With various handsets expected to be in the hands of 4 billion people by 2010, one of the market's primary challenges lies in distribution through the multitudes of mobile carriers. Problems listed by Guillemot include non-standardized data costs across various characters (i.e. how much does it cost to transfer the data to your phone?), as well as the sheer number of SKUs that accompany each game release. If Gameloft produces 5 games per month, with compatible versions for 1,000 handsets in 10 different languages, it ultimately releases 50,000 different SKUs.
Despite the considerably quantity of releases, Guillemot insisted that quality must be uniform across all SKUs -- "as perfect as possible," because a consumer is unlikely to try the same game on different handsets. The iPhone was singled out as a handset that, at least in its current form, actually has a negative impact on the mobile gaming industry. Since the phone doesn't support any games yet, Guillemot considers every additional iPhone consumer to be a loss in the mobile gaming audience as a whole. Still, he predicts that touch-screen gaming, coupled with advanced handsets and the standardization of distribution costs, will lead to a new growth spurt for the mobile gaming industry in the latter half of 2008.
