Increasing Revenue Through Wireless Sport Content 2002 - 2007

SUMMARY

Sport is one of the key drivers for generating vital revenues from consumers.

Operators must tap into the demand for sports content, and develop appropriate gambling and gaming applications to exploit the consumer's love-affair with sports.

Discover in this report..

• The growth of Wireless Sport Alerts in Western Europe
• How sports sponsorship influenced the purchase of mobile phone services
• Who has struck the most effective deals
• Which sports generate the greatest gaming revenue
• Popularity levels of sport by region
• Revenue generated from sports content by region 2002 - 2007

Includes exclusive interviews with DoCoMo, Hi3G, Rivals Digital Media, Ladbrokes, Sports.com PLUS much more....

The future success of both MMS and 3G will depend upon network operators being able to capitalise on sports content as part of their service offering. The often-quoted selling point of 3G is the video clip of a football goal being transmitted directly to a handset just a matter of seconds after it happens.

Visiongain believes that operators must not simply focus on just MMS or video-clips, but an array of media must be deployed to capitalise on the different revenue streams available. And it is not just network operators that will benefit from sports, but the sports content providers, the clubs, the Applications Service Providers, and of course the sports fanatics themselves.

Also included in this report:

• Revenue forecasts of the value of impact that sports will have on the mobile sector
• Advertising & sponsorship - including selected sponsorship market size figures
• Personalisation services to enable companies to realise their " profit zone "
• Gambling opportunities and the impact of betting on potential revenue
• Technology developments and how sports content can be applied to generate extra revenues
• Additional revenue opportunities, such as ticket retailing

This report is ideal for:

• Heads of Content and Applications
• Application Developers
• Mobile entertainment developers
• Vendors
• Traditional sporting companies
• Handset manufacturers
• Portals
• Network Manufacturers
• Operators
• Media Companies
• Corporates
• Marketing Companies

This report clarifies your market for mobile sports market. It explores the current and future relationships between the respective parties, and examines how these will evolve over time. It also offers strategic advice on how the mass market for mobile sports content may best be cultivated.

Over 230 pages full of charts, graphs and analysis on how you can maximise the potential of mobile gaming for your company.

TABLE OF CONTENTS

1. Sport on the Wireless Web

1.1 The Universality of Sport

1.2 The Focus of This Report

2. The Technological Evolution of Wireless Communications

2.1 Packet Switched Data

Graph 1: Average Data Traffic per Network

Graph 2: Migration Paths for 2G Operators

2.2 GSM

2.3 SMS

Table 1: Mobile Messaging Services and Media Employed

2.3.1 Person to Person Messaging

Graph 3: What SMS is used for

2.3.2 Examining Network Elements

2.3.2.1 SME

2.3.2.2 ESME

2.3.2.3 SMSC

2.3.2.4 HLR

2.3.2.5 VLR

2.3.2.6 MSC

2.3.2.7 Air Interface

2.3.2.8 BSS

2.3.2.9 Mobile Device

2.3.3 MO-SM and MT-SM

2.3.4 GSM and IS-41

2.3.5 SMS Delivery on GSM Networks

2.3.6 SMS Delivery on IS-41 Networks

Figure 1: MO-SM Architecture (IS-41)

Figure 2: MT-SM Architecture (IS-41)

