D2C giant will splash 10 per cent of that budget on mobile ads.
Speaking at MEM, Jamba's COO Lee Fenton reminded the trade of just how much promotional activity the industry's D2C specialists are still capable of. He'd like to do more mobile advertising, but some operators won't let him because of fears that Jamba will siphon away their customers.Fenton stressed that core products such as ringtones, although declining as a proportion of Jamba's sales, are still on the up in absolute terms. "40 per cent of our downloads in the last 30 days were realtones," he said.
Elsewhere, Fenton said expanding into Asia Pac and forming new strategic distribution partnerships will be the other priorities for the year ahead. He also plans to develop the company's relationship with MySpace to make content a more contextual offer within music pages.
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