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UK Trials "Sender Pays" Concept for Mobile Data Charging

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Mobile billing service provider, mBlox has launched a cross operator sender pays data' trial, which will enable consumers to purchase mobile content with the data download cost included at the point of purchase.

mBlox is the first to market with this trial, which is taking place in the UK with four of the five networks.

"The launch of the first cross-operator ‘sender-pays data' trial is a great innovation for the mobile entertainment industry," said Andrew Bud, executive chairman, mBlox. "The mobile entertainment market is predicted to grow to $32bn this year, in part due to a convergence of 3G handsets, high speed data networks, and innovative applications and content. This is creating a strong demand for access to content on the mobile and this significant trial will help pave the path for existing and new mobile services to thrive."

"Benefiting both content providers and network operators, the trial offers great scope for collaboration between all parties involved in the mobile content industry, such as collaborations between content providers and mobile advertisers to provide sponsored content."

A "Zero Data Charge" logo has been developed to identify content that utilises the sender-pays trial. Through the use of this logo on the web and mobile internet sites, consumers will be able to easily identify which content will be delivered with any associated data charges paid by the content provider.

Jonathan Bass, Managing Director of mobile agency Incentivated, said, "Solutions like this from mBlox are both welcome and indeed necessary if marketers are to adopt the mobile channel and provide rich media campaigns at their cost rather that at the cost of those on the receiving end of the campaign."

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Tags: 3g  ict  billing  mblox  andrew  mobile content  UK