Waste of Money

http://www.fastcompany.com/1688721/will-wpps-content-project-save-online-pay-services?partner=homepage_newsletter

How much is WPP getting for this "experiment"?
Subscribing for content 'en masse'? Really?

A 'mobile wallet' for content? Because mobile wallets have been so successful.

If users aren't paying for content now, they're not going to pay for content 'en masse'. Experience has shown that users will pay for content they really want and value-- i don't think that extends to a broad collection of content properties in this "content project".

This model might work for magazine houses like Conde Nast or Hearst, but that's about it, in my view.