My interest in mobile content delivery was initiated when I attended a presentation a few months back by July Systems. Publication of several studies after that shows that mobile content, which can be used to push advertisements in real time, will benefit cell phone companies the most as they struggle to maintain their profit levels on what is merely a utility now.
One of the business models that I have been developing is based on the principle of free mobile phones and unlimited phone calls worldwide – all paid for by advertisers who can display content with embedded advertising. It seems that companies like Qualcomm are already moving in that direction.
Qualcomm is acquiring Elata, a company that produces a software for managing, delivering, and marketing rich wireless content. Since the system is platform-agnostic – which can be a major problem otherwise – an operator may offer applications and services to its subscribers that have been developed in multiple programming languages and are delivered via many different systems to the handset using the Qualcomm solution.