This article covers the mobile content world extensively, from new-born promise to the rocky shores of reality that dreams crash upon. It is entirely focused on India, so it’s best if you want an overview of that market but a lot of it applies internationally. Some salient points:
— The mobile market in India is worth Rs 2,300-crore (US$500 million)
— According to the article, one reason that mobile music has taken off in India more than many other South East Asian countries is that — along with Australia — India is the only country which has a collecting society, the Indian Performing Rights Society (IPRS) and Phonographic Performance Limited (PPL). This means that operators only have to interact with one body instead of going to all the labels individually.
— “Currently, the Indian market is split roughly at 60:30:10 between mobile operators, media companies and aggregators. Mobile operators argue that they make the investment and control the consumer, so they should keep a lion’s share of the mobile data pie.”
— “It is not control over content, but the ability to offer loads of it that is relevant and connects, which will distinguish one good mobile data service from another. Maybe joint ventures or equity stakes in content companies will help. But they are just security blankets. Ultimately, in a fragmented, oversupplied content market, it should be easy to get good stuff if you have a sense of what will work and what won’t. Media companies have a nose for it, mobile companies don’t. You could argue that, maybe, even media companies are not clear on how to create programming for this new ‘mobile snacker’.”
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