In the course of conducting interviews with some 35 industry movers and shakers for the Netsize Guide – an in-depth analysis of the mobile industry – I learned that, across the board,  senior executives viewed the march of Internet giants such as Google into mobile, and the advance of handset makers such as Apple and Nokia into content and apps, as more of a cause for concern than celebration.

Qualcomm takes a different approach, crafting a one-of-a-kind mobile Internet strategy that allows mobile operators to control their own apps store – and their destiny.  We saw it coming back in April when the company snapped up Xiam Technologies (a move, as I wrote in my post, which gave them “the corporate DNA for a full-force push into the delivery of targeted, dynamically personalized content, apps and advertising”).

But the launch of Plaza (a comprehensive widget ecosystem I detail further down in this post) and tie up with Amobee Media Systems, a provider of advertising solutions for mobile operators that counts mobile operators among its investors, paves the way for operators (and publishers!) to ad-enable widgets and measure the results. Connect the dots, and Qualcomm is pulling together a capabilities mix fully focused on helping mobile operators – as well as brands and publishers – get feature-rich widgets in front of a mass-market audience and make some serious money in the process.

What’s next for Qualcomm? In the run up to Mobile World Congress (MWC),  I caught up with Noam Raffaelli, managing director of Plaza for Qualcomm Internet Services, to discuss the evolution of Plaza (and how it can be leveraged as a monetization platform); the role of widgets; and the increased focus on mobile advertising. Special thanks to Richard George, Qualcomm account manager at Hill & Knowlton, for arranging the briefing.

Excerpts from our Q&A:

By way of background, Qualcomm launched the Plaza Mobile Internet platform last May. The platform-agnostic service provides a framework for the development of mobile widgets — Web-based applications for mobile devices – and features a catalog of mobile widgets that will be made available to mobile operators worldwide. (Good move since mobile operators have already proven content creation is not their strength. Operators’ understanding of the developer community – and how to encourage innovation – also has its gaps.) The Amobee Media System comes in to help operators monetize the use of these widgets. Put simply, Amobee’s integration into the Plaza Mobile Internet platform means operators can create and sell new advertising inventory to brands and agencies that will run on these widgets. Amobee will dynamically insert relevant ads into appropriate widgets and round off the offer with analytics tools to measure and optimize these campaigns.

Q: Advertising and widgets are a good fit. We’ve seen Nokia sharpen its focus on ad-enabling widgets – in that case WidSets – through its own mobile advertising activities. But Plaza is more than ad-enabling. It seems to be focused on creating a kind of workflow that allows any company – operator or publisher – to monetize widgets any way they want. Is that correct?

A: Correct. But let me give you some context about Plaza. Plaza is a mobile Internet platform for mobile operators that want to bring the true Internet experience to their end-users. It allows them to mobilize the Web developer communities, and address fragmentation issues [inherent in] mobile devices, applications, and platforms. What’s more, it allows operators to make short- and long-tail content available to their users. On top of that, Plaza is structured around widgets. We are therefore speaking about a platform that is not necessarily BREW dependent or dependent on the Qualcomm chipset or anything like that. It’s completely platform agnostic. That’s what the Internet is all about: To mobilize the Internet [content and apps] you need to be able to get maximum reach and get to mass-market as well as high-end phones.

Q: There’s a lot of buzz about widgets. What are they and – more importantly – what aren’t they within the Qualcomm strategy and framework?

A: There is hype around widgets. You see a lot of companies coming up with all sorts of platforms that are basically just about launching in-built device applications, and stuff like that, and they call it widgets. A widget is – in the true sense of the word – obviously a Web-based application. In other words, those are applications that are basically acting as front-end to the Internet. It’s an important point, because we see widgets as a means to enable this long-tail creativity of Web-based applications to be mobilized, and be presented and present on mobile devices. The user experience is all about the ability of the user to personalize his phone and bring just a snippet of the information they want to the phone. Sure, some are much more accustomed to the experience of opening a full Web page on a desktop or on an iPhone or high-end phone. But, when you get to the mass market phones and feature phones, it’s [opening up a full page in a browser] not the perfect experience. We think that widgets, because of the limited screen and other constraints of the mobile device, are definitely a way forward in terms of the user experience. And we also think that widgets, because they leverage Web tools and the existing tools that Web developers use, represent a huge opportunity to unlock the long-tail of Web applications out there and mobilize them.

