William Hill goes mobile
By paul
William Hill, the UK bookmakers, is to fully roll out mobile betting next year, after an upgrade of its technology platform.

Hills is hoping its new Volantis platform will take a slice of the mobile gambling pie, which will be worth £1.15bn globally by 2006, according to Juniper Research.

Julian Graham-Rack, head of e-commerce business development at the company, said

mobile gambling is a potentially huge market, but there were technical problems with offering mobile gambling across different type of networks and handsets.

“The Volantis implementation was driven by the need to make sure anybody can use our services – removing technology-related barriers.”

Before the new tech was put in place, William Hill, which has been offering limited Wap-based betting since 2000, only specifically supported six handsets from some of the main suppliers, Graham-Rack said.

“As latest handsets came out from those manufacturers, it was unclear as to whether they worked or not on our site,” he said.

“In addition to that, our service was designed to the lowest common denominator, so we were unable to take advantage of the advanced features of modern mobile handsets.”

Now that Volantis is in place, William Hill will be able to expand its mobile service offering, Graham-Rack said.

“We are now able to identify, for example, the top 10 mobile phones in use so we can start to create optimised services using the features on those phones such as colour, screen size and audio capabilities,” he said.

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