by Damon Russell, Chief Executive

The impact of most technology is over-estimated in the short term and under-estimated in the long term. So it is with content over the mobile phone.

For many years people have thought that mobile content is going to deliver huge commercial benefits. And those benefits were always just round the corner. The trouble was, that corner never seemed to get turned!

Mobile commerce has arrived

But at last, things are changing. In 2007 over 50% of consumers bought content or other services over the mobile phone.

Much of this content was directory information such as Where's my nearest florist? and over 40% of people paid for this. But music, games, sports news, and traffic information are also popular.

And it's not just the young who demand mobile content. There's consistent demand across all age groups up to 50 years old.

Solo or supplement?

One warning though. So far stand-alone mobile services have rarely been successful. It's better to develop a mobile element to an existing web based service.

That way, users can continue to interact with their favourite applications not just when they are in front of their PC but also when the only screen they have is on a little Nokia phone.

The future's bright

The future is increasingly bright. Mobile games are set to deliver GBP4 billion in 2009, mobile video GBP3 billion, and mobile gambling a massive GBP9 billion.

The whole market for mobile commerce should be worth around GBP25 billion in 2009. That has to be worth looking at. And so we have! Our research shows that there is potential in unexpected areas.

Lost for a word? 18% of consumers say they would pay for a dictionary service. Losing in a pub quiz? 14% would pay to access an encyclopaedia. Frustrated by the crossword? A staggering 30% say they would pay for help.

And only 3% say they would pay for celebrity gossip. Perhaps there is hope for us yet!

(Taken from The Moving Target, published by Telecom Express, 2007)