I've said it before, and I'll say it again:
Mobile operators: your strength is connectivity, not content.
And this isn't just a philosophical question, but now proven, quantitative fact. A very clever piece of analysis by mobile testing firm ArgoGroup has demonstrated this in a completely clear & real-world fashion.
Last night, FIFA and Yahoo! managed to beat all the mobile operators in getting SMS alerts out to the end-users who weren't near a TV or radio (ie about 7 people) when Peter Crouch scored against Trinidad & Tobago. FIFA's 2-minute delivery time was half the average speed of the operators. Own goal, or what?
What's the betting that the operators won't have the problem fixed for the England:Sweden march next Tuesday? Or maybe they'll just use their deep-packet inspection boxes to delay all SMSs emanating from Yahoo!'s gateway for 5 minutes, to make their own latency-ridden in-house content teams look good by comparison.