”We have been very content with Mobile Identity
and the project cooperation has been very satisfying.
The technical consultant from Dimon was knowledgeable
with a very strong technical understanding. In general
we look back upon both the result and the project as
being highly satisfying. We therefore can recommend
Mobile Identity.
Jens Nicolaisen, Online Manager, Børsen
Børsen Mobile Internet Portal
Client Profile
Børsen is Denmark’s
largest daily business newspaper. It is available
in print version and with a sophisticated website.
Business Challenge
Business news readers
are highly mobile and time sensitive information
is often important to their performance. The number
of business people using the Internet to access
information from Børsen has constantly
grown, and a basic mobile Internet solution has
been available (WAP site), although usage has
not been high. The number of Børsen subscribers
with mobile phones is high, and their employer
pays for many of these subscriptions. Mobile content
delivery, due to its convenience, timeliness and
availability of billing mechanisms provides Børsen
with the opportunity to derive new incremental
revenue from its existing content, provided the
performance is great.
The user experience of Børsen mobile however
was lacking. Although business mobile phones and
devices have increasingly powerful capabilities,
and more and more can go online, the lack of standards
means that each user has a different experience.
Screen size, format of content, graphic display
capabilities and limited bandwidth all influence
the experience a user will have. For example,
downloading Børsen’s standard html
homepage using a Nokia Communicator can take up
to 60 seconds. In addition, the content shown
is larger than the mobile device’s screen
and requires scrolling. This creates a poor user
experience, which many users will avoid, and certainly
not wish to pay for.
Solution
In conjunction with
Dimon Software, Mobile Identity created a mobile
Internet solution for Børsen that is accessible
from most mobile phones (and all new releases).
The platform automatically recognises which type
of mobile device is logging into the site, and
converts the format and page size to enable the
best fit. Heavy graphics are removed to increase
performance – the download speed of the
html micro-site takes 10 seconds on a Nokia Communicator
by comparison. Software drivers are updated when
new mobile handsets are released, so the mobile
site will always support the newest mobile handsets.
Business Benefits
Børsen’s
mobile users now receive a far better experience,
regardless of the mobile device they own –
a situation that will support growth in the number
of mobile subscribers. In addition, the service
will now provide a basic value that can support
the introduction of content billing – either
on a monthly subscription using a login to the
site, or by micro-payment in a pay per download
situation.
Børsen Mobile
was Co-Branded with Nokia
To increase the value
and success of the project, Mobile Identity facilitated
a co-marketing agreement between Nokia and Børsen,
where the new Børsen Mobile solution was
combined with Nokia mobile devices to target business
users. The result was better use of marketing
budgets, and a highly successful project (both
technically and from a marketing perspective).
