SplaTT's Blog

Mobile Content Consumer Education Campaign

Oops..this one feel through the cracks and i forgot to mention it...anyway...details below from the AIMIA website.

The Australian mobile content industry continues to evolve and offer exciting new products, services and experiences including video, music, chat, games, news, email and social networking. The opportunities available to companies active in the mobile content market are the envy of more mature markets such as film, television, video games and online.

However, we also need to recognise that with increased sophistication comes an increased burden on the consumer to understand, interact with, and consume mobile content. Recent reports such as the Australian Mobile Phone Lifestyle Index, international research and much consumer feedback shows that only a relatively small group of early adopters are engaging with mobile content. Early experiences with mobile content – good or bad, will spread quickly via word of mouth. We need to ensure that consumers overwhelmingly have positive experiences with mobile content – and tell their friends!

For consumers to engage more readily with content they need to feel empowered and clearly understand the types of mobile content experiences available and how to go about it. The key to empowerment is education.

The AIMIA Mobile Content Industry Development Group is inviting mobile content companies to join with operators, content providers, trade associations and handset manufacturers in developing a cross-industry national education campaign focusing on:

• What is mobile content?
• Why engage with mobile content?
• How much does it cost?
• How do I get it?
• What do I do if I have a problem?

The campaign is envisaged to include television advertising, in-store brochures, web site and a mobile site and will be ‘owned’ by the industry as a whole.

We cannot answer questions for every handset/operator/plan/content option and will not seek to promote individual services; however we can provide consumers with sufficient information and confidence and empower them to ask the right questions. In so doing we will remove many of the barriers to mass-market mobile content usage.

Initiatives such as the one we are proposing have been run in various European countries, in Germany for example; this has led to 60% of mobile phone users accessing content on their handsets each month. In Australia this would equate to over 10 million mobile subscribers regularly consuming mobile content, a dramatic increase in ARPU for everyone involved in mobile content.

An information session will be held on: Thursday 31 August 2006 at 3pm at ninemsn, Level 7, 264 George St, Sydney NSW 2000.
Please RSVP to Alice Champion at AIMIA aimia@aimia.com.au (02) 9248 7900.

This is initiative is supported by the AIMIA Mobile Content Industry Development Group and the following companies: Ninemsn, HWW, 5th Finger, m swap, Tigerspike, Ideal Interfaces, Illumin8, VentureOne, AAP, ABC, Amethon, B33hive, Copyright Agency, Dialect Solutions, dLux Media Arts, eHound, Frost & Sullivan, Hutchison, Hyro, IMTV/One Centre, Legion Interactive, m.Net Corporation, Mobile 365, Optus, News Digital Media, 247 Network, Principius, Project TV, Proxar, S2M, Vodafone, i-Touch, Fairfax Digital, Slice Wireless, Oplayo, Worth Digital, Telstra.

We look forward to the support of Aimia in this important industry growth initiative.

Yours sincerely, AIMIA Mobile Content Industry Development Group - Education sub-committee

I am looking forward to seeing how this goes and will be doing my bit buy supporting it as you should if you are in any way involved in the Australian mobile content industry.

Posted by Mick (SplaTT) Stanic at August 31, 2006 1:22 PM | TrackBack