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The Indian telecom industry is witnessing the adoption of On-Device Portals (ODPs), a new generation of products which deliver content on the mobile phone through the use of a client application. In India Bharti Airtel Has decided to launch On-Device-Portal parallels to Airtel Live (WAP). By launching the ODP there is full chance to use same contents available for Airtel Live with adding some mote different type of contents like RSS feeds and news etc. These products are classified into three categories: offline portals, on-device store-fronts and home screen replacement products. On-device portals are an evolution of WAP, as they leverage the handset's capabilities to deliver a more compelling user experience, increase service awareness and streamline content purchasing.
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