2.3.7 Alternative Sources and Destinations

2.3.7.1 Signalling System (SS7)

2.3.7.2 Service Control Point (SCP)

2.3.7.3 Signalling Transfer Point (STP)

2.3.7.4 Service Switching Point (SSP)

2.3.7.5 Signalling Gateway (SG)

2.3.7.6 The Mobile Application Part (MAP)

2.3.8 Identification of types of Messaging Service

Graph 4: Ringtone & Logo Percentage Use of SMS Transactions

Table 2: Breakdown of SMS Users in the UK by gender, social class and age

Graph 5: SMS Growth to 2002

2.4 WAP

Figure 3: WAP Infrastructure Overview

2.4.1 The attractions of WAP for providers

Figure 4: Stages of WAP Development

Graph 6: Predicted Wireless Data Users 2005

Figure 5: WAP Specification

2.4.2 Wireless Application Environment

Figure 6: Client-Server Relationship

Figure 7: Client-Gateway-Server Relationship

2.4.3 Programming Model

2.4.4 WAP Efficiency

2.4.5 Basic Architecture

Figure 8: WAP Protocol Stack

2.4.6 Wireless Markup Language

2.4.7 The basics of the language

2.4.8 WML Script

Table 3: WML Script Functions

2.4.9 Request-Response Initiation

2.4.10 Developers

2.4.11 Wireless Transaction Protocol

Table 4: WTP and the WAP architecture

2.4.12 Transaction Types

2.4.13 Wireless Datagram Protocol

Figure 9: WAP Transaction Classes

Figure 10: Wireless Datagram Protocol Architecture

Figure 11: Datagram Segmentation

Figure 12: Datagram Data Segment Breakdown

Figure 13: Segmentation Process for a WDP Datagram

2.4.14 Wireless Session Protocol

Table 5: WSP and WTP Transaction Classes

Figure 14: WSP Data Transmission Structure

2.5 PDA

Graph 7: Wireless Device Projections (2004)

Graph 8: Projected Revenues from Wireless Voice & Data Services, 1999-2004

2.6 MMS

2.6.1 Network Elements

Figure 15: Modular MMSC Architecture

2.6.2 Signalling Channel - appropriate to the media involved

Graph 9: MMS handset sales predictions to 2007 (millions)

Table 6: Mobile Messaging Revenues in Europe, 2000-2005 (EUR Billions)

Graph 10: What will be the most successful MMS applications?

Graph 11: MMS revenue predictions to 2007 (EUR Billions)

2.7 GPRS

2.7.1 The Significance of Packet-Switching

2.7.1.1 Sharing Bandwidth

2.7.1.2 Paying Per Packet

2.7.1.3 IP Compatibility

2.7.2 Improved Data Speeds

2.7.2.1 Additional Time Slots

2.7.2.2 Handset Limitations

2.7.2.3 Simultaneous Voice Calling and Data Transmission

Figure 16: GSM/GPRS Network Infrastructure

2.7.2.4 SGSN - Serving GPRS Support Node

2.7.2.5 GGSN - Gateway GPRS Support Node

2.7.3 ETSI - Defined Features

2.7.4 GTP Tunnelling

2.7.5 Subscription Control

2.7.6 Mobility Management

2.7.7 Internet/Intranet Interworking

2.7.7.1 Packet Routing and Transfer Functions

2.7.7.2 Backbone Network Management

2.7.7.3 Charging Data Management

2.7.7.4 Quality of Service

2.7.7.5 Network Operator Expenditure

2.7.8 A Host of Improved Applications

2.7.9 The Advantages of GPRS

2.7.9.1 An Overview of GPRS

Figure 17: The Theoretical Advantages of GPRS for Network Operators

2.8. I-mode

2.8.1 Packet-Switched Mobile Browser

Table 7: Japanese Mobile Net Subscriptions

2.8.2 i-mode Gateways

2.8.3 The Coding Language/Syntax

2.8.4 @docomo.ne.jp

2.8.5 Handsets

Graph 12: The Necessity for New Handset Designs

2.8.6 Java for i-mode

Figure 18: i-mode Java Enabled Handset Internal Architecture

2.9 3G

2.9.1 What is 3G?

2.9.2 The Benefits of 3G

Figure 19: Migration Path for 2G Operators

2.9.3 Standards Wars

2.9.4 The Market for 3G

Graph 13: Market Share of 3G Users (2005)

Graph 14: Market Share of 3G Users (2010)

Graph 15: Largest 2.5G and 3G Markets Worldwide (2006)

Graph 16: Survey Results - What will make 3G successful?

3. The Success Value of Sports Content on Other Media

3.1 The Market

Table 8: User demographics for Rivals Digital Media's sports websites

Graph 17: Overall percentage of men and women accessing sports content

3.2 Examples of wireless services offered by media companies

3.2.1 The Internet

3.2.1.1 Rivals Digital Media

Image 1: Planet Rugby Logo

Image 2: Football365 Logo

Image 3: Planet F1 Logo

3.2.1.2 Sportsline.com

3.2.1.3 Sports.com

3.2.2 Television

3.2.2.1 Sky Sports

Table 10: BskyB UK Programming Costs - Preliminary Results 2001/02

Graph 18: Percentage taken up by sports of total Sky programming costs

3.2.2.2 Teletext

3.3 Examples of sports content deals between media and wireless companies

4. The Evolution of Wireless Sports Information

4.1 GSM

4.2 SMS

4.3 WAP

Image 4: Typical WAP Sports Menu Screen

4.3.1 i-mode

4.4 PDA

4.5 MMS

Table 11: Will sports results services be one of the most successful applications of MMS?

