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Mobile Content: Market Development Strategies

• Benchmark mobile operator performance with respect to mobile content revenue generation.
• Provide a detailed market development case study to reveal the strategy used by a European operator that currently generates 7% of service revenues from content.
• Reveal the success factors that we regard as key to the development of a vibrant content market.
• Reveal how operator strength in revenue share negotiations has been boosted by a growing consumer preference for the payment convenience offered by premium rate SMS/MMS over alternative content payment platforms - a factor which should be exploited during revenue share negotiations with content partners and aggregators.
• Analyse in detail the revenue share strategies adopted by mobile operators. While most aspire to produce a standard 'one size fits all' revenue share model, there are key differences in the way these standard models are constructed, and their impact on the pace of market development. In this report, we include two detailed case studies exploring the revenue share models offered by Vodafone and Telenor, and their respective market development strategies.
• Highlight the need for new, flexible, non-standard revenue share models when dealing with a range of new content formats and suppliers. In cases where operators offer exclusive market access, (e.g. ringback tones, audio streaming), scope exists to command increased revenue share. In other cases, where strong brands may be required to stimulate market development (e.g., games and adult content), operators will need to sacrifice a higher share of revenue than they traditionally have.
• In a parallel report focusing on pricing benchmarks and the overall market opportunity presented by different content categories, we provide guidance on the revenue share targets we believe operators should aim for during negotiations with content providers. ("Mobile Content: Pricing & Revenue Opportunities" at http://www.wirelessprofit.com/pagelayout.php?page=secure/BCF)

Price: EUR 2,500.00 / GBP 2,400.00

if you would like learn more about this report, or our other work in this topic area and how to subscribe, please contact us

1
Overview
1
2
Content Market: Structure & Size
2
3
Revenue Share Options
7
3.1
Content Delivery Benchmarks - Other Media
7
3.2
The Standard Revenue Share Model
9
3.3
Non-Standard Revenue Share Models
9
3.4
The No Revenue Share Option
9
3.4.1
Fixed Price Content Acquisition by Operator
10
3.5
The Threat of Bypass
11
4
Standard Revenue Share Models
12
4.1
The Payment Enabler - Premium SMS
12
4.2
The Content Delivery Value Chain
13
4.3
Market Development - Key Success Factors
15
4.4
Vodafone UK Revenue Share Case Study
16
4.4.1
Vodafone Content Approach
16
4.4.2
Vodafone Content Pricing and Revenue Share
18
4.4.3
Content Aggregator - Bango.net
20
4.4.4
MX Telecom - SMS Aggregator
21
4.4.5
Revenue Share Model Summary
22
4.5
Telenor Norway Revenue Share Case Study
23
4.5.1
Partners and Content Providers
23
4.5.2
The CPA System
26
4.5.3
Pricing and Revenue Sharing
27
4.6
Other Revenue Share Models
30
4.7
Revenue Share Models - Key Differences
31