Mobile content is forecast to generate revenues of $78 billion worldwide by 2007. In spite of this huge opportunity content providers are finding it increasingly difficult to compete in a crowded market. Reliance on operators, sharing of revenues, one-off sales and rising promotional costs all combine to make it harder for content providers to turn a profit. Content providers' prayers may now be answered by Silk, an innovative application enabling a unique approach to the delivery of branded mobile content.
Operators currently rule the UK mobile content market, with most delivery and promotion controlled through their networks. Content providers are fortunate if they keep half of their revenues after operator payments. Silk allows content providers to create an operator independent channel to market. The Silk client application sits on the handset and receives updated content continuously over the air. New content can be promoted and delivered independently allowing content providers to keep more of their revenues and reclaim control.
Additionally return on advertising spend is diminishing in the mobile content sector and the marketplace is increasingly competitive. These factors are forcing content providers to assess alternative means of promotion. Costly one-off sales with no recurring revenues have held back the industry and direct relationships with customers must now be developed. A direct channel to market can be developed using Silk, allowing targeted offers to be sent to customers on an ongoing basis. Silk allows content providers to combine promotion and distribution of their services into one channel, reducing costs and unifying the customer journey. This will also allow new revenues to be developed through up-selling and cross-selling of existing customers.
In addition the mobile content market must appeal to a wider market to continue its growth. User experience must evolve to become more intuitive and user friendly to attract new customers. Silk can achieve this experience by calling upon the phone's native functionality, acting as a gateway to other functions or services. Using Silk, customers can browse a WAP catalogue, listen to a sample and order their chosen content, all from one easy to use application on their handset. Silk's intuitive user experience will help open up the market to a less technology savvy market, helping the mobile content industry to reach critical mass.
Nicola Riordan, Director of Marketing, Silk states, “Silk continuously delivers live information off-line and gives content owners 24-hour access to their customers. Content providers can finally control their own content delivery, and grow revenues by having relevant and timely offers targeted at existing customers. In addition, as a white-label offering Silk can be customised and designed to fit our client's look and feel, maintaining a consistent brand experience and helping users to recognise their messages immediately.”
For more information please contact:
Nicola Riordan
Nicola.riordan@silkmobile.com
+44 (0)2088 77 2662
About Silk
Silk is an innovative mobile application which simplifies and enriches the mobile user experience. Silk is a content delivery solution which updates over the air, providing relevant up to date information and creating a content rich user experience. Silk can seamlessly initiate any function on the phone driving users to send an MMS, call a predefined number or visit a specific WAP site. A simplified and more enjoyable experience helps users become familiar and comfortable with new mobile data services, driving usage and aiding adoption.
Silk is a sister company of Clear, the explanation agency. Clear specialises in explaining complex products, services and concepts to consumers in a straightforward way. Clear began working in the mobile space in 1999 with Orange, the UK's leading mobile network, and recognised the increasing complexity of mobile devices while working on user manuals and other product material for new phone launches. As smartphones emerged Clear recognised the potential to move user manuals on-handset and so Silk was born.
Examples of our work on On-handset help and Try Cards can be found at www.silkmobile.com/03case/index.html. Silk is compatible with handsets using the major mobile operating platforms, Symbian, Windows Mobile Smartphone and Pocket PC.
www.silkmobile.com
