Cellcom, one of the 3 Israeli operators, is trying to leverage the web 2.0 success with its users generated content to promote the operator's new 3G services. Being the last operator to launch its 3G services, promoting music as its main content offering as Cellcom has done by now, isn’t enough to beat the competitors.
So it looks like Cellcom has managed to be the first among Israeli mobile operators to identify what seems like the next mobile trend - the user generated mobile content (like music, short videos, and other MMS content).
To promote this goal, cellcom has launched on Monday its new web and mobile community Heep. For now, the mobile is only a supplementary experience to the web experience, since the mobile web is another tool (and a less comfortable one) to get to web content. So the (rather obvious) key to success lies in a successful website. Yet, the only problem is that big user generated content sites lay over the internet and not over the mobile sphere. And, as much as Cellcom wants to generate mobile traffic, its major tool here is the web. How will it convince users to generate more mobile traffic?
From a web point of view, Heep is far from being a successful site… For now, a user can’t send or publish his/her content in other blogs/websites (walled gardens), and can’t sign up to receive more contents from friends/ users. Also in comparison to web’s successful YouTube's (and others') content, Heep’s content is very borring (well, it's still the beginning). For Cellcom it can be very easy to provide better quality content being a big sponsor for Israeli music, even copyrighted. However, Heep has managed to recruit the new born YouTube star with over 6.5M views and arm her with a new HS with a camera to start generating mobile contents; hoping she could pull the rabbit again.
Technorati Tags: cellcom, Heep, web community, 3G, user generated content, mobile content, web 2.0, YouTube
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