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SUMMARY
Report Overview
This authoritative study provides a detailed analysis of the evolving market
opportunity for mobile gambling, concerning casino games, lotteries and sports
betting. With over 175 pages this report considers the next five years and is
packed with market opportunities, forecasts and technology comparisons. With
extensive primary and secondary research supporting in-depth quantitative
forecasts, this report covers market drivers and constraints; combining
evaluations from technology improvements to mobile penetration, billing,
security, and Internet & gambling regulations.
- Forecasts Cellular market growth: Global cellular subscriber, Leading
mobile operators, Growth of 3G; Mobile gambling market: Total revenues
(casinos, lotteries & betting); Mobile casinos services: Mobile phone use with
casino-type services, User traffic, Revenues; Mobile Lotteries: Mobile phone
users playing lottery games, User traffic, Revenues; Mobile Sports Betting:
Market/user traffic/revenues.
- Technology 2/2.5/2.75/3G & Beyond; Communication technologies; Data
services (MMS, SMS); Mobile technologies; Other enabling technologies;
Languages, platforms & operating systems.
- Billing Requirements of billing; Billing types; Security; The next
generation of billing mechanisms; Billing rules & regulations; Mobile bodies;
Billing for mobile gambling.
- Regulations Up to date issues concerned with telecom & gambling.
TABLE OF CONTENTS
Chapter Summary
Executive Summary
- 1. Technology
- 2. Cellular Market Growth
- 3. Mobile Gambling Market
- 4. Mobile Casino Services
- 5. Mobile Lotteries
- 6. Mobile Sports Betting
- 7. Telecom and Gambling Regulation
- 8. Billing
Chapter Details
EXECUTIVE SUMMARY
- Introduction
- Types of Mobile Gambling
- Casino Style Gambling
- Lotteries
- Sports Betting
- Betting Exchanges
- Market Drivers and Constraints
- Figure ES.1 - Mobile Gambling Drivers and Constraints
- Market Drivers
- The Desire to Gamble
- Growing Disposable Incomes
- Technology Improvement
- Availability and Convenience
- Increasing Mobile Penetration
- Figure: ES.2 Cellular Subscribers Penetration by Region 2004-2011 (%)
- Mobile User Profile
- Privacy
- Market Constraints
- Regulation
- Age Verification
- User Confidence
- Payment Processing
- Supply Side Conservatism
- Speed of Advanced Network Rollout
- Handset Capability and Availability
- Usability
- The Market for Mobile Gambling
- Figure ES.3: Total Revenues from Mobile Gambling (Casino, Lotteries &
Betting). Regional Forecast 2006-2011, ($ millions).
- Table ES.1: Total Revenues from Mobile Gambling (Casino, Lotteries &
Betting). Regional Forecast 2006-2011, ($ millions).
- Figure ES.4: Total Revenues from Mobile Gambling (Casino, Lotteries &
Betting). Application Forecast, 2006-2011 ($ million).
- Table ES.2: Total Revenues from Mobile Gambling (Casino, Lotteries &
Betting). Application Forecast, 2006-2011 ($ million).
- Figure ES.5: Total Revenues from Mobile Gambling (Casino, Lotteries &
Betting) 2006 ($1.99 billion), and 2011 ($23.2 billion).
1. TECHNOLOGY
- 1.1 Introduction
- 1.2 2G
- 1.2.1 Communication Technologies of 2G
- i. GSM
- ii. TDMA
- iii. CDMA
- Figure 1.1: Working of CDMA
- iv. D-AMPS
- 1.2.2 Data Services
- i. SMS
- a. The Working of SMS
- Figure 1.2: SMS Message Flow
- b. Types of Messaging Services
- - Mobile-originated SMS
- - Mobile-terminated SMS
- c. Premium-rate SMS (PRSMS)
- ii. MMS
- a. How Does MMS Work?
