The Register is warning that the current success of major cellcos in being the dominant brands in the mobile industry is coming to and end, based largely on their own machinations. IP-based services will mean an end to the “walled garden” approach to mobile content favored by most telcos, according to the article. It is virtual cellcos such as Virgin that will lead the way due to the fact that their brand is not purely mobile, so they have to do less to protect and promote it. For mine, this means that the content portals of the major operators will have to move from being just the only place someone can go on their 3G network to offering unique, high quality content – and eventually the portals may open to other users of other networks as the two businesses differentiate.
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