MEdia Mall 2.0

AT&T Wireless is one of the largest US mobile service providers with approximately 72.9 million subscribers. MEdia Mall was originally designed to be the company's one-stop shopping destination for mobile content. The service launched on AT&T mobile handsets in December 2004 providing customers with the ability to purchase ringtones, games, videos and other applications. The application has generated more than $1 billion in sales.

The Challenge The original AT&T MEdia Mall provided content to AT&T customers, but it was not the full, rich experience that AT&T wanted as part of its premier customer service. Revenue driving features like previewing, social networking and integrated advertising were absent. With thousands of pieces of content, the original AT&T MEdia Mall was difficult to navigate, not customizable and lacked a rich interface that could drive discovery.

Any technology chosen to develop and maintain the new stateof- the art MEdiaMall would have to deliver a host of innovative rich features, provide a backend content management system and work across all AT&T in-market mobile devices.

The Solution The technology behind MEdia Mall 2.0 is the UIEvolution technology platform which has a proven ability to scale and cover the largest number of devices with a rich multimedia experience while supporting deeper handset-level support like LBS, camera and PIM functionality. The new application gives millions of AT&T customers the ability to customize and personalize their individual experiences on their mobile phone. The UIEvolution platform also delivers data-intensive interactive media across wireless networks, accommodating varying states of connectivity and a wide range of device types, dynamically updating information for an enhanced user experience with up-to-the minute content.

The client-server technology from UIEvolution streams audio previews within the application seamlessly, allows better discovery and navigation with dramatically fewer network calls and latency than existing WAP and other mobile browser solutions, improving the overall user experience. In addition, the UIEvolution services platform updates each customer's application with promotions and enhanced merchandising opportunities.

The Result

AT&T is now able to deliver a faster, easier and one-of-a-kind experience to customers with an application that features more than 90,000 product choices from more than 115 different content providers. The UIEvolution technology that powers MEdia Mall 2.0 delivers a rich, dynamic application that provides AT&T subscribers with a faster, easier and friendlier interface that streamlines access to their favorite content.

MEdia Mall 2.0 is a living application. Content can now be constantly updated providing users with far more variety and a higher lever of quality than they have seen before, giving AT&T customers the best uniquely branded AT&T user experience. The content management tool from UIEvolution enables media owners and AT&T editors and application managers to create a best-in-class application that delivers unique content for their customers and ensures the largest device reach for existing and future devices.