- Figure 1.3: MMS Application Services
- b. MMS Services
- - MMS Entertainment and Information Services
- Figure 1.4: Nokia's 6280 3G Handset Supporting Video Streaming, and
Sony Ericsson F500i and Samsung VGA Picture Phones
- c. Personalisation
- iii. The SMS/MMS Value Chain
- Figure 1.5: SMS/MMS Value Chain
- 1.3 2.5 & 2.75G
- 1.3.1 GPRS
- 1.3.2 EDGE
- Figure 1.6: EDGE Handsets: Nokia N70
- 1.3.3 CDMA2000
- 1.4 3G
- Figure 1.7: 3G Access Technologies
- Figure 1.8: Global 3G CDMA2000 1xEV-DO Subscribers (Millions)
- Figure 1.9: Global 3G UMTS (WCDMA) Subscribers (Millions)
- 1.4.1 UMTS
- Figure 1.10: Evolution of UMTS
- i. WCDMA
- 1.4.2 1x EV-DO
- Figure 1.11: EV-DO Enabled Samsung SPH-A900
- 1.4.3 1x EV-DV
- 1.4.4 TD-SCDMA
- 1.5 Beyond 3G
- 1.5.1 HSDPA
- Figure 1.12: Application of HSDPA and its Enhanced Versions
- Table 1.1: Global Operators using HSDPA Services
- 1.5.2 4G
- i. WiMAX
- Figure 1.13: WiMAX Evolution
- Figure 1.14: Working of 802.16 Standard
- 1.6 Mobile Technologies Compared
- Table 1.2: Comparative Chart of Mobile Technologies
- Figure 1.15: Evolutionary Path of Communication Technologies
- 1.7 Other Enabling Technologies
- 1.7.1 Wireless Internet Technologies
- i. WAP
- Figure 1.16: UK WAP Page Impressions, September 2002 - May 2005
(Millions)
- 1.7.2 Future of WAP - Where is WAP Heading?
- Figure 1.17: Future Path of WAP
- i. The i-mode Alternative
- Figure 1.18: Growth of i-mode Subscriber Base (Millions)
- Figure 1.19: Growth of i-mode Menu Sites
- 1.7.3 Languages, Platforms and Operating Systems
- i. Languages
- a. Java
- ii. Platforms
- a. J2ME
- b. BREW
- iii. Operating Systems
- a. Palm OS
- Figure 1.20: Palm OS Applications
- b. Windows Mobile
- Figure 1.21: Windows OS mobile screen
- 1.7.4 Other Relevant Technologies
- i. MP3
- Figure 1.22: MP3 Phones: Sony Ericsson K700i and Siemens SX1
- ii. MP4
- iii. MIDI
- Figure 1.23: Sony Ericsson T610 Mobile Phone
- iv. Bluetooth
2. CELLULAR MARKET GROWTH
- 2.1 Introduction
- 2.2 Growth of the Cellular Market
- 2.2.1 Global Cellular Subscriber Market
- Figure 2.1: Cellular Subscriber Growth, By Region (m) 2004-2011
- Table 2.1: Cellular Subscribers, By Region (m) 2004-2011
- Figure 2.2: Cellular Subscriber Growth, By Region (m) 2004-2011
- Figure 2.3: Population and Mobile Subscribers
- Figure 2.3: Cellular Subscribers Penetration by Region 2004-2011 (%)
- 2.2.2 Leading Mobile Operator Groups by Subscriber Base
- Table 2.2: Leading Mobile Operator Groups by Subscriber Base (m) 2005
- 2.2.3 Growth of 3G
- Table 2.3: Global Cellular Subscriber Forecasts by Technology (m)
2006-2011
- Figure 2.4: Global Cellular Subscriber Forecasts by Technology (m)
2006-2011
- 2.3 Regional Cellular Market Growth
- 2.3.1 North America
- Figure 2.5: North American Cellular Subscriber Forecasts, by
Technology (m) 2006-2011
- Table 2.4: North American Cellular Subscriber Forecasts by Technology
(m) 2006-2011
- 2.3.2 South America
- Figure 2.6: South American Cellular Subscriber Forecasts by Technology
(m) 2006-2011
- Table 2.5: South American Cellular Subscriber Forecasts by Technology
(m) 2006-2011
- 2.3.3 Europe
- Figure 2.7: Europe Cellular Subscriber Forecasts by Technology (m)
2006-2011
- Table 2.6: Europe Cellular Subscriber Forecasts by Technology (m)
2006-2011
- 2.3.4 Asia Pacific
- Figure 2.8: Asia Pacific Cellular Subscriber Forecasts by Technology
(m) 2006-2011
- Table 2.7: Asia Pacific Cellular Subscriber Forecasts by Technology
(m) 2006-2011
- 2.3.5 Rest of the World
- Figure 2.9: Rest of the World Cellular Subscriber Forecasts by
Technology (m) 2006-2011
- Table 2.8: Rest of the World Cellular Subscriber Forecasts by
Technology (m) 2006-2011
- 2.4 The Opportunity for Mobile Entertainment
- Figure 2.10: Revenue Growth Mechanisms
- 2.4.1 Consumer Behaviour towards Mobile Services
- Figure 2.11: End-user Demands
