Tune into 3G Mobile Radio

2007-11-14 17:23:39 By Shahid Ahmed Source: http://www.accenture.com

If television can be broadcast to mobile phones, then why not radio? Third-generation (3G) mobile radio—defined as the ability for 3G mobile phone users to receive streaming radio content through wireless providers' 3G networks—is an emerging opportunity for wireless providers to offer value-added services to subscribers and begin collecting ongoing subscription revenue.

Content companies should have a vested interest in mobile radio, too, as it presents yet another mechanism for reaching subscribers with unique content offerings while supporting subscribers' preference for a unified device. In March, Virgin Radio UK put this interest into action when it began globally broadcasting Virgin Radio and two new digital stations using Sydus mobile streaming services software. The service is compatible on thirty 2.5G and 3G phones currently on the market.

Although first to offer this mobile radio service, at this point, Virgin Radio is using a delivery model that bypasses both wireless carriers and handset manufacturers. This decision makes the company dependent on the intelligence of handset operating systems on the market and assumes that wireless providers have kept their 3G networks open enough for users to access anything on the Internet.

An alternative to the "go-it-alone" route Virgin Radio has chosen could be for wireless providers and content companies to work together. In fact, we think that partnerships may be the best way to achieve high performance in this emerging market.