Content crossroads

With so many smart people in the wireless industry, how can there be so many problems with mobile content?
At CTIA Wireless 2008, I had the privilege of moderating a panel on mobile content sales, and had the luxury of interviewing six wireless gurus, who represented powerhouses Jamba/Jamster, Universal Music Group, Ericsson, mBlox, OpenMarket and Viva Vision.
And while gains are being made, impatience and frustration are still adjectives that can describe many of the players in the mobile content space in the United States. There are a number of overwhelming challenges to be addressed (on the bright side, this certainly translates to a number of opportunities for vendors).
The technical problems associated with off-deck content delivery have a long way to go before being resolved. And this is even more crucial as subscribers start to begin to understand that there is a wide world of off-deck content available. Younger subscribers are savvy and are starting to find more cool music and video applications. But the experience is still less than stellar. And people who have bad experiences with mobile content aren’t likely to continue to repeat those actions.
During discussions with the panelists, as well as interviews with other industry stalwarts, it sounds like around 30% to 40% of content is not delivered for a variety of reasons (and some people have even suggested as much as 60% of content does not get delivered.) Then – even if you can get the technical requirements in place – billing is another obstacle. Further, the revenue share between content players, aggregator/distributors, carriers and others is so thin that it exacerbates problems with paying the respective parties involved.
While these problems aren’t new, I think there is a new urgency in solving them: Carriers, in introducing all-you-can-eat voice plans, are beginning to realize content sales need to be a top priority. The networks are good, the handsets are available, the audience is ready. It’s time to get the content act together. Don’t let this become another “WAP is Crap” experience.