3GSM - Craig David sets tone for mobile entertainment

Musician Craig David called for network operators and the music industry to work together, speaking at the 3GSM World Congress on Wednesday.

Musician Craig David set the tone of the mobile entertainment summit at the 3GSM World Congress on Wednesday by singing a song and telling a packed auditorium that mobile phones will have a huge impact on the music industry.

"The music industry has gone from vinyl records to CDs and is now moving to mobile devices," said David, a former DJ turned singer. "We all need to work together on this new channel -- musicians, recording companies, handset manufacturers and mobile phone operators alike."

Although the market is still "tiny" at around US$5 billion annual revenue, it offers huge potential, said Rolando Balsinde, global head of telecommunications at McKinsey & Co.

But Peter Erskine, chief executive officer of mobile network operator mm02 PLC warned about "pushing new technology at consumers that isn't quite ready." The telecommunications industry, he said, has been known to do this, scaring consumers away instead of attracting them to new services.

Mobile TV service, which is broadcast to handsets from television towers, offers huge growth potential but is still not without its technical and spectrum challenges, according to Erskine. "The broadcast service has much better picture quality than the streamed service, plus it offers more channels," he said. "We're very interested in it."

The operator, recently acquired by Spain's Telefonica SA, has conducted a DVB-H (Digital Video Broadcasting-Handheld) test in the U.K. Participants in the test watched an average 3.5 hours of mobile TV per week, according to Erskine. More than 80 percent of them said they would subscribe to a broadcast mobile TV service, he said.

The move into mobile TV also opens the door for advertising models to finance service, said Jason Hirschhorn, chief digital officer at MTV Networks, a division of Viacom International. "Free is always good for the consumer," he said. "I would love to work with mobile phone operators to create a global standard for mobile phone advertising."

Hirschhorn, who referred to the emerging mobile entertainment market as "the wild west," said MTV isn't interested "in just delivering stuff over mobile phones" but rather in "delivering an experience."

That opinion is shared by Peter Bazalgette, chief creative officer at Endemol NV, a TV production company also owned by Telefonica. Bazalgette urged production companies not to simply cut and paste TV programs to mobile phone formats but rather develop content especially for mobile phones. "There are lots of opportunities to get viewers participating in programs through interactive features," he said. "But we have a lot of work to do to make this all happen."

Join the newsletter!


Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

John Blau

IDG News Service
Show Comments

Father’s Day Gift Guide

Brand Post

Most Popular Reviews

Latest Articles


PCW Evaluation Team

Luke Hill


I need power and lots of it. As a Front End Web developer anything less just won’t cut it which is why the MSI GT75 is an outstanding laptop for me. It’s a sleek and futuristic looking, high quality, beast that has a touch of sci-fi flare about it.

Emily Tyson

MSI GE63 Raider

If you’re looking to invest in your next work horse laptop for work or home use, you can’t go wrong with the MSI GE63.

Laura Johnston

MSI GS65 Stealth Thin

If you can afford the price tag, it is well worth the money. It out performs any other laptop I have tried for gaming, and the transportable design and incredible display also make it ideal for work.

Andrew Teoh

Brother MFC-L9570CDW Multifunction Printer

Touch screen visibility and operation was great and easy to navigate. Each menu and sub-menu was in an understandable order and category

Louise Coady

Brother MFC-L9570CDW Multifunction Printer

The printer was convenient, produced clear and vibrant images and was very easy to use

Edwina Hargreaves

WD My Cloud Home

I would recommend this device for families and small businesses who want one safe place to store all their important digital content and a way to easily share it with friends, family, business partners, or customers.

Featured Content

Product Launch Showcase

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?