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SUMMARY
The mobile music market shows signs of significant promise for coming years.
One key indicator of the latent potential comes from the number of mobile
music-enabled handsets that shipped in 2006. Nokia shipped 80 million
music-enabled devices in 2006 and Sony Ericsson a further 60 million. Apple,
by comparison, shipped 39 million iPods in 2006 and has shipped 66 million
units total since 2004.
The report focuses much on the way the Internet model for legal digital music
consumption has sculpted mobile models to date, how these models are not
designed around the requirements of mobile operators, and what changes need to
be made to ensure that mobile music is a leading revenue generator and driver
of data consumption for MNOs in the coming years.
Key Questions Answered
- Do over the air (OTA) models work?
- Can MNOs compete with Apple's $0.99/track model?
- Why do subscription based music services make the most sense for mobile
operators?
- Why will Apple have an uphill struggle selling the iPhone beyond initial
early adoption?
- Will MNOs be cut off the mobile music value chain?
- Should DRM be dropped, as suggested by Steve Jobs?
- What will the opportunity for both subscription based and
‘a-la-carte' mobile music services be worth in 2011?
Operators
This report will clarify the key issues arising from the evolution of mobile
music. The report covers a variety of case studies highlighting ways in which
operators have begun diversification from the original Internet download model
to more innovative systems better suited to the mobile domain. Operators will
gain valuable insight from perspectives in this report derived from interviews
with stakeholders at the cutting edge of mobile music development.
Record Labels and Media Companies
This report details changes happening now and over the next few years in the
mobile music landscape. The implications of shifting business models in the
mobile domain will have repercussions for all forms of digital content,
particularly given the rapidly expanding market being enabled by multimedia
mobile handsets. Mobile music will be a bellwether service, acting as an early
indicator of new trends and patterns of consumption. Record labels and media
companies need to understand the shifts in market dynamics and plan
accordingly.
Hardware Vendors
The report outlines likely operator requirements in terms of hardware,
software and network capabilities in order to maximize revenues from mobile
music services. Hardware vendors will benefit from a clear understanding of
the operator value proposition and the likely direction that mobile music
services will steer future content and handset requirements.
Financial Institutions and Venture Capitalists
This report provides a thorough grounding in the salient issues facing mobile
music today and charts a means of generating sizeable revenues. Financial
institutions need to understand the dynamics of mobile music consumption to
assess forthcoming opportunities in the sector.
TABLE OF CONTENTS
- Acronyms and Abbreviations
- Executive Summary
- Introduction
Section 1: Making Mobile Music Models Work
- The iTunes Challenge: a US$0.99 threshold
- Over-the-Air models are working- for now
- Avoiding “Apple to Apple” Comparisons
- It's all about bundling music
- But what about network capacity?
- Selling record companies to optimal mobile music models
Section 2: The iPhone Effect: Short Term, We Don't See It
- The iPhone's Logic and 1+1=1
- The iPhone, and the challenge of being everything to everyone
- Not much in it for MNOs
- iPhone copycats on the prowl
Section 3: Of the Potential for MNO Disintermediation
- Does the mobile music value chain need MNOs?
- How MNOs will challenge disintermediation
Section 4: Can Mobile Music Be DRM-free?
- Behind the Jobs vision of DRM
- DRM is here to stay
Section 5: Charting the Future of Mobile Music
Section 6: Mobile Music Forecast- Scenario Analysis
Section 7: Mobile Music Case Studies: Telus, KDDI, Amp'd, and Nokia
- CASE STUDY: Telus Embraces Subscription Services
- CASE STUDY: KDDI's EZ Chaka-Uta-Full- From Walled Garden to Open Shop
- CASE STUDY: Amp'd Mobile- Matching iTunes Dollar for Dollar
- CASE STUDY: Nokia Goes After Apple, Increases Mobile Carrier
Disintermediation Threat
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