Vodafone is trialling personalisation of its portal home page as it looks to allow subscribers from all networks to access cross-platform content.
The portal allows visitors to pick and position RSS feeds which can then be viewed via either a PC or mobile phone.
The service is being promoted aggressively as being compatible with iPhones, in addition to other smartphones, in an attempt to attract subscribers from all networks.
In September 2008 Vodafone outlined its plans to position itself as a leading destination site (nma 4 September 2008) article before announcing related cross-platform commercial plans in November.
Personalisation has become a growing trend with portal owners including the BBC, Yahoo and Virgin Media, all pushing into the area this year.