In a keynote address to the Mobile Content World Asia conference in Singapore ChangingWorlds, global provider in personalisation and subscriber intelligence techniques for the Mobile Internet, has stressed the importance of personalisation and content discovery for Mobile Internet growth and Mobile advertising success.

Michael Breen, Technical Director for ChangingWorlds APAC, joined a panel of key speakers on the subject of "Best Models for Getting Content to Users" and presented on the challenge of mobile content discovery on the Mobile Internet and the importance of using a highly advanced personalisation solution to enhance the usability and uptake of Mobile data services.

He explained that the high value content offered by the likes of Walt Disney & Universal Music Group is much easier to access through personalised data services. Breen said, "The ability to use granular subscriber intelligence is critical to delivering relevant, personalised mobile data services such as specific Walt Disney content or Music content that matches an individual subscriber's profile.

Moreover, this intelligence can ensure that advertising agencies ...can direct relevant mobile adverts in an extremely targeted and personalised manner. The key observation in today's mobile portals is that the content is classified either by function (e.g. News or Sport) or by provider (e.g. Reuters or Sky).

"In contrast, in the ideal scenario, the content is classified by relevance. In other words, all the content that is relevant to me is presented and linked together so that I can easily access it".

In his address, Breen also emphasised the importance of 'implicit personalisation", that is a mobile data personalisation solution that automatically learns about the individual tastes of each subscriber without their input.

"As a mobile subscriber uses the mobile portal, the operator can build up rich subscriber intelligence. This can be used to personalise the Content Discovery process to match the subscriber's expectations and interests.

"This approach will enable mobile operators to increase mobile data revenues and to capture a greater portion of advertising revenue by offering advertisers an integrated channel for delivering higher ROI ads and offers."

ChangingWorlds launched its solution for off portal personalisation - ClixSmart Discovery- at the Mobile World Congress in Barcelona. ClixSmart Discovery uses an off-portal subscriber intelligence engine which actively monitors users' Mobile Internet browsing habits in order to analyse emerging behaviour patterns.

This analysis enables mobile operators to build in-depth business intelligence on the likes and preferences of individual portal users browsing off-portal.