- i. Mobile Services Industry Life Cycle
- Figure: 2.12: Life Cycle of Mobile Entertainment Services Industry
- Figure 2.13: Killer Cocktail for Mobile Revenue Growth
- ii. Mobile Entertainment Value Chain
- Figure 2.14: Value Chain of Mobile Entertainment Industry
3. MOBILE GAMBLING MARKET
- 3.1 Introduction
- 3.2 The Dynamics of Mobile Gambling
- 3.2.1 How People Gamble
- 3.2.2 Mobile Gambling Drivers
- i. Convenience
- ii. Large Consumer Base
- iii. Ideal Target Market
- Table 3.1: Typical Users of Gambling Products
- iv. Privacy
- 3.2.3 Hurdles to be Overcome
- i. Trust
- a. Branding
- b. Independent Auditing
- ii. Age Verification
- iii. Processing of Payments
- iv. Technology
- a. Networks and Connectivity
- b. Systems Design and Usability
- c. Handsets
- 3.3 Types of Games and Services
- 3.3.1 Casino Style Gambling
- Table 3.2: Traditional Casino Games Popular with Online Gamblers
- 3.3.2 Lotteries
- 3.3.3 Sports Betting
- 3.3.4 Betting Exchanges
- Figure 3.1: Total Revenues from Mobile Gambling (Casino, Lotteries &
Betting). Regional Forecast ($m) 2006-2011
- Table 3.1: Total Revenues from Mobile Gambling (Casino, Lotteries &
Betting). Regional Forecast ($m) 2006-2011
- Figure 3.2: Total Revenues from Mobile Gambling (Casino, Lotteries &
Betting). Application Forecast ($m) 2006-2011
- Table 3.4: Total Revenues from Mobile Gambling (Casino, Lotteries &
Betting). Application Forecast ($m) 2006-2011
- Figure 3.3: Total Revenues from Mobile Gambling (Casino, Lotteries &
Betting) 2006 and 2011
- Figure 3.4: Reconciliation of Total Mobile Gambling Revenues from
Edition 2 (February 2005) and Edition 3.
4. MOBILE CASINO SERVICES
- 4.1 The Concept
- 4.2 The Market for Mobile Casino Gambling
- 4.2.1 Mobile Phone Users Who Gamble Using Casino Type Services
- Figure 4.1: Driving and Restraining Forces of Casino Services Industry
- Table 4.1: Percent of 2.5G and 3G Mobile Users Who Partake in
Casino-type Gambling Services. Regional Forecast 2006-2011.
- Figure 4.2: Mobile Users Who Partake in Casino-type Gambling Services
(m). Regional Forecast 2006-2011.
- Table 4.2: Mobile Gambling Users (m) who Partake in Casino-type
Services. Regional Forecast 2006-2011
- 4.2.2 Mobile Casino User Traffic
- Figure 4.3: Customer-Utility Ladder
- Figure 4.4: Average Number of Casino Plays per User per Year -
Regional Forecast 2006-2011
- Table 4.3: Average Number of Casino Plays per User per Year. Regional
Forecast 2006-2011
- Figure 4.5: Total Number of Casino Plays by Mobile Gambling Users per
Year (m). Regional Forecast 2006-2011
- Table 4.4: Total Number of Casino Plays (m) by Mobile Gambling Users
per Year - Regional Forecast 2006-2011
- 4.2.3 Mobile Casino Gambling Revenues
- Table 4.5: Average Price ($) Paid Per Casino Play - Regional Forecast
2006-2011
- Figure 4.6: Total Revenues from Mobile Casino Gambling ($m). Regional
Forecast 2006-2011
- Table 4.6: Total Revenues ($m) from Mobile Casino Gambling - Regional
Forecast 2006-2011
- 4.3 Case Studies
- 4.3.1 Probability Games Corporation
- 4.3.2 Spin3
- 4.3.3 Wild Jack Mobile Casino
- Figure 4.7: Wild Jack Mobile Casino Lobby Screenshots
- 4.3.4 GoldenPalaceMobile.com
- Figure 4.8: Screen Shots of Pocket PC Games
- 4.3.5 JPM Interactive Ltd
5. MOBILE LOTTERIES
- 5.1 The Mobile Lottery Market
- 5.2 Mobile Lottery Services
- 5.2.1 History
- 5.2.2 Mobile Lotteries across the world
- 5.2.3 The Market for Mobile Lottery Participation
- i. Users Who Buy Lottery Tickets via Their Mobile Phone
- Table 5.1: % of Mobile Phone Users Who Play Lottery Games via Their
Mobile Phone. Regional Forecast 2006-2011
- Figure 5.1: Mobile Users (m) Who Take Part in Lotteries via Their
Mobile Phone - Regional Forecast 2006-2011
- Table 5.2: Mobile Users (m) Who Take Part in Lotteries via Their
Mobile Phone. Regional Forecast 2006-2011.
