Weekly News via Email
   Set as homepage | Add to favorites | Customer Service | Subscribe Now | Place an Ad | Contact Us | Sitemap Sunday, 05.27.2018
News Archive
Su Mo Tu We Th Fr Sa
 1  2
 3  4  5  6  7  8  9
 10  11  12  13  14  15  16
 17  18  19  20  21  22  23
 24  25  26  27  28  29  30
Online Extras
Site Services
Around Bend
Outdoor Fun
Travel Info
Shop Local

Members Of

Poll: Today's Live Poll
Email to a friend | Print this | PDF version | Comments (0 posted) 
  Blogger |   del.icio.us |   digg |   newsvine

Jun 29,2007
Qualcomm hopes new technology can open up cell phone download market
by Kathryn Balint - CNS

SAN DIEGO - If Qualcomm has its way, cell phone users won't be limited to buying ring tones, games and other applications only from their wireless providers.

Instead, they'll be able to browse the Internet from their home computers to find downloads for their cell phones and have them installed directly to their handsets.

The San Diego wireless technology giant Wednesday announced its new technology, called BrandXtend, which will make it easier for companies to offer cell phone applications on their Web sites - and for consumers to buy them.

"You could be on a Web site and see an interesting wallpaper or ring tone and download it to your handset, whatever handset you have available," said Peggy Johnson, executive vice president and president of Qualcomm Internet Services.

QUALCOMM - Tokyo-based Media Socket showed how video games and songs can be downloaded to a cell phone. Photo by Nelvin Cepeda.

QUALCOMM - Of the 2,700 executives expected to attend Qualcomm's seventh annual BREW Conference, 15 percent are coming from other countries. Photo by Nelvin Cepeda.

Major League Baseball plans to announce today (June 21) at Qualcomm's annual BREW conference in downtown San Diego that it will be the first company to employ the BrandXtend technology to offer cell phone content directly to the public on the Web.

The BREW Conference, named for Qualcomm's binary run-time environment for wireless that enables games and other applications to operate on cell phones, continues through tomorrow. This year, it's expected to draw 2,700 wireless industry executives from around the world.

In its seventh year, the conference brings developers of cell phone applications that use Qualcomm's BREW technology together with wireless carriers, such as Verizon.

As the industry has traditionally worked in the United States, cell phone users find new games or ring tones by browsing the offerings provided by the wireless carrier on the handset.

About 75 percent of the revenue from mobile content in the United States comes from sales made directly on cell phones, or "on deck," as it's known in the industry. Developers of that content scramble to get wireless carriers to offer their wares.

Some observers describe the U.S. wireless marketplace as a "walled garden" because cell phone users are largely limited to the choices their carriers offer. But with Qualcomm's introduction of BrandXtend, the industry is now focusing on ways that consumers can look beyond the walled garden.

In other countries, cell phone users are used to buying applications for their handsets "off deck." In the United Kingdom, more than 70 percent of the revenue from cell phone downloads comes from off-deck transactions, said Nick Lane, principal analyst at the Informa market research firm in London.

The U.S. market for sales of cell phone content on the Web is expected to grow.

By 2010, off-deck sales of content for cell phones are expected to grow to 40 percent of the market, according to Frost & Sullivan, a San Antonio, Texas, market research firm.

Qualcomm said its BrandXtend technology isn't meant to cannibalize on-deck sales enabled by the company's BREW technology. Instead, BrandXtend complements the applications that wireless carriers offer, Johnson said.

As it stands, Verizon is the nation's only major wireless carrier to use Qualcomm's BREW technology to sell applications for cell phones. With BrandXtend, any U.S. cell phone user can buy an application, no matter the carrier, Johnson said.

For content providers, BrandXtend gives them the chance to sell their applications directly to the consumer.

For Qualcomm, it opens up a potential new stream of revenue. The company takes a percentage of sales, just as it does with BREW applications.

With BrandXtend, consumers will be able to to browse for applications on the Web using their computers. When they make a purchase, they'll be asked to provide their cell phone number, their carrier and the model of the phone. Their purchase will be sent to the phone.

The BREW Conference continues today with a keynote speech by Qualcomm Chief Executive Paul Jacobs, who is expected to discuss the use of BREW applications in health care and for tracking small children.

© Copley News Service

2333 times read

Related news
Qualcomm plans move into health business by Kathryn Balint posted on May 18,2007

Qualcomm buys Irish cell phone marketer by Jonathan Sidener posted on Mar 14,2008

Agency set to rule on penalty for Qualcomm by Paul Krawzak posted on May 25,2007

Qualcomm, Nokia lock horns over licensing by Kathryn Balint posted on Apr 06,2007

Wireless providers oppose phone ban by Paul M. Krawzak posted on Mar 23,2007

Did you enjoy this article? Rating: 5.00Rating: 5.00Rating: 5.00Rating: 5.00Rating: 5.00 (total 5 votes)

Market Information
Breaking News
Most Popular
Most Commented
Featured Columnist
Horoscope Guide
Aquarius Aquarius Libra Libra
Aries Aries Pisces Pisces
Cancer Cancer Sagittarius Sagittarius
Capricorn Capricorn Scorpio Scorpio
Gemini Gemini Taurus Taurus
Leo Leo Virgo Virgo
Local Attractions
Bend Visitors & Convention Bureau
Bend Visitors & Convention Bureau

Mt. Bachelor Resort
Mt. Bachelor Resort

Les Schwab Ampitheater
Les Schwab Ampitheater

Deschutes County Fairgrounds
Deschutes County

Tower Theatre
Tower Theatre

The High Desert Museum


Deschutes County

  Web    BendWeekly.com
© 2006 Bend Weekly News
A .Com Endeavors, Inc. Company.
All Rights Reserved. Terms under
which this service is provided to you.
Please read our Privacy Policy. Contact us.
Bend Weekly News & Event Guide Online
   Save the Net
External sites open in new window,
not endorsed by BendWeekly.com
Subscribe in NewsGator Online
Add to Google Add to MSN Add to My AOL
What are RSS headlines?