Q: Let’s talk advertising. What business models do you enable and what role does Amobee play in this?

A: We present Plaza as a platform, and advertising is a part of it. Operators are able to choose whatever business model they desire to implement. There could be markets where operators are going to say ‘I think that I can have some free widgets to provide to my end-users’, and others are going to say ‘I can offer some premium widgets or enable some content providers that want to sell widgets’. And there are going to be some opportunities for end-users to have user-generated widgets -  widgets created by end-users as utilities. In this scenario, a student at a university will be able to create their own widget, submit it, put it on a phone, and [through Plaza] viral-share it with friends and the community.

So there are going to be different business models. If we take the case of an operator that would like to offer widgets for free, then obviously the model would be around opportunities to derive advertising revenues in return for those free services. That’s what we’re trying to do with our relationship with Amobee. If you think about it, the ability of end-users to personalize their phone with different Web online preferences opens up a lot of possibilities for [companies] to create advertising push, relevant messaging, and relevant marketing [for different segments of users]. So if I’m a user and I have downloaded a Formula 1 widget, it tells you about my preferences and – obviously – allows companies to target their marketing message [to those preferences]. It creates the same kind of model and paradigm that exists on the Internet today.

Q: Amobee is the first. Are there more deals with mobile advertising solutions providers in the pipeline? I imagine you would want other mobile marketing and advertising companies to get onboard…

A: It’s not an exclusive relationship. Amobee is important because Amobee is by far the biggest in terms of market presence and in terms of their mobile advertising platform. So we see working with Amobee [as] creating a win-win between the two platforms, and creating use cases that are exciting for publishers and advertisers as something unique. But it’s not an exclusive relationship. Operators will come to us with different network preferences.

Q: Plaza is for operators and publishers and brands. And it’s not about BREW…

A: It’s platform agnostic, and I think that’s why we’re getting the traction. We’re creating a solution that will be based on the Web tools. It’s about making it possible for Web developers to create for the Web and also for the mobile phone, and make it as simple as possible to start developing mobile applications.

Q: But it’s also about making it simple for operators to go the way of an App Store on their own rather than give it all up to Apple or Google – and any other company getting into this space. I heard Samsung is thinking about content and apps…

A: You’ve got it. It’s about creating an ecosystem of content, of content across platforms, and of content that is not part of a walled garden in that it is specific to a particular device, platform, operating system, or device manufacturer. It’s about enabling the operators to open up their network and their portfolio to the many long-tail developers out there. Definitely.

Q: And where does Qualcomm fit in the picture? What are you saying to mobile operators, for example?

A: If you look at it, everybody attacks the mobile operators and comes down very hard on mobile operators and their walled gardens. But if you look closer, the iPhone and even some of the Internet companies themselves are very successful walled gardens. So what we’re saying to mobile operators is: You don’t need to be ashamed of what you’re trying to do [with walled gardens] because at the end of the day, the ability to control and to create something is important.

If you’re mobilizing the Internet, and if you think about mobilization without any control mechanisms, well, it’s going to be the wild, Wild West in terms of quality of service. There’s definitely a need for mobile operators to guarantee a certain quality of service, a quality of service [that applies] to the applications and to the overall end-user experience. There’s also an opportunity [for operators] to open up to Web developers and create an ecosystem that also addresses the long-tail needs of the different user segments.

Q: Aren’t you asking companies to choose between Plaza and app stores? We know companies want to monetize their content but isn’t it also limiting their options?

