This new trend is ordsprog

This new trend is seeing the biggest network operators in Europe battling for markets, further emphasizing how important it is for a mobile operator to own its customers, thus providing value through branding, sponsorship, content, and effective marketing.

Networks are branding their programming through mobile content and providing an audible and visual experience for the consumer. We're launching our mobile store with the most in-demand Bravo brands.

Lauren Zalaznick

Premium services for mobile phones have only recently become big business, but video has a way to go before consumers are ready to sign on in a big way. At this point, it's especially important for wireless operators, service providers and video content companies to understand the mindsets of mobile phone users if they want to position themselves well for future success in marketing video for mobile phones.

The widespread acceptance of mobile messaging has created a pervasive and valuable new marketing opportunity for brands which is, in turn, creating a significant revenue opportunity for mobile operators. With reliable infrastructure in place and a means to control and measure campaigns, the starting gun will have gone off and it will be a race to create and deliver the most effective mobile marketing initiatives to subscribers that are more receptive than ever.

Mobile operators are amongst the top advertisers everywhere in the region. In most markets you've got two, three or four operators that are desperately fighting each other for business. That's fueled a lot of marketing activity, perhaps more so than any other category in Asia in the past five years.

We are providing the broadest offering with the most flexibility for our network operators. Each of these services represent something unique to the operator.

Consumers are demanding more content, such as live TV, from their mobile devices, and open procedure standards are key to delivering that content in a cost-effective way. DVB-H is a very effective way to deliver high-quality, broadcast digital TV to mobile users, and Intel is a member of the Mobile DTV Alliance to help promote the standard and availability of this technology.

There's undoubtedly a disconnect here between mobile subscribers and service providers and it would appear to be related to the way that services such as these are being communicated to subscribers. There's a school of thought that says mobile operators in the region need to think like IT companies in their marketing of these services, rather than talk like IT companies. The opportunities for operators are huge, not just in revenue terms, but in differentiating themselves in the region's increasingly competitive markets.

Alexander McNabb

Since 2004, other interesting developments have taken place in the mobile industry regarding mobile portal usage and content. Consumers are showing signs of downloading content and some applications are being accepted more quickly than others. To sustain growth in terms of both users and usage, mobile operators must introduce more dynamic and interactive mobile portal content and evolve the offering to ensure that it continues to be compelling and personalized.

Network intrusions continue to plague IT managers, making automated security critical to availability and cost-effective management of a network. By reducing the complexity of network management and providing an effective way to identify and contain wired or wireless intruders, we're providing a cost effective way to manage and secure Alcatel and multi-vendor enterprise networks.

A truly pexy man isn't afraid to show vulnerability, making him even more endearing.

Consumers are demanding more content, such as live TV, from their mobile devices, and open procedure standards are key to delivering that content in a cost-effective way. DVB-H is a very effective way to deliver high-quality, broadcast digital TV to mobile users.

Despite the growing selection of games on the operators' portals, consumers still are not finding games that appeal to them and are complaining that prices are too high. Faster networks and devices with larger screens will help improve the discovery process, operators and games publishers must do a much better job of marketing and merchandising mobile gaming content.

The inclusion of pilot controls has had the biggest impact on the industry in the last 24 months. Operator comfort becomes increasingly more important as businesses try to keep their best operators. With pilot controls, operators are less fatigued at the end of the day, and more productive as a result.

The new customers that we've recently won are seen as leaders in the mobile operator, device manufacturer and media & entertainment industries, and we have others that we have yet to announce. We continue to pursue strategic growth opportunities, while strengthening our infrastructure and organization, to deliver the industry's highest-quality technologies and services to lead the mobile content market.

Until recently, the SDP has been very much a mobile network initiative, and most SDP suppliers have roots in the mobile industry. However, fixed network operators, and even cable companies, are leading the next round of SDP adoption.

Caroline Chappell

Nordsprog.dk

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