Changing Worlds Collaborates with O2 on personalisation

Rating: only blogging big headlines!by Bena Roberts

What is the story?
O2 Active is now using the ClixSmart personalised content platform from O2. Personalisation is a buzz word but this is the type of personalisation that drives what users click on most to the top of the page. So something that has been available for a long time.

If you read my analysis of the O2 Active Portal in The Mobile Search Analyst its clear to see that the portal even with a face lift isn’t very good and O2 is way behind in the portal race. This personalised addition might be a giant step for O2 - but its a very small step for mobility

From the press release

From the press release

Following 9 months of close collaboration, ChangingWorlds and O2 UK
together have designed and delivered a highly sophisticated, personalized
and content centric mobile. The new O2 Active portal concept was
devised and validated with in-depth market and end user research and is
supported on an enterprise-level platform built by ChangingWorlds.

Supporting some of the highest mobile portal traffic in the UK and with
over 400 content partners integrated into the O2 portal domain, the
new O2 Active portal offers subscribers a huge choice of mobile data
services that are highly personalized with individually targeted content.

ChangingWorlds first launched the ClixSmart personalized mobile content
platform in O2 UK in 2003. The success of O2 Active intelligent
personalization is demonstrated by the fact that over 96.5% of O2 UK’s
portal users have explicitly chosen to register for personalization on the
portal. Moreover the number of unique subscribers accessing the
platform each day has increased ten fold since launch back in October 2003.

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