Editor's Corner: Mobile Content's Under Pressure

First things first: It's not MECCA, it's Mobile Entertainment Live! The annual pre-CTIA mobile entertainment conference descends upon Orlando with a new name, if not a new identity. "Mobile Entertainment Live! is a better branding presence--it's more in line with the topic matter we're exploring," said Antony Bruno, executive director of content and programming for digital/mobile with event organizer Billboard. "It's a new name, but in terms of everything attendees have come to expect from the conference, our mission and format remain the same."

According to Bruno, Mobile Entertainment Live! looks to pick up where February's 3GSM World Congress left off, confronting the content discovery and access complexities that were the subject of a much-discussed keynote address delivered in Barcelona by Warner Music Group CEO Edgar Bronfman Jr. Bronfman challenged the mobile industry to simplify handset user interfaces or risk losing out on a multi-billion dollar music download opportunity: "Our central challenge is to make [mobile content] affordable, easy and quick to download," Bronfman told the 3GSM audience. "Until we achieve that, we are not just falling short of potential…we're also leaving billions of dollars of revenue potential unrealized."

Bronfman certainly wasn't the first to question the failings of the mobile user experience, but his 3GSM address seems to have galvanized content providers, operators and handset makers alike to tackle the problem with new urgency. "In speaking with the keynoters, usability definitely seems to be the trend this year--everyone's looking at making [mobile content] a lot easier to access and use," Bruno said. "Bronfman's message has been republished everywhere, and everyone agrees that more needs to be done."

Mobile Entertainment Live! may not offer a presence with the power and influence wielded by Bronfman, but its keynote speakers--among them MTV Networks' SVP of Mobile Media Greg Clayman, Verizon Wireless' Vice President of Marketing and Digital Media John Harrobin, and Nokia's Vice President of Multimedia Nigel Rundstrom--span the breadth of the mobile entertainment ecosystem, promising insight into the opportunities and obstacles facing each sector of the industry.

Beyond Monday's Mobile Entertainment Live!, you will also find a mobile entertainment and mobile commerce executives headlining CTIA's keynote address on Wednesday. Viacom President and CEO Philippe Dauman and EMI Group CEO Eric Nicoli will be speaking as well as John Philip Coghlan, president and CEO of Visa USA.

As in years past (remember P. Diddy at CTIA 2005  and rappers LL Cool J and  D4L at CTIA 2006?), there may be a celebrity or two at CTIA.  Rob Mesirow, vice president, operations at CTIA, says that a few "special" guests are expected this year, however he wouldn't elaborate.

My colleagues Sue Marek, Brian Dolan, Lynnette Luna and I will all be attending CTIA Wireless 2007. Look for our live event coverage next week in both FierceMobileContent and FierceWireless. And be sure to join us Wednesday, March 28 at 7:00 pm for "From Orlando with Love," a special FierceWireless networking event at the chic Orlando nightspot Destiny. RSVP here.

Be there or be square. -Jason