The growth of off-portal browsing

A new set of dynamics is gaining ground in the mobile content market, stimulated by a combination of advancing technology and a growing maturity in digital material. The driver behind this dramatic change is the rise of off-portal mobile content — that is third-party content and services sold via sites not controlled by the network operator.

In this paper we explore how and why the acceleration in user demand for off-portal browsing through mobile devices is creating a whole new order in the mobile communications arena.

We examine the issues and challenges, the opportunities and the threats for each of the key player elements within the digital content market, and outline the strategies and mechanisms we believe each needs to adopt in order to sustain a profitable position in this fast-changing environment.

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