Mobile Web 2.0 Summit
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Osney Medias' Mobile web 2.0 Summit aims to:
Clarify the principles of Mobile Web 2.0 and understand how to create the business models required for an enduring industry
Determine who has value in the value chain and discover
Find out what tools can be used to understand the Mobile
Explore the role and revenue potential of Mobile Web 2.0 in advertising and brand impact
Discuss how to ensure excellent end to end user experience
Examine what social networking means from a mobile
perspective and how to monetise user created content
Discover the realities of billing models surrounding Mobile Web 2.0 and their impact on the market
Compare the world of PC and Mobile Web and determine how
Web 2.0 and Mobile Web 2.0 will share content
Hear from the latest start-ups and their ideas for the newest applications and services
Learn about the next generation platforms and enablement and the implications for Mobile Web 2.0
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mBlox - Developing Suitable Billing Models for Mobile Web 2.0
"Credit Card payments on mobile are too complicated"
How can we simplify this? Are mobile wallets the way forward by keeping your credit card and bank details on your device? How do we get around the security issues connected with that?
"WAP billing has replaced Premium SMS in Mobile Web 2.0 - Consent trail has disappeared."
Premium SMS has had a bad reputation in the past both from a content provider and a consumer perspective. Also had time-consuming steps to ensure consumer consent which dented the user-experience. Paying by WAP has become easier (Bango et al) and improves the user-experience.
"Mobile ADs working, Mobile payments now work and are ethical. Problem is with data costs.Rich media can't even be given away today, data charges too high. Compelling Advertising, like Video, suffers from same issue."
mBlox feel that we'll never get to the point where flat-rate data plans are widespread in the Mobile user base. Personally I don't agree with this at all. Vodafone have already started to lead the way by giving their flat-rate data plan to all their contract customers for free. But I digress.
mBlox see a different way to get around the barrier of high data cost - Sender-Pays Data. This is where the content producer (be it an advertisement,music etc.) pays for the data charges incurred by the person downloading it. They envision that this would allow more compelling Ads, encourage users to buy content on the Mobile Web and generally solve all our ills related to getting customers to lose their fear of data charges.
While that's a nice idea, I just don't see this ever working. Consumers are confuse enough by Data charges as it is and throwing the Sender-Pays model into the mix will only add to that confusion. It will also be a huge pain for Content-providers as they'd potentially have to have deals with every operator in every geography to facilitate the reverse billing.
Their premise, that Mobile Data is a huge barrier to the Mobile Web, is true but their conclusion, that Sender-Pays, is very false. What do you think? Leave a comment below to let us know.
Posted by tarek