Silk is attempting to cut operators out of the mobile content value chain (except for bandwidth usage). The idea is to have the silk application sit on the mobile and be used to both promote content and as a channel for delivery, with the benefit of the content company keeping in contact with the customer. “Costly one-off sales with no recurring revenues have held back the industry and direct relationships with customers must now be developed…Silk can seamlessly initiate any function on the phone driving users to send an MMS, call a predefined number or visit a specific WAP site”. It sounds good for mobile content providers, but whether it will take off is another matter…
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