4.6 GPRS

4.7 3G

5. Deals that have been struck

5.1 The market for football

Image 5: Example of Typical Football SMS Services Offered

5.2 The FIFA World Cup

Image 6: FIFA World Cup 2002 Logo

5.2.1 Operators

5.2.2 Manufacturers

5.2.3 Content Providers

Table 12: ATM McDonald's World Cup SMS Card Prices

5.2.4 Application Service Providers

5.2.5 Technology Providers

5.3 Other Sports Deals and Services Launched

5.3.1 Operators

Image 7: Hutchison 3G Logo

5.3.2 Manufacturers

5.3.3 Content Providers

5.3.4 Application Service Providers

6. Sponsorship

6.1 What is the purpose of sports sponsorship

Graph 19: Estimated Annual UK Sports Sponsorship Market Size, 1981- mid year 2002

6.2 How can wireless companies benefit from sports sponsorship deals?

6.3 Case study: Vodafone as a global sports sponsor

6.3.1 Major Deals

6.3.1.1 Ferrari F1

Image 8: Vodafone Sponsored F1 Ferrari

6.3.1.2 Manchester United Football Club

Image 9: Vodafone Sponsored Manchester United Football Shirt

6.3.1.3 Sports Stars

Image 10: David Beckham

Image 11: F1 World Champion Michael Schumacher

6.3.2 Vodafone's Global Sponsorship Deals

6.3.2.1 UK

Image 12: England Cricket Shirt

6.3.2.2 Rest of Europe

6.3.2.3 Australia

6.3.2.4 New Zealand

6.4 Other sponsorship deals between wireless companies and sports teams/events

6.4.1 Operators

Image 13: T-Mobile Sponsored Bayern Munich Shirt

Image 14: O2 Sponsored Arsenal Football Shirt

Image 15: O2 sponsored England Rugby Jersey

Image 16: Virgin Superbikes Mobile Package Advertisement

6.4.2 Manufacturers

Table 13: Siemens Football Sponsorship Deals

6.5 Advertising and Sponsorship

6.5.1 Internet Advertising

Graph 20: Advertising and Sponsorship on Sports Websites

Graph 21: Most effective method of delivering online branding messages, 2001

6.5.2 Wireless Advertising

Graph 22: Predicted Growth of Wireless Banner Ads in Western Europe (US$ Millions)

Graph 23: Predicted Growth of Wireless Interactive Alerts in Wesern Europe (US$ Millions)

Table 14: Mobile phone users worldwide who have received SMS advertising and made a purchase as a result of advertisement, June 2002

Graph 24: Poll recording the number of SMS adverts received by mobile phone users per month

6.5.3 Wireless advertising in relation to sports sponsorship

Graph 25: Which sponsors customers recall seeing from Quios Euro 2000 SMS alert service

Graph 26: Which sponsors websites were visited as a result of Quios Euro 2000 SMS alert service

Graph 27: How sponsorship of Euro 2000 influenced wireless users' perception of companies

Graph 28: Visiongain's Mobile Advert Predictions

7. Gambling

Graph 29: Survey Results - gambling patterns of men & women

Graph 30: Survey Results - The most popular content areas on which to gamble

7.1 Internet Gambling

Graph 31:Percentage of men and women likely to gamble online

7.1.2 The Risks

Graph 32:Average annual income of visitors to gambling websites

7.2 Wireless Gambling

Graph 33:M-Commerce revenue predictions 2003-2007

Figure 20:Percentage of Football Gambling at Ladbrokes

Graph 34:Survey results - Percentage of men and women who would consider wireless gambling

Graph 35: Mobile Entertainment Revenue to 2007 (EUR Billions)

