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SUMMARY
This study aims to analyse the European market for five mobile multimedia
applications and services, and understand consumer attitudes towards them in
order to help operators, content developers, aggregators and handset
manufacturers to identify the key mobile services of the future. We also
highlight key individual European markets, and we study use and attitudes
among different demographic groups, helping you to identify and target the
right subscriber with the right services.
The study focuses on the following key aspects of mobile multimedia entertainment applications and services:
- current uptake
- likelihood of uptake by current non-users in the near future
- profile of those potential users
- the price potential users are willing to pay to these services
- most preferred point/method of purchase
In all, five mobile applications and services were analyzed for the purpose of this market report:
- mobile TV
- ringtones (we categorize "Ringtones" as a service category that includes
downloaded logos and wallpaper)
- mobile music
- mobile games
- adult content
Reading this report, among other things, you will understand that:
- Mobile TV has a potentially fantastic future in Europe, so does mobile
music, this report will tell you more.
- Spain, Italy and Poland emerged from our survey among the hottest mobile
multimedia content markets of the coming years, learn how other countries
across European stacked up.
- Ringtone downloads, as one would expect, had the highest current adoption
level among all the services studied, learn about the penetration and adoption
levels of other services too.
- Female mobile subscribers are some way behind their male counterparts in
terms of the current adoption levels of mobile multimedia services, but they
seem to show stronger prospects for the future.
- And much more in this detailed 85 page study...
Key features of this new market report:
- Analyse the future potential of Mobile TV
- Understand penetration and adoption levels of key mobile entertainment
services
- How popular is mobile music?
- Examine the use of entertainment applications among different demographics
- Understand what subscribers want from mobile TV and how much they are
likely to pay
- Which European countries download the most ringtones?
- Who is playing mobile games and who is paying to download them?
These questions and many more are answered in this new market study...
TABLE OF CONTENTS
Executive Summary
Introduction
Mobile Multimedia Services - Present and Future
- Downloading Ringtones, Logos and Wallpapers
- Mobile TV
- Mobile Music
- Mobile Games
- Adult Content
- Likely Purchase Point of New Services
- Likelihood of Switching Network Operator for New Services
Mobile Multimedia Services - Country Snapshots
- Denmark
- France
- Germany
- Italy
- The Netherlands
- Poland
- Russia
- Spain
- Sweden
- UK
Mobile Multimedia Services - Target Segments
- Teens Lead the Pack
- Battle of the Sexes
- Post-paid v/s Pre-paid
Conclusions and Recommendations
List of Figures
- Figure 1: Ringtones, Logos & Wallpapers - Percentage of Respondents
Using the Service
- Figure 2: Ringtones, Logos & Wallpapers - Average Monthly Spend of
Current Users
- Figure 3: Ringtones, Logos & Wallpapers - Likelihood of Future Adoption
- Figure 4: Ringtones, Logos & Wallpapers - Profile of Potential Users
based on Age
- Figure 5: Ringtones, Logos & Wallpapers - Profile of Potential Users
based on Gender
- Figure 6: Ringtones, Logos & Wallpapers - Profile of Potential Users
based on Tariff Plan
- Figure 7: Mobile TV - Percentage of Respondents Using the Service
- Figure 8: Mobile TV - Likelihood of Future Adoption
- Figure 9: Mobile TV - Average Price Potential Users are Willing to Pay
- Figure 10: Mobile TV - Profile of Potential Users based on Age
- Figure 11: Mobile TV - Profiles of Potential Users based on Gender
- Figure 12: Mobile TV - Profile of Potential Users based on Tariff Plan
- Figure 13: Mobile Music - Percentage of Respondents Using the Service
- Figure 14: Mobile Music - Likelihood Of Future Adoption
- Figure 15: Mobile Music - Average Price that Potential Users are Willing
to Pay
- Figure 16: Mobile Music - Profiles of Potential Users based on Age
- Figure 17: Mobile Music - Profiles of Potential Users based on Gender
- Figure 18: Mobile Music - Profile of Potential Users based on Tariff Plan
- Figure 19: Mobile Games: Percentage of Respondents Paying for the Service
- Figure 20: Online Games - Potential Users
- Figure 21: Paid Downloadable Games - Likelihood of Future Adoption
- Figure 22: Downloadable Games - Profile of Potential Users based on Age
- Figure 23: Downloadable Games - Profile of Potential Users based on Gender
- Figure 24: Downloadable Games - Profile of Potential Users based on
Tariff Plan
- Figure 25: Adult Content - Likelihood of Success
- Figure 26: Adult content - View on Likelihood of Success (Age)
- Figure 27: Adult Content - View on Likelihood of Success (Gender and
Tariff plan)
- Figure 28: Likely Purchase Points of New Services
- Figure 29: Preferred Point of Purchase for Mobile Services - Age
- Figure 30: Preferred Point of Purchase for Mobile Services - Gender and
Tariff Plan
- Figure 31: Likelihood of Switching Network Operator for New Services
- Figure 32: Likelihood of Switching to a Different Operator - Age
- Figure 33: Likelihood of Switching to a Different Operator - Gender and
Tariff Plan
- Figure 34: Age - Percentage of Current Non-users Saying 'Yes' to Future
Uptake
- Figure 35: Age - Average Likelihood Score of Non-users Saying 'Yes' to
Future Uptake
- Figure 36: Gender - Current Uptake of Mobile Multimedia Services
- Figure 37: Gender - Percentage Of Non Users Saying 'Yes' To Future Uptake
- Figure 38: Gender - Average Likelihood Score of Non-users Saying 'Yes' to
Future Uptake
List of Tables
- Table 1: Preferences of Potential Users for Type of Mobile TV Content
- Table 2: Forecast Worldwide Mobile Subscriber Growth, 2002-2011 (in
Millions)
- Table 3: Forecast European Mobile Subscriber Growth, 2002-2011 (in
Millions)
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