U.S. Cellular cuts deal with Novarra for mobile Web

November 22, 2004

BY HOWARD WOLINSKY Business Reporter

U.S. Cellular, the Chicago-based cell phone carrier, is rolling out a new, easy-to-use version of the mobile Web with access to the whole enchilada of nearly 1 billion Web sites.

The menu runs from CNN.com on down to Junior's Web site, on inexpensive phones using the "nweb'' browser developed by Arlington Heights-based Novarra Inc.

Previously, mobile Web access was limited to high-end phones, costing $500 on up, with a relative handful of sites -- a maximum of 150 -- available only to consumers who bought expensive PDA phones or RIM BlackBerry devices. And the carrier selected the sites that would be available, typically from the most popular sites.

John Cregier, U.S. Cellular senior director of product development and management, said, "The first generation of [Web-based Internet services] was difficult to navigate, and didn't do a good job of delivering content unless it was designed for a cell phone. We didn't want to go down that path until we could provide a better experience."

He said the new service makes Web browsing on a cell phone as easy as placing a phone call.

Novarra's pioneering nweb browser renders any Web page readable on a cell phone. Previous mobile Web services made only a few images and pages available from select Web sites.

Jayanthi "J.R." Rangarajan, Novarra's president and chief executive, said, "It made a lot of sense to give access to the top 100 sites [with earlier services]. But there are 900 million Web sites out there. If you have a personal Web site, it's important to you that it be seen."

She added that search engines on cell phones using the earlier WAP, or Wireless Access Protocol, technology could point to sites to visit, but didn't allow users to drill down into a site. She said nweb can open all sites.

Because everything online is available, Novarra and U.S. Cellular developed controls to keep kids away from sites parents don't want them to see.

The U.S. Cellular deal represents a breakthrough for Novarra. Rangarajan said the U.S. Cellular rollout is the first in the world to make the browser available on mass-market phones.

U.S. Cellular initially is offering the service on one Kyocera phone and three LG phones, costing from $20 to $60. The carrier soon will make the feature available on a model made by Schaumburg-based Motorola Inc.

Novarra's browser most frequently had been available on high-end wireless Web devices, such as PDAs and RIM BlacKBerry. Cingular has offered the browser on a mid-range phone.

Consumers download nweb from U.S. Cellular's easyedge data service for $4.99 a month or $1.19 per day. The easyedge service is metered, costing from one cent per kilobyte of data downloaded with no monthly commitment to a 10-megabyte plan costing $10.95 per month for a subscription. The 10-megabyte plan is recommended.