A revolution is currently taking place in the way that mobile media and content providers are engaging with consumers, according to mobile analytics provider Bango.

The opening-up of mobile traffic channels implies that content providers are acquiring customers via the mobile Web as opposed to using PC affiliate programs. Bango announced findings that show that the mobile Web is becoming the mobile commerce method of choice for content sold in the United States, particularly with mobile subscriptions.

"As a result of this shift -- brands or mobile content owners will get much higher conversion rates because you are reaching mobile customers directly and lowering the cost of customer acquisition due to the fact that mobile advertising is less expensive than traditional PC or direct advertising methods," said Adam Kerr, vice president of Web sales for North America at Bango, New York.

According to Bango, subscriptions are the foundation of the mobile content market in the U.S.

Based on the 15 million-plus unique consumers visiting Bango powered sites on their mobile phones from all over the world, the company has seen a change in the way content is being sold.

Two years ago most marketers would spend their advertising dollars to drive users to a PC Web site where they would be prompted to type in their mobile phone number or text in from their mobile phone to get to mobile content.

This was not an easy process and resulted in higher customer care costs and other issues.

Now that more phones are mobile Internet-enabled and mobile Web traffic is on the rise, brands and content owners are starting to spend their marketing dollars to drive traffic directly to their own mobile site.

The experience is more familiar with these users who are used to the PC Web and visitors can pay for subscriptions or other premium content using WAP billing more easily.

"This shift shows companies are acquiring their new customers via the mobile Web and they are charging them for the content via WAP billing," Mr. Kerr said. "If you don't have a mobile Web presence, get one.

"Get educated on mobile advertising and marketing," he said. "Besides reading Mobile Marketer, an easy way to do this is to conduct trial projects to see what works for your customer base.

"Find a way to allow your site to process WAP payments."