3 to sell airtime on mobile network
19 October 2005 12:45
Targets new revenue streamsMobile phone operator 3 is planning to break new ground by selling airtime on its network to advertisers.
The company, which is owned by Hutchison Whampoa, claims to be the first mobile telco to do so.
As part of a wide-ranging announcement about its strategy, 3 said that it is "set to unlock single-source advertising as a revenue stream and is looking for a partner to sell advertising space on its network".
This follows trials with brands such as Redbus, the distributor of movie 'It's All Gone Pete Tong', and Apple's iPod. The iPod campaign resulted in 160,000 downloads of the ad.
3 is also launching a customer-created content channel called See Me TV and a what it calls a "new approach" to delivering music tracks. It is planning to give its 3.2 million customers access to music exclusives, starting with Madonna's new single and video.
Bob Fuller, the chief executive of 3 UK, said: "We are at a significant moment in the history of communications and media - a point of inflection. The previous distinctions between the media, technology and communications industries have all but disappeared. An entirely new type of company is emerging that blurs the boundaries between all three.
"3 is the first truly mobile media company. Our business is radically different because we bring together information, communications, entertainment and in a single, mobile device. No one has done this before."
By Graham Hayday
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