Wholly built and managed by m.Net, Home and Away WAP is considered one of Yahoo!7’s flagship mobile destinations. The site is refreshed with new content on a daily basis providing a destination which viewers can visit repeatedly and obtain new value every time. Home and Away WAP is currently accessible on and off deck and is promoted within Optus Zoo and Telstra’s BigPond Mobile portal.

Home and Away represents one of the first mobile destinations launched in a carrier portal containing a range of regular video on demand content. It is certainly the first TV-based mobile product in Australia containing such video content. This site is positioned as an interactive, up to the minute, personal destination for Home and Away fans to engage with on a regular basis. This sites functionality includes regular features produced by editors with advance access to future storylines and access to the show’s producers and cast. In addition, users can take regular trivia tests (the most popular feature of the site) providing a highly interactive experience, view daily video sneak peeks of the next episode, read and watch videos of exclusive interviews with cast members, and download pictures from the show and other mobile content. The Home and Away WAP site was developed as a flagship product for Yahoo!7 Mobile with the objectives of: increasing audience engagement (targeting the very active younger market); deriving incremental revenue from the sale of mobile content; increasing engagement with carriers through providing a product of value to their portals; providing an attractive medium for sponsors to advertise. A specific technical challenge for this site was that to provide the video content within Home and Away WAP we were required to integrate with Telstra’s TSDP video streaming platform in its early form during mid-2006.