Emerging Business Models for Mobile Content

SUMMARY

List of Contents

1 - Executive Summary

• Introduction
  • The Mobile Content Market
  • Mobile Content Development
  • Mobile Data Users
  • Key Revenue Drivers
  • Strategic Issues
    • Operator Attitudes
    • Standardisation and Interoperability
    • Handset Limitations
    • Content Piracy
    • P2P and Super-Distribution
  • Mobile Content Forecasts
• Regional Analysis
  • Europe
    • Mobile Content Revenues
  • North America
    • Mobile Content Revenues
  • Asia Pacific
    • Mobile Content Revenues

2 - Market Overview

• Introduction
  • The Growth of Mobile Content
  • Mobile Content and Applications Market
  • Mobile Content Development
• Application Platforms
  • Java
    • Opportunities and Challenges Facing Java
  • i-mode
  • Binary Runtime Environment for Wireless (BREW)
  • Packet-based Networks
  • Subscriber Forecasts
  • Mobile Data Users
  • Mobile Content Forecasts
• Regional Analysis
  • Europe
    • Mobile Content Revenues
  • North America
    • USA
    • Mobile Content Revenues
  • Asia Pacific
    • Japan
    • China
    • Korea
    • India
    • Mobile Content Revenues

3 - Defining Future Mobile Content

• Introduction
• Messaging
  • Short Messaging Services (SMS)
    • SMS Services
    • SMS Payments
  • Multimedia Messaging Services (MMS)
  • Mobile Email
  • Instant Messaging
  • Messaging Evolution
• Mobile Music
  • Ringtones
    • Realtones
  • Ringback Tones
  • Full Track Streaming/Downloading
• Mobile Games
  • 3D Mobile Gaming
• User Created Content
  • Cartoons and Films
  • Mobile Rating
  • Mobile Game Editors
  • Ringtone Editors/Creators
  • Mobile Photo Albums
• Mobile Video
  • Video Entertainment
    • Video Download
    • Video Streaming
  • Video Services
• Mobile TV and Broadcasting
  • Mobile TV Services

4 - Opportunities and Threats

• Barriers to the Growth of Mobile Content
  • Current Barriers and Solutions (2004)
    • Operator Attitudes
    • Standardisation and Interoperability
    • Handset Limitations
    • Network Limitations
  • Future Barriers and Solutions
    • Content Piracy
    • Restrictive Partnership Agreements
  • The Opportunities of Branding
    • Customisation and Branding of Handsets
    • The User Interface (UI)

5 - Business Models Europe, North America and Asia

• Introduction
  • Mobile Virtual Network Operators (MVNO) and the Mobile Content Market
    • Virgin Mobile
  • Revenue and Pricing Models
    • Charging for Value
    • Video Pricing
  • The Subscription Model for Mobile Content
  • Key Revenue Drivers
    • Mobile Online Gaming
  • Revenue Sharing
  • Reverse Billing
  • Comparing the Asian and European Business Models
  • Delivery and Distribution Channels
    • Preminet
  • P2P and Super-distribution
    • Melodeo

6 - Case Studies

• Introduction
  • Walt Disney Internet Group (WDIG)
    • Starwave Mobile
  • MTV
  • Bandai Case Study
  • Emap Case Study
    • Cascata
    • Hutchison 3G Content

7 - Roadmaps and Future Outlook

• Evolution of the Mobile Value Chain
  • Nokias Media Charger
• Mobile Content and Future Devices
  • Microsofts Portable Media Centre (PMC)
• Mobile Digital Rights Management (DRM)
  • Java Games
  • MMS
  • Rich Media
  • Open Mobile Alliance (OMA) and DRM
  • DRM and Content Providers
  • DRM and Operators
  • Europe
  • Asia and America
• Wired-Wireless Convergence
  • Business Alliances for Converged Networks
• Beyond 3G Networks

8 - Summary

• Market Trends
• Technology
• Key Revenue Drivers
• Strategic Issues
• Business Models
• Content Distribution

Appendix 1 - Mobile Content Business Models Survey

• Methodology
  • Respondent Profile
• Survey Questionnaire
  • Respondent Profile
  • Users and Content
  • Revenue Models and Generation
  • Market Development

List of Figures

1 - Executive Summary

• Figure 1.1:Mobile Content Value Chain
• Figure 1.2:Mobile Content & Applications Market Map
• Figure 1.3:Data Requirements
• Figure 1.4:Mobile Data Users as Percentage of Subscribers,by Region,2004 2009
• Figure 1.5:Mobile Content Revenue Drivers (Excluding P2P Messaging) (2009)
• Figure 1.6:Worldwide Data Traffic (Millions of Events) by Application,2005 & 2008
• Figure 1.7:European Content vs.P2P Messaging Revenues (US$m),2004 2009
• Figure 1.8:North American Content Versus P2P Messaging Revenues ($USm),2004 2009
• Figure 1.9:Asia-Pacific Content Versus P2P Messaging Revenues (US$m),2004 2009