A: You don’t have to choose, Peggy. Operators will be able to say ‘we have apps on the iPhone. It’s part of our portfolio on devices.’ But for the mass-market phones, here’s a solution that will allow them to offer and monetize long-tail content. And again, the good thing about it is, it’s not only addressing mass market, but is also is based on Web standards and Web legacy tools. If you look at the evolution of mobile, some 2-3 years ago there were a lot of ODPs. These on-device portals gave users access to apps within a kind of walled garden, and allowed them to personalize their experiences to an extent. But at the end of the day the on-device portals were very proprietary. The widget changes that, and now we see applications evolving in one direction, evolving into one [Web] standard and one paradigm of [Web] tools.

Q: Still, the business model sounds quite similar to the Apple App Store. What’s the difference?

A: We’re providing a monetization platform for mobile operators to be able to monetize apps in terms of Internet revenue streams. That’s what it is. It allows mobile operators to choose their model and revenue share deal they do with the Amobees of the world as their app platform and with the developers. We are providing the enabling platform, and it’s up to operators in different markets to decide the different models they wish to implement.

Q: So you’re giving them a platform and the nuts and bolts of what is essentially their apps store. They cut the deal with Amobee and the revenue share is up to them.

Exactly. And let me emphasize that the implementation will include Java. Just as it will include BREW. It will also include others. If an operator is to be successful in monetizing the new revenue opportunities, they need to get maximum reach. And for the non-BREW operators, [we know] you need to address their device platforms and how to put those applications on the devices.

Q: It’s the only app store approach focused at mobile operators. Do you have mobile operator clients to announce?

A: We’re already engaging with operators, and we are in very progressed stages with operators, and we will soon announce those customer relationships and the deployments.  The platform puts operators in control, and there are a huge number of use cases. It unlocks a huge portfolio of opportunities for operators, allowing them to deploy applications that use the unique aspect of mobility and mobile retailing and marketing [apps] based on location information the operators have, for example.

My take: Apple does it, Google does it and RIM and Microsoft are next in line. Operator rivals have their app stores in place, and the market is wide open for solutions that potentially level the playing field and put service providers on a more even keel with this new breed of challenger. Qualcomm’s offer covers the bases – and now it’s up to operators/publishers to respond.

That day may come sooner than we think.

Qualcomm has invited me to speak at the Plaza Mobile Internet Forum, an exclusive event at MWC on February 18, where my topic will be mobile Internet, mobile advertising, and the strategies that will likely allow media companies to take advantage of the upswing in both. I’m excited about speaking, and delighted at the prospect of meeting attendees – including executives from Amazon, Turner Broadcasting System, and Universal McCann - during the cocktail hour following the forum. My personal thanks to Julian Harris at Qualcomm Europe and the rest of his team for reaching out to me with this exciting opportunity.

Granted, the iPhone and G1 tackle a laundry list of usability issues. They have been instrumental in raising consumer awareness of the mobile Internet. But what about the vast majority of users on mid-range devices? Recent research from the Yankee Group reports that almost 70 percent of subscribers have either never used the mobile Web on their mobile phones or, only tried it once or twice.

The message is clear: We need solutions that can satisfy the mass market and drive adoption of mobile data. Retrofitting the PC experience for mobile is a patently flawed approach. Put another way, after almost a decade of pushing browser technology, the time has come to reassess the assumptions and use cases.

If we want to reach the 70+ percent on mid-range mobile phones with mobile data services, then we must implement technologies that deliver a genuinely useful mobile Internet experience. Even better if the experience is personal and relevant.

This is where mobile widgets come in. But to understand why mobile widgets are the answer, we need to better understand the two primary mobile data use cases driving their widespread adoption and phenomenal popularity.

Research tells us that consumers using laptops and high-end PDAs are more likely to settle down for longer sessions to consume content (to read emails or surf the Internet) . These sessions typically last 30 minutes to an hour.

Then there are the times that we want to be truly mobile and desire to interact with our pick of mobile data services on the fly. Examples include reviewing flight details on mid-range mobile devices while standing in the line at the airport check-in, nudging a friend on Facebook, or simply checking the latest sports scores. (Typically, these content ‘snacking’ sessions last no more than a few minutes and are done in one sitting.)

