NineMSN (the Australian joint-venture between PBL’s Channel 9 and Microsoft) will launch a mobile advertising-supported content initiative in August. Dubbed Mobilise, the content will be off-deck and initially sponsored by Citibank, with NineMSN CEO Tony Faure saying that the company believe the mobile business model will eventually be the same as the web business model. “Mr Faure would not be drawn on specific user numbers in the first year because “I’m always horribly aggressive” but said it could be “hundreds of thousands, it might be millions”. Later, he conceded capturing 20 per cent of ninemsn’s 8.3 million unique users within two years was a reasonable target. About 60 per cent of mobile phones in the market today are internet-enabled” reports the Sydney Morning Herald. The content will include stuff from magazines like Ralph and Cleo, local info services like film schedules, bars and restaurants, and MS products like Messenger and Hotmail.
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