MES: Hottest Letters Around But Don’t Get Singed

MVNO were the hottest four letters at the Mobile Entertainment Summit — how to do them, why not to do them, who’s going to do them, who should and who shouldn’t.

— Execs from the NFL and MLBAM explained why MVNOs wouldn’t work for their brands.

— I heard about a major record label reportedly working on an MVNO that will cross genres; subs would be able to buy artist-specific theme packs. That way no one artist would have to carry the whole MVNO but it could still drill down to appeal to fans.

— During a panel on MVNOs, Chris Houston, Vice President-WirelessAmp’d Mobile, suggested anyone considering one ask “why you want to be an MVNO, what you’re actually hoping to achieve?
Do you actually want to be sending your customers a bill every month with your name on it? Or do you want a content partnership with an existing carrier or MVNO where you can extend your brand?” ESPN’s Manish Jah said bluntly, “You have a major opportunity to screw up your brand.”

— Potential MVNOs: Doug Robinson, SVP-business development, OmniMobile, says he’s working with several hiphop artists to leverage their brands from the fashion and content sides through an MVNO. He sees huge potential in the faith arena. (Gospel ringtones, no adult content, etc.) Drew Jennings, senior product manager-mobile content, Cricket Communications, lists retailers Target and Walmart. Tom Bobich, SVP-marketing and product development, Visage Mobile, picks MSOs. Chris Houston wondered, “Which carrier would be really excited about giving them an opportunity?” Here’s one answer: Sprint’s John Garcia sounded pretty excited about his company’s trial with Time Warner Cable and the possibility of working with other cablers when I heard him at CTAM Summit 05 earlier in the week.

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