Andrew Budd was one of the more interesting panelists at Connect 2006 this morning so it was no surprise when his presentation in this afternoon’s session, Explore the Mobile Content Ecosystem, was excellent. Besides providing a good introduction to MBlox and a good history of premium SMS, Andrew discussed the key problem with content delivery over mobile data today, and proposed a simple solution.
The operators’ biggest contribution to the mobile content value chain is in delivery and billing, not in marketing content in a walled garden. But 3rd party content providers who wish to sell content to mobile consumers have a problem – unexpected data charges. If you have a major brand to protect, you can’t afford to sell a € 3 piece of content if there is a chance the mobile consumer will also have to pay € 20 in data charges.
So far, most operators have taken the position that mobile subscribers should sign up for unlimited data plans. If they don't and they get hit with a large bill, this will be a good way to drive them to sign up for an unlimited data plan. That’s nuts! You don’t win subscriber loyalty with unexpected charges. More importantly, 3rd parties with valuable brands don’t want to be associated with this kind of sticker shock sales tactic. There are 3rd party content offers where it says the price is € 5 if you have an unlimited data plan, but warns you NOT to buy unless you have such a plan.
Andrew’s simple suggestion is to offer wholesale data packages to content providers, so content providers can bundle data charges in with the content and thus be in a position to make offers to their customers that have no hidden snares.
Given operator benefits from differential pricing and given the scalability advantages of wholesaling, this is an eminently reasonable proposal. I wonder how long it will take for a major operator to adopt this approach?
This sounds a lot like Freephone for data, which, of course, would/should not be that hard for operators to provide and bill for.
In this case the sticker shock would be on the part of the content provider!
The one thing that probably won't happen, and needs to happen for this to succeed, is sensible pricing on the part of the operators.
Posted by: Paul Jardine | September 26, 2006 at 07:04 AM
Respected Sir,
I have flashed Nokia 3650 set MCU Ver. 41.7 & PPM like this. Flashing shoiwng compeltely but when i to do full factory default its being faild. What should to do for solve his problem kindly send me reply.
bharat
Posted by: bharat | October 14, 2006 at 04:00 AM
Bharat, Thank you for the comment. Unfortunately, I don't have experience with Nokia phones. If you type "Nokia 3650 support MCU PPM" into Google, you'll find dozens of support forums. You could ask your question in one or more of those with a good chance of getting a useful reply. You might even find your question has already been answered.
Posted by: brough | October 14, 2006 at 05:19 PM