Mobile Adult Content 2005 - 2009: Business Models, Regulation and Future Outlook

SUMMARY

The importance of adult entertainment cannot be overlooked. It is essential that mobile content drives data consumption over mobile devices - Adult Content is part of that drive. It is one of the few entertainment sectors to withstand economic pressures and move with technological advances without witnessing a decline in revenues. You cannot afford to ignore this sector.

Adult entertainment has been adopted by a large number of mobile operators. Content providers have seen it as a key revenue stream over mobile phones. To capture a segment of this revenue stream, structuring the correct deals and models must be put in place now.

Visiongains 2nd Annual Report illustrates clearly how the market has developed since the last edition. The key operators that have already put Adult Content services in place - but are they yet making any money? If so, how much and from what?

Key findings of this senior level report include:

• Exclusive insight from Vodafone & other operators & content providers on their adult content strategy;
• By how much will the adult content market grow in 2005 and beyond;
• Which regions will consume most mobile adult content and how to target them;
• Who controls the market for adult mobile content and how to work with them
• Analysis of content self regulation - can it work?

TABLE OF CONTENTS

Chapter 1. Introduction

• 1.1 The Market for Adult Content
  • Chart 1. Comparative Global Revenue from Music, Video Games and adult content 2004
  • Chart 2. Increase in ARPU Through Active Consumers of Mobile Adult Content 2004 - 2009
• 1.2 Does Adult Content Drive Technology or Does Technology Drive Adult Content?
  • Chart 3. Adult content as a Percentage of the Total US Video Market 1994
  • Chart 4. Increase in Adult Content Internet Pages 1998 - 2003
• 1.3 Adult Content and the Internet
  • Chart 5. Adult content as a Proportion of Paid-For Internet Content
• 1.4 Adult Content and Mobile - A Match Made In Heaven?
  • Chart 6. Percentage of Camera Enabled Handsets 2003-2006
  • Table 1. Advantages and Disadvantages of Adult Content via Mobile
  • Chart 7. Market Factors Influencing the Uptake of Mobile Adult Content
• 1.5 Challenges in Quantifying the Adult Content Industry
• 1.6 Has Adult Content Been Over-Valued?

Chapter 2. Market Overview

• 2.1 What Adult Content Can be Found on 2 and 2.5G Networks?
  • Image 1. Example of an Adult Content WAP Site
• 2.2 How much will the Market for Mobile Adult Content be Worth in 2005?
  • Chart 8. Percentage of Revenue from Mobile Adult Content by Region 2004
• 2.3 Who currently controls the market for mobile adult content?
• 2.4 Current Developments Amongst Operators
  • 2.4.1 Vodafone live! and Risque Content
  • 2.4.2 The Challenges Posed by Walled Gardens
• 2.5 Is it Boom-time for Adult Content Providers?
  • 2.5.1 The Diversity of Mobile Adult Content
  • 2.5.2 Harnessing Technology: XTC Mobile
• 2.6 What difference will the roll out of 3G make?
  • 2.6.1 Lessons from Japan
  • Chart 9. 3G Uptake Amongst NTT DoCoMo Subscribers Japan, 2004

Chapter 3. Regulating Adult Mobile Content

• 3.1 How Adult Films Are Rated
• 3.2 Ratings Applied To Video Games
• 3.3 Lessons from Regulating Internet Content
  • Table 2. Major Challenges to Internet Content Filtering
• 3.4 Rating and Regulating Wireless Content
  • 3.4.1 Methods of Regulating Wireless Content
  • 3.4.3 Self Regulation: The UK Leads The Way
  • Table 3. Key Points from the UK Code of Practice for the Self-Regulation of New Forms of Content on Mobiles
• 3.5 Vodafone D2 in Germanys Approach to Content Regulation In Germany
  • 3.5.1 Vodafone Perspective on International Self Regulation
• 3.6 O2s Perspective on Content Regulation
  • Chart 10. Percentage of Respondents to 2004 o2 Survey Who Are Concerned About 18-Rated Content Being Available via Mobile.
  • 3.6.1 Methods of Age Verification
  • 3.6.1.1 Handset-Based Age Verification: Oplayo
  • 3.6.2 O2s Perspective on Age Verification
• 3.7 Mobile Content Regulation in Australia
• 3.8 Responsibility for Mobile Content Regulation
• 3.9 Mobile Content Regulation in the US
• 3.10 Protecting Children
  • 3.10.1 National Childrens Home Report
  • Chart 11. 2004 Parents Response to Who is Responsible for Ensuring Children Are Educated About New Mobile Technology?
• 3.11 Who Should Be Responsible For Regulating Mobile Adult Content?
  • Chart 12. Mobile subscribers worldwide and % under 18, 2002-2009
• 3.12 The Effect of Regulation on ARPU
• 3.13 Bango.nets Content Classification System
• 3.14 MobileB@bes Perspective on Regulating Content
• 3.15 Moves to Prevent Adult Content in Ireland

