MMS Markets: Applications, Content & Technologies - Second Edition

SUMMARY

This extensive report re-evaluates the potential for the Mobile Multimedia Service (MMS) market worldwide and, based on suppliers and users experience to date, sets out winning strategies for operators, handset manufacturers, as well as providers of MMS infrastructure, applications and content. A free white-paper on this topic is available at juniperresearch.com.

Coverage

• Market Forecasts - 2004-2009 - Extensive analysis by key region, person-to-person, server-to-mobile, operator shares, third-party content providers, advertising, sponsorship.
• Player Strategy Analysis - Reviews of operator strategies, and those of handset and infrastructure providers.
• Content & Applications Development - Analysis and review of both consumer and business markets.
• MMS Business Models - An examination of the MMS value chain, and how business models are evolving.
• Standards & Technologies - The essentials of MMS development, from the MMSE to the handset.

Key Benefits

• Unrivalled source of MMS facts, figures and analysis.
• Comprehensive coverage, including consumer, business, content & usage.
• Unique insights from interviews with the leaders and innovators in MMS.
• Intelligently written and designed for strategic and business planning.
• User-friendly style and reference format for busy executives.

Report Overview

This report aims to analyse and explain the MMS market, to review the lessons to be learnt from pioneering experience of the technology, and provide decision-support for companies and organisations wishing to exploit the opportunities offered by MMS. This is especially important, as MMS has so far failed to deliver on promise in many instances and has by no means realised its full potential today.

As a force to enrich mobile communications, though, it remains as strong as ever. MMS brings multimedia features such as photos, sound, video, rich text or interactive applications to mobile messaging. This can take the form of a message sent between mobile phone users (peer-to-peer) or, of equal importance, a service sent from a third party to a user (server-to-mobile). The report provides thorough coverage of each of these aspects of MMS and explains the technologies, markets, supply chain, and future trends. It investigates the key issues facing suppliers, ranging from standards to pricing models, technology changes, and mobile spam. It examines in depth the content and applications carried by MMS, and sets out detailed forecasts with supporting commentary of MMS handset sales, MMS traffic, and the Average Revenue per User (ARPU) that this traffic will generate. As the report shows, MMS provides substantial opportunities to sell a range of services and enabling technologiesfor the mobile multimedia user. These will not be exploited until operators and all other suppliers in the industry a) understand the dynamics of the value-chain, b) adhere to industry standards for interoperability, and c) fine tune their infrastructure and marketing to target MMS.

Key Forecasts

Total MMS Revenues ($m) - Regional Forecast, 2004-2009

Forecast Breakdown

• MMS Handsets: Users of 2.5 & 3G handsets; Installed base of MMS enabled handsets; % MMS enabled handests used for MMS; Shipments of MMS enabled handsets.
• MMS Market: Number of MMS messages per user per month; Total number of MMS messages per month; Total MMS revenue; Total MMS advertising spend; Sponsored content spend by advertisers to third parties; Advertisement paid applications and games; MMS ARPU.
• Person-to-Person MMS: Number of P2P MMS messages per user per month; Total number of P2P MMS messages per month; Total P2P MMS revenues; Consumer P2P revenues; Business P2P revenues; Average cost per P2P MMS message; P2P MMS ARPU.
• Server-to-Mobile MMS: Number of S2M MMS messages per user per month; Total number of S2M MMS messages per user per month; Total S2M MMS revenues; Consumer S2M MMS revenues split by operator/third party/applications; Business S2M MMS revenues split by operator/third party; Average cost

TABLE OF CONTENTS

Executive Summary

• What is MMS?
• MMS value-chain;
• Key findings of the report.
• The challenges.

1. MMS Technology, Standards & Services

Definitions

• Summary of MMS technology;
• MMS standards update;
• The scope of the MMSG;
• MMS versus other messaging technologies;
• MMS versus Short Messaging Service (SMS);
• MMS versus Enhanced Messaging Service;
• MMS versus Wireless Instant Messaging.
• MMS & Unified Messaging.

MMS Nuts & Bolts

• Network infrastructure;
• Handsets;
• Development of services and content.

