Finally, the user registration and account management process is a crucial aspect of the service.  Users can be offered Web, WAP and SMS interfaces by which to subscribe to services, and modify their account.  Despite the operator tendency to create a WAP mobile-only environment, the Web interface is the easiest and most recommended in countries where PC and internet penetration is widespread.  The PC/internet interface allows for attractive and simple browsing through colorful podcast catalogues, as opposed to what could be an intolerable and bland WAP experience.

The second section of this article asks whether users will be willing to pay for mobile podcast services, and whether the operator will actually want to launch anything but a barebones service for PR purposes.

From a user-perspective, there is a significant rise in the number of people carrying MP3 players, media-enabled phones, and other media devices.  People are clearly taking their entertainment with them.  Also, working people have clearly definable windows of dead time while commuting to and from work.  During these times, they are a captive audience.  Will the mass-market, which holds mobile phones rather than other media-devices, be willing to adopt and pay for services which deliver personalized audio content to them?

One barrier might be the availability of free podcasts on the PC and the initial perception that internet data is and should be free.  Whether users are willing to pay for personalized audio content on their mobile will depend of factors such as easy of use, content quality, and price.  However, given the growing prevalence of people enjoying entertainment on the go, one does not have to invent a scenario of commuters enjoying a 15 minute targeted audio-program on the way to work.   True, Podcasts are available free on-line, but many people would pay a small premium in order to receive targeted Tier 1 podcasts to their mobile phones, rather than buy an iPod and then bother with transferring content from their computer to a device each morning.

One thing is certain: the operator has a keen interest to see the success of such operator-provided services.  First, from a revenue perspective, operators often subsidize the handsets, yet see no revenue when a user transfers music to it from the PC.  Second, should the mass-market adopt iPod-like devices as their device of choice for media consumption, the mobile handset will be marginalized and viewed only as a tool for voice-calls. As these competing devices develop Skype-like internet telephone functionality over WIFI, operators will see their users gravitate to competing phone service as well.

Continued...