Coming soon from Yahoo: Personalized mobile content platform

Say what you will about Yahoo, but I’ve always liked that they’ve generally realized the value of reaching out to feature phone users — who, according to ComScore’s latest numbers, still comprise three quarters of the current US mobile market.

For instance, Yahoo apparently has deals with many wireless carriers to have its mobile offerings listed in the default menu options for feature phone web browsers. This generates a lot of traffic to Yahoo News — and in turn, to lots of news sites.

Now they’re cooking up something else that should interest news and content publishers who are considering their mobile strategy. Today on the Knight Digital Media Center site, I wrote:

Yahoo to launch personalized mobile content platform

The bottom line for news orgs:

Feature phone users are especially likely to desire content personalization, given the difficulty of navigating and searching web sites from those devices. If this Yahoo platform makes that easier for consumers, and if Yahoo offers some fair revenue opportunities for news publishers, then a platform like this might be a useful complement to a news organization’s own direct mobile offerings.

Yeah, I know at Mobile World Congress next week, Yahoo’s official announcement will make this sound like it’s all about smartphones and tablets. But I hope some people will be asking about how this platform will work with Yahoo’s mobile web offerings — and whether it will include support for Javascript-based apps that can run on many feature phones.

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