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Optimising Mobile Multi-Media Portal Investment Returns

Mobile Portals have been a major part of MNO strategy, implemented to drive increases in data ARPU and to ensure that the MNO gets a share of any spend from its mobile users on digital data or non-voice, non-SMS services. Ensuring the MNO portal is a success, requires a thorough understanding of the costs and benefits associated with the operators' preferred portal development strategy. Equally, effective assessment of the ROI requires effective cost allocation and benefit measurement. Both of these are discussed in detail in this report. The report also profiles several leading mobile portal development platforms while assessing their merits from the MNO perspective. Finally nine recommendations are offered to assist MNOs address the challenge of optimising their own mobile portal investment returns.

Price: EUR 2,500.00 / GBP 2,100.00

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Table of Contents


1
Overview
1
2
Introduction
2
2.1
Background
2
2.2
Report Structure
2
3
Mobile Portal Activities
3
3.1
Introduction
3
3.2
Portal Development Approaches
3
3.2.1
3 (UK)
3
3.2.2
AT&T/Cingular (US)
5
3.2.3
Disney Mobile (US MVNO)
7
3.2.4
O2 (Germany)
8
3.2.5
PTK Centertel (Poland)
11
3.2.6
Non-MNO Mobile Portals
13
3.2.7
Developments Beyond Mobile Portals
14
3.2.8
On-Device Portals
15
3.3
Mobile Portal Development Partners
16
4
Mobile Portal Market Context
18
4.1
General Portal Development and Impact
18
4.2
The Purpose of Portals
19
4.2.1
Fixed and Mobile Portals
19
4.2.2
Fixed Portals
20
4.2.3
Mobile Portals
21
4.2.4
The Impact of Convergence
23
4.3
Mobile Portal Development Implications
23
4.3.1
Increased Competition in the Market
23
4.3.2
Increased Need to Understand Portal Costs and Returns
24
5
Portal Investment Model
25
5.1
Introduction
25
5.2
Mobile Commercial Portal Cost Elements
26
5.3
Mobile Portal Returns
29
5.4
Measuring Return on Mobile Portal Investment
30
6
Conclusions
32
7
Recommendations to MNOs
34