SOURCE: Nellymoser

December 11, 2007 08:08 ET

Nellymoser Sees True Mobile 2.0 Services Emerging in 2008

Consumer Experience Will Combine the Power of Mobility With the Social Web

BOSTON, MA--(Marketwire - December 11, 2007) - Nellymoser, provider of the most comprehensive platform for delivering rich, interactive mobile services, sees the next step in the evolution of the mobile experience occurring in 2008. This next stage will be built on the convergence of more compelling mobile experiences, integration of mobile and web-based services, new advertising and retailing techniques, the arrival of web companies en masse, and a return to dedicated applications. Even with more open devices and networks, however, fragmentation and friction will continue to plague the mobile channel.

"The Mobile 2.0 services emerging in 2008 will truly integrate the social web with the core foundations of mobility -- personal, localized, always-on and ever-present. Furthermore, these services are based on a new generation of wireless devices that enable rich, interactive services and integrate the full range of mobile consumer touch points including talking, texting, capturing, sending, listening and viewing," said John Puterbaugh, founder and chief strategist, Nellymoser, Inc. More about his predictions for 2008 can be found at nellymoser.com/blog.

"In the era of the social web, the mobile device is the ultimate networking tool for individuals and groups. The power of mobility and the social web will create Mobile 2.0," said Larry Weber, Chairman and CEO of W2 Group and author of "Marketing to the Social Web: How Digital Communities Build Your Business."

Mobile as a separate channel will end in 2008. Content owners will include it as part of their overall digital plans. Mobile devices will become a central vehicle for the discovery of content and services, a cross-platform remote-control and a personalized point of access and distribution for all things digital.

The company also sees a rapid increase of digital advertising techniques employed -- techniques derived from the Internet (e.g., search, screen-based and video), advertising and sponsorships that are truly made for mobile, and in-application advertising. In-application advertising will enable a more personalized, contextualized branded experience that is very relevant and more interesting to the consumer.

With all of this activity, mobile will see a Golden Age of Applications. With the success of Internet industry giants, content providers and mobile operators are following the consumer's lead and warming up to dedicated applications again for mobile.

To date, mobile operators and content providers have dominated the sale of mobile content. In 2008, web companies will move to mobile en masse. This will not only advance off-deck as the dominant vehicle for discovering mobile content but also radically change the nature of content and services.

The transition to Mobile 2.0 will provide consumers with rich, interactive services that integrate the social web with core aspects of mobility. For more on these topics along with Nellymoser white papers and reports, visit nellymoser.com/mobile-reports.

About Nellymoser

Nellymoser enables media companies and network operators to establish and grow their mobile businesses. The company's award-winning mobile services platform, combined with world-class mobile strategy and design, gives customers everything they need to deliver rich, interactive Mobile 2.0 experiences to the broadest audience. By managing service delivery for its customers, Nellymoser handles all the mobile channel complexities, from integration with existing infrastructures to compatibility with the rapidly growing number of handsets. Customers include AT&T, Virgin Mobile USA, MTV Networks, Warner Music Group, Sony BMG Music Entertainment, Microsoft, Adobe, Leapfrog, Ericsson, Vivendi Universal and Electronic Arts. For more, visit nellymoser.com

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