The MMS Environment (MMSE)

• How the MMSE functions:
• MMS user agent;
• MMS relay;
• MMS server;
• MMS user database;
• Other Business Support
• System/Operational Support System Components;
• Digital Rights Management (DRM);
• Storage;
• Rating; Application & Content Gateways.

MMS Business Models

• Peer-to-peer model(P2P);
• Server to mobilemodels(S2M);
• Operator generated content model;
• Branded content model;
• Third party content model.
• The overall value chain.

2. MMS Market Forecasts

Forecast Methodology - 2004-2009

• Base data;
• Assumptions;
• Forecasting techniques.

MMS Handsets

• MMS handset penetration;
• installed base;
• Proportion of total 2.5G and 3G handsets that are MMS enabled;
• Active MMS handsets;
• Peer-to-peer MMS messaging activities;
• Access to MMS content & applications;
• MMS traffic;
• Total revenue forecasts;
• P2P revenue forecast;
• S2M revenue forecast.

3. Consumer MMS Markets

Sizing the Consumer Market

• Consumer P2P;
• Consumer S2M;
• Operator consumer S2M revenues.

Segmenting the Consumer Market

• Early adopters;
• messaging addicts;
• infotainment users.

Consumer Perceptions of MMS

• Value - needs to be clearly highlighted.

Promoting MMS

• Handset benefits;
• Show Me Emotion;
• Targeted & timely information.

4. Consumer Content & Applications

Suppliers

• Media groups;
• Communities;
• Niche culture and entertainment providers;
• Games developers;
• Application editors;
• Advertisers;

Content

• Content success factors;
• Successful content types;
• P2P+ provider strategies

Applications and Games

• High-end games;
• Applications and games distribution via operators, content providers, and specialist providers.

Forecasts

• Content forecasts;
• P2P+ forecasts;
• Applications & games forecasts;
• Advertising forecasts;
• Sponsored content forecasts;
• Promotional content;
• Games and applications forecast

Consumer Conclusion

5. Business MMS Markets

Sizing the Business Market

• Business P2P revenues;
• Business S2M revenues;
• Operators share

MMS Business Applications

• Business communications;
• Enterprise management systems;
• Field workforce automation.

Business Applications Forecasts

• Enterprise management systems forecasts;
• Field workforce automation forecasts.

6. Operator Strategies

Interconnection MMS Pricing

• Message pricing models;
• Pricing by message size - All-you-can-eat;
• Pricing by message type - One-price-fits-all;
• Discounted bundles

Pricing Forecasts

• P2P pricing; Revenue sharing and copyright.

The Value of Third Party Content

• Preventing piracy;
• DRM strategies - Handset based. forward blocked messages the server side

New Avenues & Operator Forecasts

• ARPU forecasts:
• P2P;
• S2M;
• Total ARPU

7. Strategies for Handset & Infrastructure Providers

The Handset Market

• Handset evolution;
• Future dedicated devices.
• Handset forecasts:
• Total annual MMS handset shipments.

The MMSC Market

• Market conditions;
• Future MMSC market.

Infrastructure Beyond the MMSC

• Storage;
• billing; revenue sharing;
• DRM; security;
• Application gateways;
• Location based services.

8. The Way Ahead

companies included

• Three
• 3GPP
• Alcatel
• BASE
• BBC
• Bouygues Telecom
• Buongiorno
• Carphone Warehouse
• CNN
• Cognima
• Comverse
• Dialogue
• DoCoMo
• E -Plus
• ESPN
• Eurosport
• Fenestrae
• Freever
• FT
• Hutchinson 3G
• KPN
• Lequipe
• LG Electronics
• LogicaCMG
• MapInfo
• MG Rover
• Michelin
• MMA
• Mobileway
• Mobtel
• Motorola
• MX Telecom
• NEC
• Netsize
• Nokia
• NOP
• NRK
• O2
• OMA
• Openwave
• Opera Telecom
• Panasonic
• Proximus
• Reuters
• Samsung
• SchlumbergerSema
• Sema
• Sharp
• Sicap
• Siemens
• Sony Music
• Sony-Ericsson
• TCS
• Telefonica
• T-Mobile
• Universal Music
• Viacom
• Vivendi-Universal
• Vodafone
• Warner Music
• Webraska