Qualcomm has been pushing for ways for consumers to get more access to data services for the last six years. At the time there was only WAP and text messaging. Now that others have seen BREW, we want to be able to bring key brands to mobile consumers. The things we solved with BREW we think we can bring to the direct-to-consumer space.
OTA: How do you see direct-to-consumer changing the mobile content market?
First and foremost, large brands have big constituencies, and many of them may not yet be using mobile content. Now they can go directly to them and tell them why they should use content on their mobile devices. The brand can now get more focused on its message and bring more people to the mobile channel.
OTA: Will Qualcomm's off-deck offering embrace non-CDMA networks?
We're embracing all types of devices and networks. It's very important for brands to be able to reach all types of people. This will allow these brands to better monetize their investments. We want to be able to span the broadest swath we can.
OTA: What types of content will this include?
This will evolve over time. At first it will include things people are doing today, like wallpapers and ringtones. In the future we hope to include richer content like video and audio. We're going to work with wireless operators to open this more in a secure fashion.
OTA: Is there a possibility for this service to expand go beyond consumers to the business-to-business space as well?
There's always been the desire for a mobile B2B service. While that's not the mission of this effort, the technologies behind this could easily be used for B2B. But it's not the initial focus.