At long last, 3G networks are being rolled out across Europe that will enable end-users to receive movies wherever they may be. The mobile operators have spent billions on the necessary licences and infrastructure and, rest assured, will spend millions more on persuading people on purchasing the new 3G handsets on our behalf..At long last, 3G networks are being rolled out across Europe that will enable end-users to receive movies wherever they may be. The mobile operators have spent billions on the necessary licences and infrastructure and, rest assured, will spend millions more on persuading people on purchasing the new 3G handsets on our behalf.

It will soon be possible for adult content providers to offer their wares to this virgin market. You can be sure of one thing: Many new customers that had a 3G handset waiting for them under the Christmas tree may soon tire of the comedy and sports clips offered to them by their networks, and will actively start seeking out quality porn “to go.”

On a 3G network, content can be delivered to a subscriber in two ways:Using a packet switched connection in the 3G network. This is what is offered today via the operator portals (Vodafone Live, Orange Kiosk, KPN iModePortal).

Using a circuit switched connection in the 3G network. This type of connection is comparable to existing (premium rate) audiotext services, enhanced with video capability. These services are new and offer content providers a huge opportunity as 3G networks are rolled out all over Europe.

However, 3G handset penetration is currently negligible since this brave new world is just beginning.

In the meantime, we need to deal with what we currently have, namely “2.5G.” The difference between 2.5G and 3G is best described using the analogy of web access with a 56K modem versus broadband. You get my drift. Movies, not the best end-user experience, but pictures – no problem.

With most current cell phones being 2.5G “enabled,” you can start making money from the mobile internet now. MMS allows 2.5G handset users to receive images on their cell phone. Technology

exists that will enable you to “mobilize” your website. You decide which content you wish to offer

your new mobile audience, and furthermore you dictate how much you want to charge. Billing is included for all developed markets. Not only can you have your own branded website with your new mobile portfolio, but also you will be able to cross-promote your existing website to a whole new audience – all 1.5 billion of them. Unfortunately, the delivery of movie clips on 2.5G is as good as unfeasible, since it is complex. And the key to the success of the multi-million dollar cell phone “tuning” business bears witness to the KISS principle: Keep It Simple Stupid!

So concentrate on selling pictures via MMS. Include your new service on your website. It will not cannibalize your existing business. On the contrary, it will enhance it. Not only will your existing members now have a medium to enjoy your content in the restroom, but you will also be perceived as being “cutting edge,” and now casual surfers will convert better into paying customers.

Moreover, you will enhance your brand. Hell, you can even promote your new service offline and generate new customers who see your ad in the classifieds section of the newspaper on the train on the way back from work. Not only will you give the commuter the content he so desires, you can cross-promote your website at the same time.

Welcome to the mobile internet. Existing “fixed line” internet webmasters with compelling content can ignore this market at their own peril. It has never been easier. Set-up costs should be nil, since providers who facilitate implementation are best served by acting as billing partners and absorbing their margin “at source.”

The content provider should receive the lion’s share of the revenue. ‘Cause content is King.

Marc Jarrett is with eurobiz-trading.com, a company dedicated to facilitating global commerce. He can be reached at jarrett@eurobiz-trading.com.