Mobile Entertainment

...then the ‘on-device portal’ will take the part of the pretty young maiden who is used and then neglected by the handsome landowner (handset vendor/operator/uninterested consumer).

You’re right, it’s a really stupid idea. The on-device portal, for those of you that don’t know, is a downloadable or pre-installed rich media app that sits on the phone menu and lets users click through quickly to a mobile internet site.

But, more importantly, it can retrieve updates to give a good experience when browsed offline too. In theory, it’s a pretty compelling proposition – especially for brands seduced by the idea of a permanent presence on the handset. They can even raise revenue from ODP advertising too.

When Mobile Entertainment mag launched in 2005, we were always writing about ODPs. Indeed, it was such an active space that we even created a ‘best ODP provider’ prize at our first ME Awards event. Err, we’ve since dropped that one.

The truth is, ODPs are scarcely mentioned these days. The unfulfilled promise was brought into sharp relief this week with the news that one of the big players in the space, US-based Action Engine, laid of its staff.

AE counted massive brands like AOL and Sports Illustrated among its customers and raised $65 million all told.

So what happened to that youthful blush? Well, there are obvious general reasons why the ODP hasn't delivered as hoped. First off, people can’t be arsed to download apps. Then there’s the improved speed of normal browsing and the rise of flat rate tariffs that make WAP a better experience and less costly. Also, I’ve heard plenty of whispers that these ODP clients often simply don’t work and, worse, can crash handsets.

It’s telling that many specialists in the sector have shifted their focus. For example, SurfKitchen is moving big into widgets, while Streamezzo is closely identified with mobile TV/video navigation. Generally firms are far more interested in operator and handset deals than those with brands. They’re so much easier to implement.

Clearly the ODP is not completely dead, it’s just changed clothes. Next week, we'll talk about the bright new future for push-to-talk.