O2 makes mobile portal more personalised

One of the running themes at last week's Mobile Games Forum conference was the fact that operator portals are still relatively unsophisticated judged by retailing standards.

Most aren't personalised according to who you are, and what you've done/bought before. However, several operators said at the conference that they're working on this, and O2 has just made an announcement to that effect.

The operator has spent the last nine months with tech firm ChangingWorlds to revamp its O2 Active portal. The latter's ClixSmart system tracks what you do, and makes sure the portal is customised according to your tastes every time you log in.

The example it gives is for people who frequently access news on the portal: if this is you, you'll have 'News' as a prominent link on the O2 Active homepage, and the news section itself will be personalised according to which stories you've clicked on before.

O2's announcement specifically mentions gamers as another group that'll benefit, although with little more detail than that. Presumably it means Games will be the most prominent link on the homepage, and the games portal will be personalised according to your past purchases.

We're going to grab an O2 handset and have a look to see how it works, so watch this space.