Off-Portal Content Climbs; Mobile Advertising Skyrockets; Users Keen On Better Features - Not Mobile TV
OFF-PORTAL CONTENT: The Mobile Marketing Association (MMA) has reported (via New Media Age) a meteoric 400 percent annual increase in off-portal content business, translating into $750 million in the U.S. alone. U.S. users are also venturing off-portal in droves. The report states that 50 percent who access the mobile Internet via an operator portal continue their browsing experience off-portal. Operators now face an uphill struggle to maintain their position in the value chain.
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