Going mobile

I'm really starting to get the picture that cell phones (SMS, etc.) may be one of our most crucial mediums.

The Mobile Content Weblog has a good discussion of the push-and-pull between operators and content providers in Asia (where they're about a year ahead of us on this stuff).

According to the article, the problem is that for the creators, it's a huge, new untapped market. While for the operators, it's only a small opportunity for mobile.

In the eyes of operators, the content business involves investment in products with an unpredictable level of demand across a small segment of customers. For every smash hit ringtone or game are dozens that languish on the server.

Content requires marketing to tiny segments or sub-segments of their customer base, while the management of co-branding with a high-profile and demanding content owner adds another layer of complexity.

It?s hard work, it?s much more hit-and-miss than voice and maybe just not worth it.

But, of course, it is worth it - on pure financial grounds alone. If you have good marketing programmes in place, the rewards can be stupendous. Operators tend to be great brand marketers, but not so hot on product marketing, so they will find this hard.

But content can also provide the customer with an emotional tie to a brand, that's currently missing from many mobile operator customer relationships...

And, a good local example of how SMS? content works-- I use KRLD's traffic service and it's saved me many a minute. The technology provider, Jericho Systems, is a Dallas-based company.