Content Development for the Third Screen: The Business and Strategy of Mobile Content and Applications in the United States

Abstract

Next to television sets and computer monitors, today's mobile telephones offer a "third screen" that delivers information, entertainment, communication, and even transactional services to a growingly mobile society. In this study, the author examined the state of the mobile phone industry and assessed the strategies that established media firms have adopted in exploring this emerging platform. It was found that media conglomerates with strong brands have an advantage in this emerging content market.