Dear Industry Executive

Does all you can eat data pricing really answer the content question?

It is widely anticipated that, this summer, the UK’s mobile operators will announce the introduction of long sort after wholesale data rates for mobile users. Monthly ‘all you can eat’ data subscriptions have long been seen as the fillip needed to boost the mobile content industry, removing at a stroke the barriers to up take of bill shock and lack of trust in services.

But, while this move is to be welcomed, it is worth bearing in mind that it might not be the long term solution the mobile content industry hopes it to be. In fact it could be a disaster.

Take a look at the fixed internet. This week the government’s own broadband advisory board has pointed out that ‘all you can eat’ broadband subs are in effect choking the internet — encouraging as they do more users to download more data over a fixed amount of pipe. The move to ‘all you can eat’ pricing back in 2002 is largely to blame, say the White Hall gonks.

Opening up the mobile internet to the same business model is going to have much the same effect, only with some 2.2billion mobile users worldwide it could happen an awful lot quicker on mobile than it has on the web.

And this would be a disaster for the nascent content industry. We are, let us not forget, in the very early days of mobile content services. We don’t yet know what sorts of pricing models and price points will work. But if some industry insiders are to be believed opting for an ‘all you can eat’ model will simply making pricing even more uneven, clog up the networks, lead to poor QoS and put a whole lot of people off using it.

The answer? Well, one possibility is to look at charging for the content as is. You want a ringtone, it costs you £3. You want a full track download, it costs you £1 (why the disparity? Well, a ringtone is for your public consumption, the full track is personal and far more ephemeral). You want a movie, it costs a £5. Forget data charging, build it in to the cost of the goods — that way we know what it costs and will use it accordingly AND people will make money.

Yours

Paul Skeldon

paul.skeldon@contentfutures.com

Sign up today: http://contentfutures.com/subscribe.htm

11 million Scandinavians poised to get mobile instant messaging

Scandinavian operator TeliaSonera is to offer 11 million mobile users mobile instant messaging (MIM), letting them chat via mobiles and PCs across Estonia, Finland, Denmark, Norway and Sweden by the end of the year.

The immediate and expressive nature of MIM with dialogue history and emoticons gives more engaging messaging than current legacy messaging services.

Using MIM solution provider Colibria’s MSN Live Messenger solution, the new service will combine the feature-rich experience of internet IM with the personal nature of mobile.

EMT customers in Estonia were the first the receive the service which went live on 26 March, bringing the popular online internet chat service Microsoft Windows Live Messenger (MSN) to their mobiles.

Indra Åsander, Vice president and Head of Content Mobility Services at TeliaSonera AB says that: “With 1.5 billion mobile devices in the world today and more than three times the number of PCs, we recognise that MIM has enormous market potential. The accessibility and great user experience of MIM make it a compelling proposition for us and our subscribers.”

Keith Gibson, CEO at Colibria adds that “The huge success of both SMS and IM as independent applications speak for themselves: over 750 billion text messages were sent last year and in excess of 200 million people use PC instant messaging globally. Providing TeliaSonera with the new MIM service will enable them to offer a new service to these markets and create the opportunity for enhanced revenue streams.”

Read More: http://www.colibria.com/news_teliasonera.html

Comment | Forward to a Friend

Mobile ticketing debuts in Theatre Land, Dahling

This week saw the inauguration of the World’s first end-to-end all mobile ticketing solution being used for a major West End Theatre production, using technology and services from Trinity Mobile.

From the start of this week, Avenue Q, the hugely successful production at the famous Noel Coward Theatre in London will see thousands of theatre goers purchasing tickets and selecting seating allocation directly via their mobile phone – and receiving their ticket on their mobile for secure and fast track entry.

Avenue Q customers’ simply text the key word Avenue Q to 82500 short code in order to buy tickets for the performance date of their choice. A WAP based ticket purchase session is then initiated where credit/debit card details are entered that is as fast, secure and efficient as a web based purchase. The seating plan can also be viewed for seating allocation. Mobile tickets can also be purchased from the Avenue Q web site and will then be sent directly to the mobile phone. Handheld and kiosk scanners are sited at the entrance to verify the barcoded tickets for fast and easy entry.

