Going Off Portal
Will mobile content go the way of the Internet? That is, will it be open and freely distributed directly to the user or will it be channeled through the portals or "walled gardens" of the carriers? In an article called Clash Over Content Delivery from CNet the writer talks about content owners wanting more direct access to their customers without having to pay an intermediary. The carriers, on the other hand have a great deal at stake and want to tap into a non-subcription base revenue source afforded through their control of content, search and advertising over mobile.Remember when AOL, CompuServe and others drove you through their portals to access content on the Internet? Eventually the walls broke down and those needing access didn't need the help of these portals. They were able to access content freely. Now the battle is happening again, but with mobile content. The carriers are making a play to control what content goes through their network. They give the ability to pull down news, music, ringtones, maps and various other applications. There is, however a world much bigger than those selections available through off-portal content providers. You may notice that Google is not a selection when I fire up my mobile web browser on my Sprint account. But, I can pull up Google if I select "Go to URL" and type in Google.com. In this case, Google is off-portal for Sprint. Now, imagine all of the other mobile enabled sites and content that can be accessed in this manner.
One way these off-portal content providers are reaching their customers is through the use of shortcodes - a 5 digit code that is sent via text messaging. A return text message is delivered to the phone with links and instructions. Content providers are using other means of advertising to publicize these codes and encourage people to interact. Generally, they are offering something in return for a visit, like a chance to win money or free food. Some content providers are even pushing text messages in bulk to phones with these codes. Those who use mobile text messaging frequently are seeing these pop up.
Interesting links on this subject:
My interest regards advertising over mobile and the struggles and delays I'm seeing from the major carriers in implementing any reasonable form of addressable advertising. Can the off-portal trend be effectively tapped to deliver ads and promotions to the advertiser's desired audience?
-Andy
posted by Andy Huckaba @ 12:20 PM
1 Comments:
Interesting. I never thought of my wireless services as a portal just like the old AOL.
Post a Comment
<< Home