The technology to deliver mobile phone content has become more accessible with the introduction of RAPID by Three O’clock Ltd., a mobile phone entertainment company.
RAPID is a less expensive, streamlined version of the company’s mobile phone technology that allows users to deliver a custom-designed collection of images and text – a magazine – from their Web site to a Java-enabled mobile phone.
Having worked with large companies such as Electronic Arts and Reebok to deliver substantial packages of mobile content in the past, Three O’clock decided to design the RAPID package for smaller publications.
“Our technology was really delivered as a marketing tool. A company such as Electronic Arts would really get to sing about their brand,” said Bradley Ells, managing director of Three O’clock. “What RAPID tries to do is use the same technology, but in a revenue generating fashion.”
Content can be delivered anywhere at any time. Phone users simply send a text message (SMS) to a short code to receive the magazine via the wireless network. Webmasters and editors who use RAPID can choose whether or not to charge their customers for the magazine and if so, how much.
“We expect it to be very popular with the adult content business,” Ells said. “It is a very simple method for Webmasters to make further revenue from mobile phone and SMS business.”
The RAPID package requires no set-up fees, contracts or hardware investment, but uses the same underlying technology found in the full version. A single magazine can be turned out in a couple of days, according to Ells.
“The process to market is streamlined. A client doesn’t need a lengthy contract. If you want to produce one magazine, you can produce one magazine to promote an event,” Ells said.
