Vodafone’s walled-garden

Vodafone has implemented a reformatting proxy within its mobile content delivery stack that enables normal web sites to be reformtatted for phones. The issue is that they now no longer allow information regarding the user’s phone to be sent to third-party content providers. This means that the user experience on mobile sites that are not part of the Vodafone Live portal (are therefore what we call “off-portal”) can be severly impacted to the point where the service does not work.

Is this a conspiracy or a cock-up? I, like others, can’t help feeling that Vodafone is seeking to provide an advantage to its own mobile internet services. This is big-telco thinking and a possible abuse of their position. To be followed with interest!

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1 Response so far »

  1. 1

    Simon said,

    They are well aware of the value of tracking subscriber activity by keeping the subscriber ‘on-portal.
    Why? Ensuring QoS is a given on their must do list. Maintaining First Screen Advantage (Not giving it away to Apple, O2 iPhone) and compiling a comprehensive subscriber profile is an obvious step towards highly personalised service push. So not a conspiracy or cock-up, just the next step towards the further personnalisation of the mobile device and the services we are offered.


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