Chapter 4. Content Filtering

• 4.1 Internet Content Filtering
• 4.2 Content Filtering on Mobile Handsets
  • 4.2.1 Telcotecs Mobile Filtering
  • 4.2.1.1 How Telcotecs Content Guardian
  • 4.2.2 Business Mobile Users and Mobile Adult Content Works
• 4.3 Japanese SFS Browsers

Chapter 5. Paying for Adult Content via Mobile

• 5.1 Paying for Adult Content by SMS
  • Table 4. Cost Example of SMS Axxess
• 5.2 Steamymobile Payment Options
  • Table 5. SteamyMobile Payment Options
• 5.3 Third Party Billing Providers: Bango.net
• 5.4 Who Buys Adult Content? Difficulties with Demographics
  • Chart 13. Playb*y Audience by Income
  • Chart 14. Playb*y Audience Married vs Single
  • Chart 15. Playb*y Audience by Gender

Chapter 6. Forms of Mobile Adult Content

• 6.1 Advances in Handset Technology
  • Chart 16. Smartphones as a Percentage of Handset Shipments Europe 2003-2004
  • 6.1.1 The Advent of Portable Media Centres
• 6.2 Adult Content and Mobile Video
  • Chart 17. Percentage of Mobile Video Adult Content 2009
  • 6.2.1 SteamyMobiles Plans For Mobile Video
  • 6.2.2 Other Entrants to Mobile Video Adult Content
• 6.3 Mobile Flirting and Dating Sites
  • 6.3.1 How Landmats DateTrak Raises ARPU
  • Table 6. Major Findings of Landmats 12 Month Dating Survey
• 6.4 Free Mobile Adult Content: Pinktank.net
• 6.5 Raising Revenue Through SMS on Adult TV
• 6.6 Adult Content and MMS
  • Image 2. Example B*beStation Screenshot
• 6.7 MediaPlazzas Moantones
  • Chart 18. MediaPlazzas Moantone Pricing

Chapter 7. Content Providers: Profiles and Analysis

• 7.1 Mobvision
  • Chart 19. Estimated Mobvision Revenue Share
• 7.2 Private Media Group
  • Chart 20. Private Media Groups Income by Media Type Q1 2004
  • 7.2.1 Private Media Groups Industry Perspective
  • Chart 21 Private Media Groups Mobile Content by Type
  • Table 7. Private Media Groups Effective Marketing Methods
• 7.3 Netcollex
  • 7.3.1 Netcollex Mobile Content
• 7.4 3Gs*xclub.com
  • Chart 22. 3G S*xClubs Most Popular Content Hits, Q2 2004
• 7.5 Playb*y
  • Chart 23. Playb*y Income Q1 2004
  • 7.5.1 Playb*y and 3
  • 7.5.2 Playb*ys wireless outlook
  • Chart 24. Predicted Income From Mobile for Playb*y
• 7.6 Paul Raymond
  • Chart 25. Comparative Cost of Paul Raymond Video Clips on Symbian and Java Handsets
• 7.7 Mobival
  • Table 8. What Mobival Users Are Prepared to Pay for Content
  • Table 9. Summary of Mobivals Adult Content Portfolio

Chapter 8. Forecasts and Predictions

• 8.1 Challenges for Start-Up Content Providers
• 8.2 Which sectors will be most profitable?
  • Chart 26. Comparison of Global Users Video Services 2008
• 8.3 Who Will Derive Most Benefit From the Mobile Adult Content Value Chain?
  • 8.3.1 Network Operators
  • 8.3.2 Content Provider
• 8.4 Market Value of Mobile Adult Content
  • Chart 27. Predictions for Global Mobile Adult Content Market, 2004 -2009
  • 8.4.1 Why India and China Will Not Profit from Mobile Adult Content
  • 8.4.2 The importance of the US market

Appendices