Hutchison claims people will choose a particular mobile carrier based on the services they can obtain, rather than the technology involved. If that is correct, Hutchison needs to expand the services available on 3.
"News and financial news are the top performing categories of content," said Austin Bryan, director of 3G products and services for Hutchison Telecom. The new telco has signed a deal with Network Ten and the Australian Financial Review to sponsor a two-minute 'Market Wrap', and broadcast it on the 3 network.
Bryan told ZDNet Australia it was "highly probable" that further content from Network Ten and Fairfax would be broadcast on 3, but the telco was waiting for a "critical mass of consumers to dictate what they want". He expects to achieve this critical mass by the end of the year, and said that until then Hutchison would remain "nimble" on the content they would offer.
Market Wrap will be created by the Financial Review and sent to Ten, which will broadcast it -- along with 3 advertising -- just before Ten's Late News. As well as the TV advertising, Hutchison stands to gain benefit from profiling an example of its content to potential customers.
"It will entice consumers to sample the content, become regular viewers, and become more involved with the [3 network] product," said Grant Blackley, general manager of network sales for Ten. Network Ten and Fairfax brokered the deal, and then approached Hutchison with the concept.
Austin said Hutchison was "extremely pleased with our progress" in attracting customers to the 3 network, and claimed it validated the telco's business model. He said the consumer base was very tribal, with customers promoting the service to family and friends.
