Mobile Content in the MVNO Market

SUMMARY

Global's latest report takes a close look at the current MVNO market in the United States, unveils various marketing opportunities within that market, projecting industry trends and analysis while highlighting several successful case studies that speak to the growth potential of this sector.

The report, which follows Global's MVNO research study of 2005 clearly shows how Global's MVNO industry predictions have now come to fruition. Leading MVNOs are often in the headlines as of late, opening up discussions as to whether it will be the leading profitable factor in the wireless industry.

METHODOLOGY

Data for this study have been obtained from various sources, such as regulatory filings of major wireless players, interviews with company executives, analysis of media types used by these players, and advertising message angles. Descriptive parts of the report contain information from ongoing proprietary research and market analysis that Global Advertising Strategies has been conducting on the telecommunications industry since 1999.

TABLE OF CONTENTS

ABOUT GLOBAL ADVERTISING STRATEGIES

I. THE EVOLUTION OF MVNOs

• EXECUTIVE SUMMARY, DEFINITION AND METHODOLOGY

II. MVNOS AND THE WIRELESS SERVICES INDUSTRY

• INTRODUCTION
• CONSOLIDATION-DRIVEN CHANGE
• EVOLUTION OF THE MVNO INDUSTRY
  • FIGURE 1: MVNOs AND THEIR SUPPLIERS
• KEY INDUSTRY DRIVERS
• INTERNATIONAL CALL VOLUME AND MOBILE CARRIERS
  • FIGURE 2: TOP INTERNATIONAL CALL DESTINATIONS
  • FIGURE 3: U.S. ETHNIC GROUPS AND KEY INTERNATIONAL DESTINATIONS

III. APPROACHES TO MVNO MARKETING

• MARKETING STRATEGIES
• MARKETING AUDIENCE
• MARKETING MEDIUM
• MOBILE NETWORK OPERATORS IN THE U.S. MARKETPLACE
• MAJOR MVNOs IN THE U.S.

