Tony Norcross suggests that mobile content operators should look beyond the operator:
In 18-24 months there will be a few mobile Internet sites that everyone will come to know and will bookmark. There will be a “MySpace” of the mobile world. It may not be MySpace – but something like MySpace. People will access The Weather Channel and ESPN directly. Ebay mobile will come into its own. And all of these companies – that know how to run Internet businesses and monetize them from advertising – will do what they do best. And none of them will require consumers to use the operator portal.
If you are a content owner or a marketer trying to get an audience with a major carrier or network operator. STOP! Stop wasting your time and energy. Figure out the place on the Internet where your target customers will be going when they can truly access the content they want from their mobile device – for affordable flat rate data prices – and without walled gardens. Invest your time in a relationship that has long term viability!