Giving users the content they want

Giving users the content they want
I've heard from many mobile content companies over the past couple of years. Some of the ideas touted by these firms are interesting, some innovative. But I've become quite skeptical when a new company calls me for a briefing, particularly when the PR person utters the words "personalization" or "streaming video."

So I was pleasantly surprised last week when I met with Buzzwire CEO Andrew MacFarlane, a former Openwave and Software.com executive. His firm, which officially emerged from stealth mode yesterday, is offering something I believe consumers will find compelling. The premise is simple--instead of delivering pre-selected content (chosen by the company based upon popularity), Buzzwire allows consumers to select their content and have it delivered to their phone. Customers can select from a library of local, national and international news, traffic, weather, sports and entertainment content. Some of the content is brand name, some more obscure. But the key is consumers get to choose what content they want and create personal playlists, which they can add to as their interests and needs grow. This is strikingly different from most content firms, which cull together content for their viewers based upon what deals they can strike and the demographic group the content tends to appeal to (i.e. youth and young adults). "Users can create their own programs and add to them," MacFarlane says.

Buzzwire will be a consumer brand. Carriers can either offer the content white-label or co-brand the service, which MacFarlane expects will retail to consumers for between $2 and $7 per month depending upon the package. The service could be supplemented by advertising revenue.

I'm not the only one impressed with Buzzwire's concept. The firm has attracted funding from Matrix Partners and Spark Capital. But just because I like the concept doesn't mean there aren't some flaws. I think the company's service currently is limited because it's only available on 3G handsets with a Web browser and a media player. That limitation dramatically shrinks the pool of potential subscribers and could hamper the firm's ability to get a key carrier deal. Plus, marketing the service to wireless subscribers who only own certain handsets is confusing.

Hopefully Buzzwire will be able to overcome its obstacles. Perhaps the firm's beta test will spark the interest of consumers and the attention of a key carrier. -Sue