- ii. Mobile Lottery User Traffic
- Table 5.3: Average Number of Lottery Entries per User per Year.
Regional Forecast 2006-2011
- Figure 5.2 Average Number Lottery Entries per User per Year. Regional
Forecast 2006-2011
- Figure 5.3: Total Number of Lottery Entries by Mobile Users per Year
(m). Regional Forecast 2006-2011
- Table 5.4: Total Number (m) of Lottery Entries by Mobile Users per
Year - Regional Forecast 2006-2011
- iii. Mobile Lottery Gambling Revenues
- Table 5.5: Price of Lottery Tickets in Key Countries
- Table 5.6: Average Price ($) Paid per Lottery Entry - Regional
Forecast 2006-2011
- Figure 5.4: Total Revenues from Mobile Lottery Entries ($m). Regional
Forecast 2006-2011
- Table 5.7: Total Revenues ($m) from Mobile Lottery Entries. Regional
Forecast 2006-2011
- 5.3 Case Studies
- 5.3.1 Camelot
- Table 5.8 Key Financial Information for Camelot
- 5.3.2 Virtue Fusion
- Figure 5.5: Betsure Gaming Architecture
6. MOBILE SPORTS BETTING
- 6.1 Introduction
- Table 6.1: Mobile Gambling Services of Major UK Bookmakers
- 6.2 Users of Mobile Sports Betting Services
- 6.2.1 The Market for Mobile Sports Betting
- Table 6.2: % 2.5G and 3G Mobile Phone Users Who Place Bets via their
Mobile Phone. Regional Forecast 2006-2011
- Figure 6.1: Mobile Users (m) Who Use Mobile Sports Betting
Applications. Regional Forecast 2006-2011
- Table 6.3: Mobile Users (m) Who Use Mobile Sports Betting Applications.
Regional Forecast 2006-2011
- i. Mobile Betting User Traffic
- Table 6.4: Average Number of Bets Placed Per User Per Year By Gamblers
via Mobile Sportsbook Applications. Regional Forecast 2006-2011
- Figure 6.2: Average Number of Bets Placed Per User Per Year By
Gamblers via Mobile Sportsbook Applications. Regional Forecast 2006-2011
- Figure 6.3: Total Number of Sports Bets (m) Placed By Mobile Users Per
Year. Regional Forecast 2006-2011
- Table 6.5: Total Number of Sports Bets (m) Placed by Mobile Users per
Year. Regional Forecast 2006-2011
- ii. Mobile Betting Revenues
- Table 6.6: Average Price ($) Paid Per Bet Placed via Mobile Sportsbook
Applications. Regional Forecast 2006-2011
- Figure 6.4: Total Revenues from Mobile Sportsbook Betting ($m).
Regional Forecast 2006-2011
- Table 6.7: Total Revenues ($m) from Mobile Sportsbook Betting. Regional
Forecast 2006-2011.
- 6.3 Case Studies
- 6.3.1 GamblersPalace.com
- 6.3.2 Littlewoods Gaming
- Placing a Bet using Sportsbook
- Table 6.8: Revenue Breakdown for Sportech plc 2005.
