BANGALORE, INDIA: World over, 3G telecom services are redefining the telecom experience for millions of subscribers and according to industry estimates 3G-subscriber base is expected to reach a whopping figure of over 540 million in 2010

Walled Garden has tumbled

Mobile operators ruled the roost in terms of revenue sharing because they had control over data inside the handsets, which allows them to randomly block access to sites, thereby hampering content providers reach. Moreover, 'walled garden' in the equipment allows operators to control the browsing environment of the user.

Shivkumar Jagannath, CTO, Verity Technology, says: "But, we see the collapse of 'walled garden', where the operators controlled the portals will start including content providers portals and links as well. In 18 months window we expect a lot of content to be available to users free of cost through creative models around mobile advertising."

With the pressure, to stay afloat in the competitive market, building up with each day; operators will have to look out for service that differentiates them from other competitors. In this circumstance content providers and aggregators will gain prominence. So it is the onus of the latter that they bring out quality content.

Revenue sharing: No more a dispute

Pankaj Sethi, president- corporate services- VAS, TTSL, says: "Revenue sharing arrangements are best worked out by market forces and is dependant on the quality of product and value of copyright. Better value copyright and products attract better sharing arrangements. This is true for instance in the broadcasting and entertainment business. Mandating revenue shares is contrary to the spirit of free enterprise and innovation."