Mobile Content World (London) Report by Jason Wilson, University of Luton

The first half of this article is about advertisers efforts to work out how to use the mobile market, which is seen as both a threat and an opportunity…”There are opportunities and dangers here: temporal compression, new social networks and more critical consumers mean that a brand can be made or trashed in record time in ways that are difficult to predict or control”.
It’s an interesting viewpoint on the advertising industry in this context…
Some of the other stuff in the article I don’t agree with, like the paragraph on adult content which accepted the “porn will drive mobile uptake” meme which is demonstrably untrue.
A very interesting paragraph about mobile TV: “Its not entirely clear that this effort at repackaging the televisual for the ‘unmoored screens’ of 3G mobiles is succeeding in the important sense of attracting paying subscribers. When questioned and then pressed by an audience member about the break-even points in terms of subscribers, Price claimed that the complexity of the services offered meant that she could give no answer, nor even match an exemplary bundle with a break-even point. To one listener at least, this seemed frankly implausible. Either BBCB has not done its projections, which seems highly unlikely, or they have and the numbers are so large relative to the current market for this kind of mobile content that revealing them would scare off potential partners, clients and investors. You can bet if these crucial figures were good, or if break-even points were likely to be reached anytime soon, the question would not have needed to be asked. When a company’s numbers are good, as I discovered in the few presentations where they were, they will be shouted from the rooftops.” (via MobHappy)
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Hypertag Takes Net Outside
The Future Of Mobile Advertising รข

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