3G LAB, the multimedia software developer for next generation mobile communications, publishes a White Paper entitled "Unlocking New Revenue Streams in Mobile: The Coming of the Branded User Interface". With revenue in decline in the mature European and North American markets it couldn't have come at a better time.

The White Paper highlights the urgent need for new revenue streams in mobile and draws on lessons learnt from the Media Industry. Steve Ives, CEO of 3G LAB and author of the Paper comments, "the technology required to establish satellite systems in space to beam television services to households is at least as challenging as cellular technology". He adds, " [the] Media Industry has learned not to depend 100% on consumer receipts". The Paper explains how using an open universal graphical user interface (GUI) would allow operators or handset manufacturers to partition valuable handset display space and reserve portions of this space for brand partners.

The Paper goes on to explain how control over the handset user interface allows executions of proven disciplines and techniques of consumer marketing for example promotions, one 2 one marketing and ad placements.

Trigenix, the user interface engine for next generation 2.5G and 3G devices, is presented in the Paper as a real here-today solution for those marketing disciplines offering demonstrable benefits to the Mobile Operator and Handset Manufacturers such as:

Providing updateable spaces by portioning the mobile user interface into a core framework.
Without jeopardising the integrity or usability of the user interface it allows updates over-the-air.
Using standard markup language as a definition of all these elements.
Operating system agnostic to include real-time operating systems (RTOSes) and high-end smartphones.
The Paper also highlights the importance to mobile operators of the Corporate Market. Vodafone became the dominant operator for UK corporate customers early in the early deployment of its 2G networks in the 1990s. This was due in large part to its flexibity in configuring all aspects of the mobile voice solution to specific needs of the customer.

Connecting to corporate intranets will produce new challenges where content designed for desk top devices will have to be adapted for much smaller user interfaces. The limited real estate on mobile devices mean usability will be critical for mass adoption.

3G LAB have made the White Paper available on www.3glab.com: click here to download (680k PDF).

White Paper Table of Contents
Summary
The Urgent Need for New Revenue Streams in Mobile
Lessons from the Media Industry: Partner with Brand Owners
The Colour Handset as Promotional Platform
The Handset User Interface as Launch Pad for Mobile Data Services
Special Handsets for Special People - the Profit Zone in the Corporate Market
Trigenix - the Universal GUI for Mobile