Graph 36: Perceived benefits of wireless gambling

8. Analysis

Table 15: Popularity Levels of the World's Most Popular Sports by Region

8.1 Summary of Sport Popularity in different regions of the world

Table 16: Revenue generated from sports content by operators in Europe

Table 17: Revenue generated from sports content by operators in the Far East

Table 18: Revenue generated from sports content by operators in South America

Table 19: Revenue generated from sports content by operators in Australasia

Graph 37:Revenue generated from sports content by operators in Europe

Graph 38: Revenue generated from sports content by operators in the Far East

8.2 Major Sports Events

Graph 39: Revenue generated from sports content by operators in South America

8.3 The Future for Wireless Sports Content eGaming, Ladbrokes (August 2001

Graph 40: Revenue generated from sports content by operators in Australasia

Graph 41:Predicted worldwide revenue for operators from sports content services

8.3 The Future for Wireless Sports Content

8.3.1 Advertising

8.3.2 Personalisation Services

Graph 42: Average number of ringtones/logos purchased per year by age group

8.3.3 Rights Issues

8.3.4 The Future

Companies listed in this report

• 12X Sports Ltd
• 365
• Acotel
• ACT Brumbies RFC
• ActiveSky
• Adidas-Salomon
• AIM
• Ajax FC
• Alcatel
• AMG Mercedes
• ANSA
• Apollis
• Arsenal FC
• AT&T
• Atlas Telecom Mobile (ATM)
• Avaya
• Bayern Munich FC
• BBC Technology
• BellSouth Mobility
• Benfica FC
• Betandwin
• Bluesquare
• Bordeaux FC
• Boreham Wood FC
• British Sky Broadcasting (BskyB)
• Bundesliga
• Carling
• Cellectivity
• Chelsea FC
• CodeOnline Springtoys
• Deutsche Telecom
• DFB
• Enpocket
• E-Plus
• Epsom Derby
• Ericsson
• Eurobet
• Eurosport.com
• Fastlink
• FedEx
• FIFA
• FoxSports.com
• France Telecom
• Frost & Sullivan
• Gamblers Anonymous
• Gamebookers
• Grolsch
• GSM Association
• Harbour RFC
• Harmsworth Media
• Harvey Research
• Hasbro
• Heineken
• Honda
• Hutchison3G (Hi3G)
• Info2Cell
• Institute of Sports Management
• Inter Milan FC
• ISPR
• iTouch
• Jupiter Media Metrix
• Juventus FC
• KDDI
• Kirschmedia
• KirschSport AG
• KPM Telecom
• KT Icom
• Ladbrokes
• Lazio FC
• Leeds United FC
• Logica
• Major League Baseball (MLB)
• Manchester City FC
• Manchester United FC
• Market Facts Telenation
• Maygay
• McDonalds
• MMO2
• MobileChannel.Network (MC.N)
• MobileFuture
• MobileOne
• Mobilkom
• MORI
• Motorola
• MPP Global Solutios
• National Football League (NFL)
• NEC
• NetRatings
• Nextel
• Nob Mobile
• Nokia
• Nortel Networks
• NTT DoCoMo
• O2
• ONE
• Orange
• Otago RFC
• Ovum
• Oz Communications
• Paddy Power
• Parker
• PGA
• Phone.com
• PMC Racing
• PrimeCo
• Proball UK
• PSV Eindhoven FC
• Qualcomm
• Queensland Reds RFC
• Quios
• RealNetworks
• Reuters
• Rivals Digital Media
• Roma FC
• Rotherham United FC
• Samsung
• Scuderia Ferrari
• Sega
• Siemens Mobile
• Singtel
• Siren World Wide
• SK Telecom
• Soccer Spreads
• Sony Ericsson Mobile
• Spanish Liga
• Sportingbet Plc
• Sports.com
• Sportsline.com
• Sports Network
• SportTicker
• Starhub
• Strategis Group
• Sunderland FC
• SV Hamburg FC
• Tele Comm Sport Service
• Telecommunications Industry Association
• Telefonica Cellular
• Tele-Muenchen Gruppe
• Teletext
• TELSTRA
• Tennents
• TETRA
• Third Generation Partnership Project
• TIM
• T-Mobile
• Torino FC
• Totalbet.com
• Tunisie Telecom
• UEFA
• Ukbetting
• Unwired Planet
• Verizon Wireless
• Virgin Mobile
• Vodafone
• Walky Talky Telecom
• WAP Forum Limited
• Wellington Lions RFC
• William Hill
• Wireless Information Network (WIN)
• Worthington
• Yamaha