Orange UK will offer recommendations to people who use its Orange World Portal, with the idea to suggest content which customers might like based on their previous usage. The recommendations will be available through a tailored recommendations page on Orange World, although it’s not clear whether people will have to actively go to the page or will get sent/nudged in that direction at some point. Related content will be grouped together irrespective of format (game, ringtone, video etc)...some recommendations will be obvious, such as offering a football fan the FIFA 2007 game and a wallpaper of the club they follow, whereas other will be more subtle and suggest content the person is otherwise unlikely to find.

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Xiam Technologies is running the service with its My Personal Offers System (MPOS), and Silicon Republic notes that the company is using the same service to run ads on Vodafone (NYSE: VOD) Ireland’s mobile internet portal.