Abstract
This study outlines a novel approach by Sprint Nextel that attempts to better
align the needs of the mobile direct-to-consumer entertainment supply chain
with the needs of customers and Sprint Nextel based on variable rate card
payouts.
"While the mobile D2C content and service marketplace has grown in the past few
years, this advance has been accompanied by a number of pain points for mobile
network operators and other supply chain constituents," says Lewis Ward,
research manager of IDC' s Mobile Consumer Services: Entertainment program.
"Sprint recently took the Mobile Marketing Association' s premium content
guidelines and is beginning to link compliance to payouts, which could serve as
a model for the entire industry, if successful."
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