- 6.3.3 William Hill
- Table 6.9: Key 2005 Financial Data for William Hill
- 6.3.4 Zone4Play
7. TELECOM AND GAMBLING REGULATION
- 7.1 Regulations
- 7.2 Gambling Regulations
- 7.2.1 Overview
- 7.2.2 The US Dichotomy
- 7.2.3 Regulatory Stalemate
- i. Federal Regulations
- a. The Wire Act (1961)
- b. Gambling over International Flights
- c. Interstate Horseracing Act
- ii. Kyl Bill
- iii. The People vs. Yahoo
- iv. The WTO Verdict
- v. AB 471 - The Nevada Bill
- 7.2.4 The UK Model - Legalisation and Regulation
- i. The Gambling Act, 2005
- 7.2.5 Europe
- 7.2.6 Asia
- 7.3 Other Regulations - Mobile Content
- 7.3.1 Self Regulation - The Operators' Approach
- i. Independent Mobile Classification Body (IMCB)
- ii. Internet Content Rating Association (ICRA)
- 7.3.2 ICSTIS
- 7.3.3 OFCOM
- 7.3.4 CTIA
- 7.3.5 Pan-European Legislation
- i. Directive 95/46/EC: Processing Personal Data and the Protection of
Privacy
- ii. The E-Commerce Sector Data Protection Directive (2002/58/EC)
- iii. The Distance Selling Directive (97/7/EC)
- 7.3.6 Regulating SMS
- i. Premium Rate SMS Regulation in the UK
- ii. The E-money Directive
- iii. The Problems with Regulation
- a. The Objections to PRSMS Regulation in the UK
- b. Age Verification Problems
- c. Issues with Opt-in and Opt-out
- 7.4 Telecoms & Internet Regulations
- 7.4.1 Introduction
- 7.4.2 Who Are The Regulators?
- 7.4.3 Regulatory Environments
- i. Pan European
- ii. National Legislation
- iii. Self Regulation
- 7.4.4 The UK Regulatory Environment
- i. The Data Protection Act 1998 (DPA)
- ii. The E-Commerce Directive (2000/31EC) and the Electronic Commerce
Regulations 2002
8. BILLING
- 8.1 Introduction
- 8.1.1 Changing Billing Requirements
- 8.1.2 Revenue Sharing with Content Providers
- i. Operator-Owned Portals
- ii. Third-party Portals
- 8.2 Requirements of Billing
- 8.2.1 Accuracy
- 8.2.2 Timeliness
- 8.2.3 Security
- 8.2.4 Privacy and Anonymity
- 8.3 Billing Types
- 8.3.1 SMS Models
- i. Standard SMS Payment Model
- ii. Premium SMS Payment Model
- 8.3.2 SMS MT Reverse Billing
- 8.3.3 Premium Rate SMS (PRSMS)
- Table 8.1: The Three Principles of PRSMS
- 8.3.4 Premium Rate MMS (PRMMS)
- 8.3.5 Stored Value Accounts
- 8.3.6 Enabling Technologies
- i. Subscriber Identity Module (SIM)
- ii. Mobile Wallets
- iii. Swipe Machines
- 8.3.7 Postpaid and Prepaid Billing
- Figure 8.1: Billing Process for Mobile Entertainment Services
- 8.3.8 Billing and Charging Models
- 8.3.9 Pricing models
- 8.4 Security
- 8.4.1 Public Key Infrastructure (PKI)
- Figure 8.2: Main Components of Public Key Infrastructure
- 8.4.2 Digital Signatures
- Table 8.2: How Digital Signatures Allow Security Services to be
Applied to Billing Information
- 8.5 The Next Generation of Billing Mechanisms
- 8.5.1 Benefit to Customers
- 8.5.2 Benefit to the Operators
- 8.5.3 Transition to Real-time Converged Billing
- 8.6 Billing Rules and Regulations
- 8.6.1 European Union Directives
- 8.6.2 UK Laws
- 8.6.3 Existing PRSMS Rules and Regulations
- 8.7 Mobile Bodies
- 8.7.1 The Mobile Payment Forum
- Figure 8.3: Payment Life Cycle of M-payment
- 8.7.2 The Mobile Payment Services Association (MPSA)
- 8.7.3 NACHA
- 8.8 Billing for Mobile Gambling
- 8.8.1 M-Payment System
- Figure 8.4: M-Payment Procedure
- Figure 8.5: M-Payment Value-Chain
- Figure 8.6: M-payment Margin for Major Applications
- Figure 8.7: Margin M-Payment for Major Applications - Industry-wise
- 8.8.2 Billing Models
- i. Fixed-price or Subscription-Based Billing
- ii. Price per View/Download
- iii. Bi-Directional Billing
- iv. Off-Carrier Billing
- a. PayNowSMS
- Figure 8.8: Pay Now SMS Structure
- b. Stored Value Accounts
- 8.9 Case Study
- 8.9.1 Bango
- Figure 8.9: Co-existence of On and Off-Portal Models
- Appendix 1: Global 3G Operators
- Appendix 2: List of Major Regulators Worldwide
- Appendix 3: Web Addresses for Companies Included in Report
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