This year is certainly the year of the widgets. Rather than getting content separately via multiple Web pages, widgets offer users the ability to get personalized content from various sources.  Multiple tiny snippets of information are displayed in a single page that is constantly updated. Popular personalized start pages for desktop users include Netvibes, PageFlakes, Protopage, My Yahoo and iGoogle, among others. While attempts to lure mobile users to the Internet via WAP have failed in recent years, widgets are seen as an effective personalized content delivery method for 'on the go' situations. Somewhat similar to RSS technology, widgets allow users to consume content as well as enable anyone to create content quickly. Mobile widgets can take two forms – one using Java-based widgets that exist on Web pages and the other being widgets that are installed on the handset itself. Similar to desktop widgets, widgets on mobile phones can host applications like BBC news, Wikipedia, eBay, Flickr, Sudoku, Technorati etc.

Several mobile phone makers, wireless carriers and content providers are placing their bets on 'on-the-go' widgets. Apple’s iPhone relies on widgets to make the device easier to use. Nokia is taking widgets to mobile devices on its S60 platform - built on the Symbian platform that supports the Web 2.0 experience. This Finnish company is also offering a widget software development kit that allows developers to create custom widgets. Helio’s On Top and Alltel’s Celltop platform keeps users abreast of all the latest news – stocks, traffic conditions, tech news and sports scores, etc. by placing shortcuts to live feeds - eliminating the need for search and scroll. Some popular widgets are uLocate’s WHERE application of finding people, places and things around you, a widget for finding cheap gas as well as a Twitter widget for updating one’s life. Mobile widgets are supported on AT&T Mobile and Sprint networks but not on Verizon Wireless which does not allow off-deck downloads. Mobile widget providers include Widsets, Plusmo, Openwave, Opera, ZenZui and a host of other firms offering tons of applications.

The marketing potential of wireless widgets could be even greater than SMS or contextual ads which may be too annoying. According to IDC consultancy, marketing spending on mobile widgets will reach $500 million by 2010, up from about $2 million in 2006. By then, mobile widgets will account for 15% of total mobile marketing spending. Marketers are still figuring out ways to offer valuable content to customers through a widgetized brand experience. Nike uses mobile widgets to help runners track distance, Amazon suggests books to buy while Kayak uses them to alert travelers on ticket sales.

With widgets being small and simple to use on mobile phones, perhaps we have found a perfect solution to facilitate the cumbersome mobile surfing/search experience. It’s hard to think of any other medium that offers highly personalized content anytime and anywhere.

Resources: Wireless Week, Business Week, Information Week