Carriers start to warm up to off-portal content.(News)

RCR Wireless News,  June, 2005  

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Byline: COLIN GIBBS

Faced with increasingly crowded shelf space on carrier decks, content providers are gaining traction by marketing directly to U.S. consumers with Web-based storefronts of their own. And carriers are slowly warming to the idea.

Off-portal marketing of ringtones, wallpapers and other "personalization'' content has long been popular in Europe, where third-party providers were often quicker to see the value of mobile content than some operators. It's estimated that off-portal content represents about 80 percent of all mobile transactions in Europe, ...

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