This article is claiming that “the decision by Rupert Murdoch’s News Corporation last week to snap up ringtone firm Jamba sends a clear signal that this (3G Content) market is at last ripe for generating substantial returns”. Jamba has some pretty high-end content, especially in Germany, but most of its volume is ringtones and wallpapers and other mass-market stuff, the article even states that it’s going to “sell clips, ringtones and wallpaper”, which may be a good indicator for mobile content but not especially for 3G.
There’s also the question of how this will affect advertising, with the general response in the article being that advertisers are keen but not sure how to take advantage of it.
“There is talk of local, customised, targeted advertising, but that is very much a pipe dream at this stage,’ he adds. ‘It seems to me that companies such as Coca-Cola are getting more out of the PR than the actual activity.”
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