BET Networks has partnered with PlayPhone to power BET Mobile, the entertainment company’s new mobile web and personalization presence. BET has been playing the mobile content space for sometime now, obviously eager to leverage their content assets that appealed with their early adopter audience. This included their early focus on the user experience, including search, navigation and mobile commerce (through such things as its #BET user interface). Focusing on a solid mobile web presence is certainly the way to go for BET.
I guess that what is next for BET and other media companies trying to leverage their content for mobile is moving away from transactional business models to more ad-support, particularly as mobile content sales begin to flatten and as mobile discretionary spend gets squeezed in this sluggish economy.