A French DJ reached No7 in Germany through a massive campaign with T-Mobile. Being a reseller doesn’t work for operators. Content providers want to promote the content/music. Mobile industry needs to better understand the music industry. Content is king, but marketing is queen. Music labels do care about money not just promotion. Rights management is very complex. Artists are not coke cans. We hate piracy and love DRM. Mobile industry

Richard Hurring of Vodafone echoed this saying mobile services have been under used by creatives and brands. Nick Wiggin head of mobile media planning and buying with I-Level countered this, saying operators should stop going to creative agencies or client direct and start talking to media agencies who understand the opportunities better.