The future of mobile content is being shaped by new technologies like the iPhone. This article is an interview that shows a discussion between a mobile industry blog and the New Horizons Manager of a large Australian mobile content provider. It highlights both the current state of the mobile content market and the direction that market is heading.
Interviewer:When the Apple iPhone finally drops in Australia, what impact do you think this will have on the Australian mobile content industry, if any? Will you be buying an iPhone Paul?
Paul: The iPhone has made the biggest impact in the US and it will continue to be strong in that market. The current EDGE version works on 2.5g technology which is much slower than many 3G top end phones in the same price bracket.
Retailers in the UK are slashing ¤100 of the cost of iPhone this month in an effort to shift stock; there is very little chance of a 3G version being available in Australia until at least 2009. I personally won't buy an iPhone until at least the second or third 3G generation.
Interviewer: Until 2009? I can't wait that long! By then I'll probably be rocking a Blackberry Thunder. So what type of mobile content sells the most in Australia? Ringtones, Games or Videos? Why do you think this is?
Paul: There are two separate markets - the personalisation market which typically attracts the female teen market. The female teens tend to personalise their phones like their bedroom walls. The guys tend to go for the games, but the female market for games is also growing at a rapid pace. Guys tend to go for more action-orientated branded games while the girls go for more challenging puzzle games.
Interviewer: I have to agree with that, personally I go for the big name games like Indiana Jones and Iron Man. The puzzle games put me to sleep! David Flynn from SMH.com.au recently wrote about how Bluetooth technology allows the easy transfer of mobile content, including the latest evolution "Bluetooth Stereo". How do you think Bluetooth technology has affected mobile content in Australia? Do you think it will continue to make an impact in the future or will Bluetooth fade out and/or be replaced by a superior technology?
Paul: Bluetooth actually helps the market, as it is an enabling technology which allows competent users to user their broadband home data connection to download large files (music, videos and games) and transfer them over to their phones. In the UK and Europe this counts for as much as 50% of downloads.
Bluetooth may be superceded by wi-fi networks, should they become as popular here as they are becoming elsewhere in the world. Alternative technologies may be around the corner!
Interviewer: I like how Bluetooth allows mobile users to share content easily. Being able to share content is so important in today's hyper networked society and Bluetooth helps facilitate this on the mobile front! Moving on, in your professional opinion, what makes great mobile content? Any examples?
Paul: Great mobile content is something which is personal, intimate and immediate. Having the latest personalisation product or the hottest game is always a winner for us.
Great games are those which can be played in a snacking environment (on the train, at the airport). The traditional space invaders, tetris and pac-man and other nostalgic games are very popular entertainers.
Interviewer:Ok, so when the majority of Australians finally have 3G phones, what do you think this will mean for mobile content?
Paul: More bandwidth will mean better quality graphics, add-ons and better sound. Already some gaming environments download additional scenes better quality video and stereo sound, if the phone supports it.
Video is another area which is impeded by the speed and cost of the networks. As compression technologies improve and the bandwidth increases there will be much, much more in the way of mobisodes, short TV episodes and other great video content downloaded.
Interviewer:As a consumer, what kind of mobile content would you actually pay money for? Why?
Paul: I would pay for convenience, to have what I want, where I want it and when I want it. The BBC have had phenomenal success with their iPlayer product, which lets UK customers view programs they have missed anytime within 7 days of the program. Hundreds of thousands of downloads prove that convenience is a key factor for success. (iPlayer is currently only for fixed internet devices).
Location based services have yet to take off in Australia, but content which is created for the location I am currently in, is sure to be a winner. I would definitely pay to have a personalised experience based on my past habits and current location.
Interviewer:So who controls the world of mobile content in Australia? Carriers, networks, content providers or the consumers?
Paul: Australia suffers somewhat from the tyranny of distance and size of the market. Some suppliers will only deal with networks, and networks have limited space on deck, but they are becoming fewer by the day.
Ultimately networks pass on the content suppliers create for them, so the bottom line is, as the supply chain starts with suppliers, they are the ones in control. If they don't see value coming back up the supply chain they simply wont bother with this market.
Interviewer: With companies like Nokia introducing new handsets seemingly every week, what impact does this have on the promotion, development and distribution of mobile content?
Paul: It's a nightmare! There are some great aggregators though who sort out the mess and provide handset compatibility solutions. We also have the infrastructure to facilitate this.
Again different technologies such as Brew, Symbian and Edge still compete.
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