Orange is using a new tool to direct personalised content to mobile customers on Orange World, its web portal.
Technology from Xiam suggests relevant content based on a user's profile, which is built up from their history on the site over time. Content might include ringtones, games, wallpapers and news based on searches for Chelsea FC, for example. It's not mentioned in the release, but of course mobile content can be targeted by location too. Searches, for example, would prioritise results for a map to The Swan pub over a picture of a swan if you were nearby. But that's a different story.
Source: Release
