A mobile portal is a website accessible by mobile terminals

A mobile portal provides advertisers with an additional commercial medium that is accessible by the user anywhere and at any time.

The advertiser can use their mobile portal as an additional promotional medium. A mobile portal provides the user with additional information on the range of services the advertiser is offering, while acting as a hub of additional services and contents which attract users to the advertiser.

With the evolution of mobile terminals (large colour displays, user-friendly keypads, touchscreens, etc.) mobile portals have become powerfull tools that should not be seen only as “mobilised” versions of web portals. A mobile user on the move has different needs and requirements for information and services from a home or office user sitting at the computer.