Sender Paid Data Tried in the UK

Operator and Aggregators: Monday 16th February 2009

mBlox, the UK aggregator has announced a trial scheme with which the sender pays for data, or download charges. This will prevent users who do not have a data tariff from 'bill shocks' due to the substantial charges often made by mobile networks.
The scheme, for the UK was first trialed with content providers such as Fox Mobile Distribution and promoted with a 'Zero Data Charge' logo at the ponit of purchase.

Andrew Budd, chairman at mBlox said: 'The mobile entertainment market is predicted to grow to $32bn this year, in part due to a convergence of 3G handsets, high speed data networks, and innovative applications and content. This is creating a strong demand for access to content on the mobile and this significant trial will help pave the path for existing and new mobile services to thrive.'

However, this also represents a significant step for mobile marketers. Connecting to websites, downloading videos or audio and downloading applications has represented a problem in mobile advertising. The fact that the user may pay a substantial amount to receive promotional content could be very damaging to a brand. The sender paid data scheme will allow mobile advertisers to send all types of content without charging the mobile user. So far, mobile agencies Incentivated and Creative North have trailed the mBlox scheme.

It is expected that sender paid data will be rolled out amongst other UK aggregators this year.

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Report at mobile-ent.biz