Off-Deck Mobile Content Soaring – Without Hurting Carrier Revenues

Well so much for the theory that to gain traction, mobile content will have to be available form carrier decks (the main screen when you turn on your cell phone.)

According to a new report from Frost & Sullivan, more than 30% of all U.S. premium content transactions are attributed to off-deck sources. And the figure could grow to 40% by the end of the decade.

Thing is, all those transactions are handled through carrier billing systems – so it’s working out pretty well for them, too.

Of course, a myriad of issues remain to be solved to make mobile content really boom – including what Frost calls a “mismatch between what content providers expect as their revenues from sale of their wares in a given period and what they actually get from the mobile operators. Hence, the challenge is to ensure proper content monetization and while premium SMS has served the off-deck mobile industry well, industry participants are currently deploying advanced content delivery and billing solutions such as WAP and multimedia message service (MMS) billing.”

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