Mighty backup 3.0: complete, legal backup for your mobile device

As mobile content becomes more sophisticated and mobile Internet usage increases, users are storing a greater volume of material on their mobile phones. So, if the phone breaks, gets lost or stolen, or needs to be upgraded, then access to contact data, messages, ringtones, pictures, videos and other files needs to be restored. However, there is a grey area when it comes to the legality of users backing up and transferring copyrighted or license-protected material between devices. FusionOne claims that it has solved this problem with the release of MightyBackup 3.0.

Alternative mobile backup solutions include Zyb, Sprite Backup, Lumitrend’s CellBackup, Mobyko and SimShield (in the UK). and Resco Backup (for Palm PDAs). Most of them offer either online (PC-based) or memory card-oriented backup as a free beta application, or in return for a one-off license fee. However, FusionOne claims that its solution is the only one that enables users to backup and transfer all of their data, whether user-generated or purchased/licensed from a third party, without breaking licensing agreements.

Importantly, MightyBackup is setup and operated via a mobile phone with no need to involve a PC, thereby passing the first test of a truly mobile application – it’s mobile-centric. Backups can be performed daily on a user-defined schedule and the data is held in a secure data center which also has its own back up facility. The backed-up data then provides a “shadow” list of purchased content which is presented to users when they log on with a new device. The service is supplied on a hosted, white label basis to operators such as Verizon Wireless in the US, who market it to their customers under their own brand as the Verizon Wireless Backup Assistant, for $1.99 per month.

According to FusionOne, up to a quarter of users put off upgrading their mobile device because of content transfer concerns. Moreover, when subscribers do upgrade, only 10% re-subscribe to the content services they used on their previous handset. MightyBackup makes it fast and easy for subscribers to restore their favorite content to their new handset, increasing the likelihood that they will re-subscribe. It also enables operators to retain more of their content revenue, even as device life cycles shorten. So, as a mobile-centric service that provides real value to both users and operators, it’s a compelling proposition.

Hamish M.