Europe : ChangingWorlds today announced that their ClixSmart Intelligent Portal is the platform for O2 UK's newly launched O2 Active 3G Portal. The new enhanced O2 Active on the 3G network has been designed to take advantage of richer, faster more capable 3G features and offers a wide range of new and original content including; film from Warner Bros Online; lifestyle content from partners such as GQ, FHM and Glamour and the latest music videos and tracks from major recording artists.

ChangingWorlds ClixSmart advanced personalization technology improves usability on the O2 Active Portal by personalizing the mobile portal menu structure for each individual subscriber, so that users can quickly navigate to the services most relevant to them. ClixSmart also simplifies the content discovery process for mobile subscribers by enabling O2 to easily generate content and navigation teasers, which stimulate take-up of new services.

ClixSmart's content integration capabilities have enabled O2 to automatically import content partner portals seamlessly into O2 Active portal structure so that the external services are also personalized and optimally presented on the subscriber’s handset whilst ensuring that branding is consistent across the entire portal. Updates to the external partner portals are dynamically imported into O2 Active enabling O2’s content partners to efficiently publish new services on O2 Active with minimal overhead.

Since O2 Active was first launched in June 2003, O2 have successfully maintained and strengthened its position as the network with the highest traffic levels in the U.K. Over this period, data traffic has increased by more than two hundred percent and the platform now supports over three and a half million O2 Active subscribers, who account for over fifty percent of the U.K.'s total Mobile Internet traffic.*

"ChangingWorlds is delighted to have contributed to the success of O2 Active, commented Luke Conroy, CEO of ChangingWorlds. We are committed to providing solutions that address the real needs of our customers and ClixSmart has enabled O2 to deliver a rich portal service which will help to further increase revenues from data service usage.

Hugh Griffiths, Head of Data Products O2 said: "ChangingWorlds' ClixSmart solution has helped O2 to deliver a rich, personalized, dynamic content service through O2 Active which differentiates us in today's competitive marketplace and offers the best possible user experience for our customers."