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Virgin Mobile USA launches Studio V

Wed, 24 Oct 2007 06:59:59 -0400

Virgin Mobile USA announced the introduction of Studio V, a mobile content community enabling the MVNO's subscribers to create and share user-generated graphics and ringtones as well as earn cash-reward credit via each download. According to Virgin Mobile USA, customers may upload and edit graphic content to design personalized wallpaper and edit pre-existing audio content to make personalized ringtones--all uploads are free, and content creators will earn 10 cents for each Studio V contribution purchased by other subscribers. User-generated content solutions provider 9 Track Mind will screen all incoming content. "Our customers are some of the most creative and prolific people around, so this Studio V exclusive application is ideal for them to customize mobile content as well as connect with the larger mobile community, along with the added benefit of earning cash towards their Virgin Mobile account," said Virgin Mobile USA vice president of mobile data services Dom Tolli.

For more on Studio V:
- read this release

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Survey: Mobile content appeal multi-generational

Wed, 24 Oct 2007 06:59:58 -0400

Premium mobile content boasts a mass market appeal that spans across multiple generations, requiring service providers to tailor digital content shopping to appeal to an expanded audience, reports customer experience systems provider Amdocs, in a new survey. Amdocs reports that 41 percent of users ages 18 to 24 and 38 percent in the 25 to 32 range are prepared to fork over $8 to $10 a month on mobile content. Consumers in the 18 to 24 bracket are more likely to make a mobile purchase, while subscribers over 45 are more apt to buy content via PC.

While 45 percent of total respondents purchased ringtones and wallpaper, making them the most popular mobile content purchases, 42 percent ranked "services with helpful functionality such as providing directions and checking the weather" as their rationale for acquiring mobile content. Subscribers over 45 in particular cited their interest in "helpful services," with 44 percent expressing an interest in GPS and LBS services, followed by mobile banking. By contrast, a third of consumers aged 18 to 24 cite entertainment as the content purchase driver for mobile content.

"Not only should service providers consider offering more age-segmented, premium digital content and services, but they should consider tailoring the storefront experience and purchase mechanisms to meet the demands of multiple generations," said Amdocs VP of corporate communications Charles Born. "Technology that provides service providers with a new way to deliver a more personalized customer experience translates into higher average revenue per user, greater satisfaction and reduced churn."

For more on the Amdocs survey:
- read this release

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The Weather Channel goes direct with video

Wed, 24 Oct 2007 06:59:57 -0400

The Weather Channel is teaming with Vantrix to launch a new mobile video application through the Weather Channel mobile website. Unlike its on-portal video offered through wireless operators, this service will allow users access to video forecasts, travel weather reports and other weather-related news stories off-deck. Initially the service will be available in San Francisco, New York, Los Angeles, Chicago and Atlanta--by year's end, it will be available in 100 cities.

To access the Weather Channel service, users need an embedded player on their handset. Vantrix's service can automatically determine whether a user has an appropriate device. According to Traci Van Deventer, director of mobile products at The Weather Channel Interactive, this is the first direct-to-consumer video play for the company. The service is ad-supported and free to the end user.

Louis Gump, vice president of mobile for The Weather Channel Interactive, said this service may help drive more video on the mobile web because consumers will see the value and relevance in mobile video. "Consumer awareness is still a big barrier," Gump said in an interview with FierceMobileContent. -Sue

For more on the Weather Channel offering:
- read this release

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