Telcos Believe Launching New Mobile Content Should Take Less Than a Month

 In mobile content


Over at Cellular news, there is a story on a survey commissioned by Valista and conducted at the Building Blocks 2008 conference held last week found that over 86 percent of the industry insiders interviewed believe that it should take less than a month to launch new mobile content and services with an operator. This expectation is probably not quite right as apparently 80 percent of respondents stated that it actually takes between 3 and 9 months to introduce new mobile content and services. Quoting from the Cellular News report:

"It’s clear that the mobile industry is looking for more streamlined ways to on-board and manage content and services," said Fran Heeran, CTO of Valista. "It can typically take months to introduce new mobile content and services across all the carriers.

This clearly needs to change as content and services lose relevancy with each passing month and some content is never considered because of the production time. Mobile service and content providers need to be able to react to the market quickly and provision new mobile content and services in a more dynamic fashion."

The Valista survey also found that the mobile industry is not taking advantage of customer loyalty programs as a way to encourage consumers to buy more downloaded content.

Surprisingly, none of the respondents said that they use any form of loyalty scheme as an incentive to increase content purchasing or encourage repeat buyers. Over 70 percent of those surveyed, however, use other promotion methods to entice customers to purchase more content and services, including discounts, free trials and product bundling.

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