On The Hot Seat with Jim Ryan Page 2
FierceWireless: So, in some ways, Mobile Campus will do what the MVNO was supposed to do?
Ryan: Well, the MVNO approach has not really worked. Look at
brands like ESPN. What they wanted to really do and what they ended up
doing were a bit distinct. What they wanted to do was provide a unique
experience for the big sports fans, but what they did was go into the
full suite of mobile services, which they learned was a bit too much.
FierceWireless: What kind of services and content does Mobile Campus offer?
Ryan: What we're doing, and what is unique about us is how
targeted we are—we're doing a mobile-centric service that sits above
the standard [carrier-subscriber] relationship. Our subscribers
probably have a data service plan and purchase ringtones regularly. So,
we partner with the university officials and professors to provide
academic content to their students through a simple web interface. We
also partner with various facilities, including athletic departments,
student groups, sororities, chess clubs, or students can get together
and create groups of their own. We also reach out to local content
providers like the student newspaper or radio station or groups that
are experts on various topics, like ones that know the latest bands
coming to town. This way we provide all the content that's relevant to
university students [to them on their mobile phones].
FierceWireless: How do you monetize these offerings?
Ryan: We work with local merchants and national ones to
package up offers [or advertisements] that are relevant to the
students. For example, we'll send out a 25 percent discount for an
airline flight 45 days before Thanksgiving break. Or we could send out
a message about [a vacation package and] hanging out at the beach 60
days before spring break. These are well-received by students.
SHARE
WITH: