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Key Points • ‘Made for mobile’ internally developed entertainment videos a success with
consumers
• In-house developed content delivers customers at low cost and boosts margins
• Internal content compliments licensed products, expands catalogue
• Provides more choices for consumers
MobileActive, Australia’s leading mobile phone content and entertainment provider, is pleased
to announce its content development studio has delivered its first ‘hit’ products. A second set
of entertainment videos has been developed for release February 2008.
The ‘snack’, ‘made-for-mobile’ Christmas entertainment videos that were launched under
MobileActive’s brands on 25 November are delivering customers at low cost, with CPA (Cost
Per Acquisition) being as much as 50% lower than our target cost, leading to an earlier per
customer profit result.
This result supports MobileActive’s strategic plan for 2008, which includes international
licensing of the company’s growing in-house developed content catalogue to third party
content aggregators and marketers (outbound licensing).
Incremental downloads of in-house developed content have a higher gross margin as there
are no license fees to be paid and the cost of the content is accounted in the month of
development.
“The combination of MobileActive developed and licensed content sees us in the mobile
content retail market this month with a strong mix of 35 quality product campaigns, up from
six in December 2006,” said Neil Wiles, managing director, MobileActive.
“This range gives us a greater ability to effectively target specific customer segments,” said
Mr Wiles. “In other words, getting the right customer at the right price by presenting tailormade
content,” he said
MobileActive Hires James Hagen
MobileActive has hired James Hagen as head of content. He joins MobileActive after five
years at Jamster head office in Berlin, (51% owned by News Corp), where he was director of
content production. James has outstanding international mobile content management
expertise, and has been charged with delivering on MobileActive’s content strategy and its
focus on global expansion in 2008.
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