At Mobile World Congress, we made a b-line for the mBlox stand to find out more about their Sender-Pays Data offering. It's highly, highly innovative -- and only for the UK networks at the moment. Andrew explains the concept in the video, but briefly, here's the issue: If you're a content provider selling, say, a video or a music track via mobile at a cost of £3 -- that's not usually the final cost paid by the user. Data isn't typically included. So you might end up having to pay £3 to the content provider -- and then something stupid like £10 or more -- to download the actual content. Ridiculous and hugely, hugely problematic when you're trying to encourage the market and prevent user bill shock. Well, mBlox have worked out a model whereby you, as a content provider, can pay for the data downloads of your customers (at, one imagines, a decently advantageous rate) so that the price you advertise your content for is the price the user pays. Rather smart.

Anyway. Over to Andrew to explain.