Google Plans to Shake the Mobile Content Eco-System

Search giant Google is developing a new mobile search service to aid consumers seeking to purchase ringtones, games and related premium content. The Wall Street Journal reports that Google will offer lists of providers selling the content they seek, and in the future Google will begin charging content firms for placement in its search results, an approach mirroring the sponsored links Google currently offers on traditional Web searches.   

The new search site is said to enable users not only to find a list of mobile content providers, but will also provide an easy purchase interface (through Google Checkout or PayPal). Google has apparently been working “for months with content providers - including large entertainment companies and smaller mobile-media aggregators” in preparation for the services launch. Insiders say to the WSJ that the initiative has suffered a series of technological setbacks, with an official commercial launch date currently uncertain. Google also is said to be mulling a social networking service enabling its Gmail users to exchange content.

This offering will challenge mobile operators who profit well from mobile content such as ringtones, wallpapers etc'. Previous initiatives to create a mobile search engine and mobile content directory like Mobicious haven't dared to shake the eco-system's balance by offering an alternative purchase interface that cannibalizes operators' share. I hope this new challenge will accelerate the process of opening the mobile walled-gardens and create an alternative playground in the image of off-deck/off-portal eco-system.

Comments

[Ricky Cadden]

Another great thought. Hopefully this will create some competition in the ringtone arena, and release them from the grimy hands of carriers.

This is also good news for users of unbranded handsets that often are unable to access a carrier's portal.

The more you can challenge the carriers on their home turf, the better for consumers and the industry as a whole. I for one am excited to see this come out.

[Xen]

Hi Ricky,
I totally agree...