Jake Redfod, commercial projects manager at Orange, see himself as a shop keeper. Phone operators retail, distribute, or act as billing agents for content and operator portals are just like Tesco: don't care about exclusivity, want to sell at volume and interested in brand. As a content producer he sees your best bet as striking a deal with an aggregator.

Richard Hennah of KPMG has himself recently dabbled in the content market, securing finance for Brick-it. A soap opera produced for mobile phone. Whilst not exactly my cup of tea, the scale of the production was impressive. Contradicting Jake, he advised people to go straight to the operators, but to be persistent, and to get a spread of investment. His came under the friends, family and fools category.

Top tips:

Selling mobile content is a volume business – many small transactions are needed to make money.

The mobile market is not mature and content producers need to be in for the long game.

Develop unique IP that no-one can copy (crazy frog)

Develop content with interactivity

Sell cross platform.