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Telstra, an Australian telecommunications and information services company, has selected and deployed Amdocs ChangingWorlds personalization technology to support its BigPond Mobile portal.

 

The portal offers customers news and information services through mobile devices. The announcement was made at the Mobile Asia Congress taking place this week.

 

Telstra (News - Alert) officials said that the company has enhanced its BigPond Mobile portal offering to deliver a more personalized user experience and enable more efficient management of its mobile content services.

 

The company officials said that the new portal, which was designed in response to extensive customer feedback, makes navigating BigPond’s expanding inventory of entertainment, news and directory services even easier.

 

“As mobile portals evolve, personalization technology will be a key contributor to delivering a relevant and compelling content experience,” said Ross Fielding, product management executive director, Telstra, in a statement.

 

Fielding said that Amdocs (News - Alert) ChangingWorlds technology is helping Telstra to deliver the right content to the customer at the right moment.

 

“Our new mobile portal learns what customers like and personalizes content based on their interests,” Fielding said. “This means that if a customer is a sports fan and constantly browses sports content, sports news will then rise to the top of their home tab. It’s an Australian first, and it will help customers to quickly get to the content they want, while increasing page visits and content sales.”

 

Fielding said that the new portal technology also gives the company the capability to publish new content in a fraction of the time that it used to take. This includes helping the company take direct RSS feeds from trusted third-party content providers so the company can serve up more content and ensure it’s as current as possible, Ross said.