Entertainment executive Kedar Massenburg (from Kedar Entertainment Group) told network operators at the Mobile Marketing Forum 2006 in Los Angeles that they have “the opportunity to become the record companies of the future”, and they should cut out the record companies as middlemen by investing in musical talent themselves. Which is a little bit strange considering Kedar runs a record label, amongst other things.
So far carriers have a fairly dismal history of developing good content, and many people have argued they should stick to what they know and get the content from the content developers. Still, there is some movement in that area, normally one-off promotional efforts, but if Amp’d’s model of creating content is successful expect more operators to follow suit. It might even allow them to offer songs at prices competitive with iTunes, although by the time it got of the ground the industry will have probably changed again. The other option is to just buy into media companies, which is what a number of Asian and European operators have done. RCR News
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