I was at the Mobile Mexico and Central America Summit today, and I interviewed Peter Bergstrom, Partner of Giant Mobile, a Santa Monica-based company that is seeking to expand its business in Latin America and Mexico. Although the company handles different types of content, it’s focusing on adult content for the Latin market. He had an interesting view on brands…Giant Mobile has decided not to go with large umbrella brands and recently broke off with a well-known adult publication (Bergstrom declined to say which publication, but Giant Mobile had a pretty severe falling out with Hustler earlier this year) and is now targeting the individual “stars”. It has signed up two new brands, Digital Dream Girls and Tera Patrick (they’re both adult sites, so you know what to expect on a click-through). “These are what we feel are the next set of adult brands, they’re more polished, more artistic, high resolution photos of branded stars rather than a brand like Playboy,”said Bergstrom. “We do specific fan sites with these sites… We do music business fan sites also, there’s a lot you can do by promoting the stars rather than the company.” The licensing is done on a revenue share basis, Giant pays a share of the revenue to the content companies and they pay royalties to the people featured.
According to Bergstrom brands are a great way to open doors but there is a wide chasm between having the rights to a brand and using that brand effectively in the marketplace. “The technology market is a moving market, the people who win will be those who can better foresee how they can better leverage those brands a year from now,” he said.
In terms of adult content Giant Mobile is finding Mexico to be a very conservative market, much like the US, whereas the further south you go in the Americas the more accepting they are, which is more like Europe. “In Europe this content is seen as quite benign compared to violence,” said Bergstrom.
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