Bollywood fans to see cross-platform experiences of movies, stars

Mumbai, Mar 27 (UNI) A glimpse of ''mociology'', the study of peoples' lifestyle using the mobile phone, and ''mosionomics'', the study of business opportunities opening up in the mobile platform, was presented at a session on the third and concluding day of the FICCI-FRAMES annual convention on the business of the Indian Entertainment and Media (E&M) industry here today.

Delivering the keynote address at the session on ''Mobile Entertainment: Opportunities in Emerging Business Models'', Emeritus Chairman and Founder of Mobile Entertainment Forum, America's Ralph Simon said web business models have come to dominate the mobile space, where content and services will drive growth. Operators, therefore, need to support and add value and collaborate very closely with mobile specialists, he said adding that Bollywood fans will see cross-platform experiences of their movies, stars and content.

Mr Simon said the new content formats are the future of the entertainment industry and therefore looking at mobile from a purely licensing perspective will not maximise value and sticking to old technologies will kill laggard companies. The new drivers for the mobile business will emerge from consumers having adopted a digital lifestyle and content and services. The icing on the cake is that the advertisers will foot the bill, he said.

The traditional media players, Mr Simon pointed out, will have to enable their established assets to serve the digital media channels as well, and their success will be measured by timeliness, access, targeting and real-time measurability.

''Smart cross-platform marketing will drive growth. Entertainment companies will need to reach out to consumers wherever they are and advertising money will shift to one-to-one marketing,'' he said, adding that there will be revenue generating opportunities for all.

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