Leiki Focus ushers in next-generation mobile portals
Rating: wot, no ads?
By Annie Turner
Plaza.fi is offering a feature that it describes as ‘a world’s first for web portals, automatic linking of content based on ontological analysis’. Apparently, the dynamic matching of external and internal content is powered by the Leiki Focus personalisation engine via Plaza.fi, a Finnish portal maintained by Kynämies.
Editorial content on the Plaza.fi site is linked in real time with the most
similar user-generated intra-portal content, external news sources, blogs and Wikipedia. Likewise, user-generated content is linked with the latest editorial content and other sources.
Instead of having to navigate menus to find relevant content, all information around the current topics is presented in the same view, serving the whole portal to the user instead of just the section the reader is used to navigating in. The external sources such as Wikipedia present reference material around the subject to produce a compelling experience that before have required substantial editorial efforts.
“The simple concept launched by Plaza.fi presents a paradigm shift for portals. Instead of promoting the various sections of their site via advertising, Plaza now presents all content fitting current user interests automatically, unifying the editorial and community parts. Instead of wondering about Web2.0 concepts, Plaza embraces the new world by automatically finding and presenting what is relevant from the web,” states Petrus Pennanen, CEO of Leiki.
But who pays for it all? How will they make money? Why can’t ads be included to subsidise content or the data tariffs or both?
Related News:
- Talentum chooses Leiki Focus Dynamic Linking for Information and Advertisers
- Leiki gets intelligent on Plaza.fi
- Interview with Leiki’s Petrus Pennanen on personalisation, advertising, widgets and more
- Qualcomm Introduces Plaza, a New End-to-End Widget Framework that Will Allow Operators to Drive Use of the Mobile Internet
- U-Turn to interactive mobile marketing portals
One Response to “Leiki Focus ushers in next-generation mobile portals”
Hi Annie!
You were asking how they make money. Let’s think of a typical news portal: it shows the latest items from Reuters, AP or a similar agency, just like all the other news portals. So where’s the competitive advantage?
By dynamically linking in content from a variety of RSS sources, a portal can radically change the user experience to show a world of editorial and user-generated content around the currently viewed topics instead of having the same piece of news as everyone else.
As for ads, we are currently integrated with (mobile) ad networks to target advertising and increase click rates. You’re right that the Plaza case is very suitable for ad targeting as well, although there hasn’t been a public announcement on that yet.
Cheers,
Petrus
Comment made on February 22nd, 2007 at 11:11 amLeave a Comment