MMS Soap Opera
Endemol is on a roll developing content specifically for mobile phones. First, they help TV shows get around walled gardens or carrier-based portals, and now they’re offering up a MMS-specific soap opera. Things like this have been tried elsewhere before, so it’s not all that revolutionary, but it will be interesting to see how well accepted such things are. MMS still hasn’t caught on to the level that the industry expected, and it’s still not clear that users really are dying to have “broadcast” style content sent to them on their phones. The real killer app for mobile data still needs to involve communications, not broadcast content. Simple broadcast contest does nothing to take into account the mobile nature of the mobile phone.