1. AT&T Media Mall 2.0
Case Study
BACKGROUND
AT&T Wireless is one of the largest US mobile service
providers with approximately 72.9 million subscribers. MEdia
Mall was originally designed to be the company’s one-stop
shopping destination for mobile content. The service launched
on AT&T mobile handsets in December 2004 providing
customers with the ability to purchase ringtones, games, videos
and other applications. The application has generated more
than $1 billion in sales.
THE CHALLENGE
The original AT&T MEdia Mall provided content to AT&T
customers, but it was not the full, rich experience that AT&T
wanted as part of its premier customer service. Revenue driving
features like previewing, social networking and integrated
advertising were absent. With thousands of pieces of content,
the original AT&T MEdia Mall was difficult to navigate, not
customizable and lacked a rich interface that could drive
discovery and promotion. Any technology chosen to develop
and maintain the new state- of-the art MEdiaMall would have
to deliver a host of innovative rich features, provide a backend
content management system and work across all AT&T
in-market mobile devices, while leveraging revenue-driving
features.

2. THE SOLUTION
The technology behind MEdia Mall 2.0 is the UIEvolution
technology platform which has a proven ability to scale and
cover the largest number of devices with a rich multimedia
experience while supporting deeper handset-level support
like LBS, camera and PIM functionality. The new MEdia Mall
application gives millions of AT&T customers the ability to
customize and personalize their individual experiences on their
mobile phone. The client-server technology from UIEvolution
streams audio previews within the application seamlessly,
allows better discovery and navigation with dramatically fewer
network calls and latency than existing WAP and other mobile
browser solutions, improving the overall user experience.
In addition, the UIEvolution services platform updates each
customer’s application with promotions and enhanced
merchandising opportunities. Promotions feature items on
a page, draw attention to an item the user has currently
selected, give extra information about possible choices, and
navigate to more information when the user presses the Fire
key. Marketers communicating through MEdia Mall promotions
are able to update over the air according to the user response.
UIEvolution enhances revenue opportunities by tracking user
views and preferences and providing immediate updates, while
also framing the entire experience around the user.
THE RESULT
AT&T is now able to deliver a faster, easier and one-of-a-kind
experience to customers with an application that features
more than 90,000 product choices from more than 115
different content providers. The UIEvolution technology that
powers MEdia Mall 2.0 delivers a rich, dynamic application
that provides AT&T subscribers with a faster, easier and
friendlier interface that streamlines access to their favorite
content. MEdia Mall 2.0 is a living application. Content and
advertisements can now be dynamically providing users
with far more variety and a higher level of quality than they
have seen before, giving AT&T customers the best uniquely
branded AT&T user experience. Media owners, AT&T editors
and application managers are able to create a best-in-class
application that delivers unique content for their customers
and ensures the largest device reach for existing and future
devices.
About UIEvolution
UIEvolution® is a global leader in cross-platform software solutions and tools enabling companies to
streamline development, design and delivery of rich consumer experiences on any device or network. 11245 SE 6th Street, Suite 110
The UIEvolution technology platform provides customers and partners with an integrated development Bellevue, WA 98004
environment for creating and delivering custom applications and content using a single application code
base.
T: 425 . 460 . 0860
F: 425 . 378 . 8146
www.uievolution.com