Execs at CTIA From W3C to Virgin Mobile and Start-Ups Produce Fresh Advice for Bringing Web 2.0 to the Handset

Thu Apr 3, 2008 3:02pm EDT

* Reuters is not responsible for the content in this press release.

 CTIA -- While thousands here shopped the aisles of this week's mobile
industry center of gravity, a few dozen opinionated executives and bloggers met
to wrestle with the upside and issues around mobile social networking,
semantic web, location-based services, privacy, the role of operators vs. brands
mobile advertising, and more. The event, "Web 2.0 Hits the Handset," was
sponsored by
Airwide Solutions and produced in collaboration with the Mobile Messaging 2.0
group blog.

    Steve Bratt, CEO of the World Wide Web Consortium (W3C), kicked off the
standing room only session with his vision of a "One Web" user experience -- and
a call
for openness and collaboration to achieve it. Bloggers Debi Jones, Paul
Ruppert, Peggy Ann Salz and Oliver Starr facilitated breakout groups that
distilled diverse perspectives into some pointed advice for the industry.
Click here to view videos of the event.

    Highlights include (find more at the Mobile Messaging 2.0 blog):

 --  The search
for better search is on -- time and screen space is at premium when search
goes mobile -- semantic web, with the promise of a faster route to what
consumers are really trying to find, may be the answer.  Watch for more on
visual search, too.

    --  Carriers need to do more with their data riches -- or miss the
advertising train. They have metrics and intelligence on what subscribers
read, purchase, and where we go.  Carriers' seat at the advertising table
will depend on how effectively they share consumer data with third party
brands and publishers.

    --  He who best enables consumer publishing wins -- Mobile needs to be true
to the ideal of why we're here -- the read/write web.  The handset must be
into a self-publishing device to share information in new ways -- bridging
screen-to-screen behavior with face-to-face behavior.

    --  Mobile ads a consumer can love? 100% advertising supported models like
are testing consumers' thresholds for advertising vs. paying mobile services.
this space.

    --  Parents don't get a hall pass when it comes to protection -- no amount
of techno wizardry or the best intentions of carriers and social networks will
substitute for good old fashioned paying attention and weighing in by parents
to control access, information and security. And parents should stop passing
the most primitive handsets to the youngest family members -- they don't have
the latest protections built into them and can put information and young users
at risk.

    Find posts, video, photos at www.mobilemessaging2.com.

    Present at the roundtable were:

    Kaj Hagros and Jay Seaton of Airwide Solutions; John Styers of Moblico;
Marriott of the Mobile Marketing Association; Steve Bratt of the W3C; Wade
Vesey of Movial, Andy Miller of Quattro Wireless; Dominick Tolli of Virgin
Mobile USA; Jonathan Steuer of Iconoculture; John Puterbaugh of Nellymoser;
Jason DeWitt of Skydeck; Tullio Siragusa of M3Mobile; Mickey Alam Khan of Mobile
Marketer, Paran Johar of JumpTap; Rudy de Waele of m-trends; and many others.

    "What's going to bring Web 2.0, or even 3.0, to the handset is bridging
services and mobile networks -- and a whole new level of commitment,
openness and collaboration for all of us in the value chain," said Kaj Hagros,
of Market Development for Airwide Solutions.  "The good news is that there's
clearly a real passion to build the infrastructure that supports open standards,
that support an enhanced user experience, brands rolling out new content that
subscribers want to find and consume and an overall willingness to work
together.  And that's what it will take to bring the desktop experience -- or
even better -- to the mobile." Hagros was also interviewed about mobile
advertising and highlights of the roundtable by Debi Jones of Mobile
Messaging 2.0.  Full video of the interview is available at

    Said Steve Bratt, CEO of W3C: "While becoming increasingly popular with
therise of smart phone adoption, mobile Web access today still suffers from
interoperability  and usability problems. The W3C believes that through a
concerted  effort of key players, much like the thought leaders gathered here 
today in the mobile production chain, including authoring tool vendors,
content providers, handset manufacturers, and mobile  operators, we will see a
change in the industry toward standardizing on a One Web idea, where the
internet has the same rich functionality, no matter what device is used.   W3C's
vision of One Web is to enable people to use the Web anywhere,   on any
device, although one's experience may vary depending on   the device. We want
content providers and users to be able to take  advantage of the strengths of
each type of device and to eliminate  unnecessary obstacles, without increasing
cost of doing so."

    "I think 2008 is going to be a very strong year for off-portal," says John
Styers, a partner at Moblico and former MD for Sprint Media Network, referring
consumer demand and behavior moving beyond carriers' walled gardens.  "There's
definitely a growing interest to trial the open platform in some way or define
what is an open platform. The fundamental question, however, is when is that
inflection point for off-portal and on-portal. Brands can help promote the One
concept by providing better consistency, billing practice and continually
expanding access to content."

    For more information or to request photos or a podcast (audio/video) from
event please contact Elena Dunn at elena.dunn@skywritecomms.com or Lisa Rivero
at airwide@pancomm.com. We would also be happy to arrange a briefing for you
a spokesperson from Airwide or one of the participants from the event.

    About Airwide Solutions

    Airwide Solutions is the leading provider of next-generation mobile
and wireless internet infrastructure, applications and solutions. Its products
more than 120 wireless operators worldwide drive mobile messaging usage and
revenues and enables them to leverage multiple delivery channels and
next-generation infrastructure in new and more powerful ways. With a history of
industry firsts -- including the first text message ever sent, the
introduction of the first SMS router, the first A2P MMS push gateway and
mobile service control which enables mobile context, personalization and
-- the company continues to pioneer new technologies. Airwide's open, tiered
Fusion architecture offers mobile operators advanced revenue options, a
practical pathway to Mobile Messaging 2.0 and a foundation to bridge mobile
messaging and mobile internet.

    Airwide Solutions operates globally with offices in Europe, the Americas,
Pacific and Africa. For more information about Airwide Solutions, please visit

    Copyright Copyright 2008 Airwide Solutions Inc.  All rights reserved. 
Airwide is a registered trademark of Airwide Solutions Inc. All other
trademarks are the property of their respective owners.


For further information please contact:
Brenda Suarez
Airwide Solutions
Email: Email Contact
Tel: 781-229-2406 xt. 2731

Elena Dunn
Skywrite Communications
Email: Email Contact
Tel: +44 (0) 20 7608 4646

Lisa Rivero
PAN Communications
Email: Email Contact
Tel: 978-474-1900

Copyright 2008, Market Wire, All rights reserved.