al was created in 1999 Broadband Telecommunications Technologies and Management i-mode platform Content Manufacturers Subscribers Merchants Transport providers Figure 14.16 i-Mode platform along with Docomo's introduction to packet-switched mobile data communications. Its purpose was to simplify usage of mobile data applications including sending and receiving email and accessing content such as news, ringtones and screensavers. While it was techni- cally possible to access content directly, in practice it was much simpler to discover and go through the i-mode portal. Since content purchases were made through the portal were billed by Docomo, it could collect a commission, and therefore earn revenue from third-party content provision. Another example is Telstra's T-Hub. T-Hub provides subscribers with applications where they can access content over fixed telephone lines. Again T-Hub simplifies access and any purchase of content over this platform can potentially be paid through Telstra for which a commission may be charged. These portal platforms grow as the associated content and services grow. For example the i-Mode network-mediated platform is shown in Figure 14.16. At the height of its success, the i-Mode platform was highly valuable in attracting and holding on to mobile customers. Infotainment content such as games, books, videos, music, stock transaction and SO on created a significant revenue stream for the operator platforms. In addition, payment systems using mobile devices with near field communication capability (see Case Study 12.2) created extra revenue for the operators. These in total accounted for some 20-30% of overall ARPU in the mid-2000s. Retail operator data platforms have lost much ground with the emergence of smart phones. Much of content transactions now go through applications purchased through iOS, Android and Windows App stores, mostly bypassing retail operators. Content Delivery Networks Infotainment content needs to be stored at a physical storage device from where it may be accessed