ODP (On-device Portal)

Small downloadable mobile applications provided by media companies, handset vendors and some operators that make it easier for users to obtain new services such as music, videos, games and applications “off-deck” — that is, from independent websites. The traditional operator approach to media distribution has been to allow access only to an operator-controlled “walled garden” of content. This has not been popular with consumers, and many operators now allow open access to the Internet, seeking revenue growth from increased data traffic. Examples of ODPs include the Apple iPhone’s top-level menu and mobile clients such as Flickr and Facebook. See also off-deck portal.

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