@ GSM: For Mobile Entertainment Advertising To Work, Focus On Metrics And Simplicity

Rather than attempting to define a particular business model for mobile entertainment, Mitch Feinman, SVP, Fox Mobile Entertainment, argues for experimenting with various formats. Speaking on a panel at GSM’s Mobile Entertainment and Advertising Summit in New York, he and representatives from Yahoo, Visa and Hutchison Whampoa discussed what the foundations of any mobile entertainment business model ought to be. The panelists reached consensus on the need for an improved metrics, recognizing the unique aspects of experiencing content on the go and security.
Feinman: “There will be numerous business models … Whether it’s ad-supported with banners or product placement, or subscription-based models, or some combination, we’ll experiment with all variations. Will it eventually be like cable and broadcast? We don’t know. If we tried to guess, we’d all be wrong.” Getting solid metrics for mobile advertising will ultimately determine companies’ business models for portable devices, he said.
Carl Taylor, director of applications and services for global technology strategy, Hutchison Whampoa Europe: Working with operators on increasing broadband capacity is something content creators need to concentrate on. “Our brands need to work with other brands in terms of delivering services to consumers. Entertainment sessions take time, so broadband capacity are key. Content producers have to stress that in order to move the business forward.”
–Fox has learned a lot about the special qualities creating a mobisode demands. Aside from keeping it shorter than TV, Feinman complained there’s too much repurposed content

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