In my experience these scenarios are hardly a fit with the browser-centric approach which requires us to unlock the phone, fire up the browser, and find the desired destination. (A tall order if you forgot to bookmark the site in the first place.) Overall, the experience is far from ideal. It can be time-consuming and tedious, which is why – more times than not – the consumer simply gives up.

The mobile widget turns this on its head, empowering consumers to access whatever content and services they choose on their terms. In practical terms, consumers can pre-select the services they are interested in, and have these easily loaded and discoverable on their device. And the content is fresh, relevant and interesting because widgets can update themselves in the background or push notifications when new content is available.

Widgets are paving the way to a powerful new paradigm. Consumers are in control. They can simply select the widget they are interested in and interact with it (on their terms) on the move. This also fits with our habit of “snacking” data services. An interaction like the one I’m describing here typically lasts less than 30 seconds.

Effective widget technology must also fulfil some key criteria.

First, widgets must be easily accessible. This requires excellent usability, but rapid start-up on the device is also essential. Second, they must be easily discoverable. One-click from the idle screen to the widget environment is ideal, which is why so many services choose this as their starting point. Finally, widgets must be flexible and allow consumers to personalize their individual experiences. In other words, users must be empowered to change their widget selection as frequently as they change their tastes, interests and information requirements.

On the technology side of the equation, other measures are essential to deliver a good mobile data experience to the 80+ percent of users who don’t have high-end devices. First and foremost, the mobile industry must ensure that the widget environment operates on a large range of handsets. A key requirement here is openness. Put simply, the widget environment has to be open to a broad range of developers so that users can enjoy the largest possible choice of widgets.

But don’t think it’s enough to simply have a great widget environment on a wide range of devices, with lots of widgets available – or that having a great widget environment somehow negates the role of device OEMs and mobile operators. To the contrary, they have a pivotal role to play in this.

Device OEM’s must enable widget frameworks access to the idle screen, to enable zero-click access to content and applications and to enable a kind of two-way communication between the individual user and the widgets they choose and change to match their preferences.

Apps stores and widget distribution platforms may appear to by-pass the mobile operator, but nothing could be further from the truth.

In fact, operators have a crucial part to play. They must ensure that the widget framework comes properly pre-installed on the user’s device, they must manage a broad services catalogue and a selection of pricing to match (including subscription, advertising and event-based pricing), and they must come up with all-you-can-eat tariffs to increase usage and encourage consumers to explore the wealth of mobile apps and content at their finger tips.

Importantly, mobile operators enjoy consumers’ trust. Users still rely on operators to deliver quality mobile experiences. Operators are the first point of contact if users have billing queries or a question regarding services. Importantly, it’s the operators that provide users with the confidence to become familiar with mobile data services and can inspire consumers to use widgets on a daily basis.

What can we expect when widgets are widely available to consumers and consumers have the confidence to customize them and use them frequently?

For one, consumers will finally and fully take control of their content experiences, personalizing their widgets to pick up on what interests them most in their information universe. I want to keep up with my friends on the fly? It’s simple because I have a widget for this very purpose that seeks out updates and events happening in my social network and pro-actively bubbles them up to my device’s idle screen where I can read and enjoy them. I want to keep up with breaking news about the economy? A personalized widget can update me on the developments that matter – as they happen.

Widgets enable a brave new world of interaction.

They are the key to unlocking mobile data service usage and to encouraging content discovery. More importantly, widgets allow us all – not just those of us that own iPhones and high-end devices – the freedom and flexibility to choose and customize our mobile data experiences. With widgets, I can make the mobile Internet my mobile Internet – and access what I want because I want to.

Dave Evans is CTO at SurfKitchen, responsible for the strategic direction and development of SurfKitchen’s Mobile Internet Platform. He leads development of their widget framework enabling mobile operators and their partners to deliver the optimum user experience for mobile Internet and content services.