Influx

In the new multi-media, fast paced, content driven world of wireless, carriers are putting all their money into the pursuit of brand name content from the Hollywood studios, games companies and record labels.

3G is an expensive enough technology to implement, without the added burden of having to pay a premium for content.

Virgin, always the maverick, doesn’t want to play this game and instead has plans to go underground and to the community in search for content.

Virgin’s 3G services will debut in the UK some time this fall. Multi-media content will be added to its “Bites” service that’s currently just news, gossip and simple games. However, Virgin have done a great job in positioning the service as a “relief from boredom” and delivering a product that does just enough to keep people interested, by feeding them with jokes and celebrity gossip; it’s like “People Magazine” on steroids.

For the forthcoming launch of 3G, Virgin will need to find video content and instead of looking to the Hollywood studios, Virgin will be soliciting its user base, pro-am filmmakers, production companies and ad agencies for compelling content. Further evidence that there will continue to be interesting opportunities for brands to communicate, as long as the content looks nothing like a “boring” traditional ad. It also shows that there’s an alternative strategy into 3G and multi-media for the smaller wireless carriers in the US, who like Virgin, can’t afford the price tag on brand name entertainment.

If you are looking for another alternative media outlet, that’s primed and ready for your brand’s video-based commercial content, why not try the PSP, but be warned, Nike is already there.