From the ad:tech New York session, "Mobile Channels to Your Consumer: Evaluating On Deck and Off Deck" with Jeff Moore and Anil Malhotra.
By now, everyone's familiar with the mobile internet "on-deck" or walled garden portal services offered by the mobile carriers. These content services typically must have mass appeal to be placed on deck and are generally sourced from the largest media and entertainment brands. On-deck services help drive overall data-service adoption. However, one of the fastest growing trends driving mobile internet use is "direct-to-consumer" or "off-portal" content.
Direct-to-consumer mobile sites are generally 100 percent brand-owned sites that enable new revenue streams, control of the content offer by the third-party provider and a direct interactive relationship with a consumer via the mobile device. Contrary to popular belief, direct to consumer isn't about bypassing the carrier network to reach the consumer directly. Direct to consumer continues to utilize the carrier's infrastructure for delivery, support and billing. It's simply a channel for content providers to market through carrier networks.
This session discusses why on-deck and off-portal content and services aren't mutually exclusive. Both are fundamental to the business and marketing models for a brand and content providers should determine what works best for their target consumers, given their content. Join this panel session to learn how companies and technologies are enabling the direct-to-consumer or off-portal model for mobile-- and, how off-deck content can work within an overall on-deck strategy as well.
Note: Our podcast theme was written by Derek K. Miller. Visit him online at penmachine.com.
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Speaker(s): Jim Manis, Senior VP, Mobile Delivery Services, VeriSign Communications Services (moderator); Jeff Moore, COO and Co-Founder, Blue Frog Mobile; Anil Malhotra, Senior VP, Marketing & Alliances, Bango
Format: 01:02:12, 25.1 MB, MP3
