Thumbplay and Comcast: convergence looming?

Comcast (for you fellow non-Americans: this is one of the larger broadband providers in the US) and Thumbplay (for you fellow non-Americans: these are the guys who kick serious a** in D2C mobile content over there) announced a deal whereby Comcast will sell mobile content source from Thumbplay through a dedicated website to their highspeed Internet customers. Items available comprise everything from Thumbplay's catalogue, that is to say, music, ringtones, video, games, you name it.

With Comcast recording serious traffic (14.4m highspeed Internet customers, 3.7bn page views and 17.6m unique visitors per month) and Thumbplay offering one of the larger catalogues on mobile content (100,000+ pieces), this could be intriguing: consumers have so much better opportunity to look and choose if they can do so in the warmth of their home and the giant size of their 21'' computer screen rather than on a 128x128 mobile phone screen. Content discovery, previews, all the bells and whistles long known on the Internet could thus be married to mobile content as well. Will it work? I am thrilled to hear about it. Traditionally, one loses a lot of people whenever one crosses from one medium to another (Internet to mobile), so the question will be if the additional churn recorded there is less than the probably improved conversion rates due to the superior content choosing experience online.

Tell us more, guys, when you know it!