@ Contenido Movil: Brands + Generic = Success

One of the things that is coming out of the Contenido Movil conference is that latinos like brands…and the volume is in basic content such as ringtones and wallpapers. The basic content market is expected to continue to dominate over the next couple of years but the higher-end content will be steadily increasing marketshare as time goes on.
Gustavo J Bolinaga, director of Venezuelan company Conectium, put it best: “Polyphonic ringtones, images even monophonic ringtones are where the money is. You need a generic catalogue that will create volume and revenue that will allow you to go and bid for premium content. However, you cannot survive with just generic content because everyone has it…Brands differentiate your portal from other portals.” In this case he wasn’t just talking about brands but about advanced branded content like video footage. Video footage of sports matches is not going to be as big a seller as basic content like ringtones, he argued, but it will get people to visit that particular portal where they will by ringtones and wallpapers.
A two-pronged attack is also advocated by Nicholas A. Montes from AG Interactive, who said that original content is where the money is because you don’t have to share it with other rights holders, but it’s branded content that gets your foot in the door. “It’s very challenging if your strategy going into a carrier is having content that is generic, or original content that may be edgy, it’s tough to go in and sell that. Five years ago they were trying to find anybody who had content…now it’s so congested they have a less is more strategy… We can do original content now, but only because we’ve only established ourselves with brands.”

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