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NBC Universal exec reveals tactics for driving mobile content sales

An NBC Universal executive discussed the company’s new mobile storefront and the tactics used to drive sales of mobile content related to its television properties.

Powered by branded mobile entertainment company PlayPhone Inc., NBC’s mobile store offers consumers an assortment of theme-song ringtones and wallpapers from their favorite NBC Universal TV shows, including 30 Rock, Battlestar Galactica, Heroes, Law & Order, The Office and other classic shows such as Magnum P.I., Knight Rider, Leave it to Beaver and Saved by the Bell (see story).

Mobile Commerce Daily’s Dan Butcher interviewed Chip Canter, vice president of digital distribution at NBC Universal, New York. Here is what he had to say:

What is the strategy behind the partnership between NBC Universal and PlayPhone? What challenges does PlayPhone address for NBCU?
PlayPhone has helped NBCU launch mobile merchandise storefronts to offer our fans the ability to personalize their mobile devices with content from their favorite NBC Universal shows including ringtones, wallpapers and video clips
What is the target demographic of the mobile content?
Less a target demographic, and more about making sure that all fans of our shows across brands like NBC, Bravo and Telemundo can personalize their mobile devices with content from their favorite TV characters, theme songs and voice clips
How does mobile content help NBCU engage and connect with consumers?
NBCU’s goal across digital platforms is to allow users to engage and interact with our content how and when they want and align that with business models that make sense.

Mobile merchandise content allows consumers to personalize their mobile experience and devices with their favorite TV shows and characters.
Is there a mobile Web/WAP or application version of the NBC Store?
How are NBC Universal and PlayPhone getting the word out about this mobile content?
NBCU digital brands are primarily driving users via our Web sites as well as our mobile Web sites.