ROW Editorial
telecom | 06/29/2006 4:00 am EDT
The opinions expressed in this editorial are those of the author and do not necessarily reflect those of Decima Reports. A new report from KPMG suggests that wireless carriers should consider using an advertising-supported approach to offering content and other mobile data services to their subscribers. This, the firm says, is because consumers don’t want to pay more for such things as entertainment content, applications and services. The concept, which KPMG dubs "wallet-sharing," has merit. It stands to reason that if consumers don’t want to pay more for watching video clips, playing games, surfing the Internet or getting their business headlines, then the carriers have to figure out another way to make money from these things. Why wouldn’t a wireless operator make its subscriber base available to advertisers as a way to generate greater revenue? Microsoft could purchase the right to sponsor business headlines, for example on a particular carrier. With this scenario, there would be no need for a customer
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