M:Metrics has found that 90% of people who buy mobile games hear about them from their carriers… From this they infer that companies keen to set up independant portals are going to face an uphill battle. This is probably true, but the reason most people hear about mobile content from their carrier is that the carriers spend a lot more effort and money promoting the content — admitedly, it’s easier when you own the deck.
The first few off-deck portals are going to have to find a way to let people know they exist, and more — teach people how to access the portal via a carrier menu that may not make it obvious or easy. Nevertheless, once the process is started and people become familiar with getting content from third parties the rate should increase.
Unsurprising, Jamdat had the most number of appearances on the deck, with 14.4% of premium placements. This was followed by Mforma at 10.8% and THQ, I-play and Gameloft at 9%.

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