Amp'd followed the launch of its portal in the Japanese market with one in Canada with Telus. (See http://www.mediacastermagazine.com/issues/ISArticle.asp?id=67656&issue=04122007). I think this is going to be a story to watch. To date, a lot of media companies have followed a strategy of one of two extremes – just content or a full-blown MVNO. Personalized or media-centric UI's on phones create an exciting middle ground. Our data show that the target market is on the verge of being ready and may be if the opportunity presented itself. Amp'd will present a range of media and entertainment services, but one can easily imagine extending this scenario into branded phones on a traditional carriers' network.
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