AMP'D-KDDI DEAL TO TEST MARKET, ANTICIPATE U.S. UPTAKE

摘要

In what U.S. analysts called a smart move, Amp'd Mobile will offer content to KDDI, Japan's 2nd-largest carrier. The deal lets Amp'd, the Mobile Virtual Network Operator (MVNO) backed by MTV and Universal Music Group, sell content in a country more enthusiastic about multi-form video content over mobile devices than the lukewarm U.S. market. The service, Amp'd Live, will offer American film clips, music videos, sports highlights and other U.S.-specific content popular in Japan. Japan and S. Korea are 搘ay ahead?of the U.S. on consumer uptake, and content-heavy companies are throwing away an opportunity if they don't get into that market as Amp抎 is, said Susan Eustis of Wintergreen Research. 揑t's almost like a focus group to go over there and work on it?while U.S. consumers warm to the format, she said: 揧ou can test your price points... test the content... and sell it.?/font>