Personalization enables enterprises and service providers to create a very rich user experience. This means that users can access Web content and portal services directly from any phone, PDA, pager, or other Internet-connected device that is WML or cHTML compatible. The wireless Internet offers content providers a new route to their customers. Entertainment and lifestyle information is also in high demand by mobile users. The iPlanet portal architecture allows unique types of content to be added through back-end channels and to be localized to specific target markets, providing a major source of differentiation for service providers.
Users can also conveniently send an SMS or dial contacts directly from their personal address book.
When combined with location-based services, mobile users can be notified of location specific information such as their bank's nearest ATM, their favorite coffee house, hotel, or gas station. This information can be invaluable for travelers that find themselves in unfamiliar surroundings. Location Services Open APIs give content providers the opportunity to offer personalized location-based services that will appeal strongly to mobile users and can be marketed at a premium. Service providers can build out highly differentiated services using latitude-longitude or other physical locator information from the network layered upon location information, such as roads, white pages, and yellow pages. These location services can also be tied to the calendaring and messaging functions to further enhance the service for the mobile user.