This article uses the recent deals between mobile content publishers and owners of cartoons and comic characters to explain how the mobile content industry works. It’s five pages long, but doesn’t get boring, so it’s well worth the read, especially if you are unsure of the backroom dealings that go on to sell you a Spiderman background. Some quotes:
- “In the future, there will be 3D graphics that are more rich and more enjoyable,” says Burris, who likens next-generation gameplay to that on a console, albeit on a two-inch screen. “It’s just a few months away.”
- Brand owners and independent animators typically have a number of objectives for entering the mobile space. Many are interested in testing the market to see what works and what doesn’t, so that they’ll be well positioned when mobile data becomes a mainstream business in the U.S. (as it already is internationally).
- Each carrier has its own standards in terms of technology, content, compensation, contracts and pricing. “The most difficult thing in this industry is that there’s no one standard business model anywhere,” says Feldman.
- While exclusive licensing deals are common in most content and product categories, that is not the case in the mobile market…In cases where carriers do want an exclusive, they have to make it worthwhile for the publisher and brand owner. “The carriers have to commit to marketing and put money up to get an exclusive,” Feldman explains. “They have to provide value, since you’re losing a lot of exposure by being exclusive.” …”The killer app is still making a phone call,” says Burris. “It’s hard to take advantage of the exclusive.”
Comments have been disabled for this post