Bundle it all in one multi-media chip

The UK has become a nation of gadget lovers – with huge numbers of people now carrying camera phones, PDAs and iPods, a trend that appeals to muggers and osteopaths alike.

Content providers have begun to exploit this love affair with the gadget – from reality TV shows reaping huge financial benefits from viewers’ texts to the delivery of downloaded content.

Mobile content may be worth several billion euros a year in western Europe, but a lack of memory or storage combined with bandwidth limitations has constrained content type to games, wallpapers and ringtones.

With the arrival of plug-in storage devices such as Multi-Media Chips (MMC), content providers have access to a huge untapped market – both in delivering higher capacity content, from video clips to films, and addressing a broader market demographic that may have eschewed the download process to date.

Over the past few months, wholesale prices for MMC cards have dropped from &£10 to &£4.50, and a growing number of phones are able to support the technology. The first content has been made available, with Carphone Warehouse providing the Robbie Williams Greatest Hits album on MMC. The handset and accessory distributors have been working with content providers to bundle content, such as wallpapers, on to MMC cards to achieve product differentiation.

While some purists will continue to opt for separate devices for music, phone, camera and PDA, the mainstream market will joyfully replace multiple machines with one device. Within the next 12 months, MMC cards with bundled content will take centre stage on the high street, and the content owners will have an unprecedented opportunity to repackage existing content and develop new, mobile specific products.

Graham Baines

Managing director



Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here