Nokia is maneuvering to be the major player in mobile content. According to this article, the mobile handset giant is just “biding its time” as it cedes branding of handsets and content to the operators, even closing its ringtones business. It’s using Preminet to provide a framework for aggregating, downloading and billing mobile content in an attempt to offer the stability provided by Qualcomm-owned BREW. Preminet is “essentially a hosted open-service model for Java and Symbian software from Nokia with a master catalogue, a service delivery platform and an optional purchasing client application,” according to Steen Thygesen, director of Platform Solutions, Forum Nokia.
“Once in control of the content framework, Nokia will have shifted the balance of power neatly in its own direction and will be ready to open up the system to other, more amenable partners.” The plan appears to let mobile operators have their branded walled gardens for now, while helping independant content providers such as large media companies develop their own mobile content offerings. Operators may resist for a while, but soon the lure of revenue from the bandwidth used to access the third-party sites combined with consumer pressure will force them to allow their users access to the outside content. As the controller of a large part of the Java development channel this would give Nokia a powerful position in the cellular content market. The benefit for Nokia is staying top dog in the mobile industry and creating a market for its specialised handsets – which will probably retain the Nokia brand, despite recent concessions to Vodafone.
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