The industry is witnessing the adoption of On-Device Portals (ODPs), a new generation of products which deliver content on the mobile phone through the use of a client application. This report classifies these products into three categories: offline portals, on-device store-fronts and home-screen replacement products. On-device portals are an evolution of WAP, as they leverage the handset's capabilities to deliver a more compelling user experience, increase service awareness and streamline content purchasing.

This report provides an extensive analysis of the on-device portal market: the players, the market movements and the trends which are emerging. Topics of coverage include:

• Analysis of the disappointing data revenues most operators are currently generating
• The failures of the data services user experience, from awareness and accessibility to communication and education
• A comparative landscape of ODP vendors currently in the market
• In-depth reviews of the ODP vendors: Abaxia, Action Engine, Cibenix, Handmark (Pocket Express), Macromedia (FlashCast), MSX, Nellymoser, Onskreen, Opera Platform, Openwave, Qualcomm (uiOne), RefreshMobile, Silk and SurfKitchen
• ODP market perspective, from early adoption, to mass market and commoditisation
• Movements of the mobile operators in the ODP market, including case studies for ONE Smile, O2, Telefónica Móviles and TIM Imagine
• Strategies of the handset manufacturers, content providers and standards bodies
• Key challenges for ODP vendors, including their to-market strategy and technology considerations
• Ten trends that will impact the market of mobile content between 2006-2008
• Case studies for Access, Obigo, Macromedia Flash Lite, Ikivo, July Systems, Zi Qix, Leiki, Digital Airways, TAT and a yet-unnamed heavyweight infrastructure vendor who is entering the ODP market in the first half of 2006.
• Recommendations for ODP vendors as well as operators, manufacturers and content providers

Answers and opinions are provided with respect to the following essential questions:

• Why are On-Device Portals the next step beyond WAP?
• What kind of ROI are European operators currently seeing from network and content investments?
• What defines the 'user experience' and how has the usability of mobile data services failed?
• How do ODP vendors compare in terms of their positioning, customers, technology and strategy?
• What are the worldwide deployments of ODP products and which deployments are on mass-market handsets?
• What is the role of phone manufacturers in the ODP market and what are the most innovative approaches?
• What is the role of content providers and why do they stand to surpass operators as the largest deployers of ODP products in 2009?
• What are the operators' attitudes towards on-device portals?
• What are the key market challenges for ODP vendors going forward?
• Which handset application platforms are moving to provide a route to market for on-device services?
• How is ODP technology moving towards commoditisation and what are the forthcoming opportunities and high-value areas?
• How should ODP vendors, operators, manufacturers and content providers adapt their strategy to take into account the threats and opportunities in the ODP market?