“Mobile technology companies are rushing to release white-label [unbranded] mobile Java portal products to cash in on the swell of interest among media companies and brands in launching such services.” The idea is that media companies don’t have the expertise to create a mobile portal and may not want to share branding with the carrier. This system will only be effective if the carriers allow their users general access, but as more sites are created and users begin demanding access to the sites carriers will be forced to abandon the walled garden approach to mobile content. We can hope, anyway…
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