MWC: mBlox Launches Sender-pays Data Trial

Mobile transaction network mBlox has been banging on about a sender-pays data billing model, which would mean that a company offering some free mobile content would meet the cost of getting it to the consumers phone, for some time, and it looks like it might finally be getting somewhere.
This morning at MWC, it announced the launch of the worlds first cross-operator sender-pays data trial. The trial will allow content providers and service providers to bundle together the associated data costs for the purchase of mobile content, on behalf of the consumer. It will enable consumers to buy data-rich content with the data cost included at the point of purchase. The trial will take place in the UK, and according to mBlox, involves most UK network operators, covering over 75% of consumers. Sounds like one of the big boys is not joining in then,
Launching with four content providers, the trial encompasses film, music and games, marketing and education. Content providers include Shorts International, Fox Mobile Distribution, Incentivated and Creative North. Details of the content on offer are as follows:
Fox Mobile Distribution trial content including zero-rated games and music services.
ShortsTV mobile video on demand.
Incentivated mobile video drama called Thmbnls, created for the Department of Children, Schools and Families.
Creative North UK local authority-funded educational application.
The launch of the first cross-operator sender-pays data trial is a great innovation for the mobile entertainment industry, says mBlox Executive Chairman, Andrew Bud. The mobile entertainment market is predicted to grow to $32 billion (22.5 billion) this year, in part due to a convergence of 3G handsets, high speed data networks, and innovative applications and content. This is creating a strong demand for access to content on the mobile and this significant trial will help pave the path for existing and new mobile services to thrive.
Incentivated Managing Director Jonathan Bass says the company decided to take part in the trial because: solutions like this from mBlox are both welcome and indeed necessary if marketers are to adopt the mobile channel and provide rich media campaigns at their cost, rather that at the cost of those on the receiving end of the campaign.