Frost & Sullivan has predicted that growth in off-deck mobile content will result in increased revenues for content aggregators, and estimates that the revenues shares for connection aggregators will be $167.6 million in 2011. The growth, along with increased uptake of subscription-based pricing will mean that operators are willing to share more with the other companies in the value chain, according to Frost. The image of subscription services took a beating after people got wise to the “get a ringtone FREE (and pay $15 a month for the rest of your life)” scams that prevailed a few years ago, but now that people are a bit more savvy and there are universal “stop codes” the market may be able to make a comeback if it offers good value for the customer.