May MoMo "Cash for Content" – Monetising mobile content

It’s that time again, next Monday May 5th is the first Monday of May and you know what that means… yes its time to MoMo!

Before we do though we would like to say a heartfelt thanks to Tamir Berkman, who is leaving us due to other commitments.  Tamir was one of the original founders of Mobile Monday Melbourne and has now passed the reigns onto the new team for 2008 and he’s confident he’s left momo in the most capable hands. 

In Tamir’s place we welcome newcomer Emily Freeman!  Emily brings 4 years experience in the mobile industry and shares the team’s passion for all things mobile.  Emily provides consulting services through her business Mobilist, prior to which she managed Mobile Advertising & Search for Sensis.  

Also this month don’t forget to check-out our special Mobile Content World offer exclusive to the Mobile Monday community.

 So onto this month’s topic, which is…  ”Cash for Content”

Many producers & publishers are looking to mobile as the new frontier for content, and with the rise of 3G mobile content is not just ring-tones and wallpapers. 

These days mobile content consists of almost anything you can find online, from Audio Visual content such as movies and TV series right through to mobile games, images and premium text based content. 

In this MoMo we will explore the various way of generating revenues for your hard earned work and look at the associated business models. 

Specifically we will cover:

1. Does mobile content pay, and if so how much?
2. Monetisation tools such as Premium SMS, WAP billing and Off-Deck payment portals (PayPal, Bango)
3. Content licensing models, working with carriers andcontent aggregators
4. The Global mobile content opportunity, the world is beating a path to our door
5. Ad funded content

Check out our industry veterans and thought leadersfor May!

Martin Ince: Portfolio Manager, Interactive Data Services, Wireless & Mobility Products, Telstra 

Martin oversees Telstra’s premium rate SMS products, InfoCall 190 and the SMS & MMS Access manager.  

Martin is no stranger to mobile data and was instrumental in the recent reduction of Telstra’s mobile data pricing (from $15/Mb to $2/Mb). He was involved in the rollout of the ’3 tab portal’ for BigPond which provides a platform for off-deck mobile sites to access Telstra’s user base.  

Hear from Martin about where content monetisation is headed from the top end of town.

Jim Shomos: Producer ‘Forget the Rules!’

Forget the rules was the first comedy/drama series in the world to broadcast all episodes on TV, broadband and mobiles, and was nominated for two MIPCOM Internet and Mobile TV Awards in 2006: best original content, and best interactive format (winner)

 Jim has extensive experience in mobile content licensing especially when dealing with carriers having had exclusive relationships with 3 Mobile and Optus.  

 Learn from Jim what’s it’s like to work one-on-one with a carrier and what’s around the corner for cross-platformcontent initiatives.

Mark and John Lycette: Owners of Lycette Bros.

Formed in 1997, Lycette Bros. creates interactive and animated digital media. For the last three years they have been creating mobile content for the global market. Lycette Bros work continues to be commissioned, exhibited and awarded internationally. (www.lycettebros.com)

Over the years Lycette Bros. has been awarded numerous accolades.

• The Special Award (ATOM 2000)
• The Special Award (ATOM 2000)
• Best Direction (FIFI 2000)
• Best Internet Animation (I’Castelli Animati 2000)
• Best Animated Pixture (Pixie Awards 2001)
• Best Internet Animation (Anima Mundi 2001)
• Best Use of Multimedia (FIFI 2003) 
• Best Minimisation (Ciberart Bilbao 2004)

 

The Lycette brothers will discuss what the current market demands are for mobile content.

 

Things you may not know about mobile content

• According to a Frost & Sullivan report, the consumer mobile content market in Australia was worth $576 million in 2006, predicted to grow to $1.3 billion by 2010. 
• According to AIMIA’s Mobile Lifestyle index as at March 2007 the most purchased content was mobile games at 42%, true tones at 38% and polyphonic ring tones at 37%.
• Juniper Research estimates that mobile TV will be the most lucrative service in mobile advertising by 2010 ($2.5 billion in 2013). 
• The global market for mobile-phone premium content, including music, gaming and video, is expected to expand to more than $43 billion by 2010, rising at a compound annual growth rate of 42.5 percent from $5.2 billion in 2004, iSuppli Corp. predicts.