mBlox today announced the launch of the world's first mobile cross-operator ‘sender-pays data' trial. The trial is testing an innovative business model for the mobile industry, which allows content providers and service providers to bundle together the associated data costs for the purchase of mobile content, on behalf of the consumer. It will enable consumers to purchase data-rich content with the data cost included at the point of purchase. mBlox is the first to market with the trial, which is taking place in the UK.
The UK trial involves most UK network operators, covering over 75% of consumers. Launching with four content providers, the trial encompasses film, music and games, marketing and education. The diverse group of content providers include Shorts International, Fox Mobile Distribution, Incentivated and Creative North. The services consist of:
* Fox Mobile Distribution, part of Fox Mobile Group – launching trials offering
customers zero rated games and music services
* ShortsTV – Mobile video on demand
* Incentivated – mobile video drama called "Thmbnls" for the Department of Children, Schools and Families"
* Creative North – UK local authority funded educational application
"The launch of the first cross-operator ‘sender-pays data' trial is a great innovation for the mobile entertainment industry," said Andrew Bud, executive chairman, mBlox. "The mobile entertainment market is predicted to grow to $32bn* this year, in part due to a convergence of 3G handsets, high speed data networks, and innovative applications and content. This is creating a strong demand for access to content on the mobile and this significant trial will help pave the path for existing and new mobile services to thrive."
"Benefiting both content providers and network operators, the trial offers great scope for collaboration between all parties involved in the mobile content industry, such as collaborations between content providers and mobile advertisers to provide sponsored content."
A "Zero Data Charge" logo has been developed to identify content that utilises the sender-pays trial. Through the use of this logo on the web and mobile internet sites, consumers will be able to easily identify which content will be delivered with any associated data charges paid by the content provider.
"As the global leader in mobile content distribution, licensing and production we are excited to deliver one of the industry's largest content catalogues to consumers with clearer, more transparent pricing," said Mauro Montanaro, CEO of Fox Mobile Group. "Enabling our customers to download large pieces of content, like videos, games and full track music, without paying a data charge is a unique and attractive proposition with the potential to positively impact our business and the entire mobile content marketplace."
"This cutting edge trial will finally bring transparency to the cost of mobile content." said Carter Pilcher, Chief Executive of Shorts International. "This is a huge development for our audience who already enjoy short films on ShortsTV (Sky Channel 342) and iTunes. We are delighted to partner with mBlox in bringing the wonders of short film to the UK's mobile universe."
Jonathan Bass, Managing Director of mobile agency Incentivated, said, "Solutions like this from mBlox are both welcome and indeed necessary if marketers are to adopt the mobile channel and provide rich media campaigns at their cost rather that at the cost of those on the receiving end of the campaign."