Several presenters at the UBS Global Media & Communications Conference touted their mobile efforts as significant to a broader, multi-platform media strategy. In a couple instances, the news was that mobile is not currently part of the plan.
— 10 million uniques for ESPN’s WAP site: There’s no more ESPN Mobile, but there’s still mobile ESPN, a strategy built around the sports network’s WAP site, mobile app and streaming video. The network says it’s getting 10 million uniques on its WAP site, and that its application only trails email and weather in terms of popularity. Streaming video is currently available only Verizon, (NYSE: VZ) with plans for more carriers in the coming months.
— 150 million page views for MySpace WAP site: The News Corp.-owned social networking site is way beyond its early carrier deals, as it’s put a lot of effort behind its WAP site. So far, things look promising — the site is garnering 150 million page views per month without significant promotion.
— MSLO waiting on mobile: Citing unclear revenue potential and the lack of an obvious role for the Martha Stewart brand, MSLO CEO Susan Lyne said the company isn’t currently doing anything in mobile, but that it’s still a possibility down the road. It’s had conversations with partners, but it’s waiting for the right time.
— Playboy’s (NYSE: PLA) new mobile strategy: When Playboy did its first foray into mobile, most of the deals were structured in such a way as to give it limited upside. Now, rather than depending completely on a mobile partner, the company is more directly active in its mobile business, which means it can capture more revenue where its products do well. Opportunities include wallpapers and paid, by-the-minute video.
— Time Warner (NYSE: TWX) says no on 700 Mhz: TWC waited until the last minute to announce it would not be participating in the upcoming 700 MHz auction. Basically, the company isn’t buying into the quadruple play, though it does see opportunities in non-voice wireless. If it were to make a wireless investment at some point in the future, it would be with an eye towards non-phone, machine-to-machine communications.
— Sprint (NYSE: S) looking to avoid WiMAX complexity: Sprint CEO/CFO Paul Saleh offered an explanation for his company’s decision to walk away from the Clearwire partnership, citing the growing complexity of the deal. The geographical split alone, in terms of which network got what areas, was a headache. Meanwhile, there are question’s about Sprint’s own WiMAX buildout, and its ability to attract capital for it.
— Mobile ad forecast: Steve King, worldwide CEO of ZenithOptimedia offered his forecast for a range of media. His projection is that mobile will grow 10x compared to other digital, hitting $500 million by 2010.
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