CONTENT CALLED KEY TO NEXT-GENERATION WIRELESS
SAN DIEGO -- Despite mass market adoption of wireless PDAs, 2-way messaging devices and cellphones, further partnerships among wireless hardware makers, content creators and service carriers are needed to migrate consumers to next-generation advertising, Internet browsing, games and other revenue generating enhanced content, attendees at CTIA Wireless IT & Internet 2001 conference here were told Wed.
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In many ways wireless service companies already are realizing their limitations and instead of competing with content creators and service carriers are looking to partner with them to provide maximum value to users, said Mike Dolbec, OmniSky senior vp- business development. Citing OmniSky’s recent deal with Verizon, Dolbec said, “we realized that we needed to change from going after individual subscribers to going after carriers.” OmniSky also has deals with content creators such as AOL, MSNBC, News Corp, N.Y. Times.
Much of the debate on partnerships panel focused on current dilemma faced by wireless content creators. Not only must they decide among competing software development platforms such as Qualcomm’s BREW and Sun Microsystem’s Java, but they also have to develop business models. Mike Wehr, principal with Ignition Partners, said carriers should create revenue stream with wireless content developers that financially encourages them to offer quality to market. But other panelists suggested wireless market was changing so rapidly that no one in the value chain should “get religion” over any one business model.
Strategis Group analyst Adam Guy said good news was that survey of today’s consumers -- especially teenagers -- found that bias toward free content prevalent on wired Internet was apparent in wireless space, and that many were willing to pay for value- added features such as voice mail, games and instant messaging. But Guy warned current generation of carriers that today’s youth weren’t especially loyal, with 32% of those 13-17 years old saying they would be more interested in wireless services and content offered by Nike, Disney or other youth brand.
Wed. sessions were subdued following terrorist attacks in N.Y. and Washington. While keynote sessions were called off, CTIA Pres. Tom Wheeler had decided that week-long event would go forward. But Tues. keynote had surreal air about it, interrupted by President Bush’s address to nation. Oracle Chief Technical Officer Jacob Christfort said wireless networks could provide valuable assistance in emergencies: “One thing we've missed is creating applications that do real work.”
Keynote panel bemoaned current fragmentation in wireless market, which is becoming especially apparent as companies prepare to bring out their own 3rd generation wireless technology solutions. Lotus Development Pres. Al Zollar said fragmentation was barrier to providing real value to users. While much of current push is in consumer market, he said, Lotus believes biggest wireless data customers will be enterprise users, and many business want their wireless device to be extension of their desktop experience.