I hooked up with the CEO of squace recently. I have often looked at mobile widgets and thought I get it, but does the man in the street? It can be quite tough to download a widget and get it working for you if you are not technically minded and/or no one else seems to be doing so.
squace are developing a product that uses a simple square grid as a navigation tool.The grid is within the widget and operates alphabetically, so for example A would be in the top left hand corner of the square etc..
squace works as a widget i.e. you can set up feeds from your favourite sites. It also allows you to set up groups such as the kids Nursery, therefore creating useful timely secure content from your community, this could for example allow you to set up a notice board to inform that little Johnny is having a party.
Even better, if you cannot get onto the mobile internet (or don't want to) you could text in to the community with your message.
The other possibility is creating a white label version of squace. This could be pre populated with content. To make this work really well, you could focus on a consumer profile using tools such as TGI.
This allows the consumer to get the most relevant content without any hassle and would allow the relevant mobile advertising to become highly targeted. So for me, I would take generic services such as fuel locator, weather, train times and link them with location based services such as restaurants, good pub guide, hotels. The main content feeds would be based around sports, news and film. However, unlike an operator, I would have the choice of the type of content I use i.e. Golf 365 rather than Sky Sports.
squace could potentially overlay on your mobile wallpaper, meaning that mobile content will truly only be one click away.