MMCast's mobile commercials

Here's a link to my column today about MMCast's intriguing approach to advertiser-supported content on wireless networks. The company, which has offices in Beverly Hills and London, believes its targeted approach to commercials can generate enough revenue to enable content companies to give away music, ringtones, games, and videos. Its secret sauce is technology to cache video ads on handsets, rather than embedding them into the content. Included is one interesting data point about a test that Vodafone did to measure the price elasticity of downloadable games. Not surprisingly, people really, really like free content....