Nextel Communications Inc. is introducing mobileID’s personalization platform to its wireless Internet customers this week, marking the first commercial deployment of mobileID’s Integrated Personalization Platform.
The IPP allows users to personalize their wireless Internet experience by self-provisioning a profile based on their preferred likes and dislikes, as well as one-button access to that information.
Many wireless Web services require users to navigate through several menus to find a particular restaurant based on type of food, location, price range and other factors. Users with IPP profiles can more quickly find this information because their preferences are pre-loaded so only responses fitting the profile are delivered to the user’s screen, the company said.
In addition, both users and content providers partnering with mobileID may benefit from one-button access to the information of choice. So instead of going to a main sports page and digging for Broncos scores, users could go directly to the Broncos’s score page of a mobileID partner’s site, if that is what the profile dictates.
The company has partnerships with such content providers as CNET, MapQuest, RestaruantRow.com, ScreamingMedia, MovieTNT, iGo, Digital Paths and others.
Nextel has agreed to incorporate about 10 of mobileID’s many content provider partners. Each carrier adopting the IPP may customize and deploy it in their own way, said David Hayden, president and chief executive officer of mobileID, but the company hopes for a standardized personalization process in the future.
“Carriers will deploy mobileID in a proprietary way now,” he said, “but we hope it will be used to foster interoperability. Over time, we expect to evolve this to a standardized platform.
The IPP platform also integrates such applications as unified messaging, m-commerce, personal information management synchronization and location-based services, the company said. MobileID delivers these services through standard XML-based interfaces, allowing partner content providers to provide content to users without the need to build their own proprietary solutions.
