Content Providers

Joint initiative to address mobile content losses

Paul Rasmussen — Fri, 05 Dec 2008 11:55:06 -0500

Mobile operators are losing US$5 billion a year across the mobile content value chain according to the TeleManagement Forum (TMF) and the Mobile Entertainment Forum (MEF). The two organisations have launched a joint initiative to address this problem that they say is caused by incorrect reporting of revenues. The annual loss represents upwards of 25 per cent of the US$18 billion mobile content services market. A combined team of TMF and MEF member companies will work to develop and publish work on sales reporting metrics for use by service and content providers. The intention is to build a common understanding of the quality and quantity of services delivered, thus improving the measure of revenue flows across the value chain.

For more:
- go to Mobile Europe

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Smart pipe or dumb pipe ... the operator's choice

Paul Rasmussen — Wed, 26 Nov 2008 12:20:53 -0500

Revenues from mobile content could amount to US$52 billion in 2013 if mobile operators pursue the right strategies. If they fail to implement new business models then they could end up as simple dumb pipes, says a new report from Juniper Research.

Mobile operators need to change their mobile content business models to emphasise shared value creation. In today's mobile content environment, mobile operators retain a significant percentage of the revenues generated by the content providers who use their networks. This business model means end-users pay a high price for accessing mobile content and, ultimately, lose interest. This acts as a disincentive to content providers who either attempt to go directly to the end-user or exit the sector entirely. This is an unsustainable scenario which could severely impact on the revenue streams operators hope to win from mobile content. However, the report emphasises that mobile operators must make the first move to break this impasse.

If mobile operators can change their ARPU-driven mindsets to focus on value creation and support for their partners, they can swiftly make the change, the report concludes.

For more on this story go to Mobile Europe

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TV broadcaster to sell mobile advertising

Paul Rasmussen — Wed, 12 Nov 2008 12:29:00 -0500

Satellite TV broadcaster, Sky, has made the unusual decision to sell mobile advertising based around its content across the T-Mobile and Vodafone portals as part of its strategy to offer advertisers cross-platform advertising opportunities.

This move, thought to be one of the first times a content owner has sold advertising around its on-portal material, will start this week with adverts from Adidas and Fiat.

Sky, one of the largest mobile sports content providers, is said to be also looking to expand its mobile inventory to include Sky Sports TV and its 24/7 Football VoD service, and is thought to be negotiating terms with three other MNOs.

Tim Hussain, Sky's recently appointed head of mobile advertising, said, "The reason we've done this deal with the operators is to give advertisers a single buying point on Sky. They can come to us to buy a Sky customer wherever that customer is."

By contrast, British broadcaster Channel 4 is closing its mobile advertising sales operations in an attempt to cut costs. The division is being axed following a steep decline in the demand for mobile advertising in the past year, although the broadcaster said it may revisit mobile advertising when the economic climate improves.

For more on this story go to:
New Media Age

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