Feeds

Novarra offers to infest mobile data on laptops too

Interstitial content not limited to phone browsers

Choosing a cloud hosting partner with confidence

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.®

Beginner's guide to SSL certificates

More from The Register

next story
Mighty Blighty broadbanders beg: Let us lay cable in BT's, er, ducts
Complain to Ofcom that telco has 'effective monopoly'
Download alert: Nearly ALL top 100 Android, iOS paid apps hacked
Attack of the Clones? Yeah, but much, much scarier – report
Yahoo! blames! MONSTER! email! OUTAGE! on! CUT! CABLE! bungle!
Weekend woe for BT as telco struggles to restore service
Fujitsu CTO: We'll be 3D-printing tech execs in 15 years
Fleshy techie disses network neutrality, helmet-less motorcyclists
Soz, web devs: Google snatches its Wallet off the table
Killing off web service in 3 months... but app-happy bonkers are fine
Ofcom tackles complaint over Premier League footie TV rights
Virgin Media: UK fans pay the most for the fewest matches
FCC: Gonna need y'all to cough up $1.5bn to put broadband in schools
Kids need more fiber, says Wheeler, and you'll pay for it
NBN Co screws lid on FTTP coffin
Copper and HFC dominate in new corporate plan
prev story

Whitepapers

10 ways wire data helps conquer IT complexity
IT teams can automatically detect problems across the IT environment, spot data theft, select unique pieces of transaction payloads to send to a data source, and more.
Why CIOs should rethink endpoint data protection in the age of mobility
Assessing trends in data protection, specifically with respect to mobile devices, BYOD, and remote employees.
A strategic approach to identity relationship management
ForgeRock commissioned Forrester to evaluate companies’ IAM practices and requirements when it comes to customer-facing scenarios versus employee-facing ones.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.
Business security measures using SSL
Examines the major types of threats to information security that businesses face today and the techniques for mitigating those threats.