VI.SRATEGIES AND SYNERGIES AMONG MNOS AND MVNOS

• IMPACT OF THE MOBILE CONTENT CRAZE
  • MOBILE CONTENT OPPORTUNITIES: MNOs AND MVNOs
  • ADULT MOBILE CONTENT: OPPORTUNITY VS CONTROVERSY
  • ADULT CONTENT AND ARPU
  • ADULT MOBILE CONTENT: MAJOR PLAYERS
  • EROTIC SPAM ISSUES
  • EROTIC CONTENT AND CENSORSHIP
• PROMOTION OF MOBILE CONTENT DELIVERY
  • PROFITABILITY OF MVNOs
  • CONDITIONS FOR SUCCESS
  • REASONS FOR OFFERING MOBILE CONTENT
  • PROMOTION AND WEBSITES
  • SMS PUSH AND SMS PULL
  • CASUAL MOBILE CONTENT
• TRANSACTION NETWORK AGGREGATORS
  • WORKING MODALITIES FOR TNAs
  • BYPASSING TNAs
  • DIRECT TO CUSTOMER PHENOMENA
• TECHNOLOGY AND IMPLEMENTATION OF IVR
  • IMPLEMENTATION
• VALUE ADDED SERVICES
  • INNOVATIONS
  • IVR IN m-VAS
  • AUDIENCE DEMAND
• CONSUMER INSIGHTS
  • T-MOBILE IN THE CZECH REPUBLIC
  • m-VAS AND MOBILE MARKETING
• CONSUMER EVALUATIONS
  • MOBILE MARKETING AND EMAIL
  • MOBILE MARKETING AND GENERAL POOL MARKETING
  • U.S. MARKET CHARACTERISTICS
  • MAJOR PLAYERS IN MOBILE MARKETING SEGMENTS
  • ON-DECK SECTOR MOBILE MARKETING
  • CUSTOMER PERCEPTIONS
  • MOBILE MARKETING FIRMS
  • STRATEGIES OF MAJOR MARKET PLAYERS
  • TYPES OF CLIENTS OF MOBILE MARKETING FIRMS
  • B2C AND MOBILE LOCATION BASED MARKETING
  • B2B C-LEVEL EXECUTIVES
  • C2C AND P2P
  • COMPLEXITY OF PROMOTIONS AND SALES CHANNELS
  • MASS ACTION CAMPAIGNS
  • SHORT MESSAGE SERVICE PUSH
  • SHORT MESSAGE SERVICE PULL
  • MOBILE VIDEO/TV
  • MOBILE SEARCH FUNCTIONS
  • AD-SUPPORTED MOBILE GAMES
  • PEER-TO-PEER OPPORTUNITIES
  • INTERSTITIAL ADVERTISING
  • BEST CAMPAIGN COVERAGE
• TECHNOLOGIES THAT ENHANCE MOBILE MARKETING
  • MOBILE INTERNET BASED MARKETING CAMPAIGNS: CARLSON HOTELS
  • MOBILE SEARCH
  • MOBILE MARKETNG TEST-PLATFORMS
  • QUICK RESPONSE TECHNOLOGY
  • TEXTMARKS TECHNOLOGY
  • PUBLIC MONITORING CAMPAIGNS ENABLING MOBILE VOTING AND TEXTING
  • VOTING AND SWEEPSTAKES
  • EXAMPLES OF MOBILE VOTING IN THE U.S.
  • TICKETING
  • COMMUNITIES AND WISHFUL THINKING
  • NON-DOWNLOADER'S REASONING
  • MAJOR CHANGES IN THE U.S. m-VAS MARKET ARENA
  • NEW MARKET PHASE
  • TARGET AUDIENCE: COMMUNITIES
  • TRADITIONAL COMMUNITIES
  • SELF-IDENTIFICATION TREND
  • BREAKING DOWN TRADITIONAL m-VAS CONSUMER COMMUNITIES
  • REACHING OUT AND CUSTOMIZATION
  • PRICING
  • MVNOs TARGETING TRADITIONAL COMMUNITIES
  • EMERGENCE OF MOBILE COMMUNITIES
  • MOBILE COMMUNITIES
  • PRODIGITS' WEB-PUBLISHED TERMS AND CONDITIONS
  • TECHNOLOGY-ENHANCED MOBILE COMMUNITIES
  • POTENTIAL BUSINESS INCENTIVES
  • FINANCIAL MARKET INDICATORS
  • DATA AVAILABILITY
  • BILLING FOR CONTENT
  • PREMIUM RATE SMS
  • CREDIT CARD PAYMENTS
  • SERVICE CREDITS
  • CONTENT OWNERS
  • MOBILE OPERATORS
  • MOBILE CONTENT DEVELOPERS
  • MANPOWER RELATED COSTS
  • TIME TO RELEASE
  • COMPLEXITY OF FEATURES
  • LEVEL OF HANDSET COMPATIBILITY
  • LOCALIZATION REQUIREMENTS
  • MARKET PAYING CAPACITY
  • U.S. MOBILE CONTENT DEVELOPERS
  • MOBILE CONTENT AGGREGATORS
  • U.S. MOBILE CONTENT AGGREGATORS
  • MOBILE CONTENT PROVIDERS
  • U.S. MOBILE CONTENT PROVIDERS
  • PROFITABILITY OF MOBILE CONTENT
  • JAVA BASED MOBILE LIBRARY & EROTIC APPLICATIONS
  • JAVA-BASED MOBILE LIBRARY
  • MAJOR US-BASED JAVA DEVELOPERS
  • JAVA-BASED EROTIC APPLICATIONS AND COMMERCIAL SUCCESS
  • B2B
  • B2C
  • WAP PRODUCTS
  • WAP PRODUCTS AND SERVICES
  • CONSUMERS OF WAP-PRODUCTS AND SERVICES
  • PROFILES AND METRICS OF CONSUMERS
  • DEVELOPERS
  • PRICE OF DEVELOPMENT
  • DEMAND
  • SMS-RELATED REGULATION ISSUES

V. GLOSSARY