Sprint First To Provide Free MySpace Mobile Link For Subscribers

Sprint will be the first wireless operator to allow subscribers to link directly to the MySpace Mobile Web site at no extra cost. Starting early next year, users will be able to click a MySpace link on the Sprint portal instead of typing in a URL address to access the social networking site.

The Sprint partnership follows the beta launch of a free, ad-supported version of MySpace Mobile in September. The mobile.myspace.com site--which lets users send and receive messages and friend requests, comment on pictures and profiles and update blogs, among other functions--has drawn more than one million unique visitors since then.

The move underscores wireless operators' growing willingness to offer content and services on an ad-supported basis as the mobile Web expands. "The ad-funded version of Mobile MySpace is an indication of upcoming trends in the user-generated realm of the wireless industry," said Deepa Karthikeyan, a wireless analyst at technology research firm Current Analysis.

Under the Sprint deal, customers will also gain direct mobile access to other Fox Interactive Media properties, including gaming site IGN, FoxSports.com, movie-review site RottenTomatoes and photo-sharing site Photobucket.

"With prominent placement on the Sprint mobile Web home page, customers will have immediate and easy-to-find access to our network of sites on Sprint phones," said Peter Levinsohn, president of Fox Interactive Media. Prior to September, FIM had already been offering a premium, subscription-based version of MySpace through wireless carrier partners such as AT&T, T-Mobile and Helio.

Direct access to the free version on Sprint will coincide with the launch next year of a revamped MySpace Mobile with improved graphics, a redesigned email interface, and other new features. A MySpace spokesperson declined to comment on whether the Sprint partnership includes an ad revenue-sharing arrangement.

Earlier this year, FIM enlisted mobile ad network Millennial Media to both sell and serve mobile-based ads, including custom sponsorship packages within MySpace and more traditional display-based ads with other sites such as IGN, FoxSports.com and AskMen. Millennial's role will also be extended to the new Sprint relationship. Ford has been one of the early advertisers on MySpace Mobile.

The MySpace spokesperson also declined to disclose whether the company plans to extend the direct-access deal to other wireless carriers.

But Karthikeyan expects other operators to follow suit in featuring MySpace for free. "Verizon Wireless and Virgin mobile will be the first to jump on board, as they don't provide the paid subscription model of MySpace to their customers," she says. She predicts several more MySpace Mobile partnerships in the coming months.

Sprint has allied with Fox on mobile content since 2002, when it began syndicating sports news and scores from FoxSports.com.

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