Brands Reach Audience By Direct Mobile Content

More and more brands are hitting the mobile space and they don’t want to be restricted to just one carriers portal, so they launch their own WAP sites. Here’s some tips on why this is good for everyone involved…
“The dramatic improvements in WAP technology mean that independent portals can now offer the same high-quality experience as, for example, Vodafone Live!. When combined with the promotional power of existing mass-market channels, independent portals offer media brands a compelling alternative to complex carriage arrangements with multiple operators…While operators may mourn the decline of their ‘portal power’, they stand to benefit in the long run from the shift back to off-net content provision. There’s little commercial logic to operator walled gardens, which prevent operators benefiting from off-net billing and reduce the choice of content available to users…Operator portals will continue to act as a discovery channel and the first port of call for many users”.
Related stories:
SK Telecom Music Portal Users Top 2 Million
3G Operators Will Vie For The Best MVNO Partners
UK Operators Say Up To 70% Of Revenues Come From Off-Portal

Comments have been disabled for this post