight on the various ODP vendors that media companies can select from and categorizes their different technologies. Silk added, “Competition is what keeps us on the cutting edge in this highly competitive and evolving market. Companies should evaluate long-term stability, as well as breadth of functionality when selecting their ODP mobile technology vendor.”

Demonstrations of Action Engine’s ODP technology, including the company’s recent deployments with TiVo and MSNBC.com, are available by appointment in the Action Engine meeting room 571 at CTIA Wireless 2007 in Orlando, Florida through March 29. To schedule a meeting, contact actionengine@techmarket.com.

Source: Action Engine