Feeds

Novarra offers to infest mobile data on laptops too

Interstitial content not limited to phone browsers

Build a business case: developing custom apps

Novarra, the company providing the technology that inserts Vodafone's branding into Vodafone Live sessions and which has just relaunched US Cellular's mobile internet service, is expanding its capabilities into laptop browsing.

Novarra Vision is a software package that optimises content on its way to a mobile browser, requiring no special software on the device it intercepts requests at the network level and mutates the content as it passes through. Novarra can now offer the service to operators punting 3G dongles for laptop users as well as those browsing the web on a tiny screen.

To users Novarra grabs content and compresses it for mobile browsing - reducing colour depth, removing unsupported plug-in data and that kind of thing, based on the device being used and resulting in faster mobile browsing. To network operators Novarra allows them to stick a branded "navigation" bar on every page, and show adverts while pages are being loaded, as well as reducing the bandwidth used.

This isn't quite like Phorm's user profiling, though Novarra does offer: "Clear understanding of consumer behaviour, traffic and service metrics via analytics dashboard and reporting" as well as being able to insert "personalisation, usability aids, navigation toolbars and interstitial content and advertising". So it's not a million miles off either.

As Randy Cavaiani, vice president for marketing, puts it: "Operators can enhance performance, enable new services, extend branding, and create new advertising opportunities."

No operator has signed up to using the latest features of Vision yet, but it will be interesting to see who is first, and if they can tread carefully enough to avoid upsetting users.®

Secure remote control for conventional and virtual desktops

More from The Register

next story
UK fuzz want PINCODES on ALL mobile phones
Met Police calls for mandatory passwords on all new mobes
Don't call it throttling: Ericsson 'priority' tech gives users their own slice of spectrum
Actually it's a nifty trick - at least you'll pay for what you get
Three floats Jolla in Hong Kong: Says Sailfish is '3rd option'
Network throws hat into ring with Linux-powered handsets
Fifteen zero days found in hacker router comp romp
Four routers rooted in SOHOpelessly Broken challenge
Netflix swallows yet another bitter pill, inks peering deal with TWC
Net neutrality crusader once again pays up for priority access
New Sprint CEO says he will lower axe on staff – but prices come first
'Very disruptive' new rates to be revealed next week
US TV stations bowl sueball directly at FCC's spectrum mega-sale
Broadcasters upset about coverage and cost as they shift up and down the dials
Trans-Pacific: Google spaffs cash on FAST undersea packet-flinging
One of 6 backers for new 60 Tbps cable to hook US to Japan
Tech city types developing 'Google Glass for the blind' app
An app and service where other people 'see' for you
Canadian ISP Shaw falls over with 'routing' sickness
How sure are you of cloud computing now?
prev story

Whitepapers

5 things you didn’t know about cloud backup
IT departments are embracing cloud backup, but there’s a lot you need to know before choosing a service provider. Learn all the critical things you need to know.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Build a business case: developing custom apps
Learn how to maximize the value of custom applications by accelerating and simplifying their development.
Rethinking backup and recovery in the modern data center
Combining intelligence, operational analytics, and automation to enable efficient, data-driven IT organizations using the HP ABR approach.
Next gen security for virtualised datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.