Playboy has announced a deal to distribute mobile content in North America using Seattle-based mobile content distributor Dwango Wireless.
When the industry giant begins appearing on U.S.-based mobile phones in early 2005, Playboy mobile content will be available in 17 territories worldwide.
Company executives have watched Playboy mobile explode overseas, particularly in countries like France, where Playboy’s short-form videos, photos, and wallpapers have become increasingly popular on Europe’s more robust mobile phone technology.
“We know we’re early and there won’t be mass market appeal for a couple of years, but we do think that getting ourselves aligned with a good partner and getting our brand out there puts us in a stronger position for when the users are ready to consume this type of product,” Randy Nicolau, president of distribution for the Playboy Entertainment Group, told AVNOnline.com.
Initially, Playboy’s North American mobile content will have a softer edge – what Nicolau calls PG content – things such as branded games and non-nude images. However, executives plan to roll out the spicier content as soon as possible.
“It’s going to depend on the appetite of the cell phone providers. Certainly we will have tons of data from our international efforts to show them that there’s an appetite from the consumers for this type of product,” Nicolau said.
“Hopefully, they’ll realize just how the cable companies have been able to offer both HBO and Playboy. You have the mainstream and there’s always people who have Adult interests. The telcos as they look to compete with the cable companies and the online space will realize that the consumer isn’t any different.”
As for their partner in the deal, Dwango has deals in place with all of the major mobile networks – T Mobile, U.S. Cellular, Verizon, Alltell, Nextel and Cingular/AT&T. They deliver customized entertainment content, ring tones, games and applications for such partners as Rolling Stone and ESPN.
“Dwango Wireless is extremely excited to work with such a well-known and respected lifestyle brand like Playboy to deliver first-rate entertainment content that people can access via their mobile devices,” said Alexander Conrad, president and COO of Dwango Wireless.
“Playboy has had great success in international mobile markets, and we believe the brand is strongest in the North American marketplace.”
