The new portal is supported on an enterprise-level platform built by ChangingWorlds and is the result of much user research by the two partners. Under the new system, O2 Active users will now enjoy a rich, content-centric portal experience with more relevant mobile data services.

For example, users who frequently access News on the portal will not only automatically have 'News' as the prominent content service on the home page, but the news content and individual news services presented inside the news chunk will also be personalised to the user's specific news interest. Meanwhile items most frequently accessed are promoted from deep in the portal service to spaces on prominent menu pages.

ChangingWorlds first launched its ClixSmart personalised mobile content platform with O2 UK in 2003. It claims that 96.5 per cent of Active users have explicitly chosen to register for personalisation on the portal. On O2 Active, ClixSmart automatically generates, maintains and monitors both user profiles and user community profiles.
The new portal will also help the 400 plus content partners integrated with it to promote their various services in a targeted manner.