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Plight of the Mobile Navigator: A Usability Analysis of European Mobile Internet Portals
Mobile Metrix AB, Sep 2002, Pages: 90
Special Offer: There is a special offer available to mobile operators and portals to have their portal analysed by the author of this report using the methodology detailed in the report. This will enable direct comparisons with the benchmarks identified in the report. This is available Free of Charge to those mobile operators and portals that buy this report. You will be contacted via email after your order has been processed. Introduction to the report We have all heard it before, over a billion mobile phone users and more internet users thus a great market for mobile internet. The initial results from the implementation by DoCoMo in Japan have suggested that the need for such services and the consumption by consumers is high. However as the saying goes 'Rome was not built in a day' and the market for mobile internet is far from the giddy heights often suggested by companies and analysts alike. One of the critical issues is to ensure that the mobile services offered to consumers not only meet their expectations and needs but are also presented in a manner that they find easy to use. We generally find that while there may be a lot of attention given to the content of a mobile portal there is frequently less if any attention given to service and portal usability. It is believed by the author that while the services and their quality are the vital issue, without the portal having features that render it usable, the business opportunity will in fact be missed. Hence the subject of this report is mobile portal usability. The report is very detailed in its analysis of mobile portal usability and uses a methodology developed by the author to analyse portal usability. The primary basis for analysis is click-distance. Click-distance (also written 'click distance') is the number of clicks (menu options and menu navigation) that a user must traverse from the portal entry point before locating specific information. Basically the greater the click distance the more difficult it is for the consumer to find a service. There are many subtleties that are used to analysis portal usability from the click distance perspective all of which are included in the report. While the analysis may be rather technical the conclusions make for compelling reading and a definitive call to action for any mobile portal wishing to improve its chances of business success. The author is not only an expert in portal usability but is also the founder and C To of a company that works extensively on mobile portal usability issues providing software solutions to assist with portal usability. This involvement in the mobile portal industry is what led the author to undertake this research. The result of his research is not just presented in this report but has also led to the development of a product called ClixSmart that assists in the alleviation of many of the mobile portal navigation problems. This means that not only is the research contained in this report impartial but it has already been implemented and used by the author. The target audience for this report is primarily those responsible for mobile portal usability. This report is intended to inform these people about the current leaders in portal usability and benchmarks and thus enable them to improve their own current position with regards to mobile portal usability. The report provides a unique and fresh perspective on the situation with regards to mobile portal usability. The data collected from 20 European mobile portals provides the basis for all the analysis contained in the report. About the author: Professor Barry Smyth - Chief Technical Officer Graduated top of class with a BSc (hons) in computer science from NUI, Dublin in 1990 and with a PhD in computer Science from TCD in 1996. From 1991 to 1995 Prof Smyth worked as a research scientist with Hitachi Ltd in the area of Intelligent Systems. In 1995 he joined the Department of Computer Science in NUI, Dublin as a Lecturer in Artificial Intelligence, where he was recently appointed Professor of Computer Science. Prof Smyth is one of the foremost authorities on personalization in the international arena, bringing with him a unique blend of practical and research experience. Key career highlights include: o Co-founder of ChangingWorlds Ltd. In 1999 o 12 years experience in the development of artificial intelligence technologies. o Established and developed a world-class research group on Intelligent Internet Systems in NUI, Dublin, attracting approximately 20 researchers (at BSc, MSc, and PhD levels) since 1995, and approximately £1m in research funding. o Authored and published over 90 scientific papers in the leading conferences and journals in the field of computer science and artificial intelligence. o Won numerous international awards since 1992 including awards from The British Computer Society (BCS), the American Association of Artificial Intelligence (Aaai), British Telecom, the International Joint Conferences on Artificial Intelligence and the Irish Software Association. o Strong technology and R& D management experience and successful track record in the technology sector.
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