Personalized Wireless Internet Hailed

SAN MATEO (07/18/2000) - BroadVision Inc. announced that its personalized application software will be included as part of L.M. Ericsson Telephone Co.'s WISE (Wireless Internet Solution from Ericsson) mobile portal, enabling the building of profile-based content and transaction services, according to BroadVision officials.

The WISE mobile portal for service providers and network operators uses a combination of Ericsson products, partner products, and professional services to create customer-tailored Internet access and specialized applications, according to Ericsson. The portal is designed to facilitate rapid deployment of mobile desktop applications, wireless financial applications and mobile commerce applications.

"The current portals delivered are not personalized and that is a big issue," said Jaime Ellertson, exec vice president and chief strategy officer at BroadVision, in Redwood City, Calif.

"[Users] have a difficult time getting the exact content they want [without] going into a very complicated process that is different for each site," Ellertson said.

When deployed on 3G networks, which Stockholm, Sweden-based Ericsson is preparing to roll out in Europe and eventually worldwide, BroadVision's personalization software in the WISE portal will enable users to set personalized settings as standard when connecting to the Internet. For example, a user's request for a restaurant could be routed according to a preferred geographical area, type of restaurant, price preferences, and hours of operation, BroadVision officials said. Based on user preferences, the company's matching engine technology is capable of anticipating what a user might be looking for at a specific time of day and in a specific location, officials said.

Personalization technology will be a critical element to overcome screen limitations on mobile phones and for fueling mobile commerce, according to Ellertson.

"BroadVision's technology, based around personalization, is key to [mobile commerce] because of the small amount of real estate available on WAP (wireless application protocol) phones and the substantial need to personalize for individual users on phones. [On mobile phones] we don't have pages and big screens of data we can filter through to get to what we need," Ellertson said.

Availability information was not released.

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