2 - Market Overview

• Figure 2.1:Mobile Content & Applications Market Map
• Figure 2.2:Data Requirements
• Figure 2.3:Packet Data Networks
• Figure 2.4:Total Worldwide Mobile Subscribers (m),2000 2009
• Figure 2.5:Worldwide Mobile Subscribers (m),by Technology Groups,2003 2009
• Figure 2.6:Mobile Data Users as Percentage of Subscribers,by Region,2004 2009
• Figure 2.7:Worldwide Data Traffic (Millions of Events) by Application,2005 & 2008
• Figure 2.8:Europe Subscribers (m),by Technology Grouping,2004 2009
• Figure 2.9:European Content vs.P2P Messaging Revenues (US$m),2004 2009
• Figure 2.10:North American Mobile Subscribers (m),2004 2009
• Figure 2.11:North American Content Versus P2P Messaging Revenues ($USm),2004 2009
• Figure 2.12:Asia-Pacific Mobile Subscribers (m),2004 2009
• Figure 2.13:Asia-Pacific Subscribers (m),by Sub-Region,2004 2009
• Figure 2.14:Japan Subscribers (m),by Technology,2004 2009
• Figure 2.15:China Subscribers (m),by Technology,2004 2009
• Figure 2.16:Korea Subscribers (m),by Technology,2004 2009
• Figure 2.17:India Subscribers (m),by Technology,2004 2009
• Figure 2.18:Asia-Pacific Content Versus P2P Messaging Revenues (US$m),2004 2009

3 - Defining Future Mobile Content

• Figure 3.1:Worldwide P2P Messaging Users,2003 - 2008
• Figure 3.2:Sent SMS Messages (Top 120 Worldwide Operators) (m),2000 2004
• Figure 3.3:Fixed-MMS Device
• Figure 3.4:Mobile Games Global Revenues (US$m) 2003-2008
• Figure 3.5:Nokia N-Gage QD
• Figure 3.6:DF1lm Mobile Messenger Movie Maker
• Figure 3.7:3 (Italy) Nazionale Live Football

4 - Opportunities and Threats

• Figure 4.1:Current Barriers to Growth (2004)
• Figure 4.2:Industry Opinion:Replacement Cycle Periods,% of Respondents,2004 & 2009
• Figure 4.3:Future Barriers to Growth (2009)
• Figure 4.4:Handset Vendor Branding vs.Operator Customisation Map,2004
• Figure 4.5:Trigenix User Interface Customisation

5 - Business Models Europe,North America and Asia

• Figure 5.1:Evolution of MVNO Model
• Figure 5.2:Development of Mobile Services Market
• Figure 5.3:Predicted Mobile Services Market Segments 2008 (%)
• Figure 5.4:Revenue per Megabyte
• Figure 5.5:Mobile Content Revenue Models
• Figure 5.6:Worldwide P2P Messaging Users,2003 2008
• Figure 5.7:Mobile Content Revenue Drivers (Excluding P2P Messaging) (2004)
• Figure 5.8:Mobile Content Revenue Drivers (Excluding P2P Messaging) (2009)
• Figure 5.9:Revenue Sharing Example
• Figure 5.10:iMode Revenue Split
• Figure 5.11:Importance of Distribution Channels for Mobile Content (2004)
• Figure 5.12:Importance of Distribution Channels for Mobile Content (2009)
• Figure 5.13:Preminet Architecture
• Figure 5.14:Melodeo Distribution Model

6 - Case Studies

• Figure 6.1:Disneys Mobile Content
• Figure 6.2:Disney and MacDonalds Promotional Downloadables
• Figure 6.3:mtvmobile.com Website Detail
• Figure 6.4:MTV Branded Samsung Handset
• Figure 6.5:Bandai Networks Mobile Content
• Figure 6.6:Bandai Networks Content Distribution System
• Figure 6.7:3D Bandai Games on Vodafone Live!
• Figure 6.8:Cross Network Game Ranking System
• Figure 6.9:Emap Publications
• Figure 6.10:Celebrity Interview Clips Provided by FHM

7 - Roadmaps and Future Outlook

• Figure 7.1:Mobile Content Value Chain
• Figure 7.2:Relative Influence of Players in Value Chain (2004)
• Figure 7.3:Relative Influence of Players in Value Chain (2009)
• Figure 7.4:Portable Media Centres
• Figure 7.5:OMA DRM 2.0
• Figure 7.6:Market Convergence

Appendix 1 - Mobile Content Business Models Survey

• Figure A1.1:Profile of Survey Respondents,by Industry Sector
• Figure A1.2:Profile of Respondents,by Location of Headquarters
• Figure A1.3:Profile of Respondents,by Area of Work

List of Tables

1 - Executive Summary

2 - Market Overview

• Table 2.1:European Java i-mode Services
• Table 2.2:i-mode Handset Sales (m),by Key Regions,2004-2009
• Table 2.3:BREW Handset Sales (m),by Region,2003 2009
• Table 2.4:European Content vs.P2P Messaging Revenues (US$m),2004 2009
• Table 2.5:North American Content Versus P2P Messaging Revenues (US$m),2004 2009
• Table 2.6:mova vs.FOMA Comparison
• Table 2.7:Asia-Pacific Content Versus P2P Messaging Revenues (US$m),2004 2009

3 - Defining Future Mobile Content

• Table 3.1:Mobile TV Announcements

4 - Opportunities and Threats

• Table 4.1:Top Ten Global Brands by Value

5 - Business Models Europe, North America and Asia

• Table 5.1:Mobile Services Market Evolution
• Table 5.2:Mobile Video Pricing
• Table 5.3:Online Multiplayer Gaming
• Table 5.4:Reverse Billing Content Provider Revenue Share
• Table 5.5:Comparison of European and Asian Models
• Table 5.6:mova and FOMA ARPU
• Table 5.7:Mobile Content Distribution Channels

6 - Case Studies

• Table 6.1:Walt Disney Wireless Content Distribution Deals
• Table 6.2:MTV Deals for Mobile Content
• Table 6.3:Selected Bandai Networks Content Deals
• Table 6.4:Bliss Text Club Messages

7 - Roadmaps and Future Outlook

• Table 7.1:Mobile Content Value Chain Players
• Table 7.2:Mobile Domain Names Alliance Members