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MySpace Mobile A Marriage of Equals?
Generator Research Limited, June 2006, Pages: 10
MySpace Review
Core Service Elements
Mobile Channel USP
Service Strategies
Commercial Factors
Comparative Review
From a starting position of practically zero, MySpace has taken just a few years to become one of the world\’s hottest youth brands. The most important priority today is to keep the brand growing and that means rolling it out in new geographic markets and offering it on new platforms, especially mobile.
Adding a mobile dimension to MySpace looks like a no-brainer, so much so that the cliche 'killer application' has already appeared.
However, further thought reveals that 'MySpace Mobile' can be implemented in various ways, each one offering advantages and disadvantages for users, mobile operators and MySpace.
This report is focussed on identifying the issues and analysing the options in order to understand which approaches are viable and which aren't sometimes the obvious path is the wrong one.
The approach taken is to firstly review the key elements of the MySpace proposition to identify those that can be best enhanced by the mobile channel. In addition, through the use of several case studies, the report pinpoints the unique characteristics of the mobile channel. The report then uses these findings to develop several candidate service strategies for a successful MySpace Mobile.
The report then reviews the commercial implications of each service strategy by assessing how each would be viewed by MySpace and mobile operators, as well as the target consumers.
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