Device personalisation is something most people can appreciate. There are few people I know who have not downloaded a movie-themed ringtone, or who don't have a picture of their children or pets as a cellphone wallpaper.
But more and more television ads are trying to convince me to spend hefty sums of money on ridiculous concepts like "love matches" or "kissing tips". The trouble is, these so-called services, offered by several companies, must generate substantial income, which leads me to wonder who actually finds these downloads worthwhile.
Please tell me who
In a quest for clarity, I chatted to content providers. They say there are no statistics available showing exactly who downloads what, because these downloads are not linked through a profile of any kind. But for the most part, companies target a young market: those between the ages of 12 and 18.
However, I find it difficult to believe revenues are solely generated through the youth.
One of the providers says people are definitely accessing the services, which is certainly visible in the tidy profits these companies make.
Research into mobile content, presented at a WASP workshop in February, looked at the way different age groups and races felt about accessing mobile content. The study showed a whopping 65% of respondents downloaded content to "entertain themselves when they are bored".
Interestingly, and perhaps fortunately, only 14% decided to download content "to look cool".
Youth trap
Interestingly, and perhaps fortunately, only 14% decided to download content "to look cool".
Candice Jones, portals deputy editor
The focus groups used in the study did point out various issues surrounding the mobile content industry. One such concern was the difficulties encountered when users tried to unsubscribe from a content service. Apparently this is a recurring issue.
This was highlighted by a family friend, who racked up a hefty phone bill when his children subscribed to one of the advertised services. The children explained that while they initially enjoyed the content, it became "boring", but they could not find a way to cancel the subscription.
Combine the hard to find cancellation button, high costs and a target market of excited teens and you get an exploitation of an unsuspecting market and a cleverly designed way of making money.
You have to hand it to these "service" providers: they certainly know what they are doing. And, while it grates me to say it, the truth of the matter lies in what one of the content providers says: "There is a sucker born everyday."
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