Advertising and entertainment services will play a big role in the future success of mobile portals as long as campaigns are targeted, personalized and provide value to customers, says IDC research. By 2005, mobile portals will account for over 55 million users. “Although the mobile portal market is going through a tough time now, in the medium-to-long term new technologies such as WAP, HSCSD, GPRS and UMTS - together with new and personalized applications - will help portals to become profitable,” says Rosie Secchi, research analyst with IDC’s European wireless and mobile communications program. “Of course, we are still not sure which portals will survive, but believe that the success of any portal depends upon the quality and relevance of the services it offers.”

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