Google Preps Move to Mobile Content - Wireless Internet -

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Posted on Wednesday, January 11th, 2006 3:30 PM


Internet giant Google is preparing to muscle in on the lucrative global mobile content market with a dedicated premium wireless content play.
The company is preparing an assault on the market as the next stage of its ambitious plans to drive revenues from content and advertising.
Google's move could have a massive impact on the mobile content market. It would also give it a foothold in a global mobile entertainment sector worth an estimated $31.7 billion by 2009.
Google wouldn't comment on the new strategy but it's currently searching for a wireless content strategic partner development manager to lead the move.
The key aim of its mobile content strategy is to develop a range of revenue-generating wireless content partnerships. This will be carried out by both acquisition and syndication.
Google's distribution reach is huge. It has had an arrangement with T-Mobile since June last year to provide the default search page on new handsets, and has just announced a similar deal that will incorporate the Google icon onto the screens of Motorola handsets.
Until now it was unclear what role mobile content could play in its plans. The vast majority of Google's revenues come from advertising (96 percent in 2004). However, last week's announcement about Google Video Store, the new pay-per-download Internet video service which includes content from ITN, suggests the search giant has ambitious plans for making money out of content as well.
The Google Video Store will also target handheld devices. As confirmed this week, Apple Video iPods and Sony PlayStation Portables (PSPs) will be able to download and watch non-copy-protected content.
Michael Tomlins, commercial director of Infomedia, owner of the Partymob mobile content brand, questioned whether Google would want to move into billing for games and wallpapers, but suggested it may look to agree portal deals with operators.
"It's exciting. It's a real illustration of how the bigger players are getting involved in mobile content," he said.
Commenting on the prospect of combining search with mobile content, Danny Van Emden, digital media director at EMI Music UK, said, "It'll be a huge opportunity for content owners."
© 2006 New Media Age . All rights reserved.© 2006 CIO Today. All rights reserved.
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