ODP in hunt of identity

A mobile-oriented post this time ! I don't mind new acronyms, let's check on this one: ODP goes for on-device portal (mobile device, that is).

What is an ODP? About the only thing that the industry agrees on is that the definition is murky. In a nutshell, ODP refers to applications that run on mobile phones and try to achieve a number of cool things with content. Their mission is to make content easier to discover and use. One example of an ODP would be an on-device store front or a home-screen replacement product.
Monica Alven in WirelessWeek goes even futher: "... point to Alltel Wireless’ Celltop, Yahoo! Go and Apple’s iPhone as examples of ODPs. Some have even suggested an ODP as an alternative for brands to act like an MVNO without all the hassle of becoming an MVNO."
Murky, eh ?
Let us throw in some figures, still from WirelessWeek: "Matt Lewis, research director at London-based ARCchart, predicts the ODP market will be valued at more than $1 billion by 2009."

Making content easier to discover and use on the handset – that is great. It is like defining your own homepage on your mobile right ? Sounds weird today, tomorrow it will be obvious, that is what my intuition is telling me.
Here is a pdf link to a whitepaper on ODP, source: excellent as always Rafat from MoCoNews.
http://www.newmediaedge.co.uk/reports/odpwhitepaper.pdf