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.
Earlier this month the Mobile Data Association, said that in March 2004 2.1 billion text messages were sent in the UK, a 25 per cent rise on the total from the same month last year.
Of course, it’s all pretty utopian. But the devil is in the detail. At one point the filing says: “People have raised privacy concerns relating to the ability of our recently announced Gmail email service to match relevant ads to the content of email messages. Some people have also reacted negatively to the fact that our search technology can be used to help people find hateful or derogatory information on