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SUMMARY
"While mobile entertainment represents a potentially lucrative market,
operators and content providers will have to overcome a series of
technological, regulatory and social hurdles to fully realise that potential."
Windsor Holden, Senior Analyst
Although the mobile content and entertainment services market accounted for
less than 4% of total mobile service revenue and less than 19% of non-voice
revenue in 2005, this market has the potential to grow considerably over the
next five years. As mobile players seek to exploit the additional capacity
offered by 3G networks, an ever-increasing array of rich-media services is
being deployed, from full-track music downloads to broadcast TV bouquets. If
these services are to become significant contributors to the overall mobile
services market, a number of barriers must be overcome.
Mobile Entertainment in Western Europe: value chain and forecasts 2006- 11
will help mobile operators, content owners, games developers, device
manufacturers and middleware providers to gain crucial insights into the
specific drivers of, and barriers to, the development of mobile content and
entertainment services. The report will also help mobile players to understand
the value of the market for mobile content and entertainment services, and how
revenue from those services is likely to be distributed across the evolving
value chain.
The report includes forecasts to 2011 for France, Germany, Italy, Spain,
Sweden and the UK, as well as for Western Europe as a whole. Forecasts of
subscribers, ARPU and revenue are split by market segment (residential
prepaid, residential contract, SMEs and large corporations) and technology
generation (2G, 2.5G, 3G and 3.5G).
Forecasts of adoption rates, adoption levels, average spend, ARPU and revenue are provided for the following mobile service types:
- mobile information
- personalisation
- games
- music
- video on demand
- broadcast TV
- gambling
- content messaging
- cross-media services.
In addition, forecasts are segmented by key consumer interest group (adult,
sports and film) across these service categories.
Mobile Entertainment in Western Europe: value chain and forecasts 2006- 11 answers your key questions:
- How big is the market for mobile content and entertainment services in
Western Europe and how quickly is it likely to grow?
- What are the drivers of adoption for specific services? What are the
barriers preventing this market from significantly contributing to total
mobile services revenue?
- What needs to be done to eliminate the barriers, and when is it likely to
happen, given current trends in the market?
- What is the forecast value of the different types of mobile content and
entertainment for various countries, market segments and technology
generations?
- What types of content are likely to dominate the mobile content and
entertainment market?
- What trends are shaping the emerging value chain in this market? Which
industry players are likely to benefit, and which are likely to lose out,
because of these trends?
- How will the revenue for mobile content and entertainment services split
along the value chain?
Who should read this report
Mobile operators: understand the main barriers and drivers that will shape the
market for mobile content and entertainment services, and learn the value of
the market for different types of content and entertainment service.
Understand how to take advantage of trends in the value chain.
Portal and content providers, and application developers: discover where the
opportunities lie for mobile content and gauge the size of the market.
Understand the opportunities and threats presented by current trends in the
value chain.
Investment banks and consultants: understand how the mobile content and
entertainment market is likely to affect the performance of mobile operators,
content owners and other players in the value chain.
TABLE OF CONTENTS
What's new and executive summary
Introduction and scope
Current market for mobile content
Market forecasts and analysis
Determinants of future growth
Value chain trends and revenue distribution
Actions
Methodology
Figures and tables
- Figure 1: Distribution of active mobile subscribers in Western Europe by
country, December 2005
- Figure 2: Size and position of the mobile content market in Analysys
Research's overall classification of mobile services
- Figure 3: Distribution of mobile content revenue in Western Europe by
service type, 2005
- Figure 4: Historical ARPU for mobile voice and non-voice services in
Western Europe, 2003- 5
- Figure 5: Mobile content ARPU in key markets, 2005
- Figure 6: Historical mobile content ARPU as a proportion of total mobile
ARPU in key markets, 2002- 5
- Figure 7: Historical mobile content ARPU of Vodafone Germany and O2
Germany, 2002- 5
- Figure 8: Historical mobile content ARPU of three Vodafone subsidiaries,
2002- 5
- Figure 9: Example of how content genres relate to content categories
- Figure 10: Distribution of mobile content revenue in Western Europe by
genre, 2005
- Figure 11: Mobile service revenue in Western Europe by broad service
category, 2005- 11
- Figure 12: Split of mobile service revenue in Western Europe by broad
service category, 2005- 11
- Figure 13: Mobile content revenue in Western Europe by service type, 2005-
11
- Figure 14: Split of mobile content revenue in Western Europe by service
type, 2005- 11
- Figures 15a- d: Adoption rate, average spend, cellular ARPU and revenue
for free information services in Western Europe, 2005- 11
- Figures 16a- d: Adoption rate, average spend, cellular ARPU and revenue
for paid information services and applications in Western Europe, 2005- 11
- Figures 17a- d: Adoption rate, average spend, cellular ARPU and revenue
for personalisation services in Western Europe, 2005- 11
- Figures 18a- d: Adoption rate, average spend, cellular ARPU and revenue
for online and downloadable games in Western Europe, 2005- 11
- Figures 19a- d: Adoption rate, average spend, cellular ARPU and revenue
for VoD services in Western Europe, 2005- 11
- Figures 20a- d: Adoption rate, average spend, cellular ARPU and revenue
for music services in Western Europe, 2005- 11
- Figures 21a- d: Adoption rate, average spend, cellular ARPU and revenue
for content messaging services in Western Europe, 2005- 11
- Figures 22a- d: Adoption rate, average spend, cellular ARPU and revenue
for cross-media services in Western Europe, 2005- 11
- Figures 23a- d: Adoption rate, average spend, cellular ARPU and revenue
for gambling services in Western Europe, 2005- 11
- Figure 24: Split of gambling revenue in Western Europe by lottery, betting
and casino services, 2005- 11
- Figure 25: Split of gambling transactions in Western Europe by lottery,
betting and casino services, 2005- 11
- Figures 26a- d: Adoption rate, average spend, ARPU and revenue for
broadcast TV services in Western Europe, 2006- 11
- Figure 27: Revenue for mobile sports, film and adult content in Western
Europe, 2005- 11
- Figure 28: Factors that will determine the future growth of the mobile
content market and their relative priority for operators
- Figure 29: Proportion of revenue billed for by operators and airtime
resellers in Western Europe by service type, 2005
- Figure 30: Operator-billed and non-operator-billed revenue in Western
Europe by service type, 2005
- Figure 31: Proportion of revenue billed for by operators and airtime
resellers in Western Europe by service type, 2005 and 2011
- Figure 32: Example of methodology for forecasting ARPU
- Figure 33: Key inputs and outputs for mobile forecast model
- Figure 34: Key inputs and outputs for service-level components of forecast
model
- Table 1: Active mobile subscribers in Western Europe by country,
December 2005
- Table 2: Classification of the mobile content market by category and
service type
- Table 3: KPIs for free information services, 2005
- Table 4: KPIs for paid information services, 2005
- Table 5: KPIs for paid information applications, 2005
- Table 6: KPIs for personalisation services, 2005
- Table 7: KPIs for online games, 2005
- Table 8: KPIs for downloadable games, 2005
- Table 9: KPIs for VoD services, 2005
- Table 10: KPIs for music services, 2005
- Table 11: KPIs for content messaging services, 2005
- Table 12: KPIs for cross-media services, 2005
- Table 13: KPIs for gambling services, 2005
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