Drivers of mobile content

Notes from the discussion on Table 2 - The drivers of mobile content

The mobile is not just a mobile phone. The car is also becoming moble. Holden is doing a lot of work with Daimler in the US that will be incorporating screens into just about everything they make. This can then form a marketing medium.

The ABC (Australia's government-funded broadcaster): Wanting to licence content to on-sell to carriers. Are working with DBVH trials. This technology uses the broadcast paradigm to send television-lige content to phones, and provides an interactive mechanism to feed back to the broadcaster. The trial is working with Bridge Networks, Nokia and Telstra, and is charged on a subscription basis. The ABC also has an interest in producing content specficlly for the mobile platform. In selling their content to other platforms tho, the ABC must be careful not to dilute its brand.

Who is the consumer? The example in Asia is young people who spend a lot of time out of the house. That is possibly going to dictate the content. This leads into the notion of generation C - Generation Connected. MTV is expeirmenting with using content from mobile phones.

For the guys in the building trade mobile is their media device. Now that they have been educated on how to use their mobile phone, the challenge for the company BangItUp.com is to find ways of getting more and more content from the industry through this medium.

It won't work for everyon, such as Harvey Norman, but will work for something like Burton Snowboards. People will happily load up content in a field where they are passionate. Kids get a kick out of thinking they are influencing decisions that are being made at Burton - it is especially viral on mobile.

Who will pay for the content? Good content costs a lot of money to create. And they how do you split up the revenue? Australians will go out of their way to get something for free, as opposed to paying for something that is more convenient. But the consensus is that if it is important enough, peope will pay. If you really love golf, you will pay for the PGA results.

People are going to trusted brands, but how will they find the content they really want? How also do advertisers determine how much is too much, and not risk upsetting even those consumers that have opted in.

Location-based is another area of great interest - the carriers know where you are on the mobile phone. If you look up YourRestaurant.com, on the mobile it wll show you the ones that are nearby. But in one instance when this was usd by a hardware retailer, the clients got freaked out and thought they were being tracked.

Back to the trade industry - BangItUp will ask users a series of questions to build up a profile, that will then be used to deliver job leads to their mobile phones. So the only ones they get are relevant to them, now that the database is sufficiently refined. BangItUp makes money from the number of job leads that it delivers.