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The carrier portal market has gone through many phases in its short life. Portals like Vodafone Live! started out as the closest thing users could get to a real mobile web experience, as well as a refinement of the old walled garden, designed to allow the consumer some web roaming capabilities, but to keep them within the operator's environment by making the internet experience usable and content-rich. This strategy has recently been weakening for the major operators as the unfettered mobile web becomes more accessible and usable, and as the headlines have been dominated by vendor-driven front ends, portals and stores like Nokia Ovi. Now Vodafone, learning many lessons from Japan's majors, is looking to reinvent its Live! portal and set a new benchmark for operator offerings, that could see the balance of power shifting back somewhat to the carriers again.

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