What is an ODP?
ODP stands for On-Device Portal. On-Device Portals (ODPs) allow mobile phone users to easily browse, purchase and use mobile content and services. An ODP platform enables operators to provide a consistent and branded on-device experience across their broadening portfolio of services and typically provides on-device catalogs of content for purchase, deep links to WAP portals, customer care functionality and rich media services such as full track music, TV and video. A key benefit of on-device portals is the ability to target the user rather than the device itself. This personalized service delivery, coupled with the ability to be updated on a frequent basis by the operator – refining services or adding new content – makes ODPs an attractive proposition that has already proven successful in encouraging users to access mobile content. By enhancing the user experience, ODPs improve customer satisfaction, reduce churn and in turn, drive higher data revenues, raising average revenue per user