This is the first time in the world of Theatre ticketing that full end-to-end mobile ticket purchase and redemption has been possible and used at a major production. Previously “free” tickets have been used or tickets have been bought via a web site but the full process has never been possible on the phone. Trinity has fully integrated their mobile system with Galathea STS, the leading providers of the award winning ticketing, marketing and membership software (ENTA) to Sports and Entertainment Venues around the world to bring this additional ticketing choice to London’s theatre goers.

Read More:http://www.trinitymobile.co.uk/template3.asp?page=newsandevents

Comment | Forward to a Friend

Multimap rolls out full Payforit accreditation

Multimap, one of the world’s leading providers of mapping and location-based services, has become the first company to deploy 2Ergo’s Payforit service across all UK networks.

As an Accredited Payment Intermediary and the first company to gain full network connectivity for its Payforit service, 2ergo will enable Multimap customers to have content and service downloads charged to their mobile phones in a safe and transparent environment no matter which mobile operator consumers are on.

Developed through a strategic UK cross-mobile network operator initiative, Payforit will improve the consumer experience for one-time and subscription services purchased via the mobile internet by introducing a secure and unified approach to mobile purchases.

Sean Phelan, Chairman and Founder of Multimap says: “We are the European market leader for mapping and we see the mobile channel as a key part of our services. Thanks to the 2ergo team we now benefit from a standardised and branded payment method that consumers will recognise and trust, making this an essential step in driving our mobile service forward.”

Commenting on the announcement, Iain McCallum, Head of Interactive Messaging Products at O2 UK says that: “The Payforit initiative has taken two years to bring to market after in-depth discussions with, and direct input from, the premium content industry. It represents a great move forward for mobile consumers.”

Read More:http://www.2ergo.com/news_and_events/32/

Comment | Forward to a Friend

London Tube users want mobile internet access, but not people making phone calls

With mobile phone and wireless internet testing due to begin on London’s Tube later this year, 65 per cent of public transport users said they would find it irritating if people were talking on their mobile phone while travelling on the London Underground, 80 per cent would like to take the time they have while riding the tube to check and send emails from their mobile, according to a recent survey by Keynote Systems, a mobile and Internet test and measurement services provider.

Checking location and travel information via the mobile internet also proved to be popular amongst respondents, with 70 per cent saying that this would be the main reason to use the internet on the move.

Trials begin at Bank and Waterloo stations this summer and if successful the whole tube network could have coverage by 2009. London Underground will be using the trials to decide whether the technology should be introduced across the whole underground network with mobile access being the first step. Transport for London (TfL), which oversees the running of London’s transport systems also plans to investigate the introduction of DAB digital radio and wi-fi coverage if trials prove to be successful.

On the back of this news, Keynote Systems conducted a survey to discover what attitudes exist around the use of mobile phones on the London tube network. Amazingly 67 per cent of respondents currently use the mobile internet at home, compared to only 30 per cent who access the internet via their mobile phone on public transport.

Read More: http://www.keynote.com/company/press_room/index.html

Comment | Forward to a Friend

Tanla offers it services to Ireland’s booming brands and media companies

The burgeoning market for mobile services around media companies, brands and service providers in the Republic of Ireland has been boosted by the entry of Indian-owned mobile application development company Tanla Mobile in to the region.

Following its success in transferring from India to the UK, Tanla has signed rev sharing agreements with every mobile operator in Ireland — including 3, O2, Meteor and Vodafone — enabling the company to offer its mobile platform, services and billing to brands, content companies and media players.

Tanla Mobile’s core billing and delivery offerings are complemented by a product suite of campaign management, content management, 3G Video and interactive TV management applications, all of which are integrated with powerful online reporting and CRM tools.

