Seattle — Microsoft Corp. launched a redesigned MSN portal optimized for mobile phones on Sunday, stepping up its offering at a time when more powerful devices increase the demand for richer content on handsets.
The new MSN Mobile service available in the US right now at http://mobile.msn.com and offers all sorts of stuff like news, sports information, local movie listings and access to services like e-mail, search, maps and instant messaging all on one page.
Using the revamped service, users can tap into Microsoft services like Live Hotmail, Windows Live Messenger, Windows Live Spaces, and Live Search from a wide variety of mobile devices, all with a simplified interface featuring easy navigation, quick links, and shortcuts.
When a user accesses the portal, the MSN platform detects the handset and optimizes the site for that device, adjusting things like font sizes for different screens.
Users can tap into the service by pointing their phones to mobile.msn.com, and Microsoft says it has gone to great pains to make sure the service is compatible on all WAP-compliant Internet capable phones and mobile devices.
The number of U.S. mobile Internet users is expected to more than triple to 110 million in 2011 from the current 32 million, according to Sterling Market Intelligence and Opus Research.
Microsoft faces a lot of competition in the space. Its Web competitors Google Inc. and Yahoo Inc. are trying to establish a mobile Internet presence while wireless carriers want to keep their consumers close with portals of their own.
U.S. mobile Internet use still represents only a fraction of computer-based Web usage, but technology heavyweights like Microsoft see increasingly powerful mobile phones and faster networks opening the door for new services and content.
“We firmly believe there is an inflection point here,” said Phil Holden, Microsoft’s director of mobile Web services. “There is a new battle, a new frontline developing on the mobile phone.”
The revamped offering also brings the “familiarity of MSN,” making the mobile MSN experience much like the Web-based MSN offerings, with news, sports, and financial information, along with local information, movie reviews, weather, and more. Users can also pull up maps and directions on their phone.
The redesigned MSN Mobile available now; offers a list of compatible carriers and devices on the MSN Mobile Web site when viewed from a computer, so users can check if their phones are supported; if a phone is compatible, users can enter their mobile number to have get everything they need to start using MSN Mobile.
Microsoft also is touting its partnership with Fox Sports — which brings an exclusive sports channel to the service — and said it is pursuing partnerships with operators to integrate MSN Mobile into their own WAP services.
Microsoft said it will not place advertising on the portal right away, but said it expects to have banner, text or click-to-call ads in place this year.
The ultimate prize for all the players is to gain a foothold in the market for mobile advertising. ABI Research has forecast global mobile marketing and advertising to increase sixfold to $19 billion by 2011 from an estimated $3 billion by the end of 2007.
The launch of the new MSN Mobile portal comes a few weeks before Apple Inc. releases its highly anticipated iPhone, which features a Safari browser that allows users to view full Web pages by zooming in and out.
Greg Sterling, founding principal of research firm Sterling Market Intelligence, said the iPhone and the new MSN portal reflect how companies are trying to address consumer dissatisfaction with surfing the Internet on mobile phones.
The majority of users are not surfing the mobile Internet yet, but there is pent-up demand for content on mobile phones, said Sterling, noting that small screens and slow networks contributed to a poor experience for most users.
Microsoft reckons that the new MSN Mobile will be available for use in other worldwide markets right through to the end of the year.