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Broadband & Mobile Featured Article
March 08, 2007
AT&T Wrestles Content Deal From WWE
By Erik Linask Group Managing Editor
AT&T (News - Alert) has added to its exclusive content by agreeing a deal with World Wrestling Entertainment (WWE) to bring the largest selection of mobile WWE content to subscribers.
Between consolidation on companies, standardization on protocols, and continued interoperability testing, there are becoming fewer physical differentiators in the communications space each week. For service providers, then, it is becoming increasingly important to separate their offerings from the rest by providing unique, creative content that will lure subscribers. Nowhere is this more true than in the wireless space.
The truth is that, if you leave near a major urban area, you’ll have good cellular reception with any of the major carriers in the United States. So, that leaves them in a constant battle to introduce the best and most desirable mobile content and applications. In fact, MVNOs, which piggyback on these same networks, exist purely to attract subscribers based on their content offerings.
Sprint has its exclusive NFL content for football fans, as well as music from Sirius satellite radio; Verizon (News - Alert) has its deal with ESPN, and has recently launched its live mobile TV service; AT&T offers exclusive content from HBO, just to name a few.
Obviously, this content offering is not for everyone, but WWE has a large fan base — and it is a passionate one, full of people who have followed the organization since the late Vincent J. McMahon grew the business in the 1950s and 60s. These fans not only follow WWE via its weekly shows on television, but also through online properties, PPV events, print publications, and videos. Numerous WWE stars have also appeared in full-length Hollywood films. Give WWE’s propensity for providing its content via any and all possible avenues, it was only a matter of time before it teamed with a mobile provider.
“It’s all about the WWE fans,” said Shane McMahon, WWE’s executive vice president, Global Media. “In order to create the ideal fan-centric mobile experience, it was necessary to work exclusively with one partner who was an industry leader and that is why we teamed up with an innovator like AT&T,” explained McMahon.
AT&T’s wireless subscribers will now have in their possession the next extensions of WWE— their mobile devices. The two companies plan to launch several services, including a cutting-edge mobile Internet portal that will provide access to a deep library of content. The initial launch of WWE mobile will feature a basic package of short-form videos each month, as well as a premium package, providing a deeper view into WWE.
The portal will also include an exclusive collection of WWE-themed ringtones, voice tones, and graphics. AT&T has said it also will look to use WWE content in text-based programs to provide WWE fans a unique interactive experience.
Look for each of the major carriers to continue to look for content partners with which to attract new customers and wrestle subscribers from their competition. With technology constantly evolving and the number of video-capable handsets growing daily, this is a battle that will not end anytime soon.
Erik Linask is Associate Editor of INTERNET TELEPHONY, IMS Magazine, and SIP
Magazine. Prior to joining TMC (News - Alert), he was Managing Editor at Global Custodian, an international securities services publication. To see more of his articles, please visit Erik Linask’s columnist page.
Magazine. Prior to joining TMC (News - Alert), he was Managing Editor at Global Custodian, an international securities services publication. To see more of his articles, please visit Erik Linask’s columnist page.