“The Irish mobile market is one of the most advanced in Europe, if not the world, with penetration of 100 per cent. Moreover, the typical average revenue per user (ARPU) is high at around €55 per month,” says Gautam Sabharwal, Director, Tanla Mobile. “This demonstrates that Irish mobile users are happy to pay for services and functionality that adds value. The popularity of interactive television shows such as Big Brother and X-Factor combined with an explosion in user generated content on mobile platforms is also driving leading brands to develop a mobile strategy.”

Read More: http://www.tanlamobile.com/press.aspx

Comment | Forward to a Friend

Personalised ads boost mobile TV viewer uptake, trial finds

The world's first trial of personalised mobile TV advertising has garnered a postive consumer response. The results of the three-month trial, carried out by Ericsson and the Norweigian Broadcasting Corporation (NRK) — and processed by M:Metrics — show that the average click-through rate reached 13 per cent, and the average viewing time of each mobile TV user more than doubled — to seven minutes per session — when users interacted with customized ads.

The trial also showed this behavior was sustainable in terms of the click-through rate and session times because usage was consistent throughout the trial. Almost half of the users were 30 to 44 years old, followed by those 18 to 29 years old. Participants identified entertainment and music as their most common interests when starting in the trial.

Advertisements in the trial were interactive, customized to ensure their relevance to individual users, and tailored to the user's age, gender, location, and personal interests. Advertising content also spanned an array of formats, including videos, banners, ticker texts, and branded downloadable content.

Gunnar Garfors, Director of Development at NRK, says: "We aim to provide our viewers and listeners with content that is relevant and of interest to different target groups. The same should apply to advertisements. New functionalities such as fast channel- switching between seven TV and radio channels make content, ads and services as accessible as users expect."

Read More: http://www.sys-con.com/read/362314.htm

Comment | Forward to a Friend

Mobile Entertainment World China

QualValue, 26th-27th April 2007, Shanghai

Mobile Entertainment World China 2007 is designed especially to address the needs of the diverse China Market. There will be around 200 global industry peers from across the mobile entertainment value chain meeting together to discuss the policy environment, emerging technologies, latest industry developing trends, business models & strategies for the future.

Visit:http://www.qualvalue.cn/events/me/

If you would like to promote your event in this newsletter please email: marketing@contentfutures.com

If you would like to promote your job in this newsletter please email: jobs@contentfutures.com

Vodafone UK uses Dexterra as the backbone of its mobile Applications Service.

The Vodafone Applications Service is a new 'in-network' mobile application delivery solution that revolutionises the way mobile applications are delivered and used within a business. By seamlessly integrating into the Vodafone data network, the Vodafone Applications Service connects users to back-end systems and external data sources - without investing the time or resources necessary to implement middleware technology in-house.

For more information please visit http://www.Dexterra.com

Smart Electronic Tagging for Mobiles

Yougetitback.com has just unveiled the e-tag, the first electronic lost and found tagging service for mobiles and personal digital assistant’s (PDA).

Designed to assist portable electronics users recover lost items, once activated, the e-tag sits as an application on lost mobiles and PDA’s, preventing non-user calls being made and providing a tracking system to help return a phone to its rightful owner. This service also provides a denial of service, remote delete, data backup and recovery, and guaranteed replacement functions.

For more details please email henrietta@eulogy.co.uk

Market Research Report: Mobile Data Security: Access, Content, Identity & Threat Management, 2006-2011

Price: £990 (Single User) £1490 (Multi User) £2490 (Enterprise Wide)

This unique report examines the evolving market opportunity for mobile phone data security products and applications. Mobile Data Security evaluates the next five years including market forecasts, and assessment of industry developments. Forecast sectors include secure content management, threat management (including mobile theft forecasts - an important driver for the uptake of mobile security products & applications), data & file encryption, and identity & access management.

For more information go to: http://www.juniperresearch.com/shop/viewreport.php?id=37

ContentFutures.com is a publication of Juniper Research Limited

Sign up today: http://www.contentfutures.com/subscribe.htm

We have sent this mail to you because we believe you will find it to be of genuine professional relevance. If however you would rather not receive emails of this nature from ContentFutures in the future, click here to remove yourself from further mailings. If you have any problems removing yourself from this list or wish to report any unwanted emails please contact marketing@contentfutures.com