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Optimising the Mobile Content Value Chain

Mobile content has been heralded as the saviour of declining operator voice revenues by industry and analysts alike. However, despite significant growth in content revenues over the last few years and a slowing of the pace of decline in overall operator margins, the fact remains that mobile network operators are under pressure to cut costs wherever possible, even in growth areas like mobile content.

Previous work in the MWP program - including Optimising Mobile Multi-Media Portal Investment Returns, January 2007, Wireless Operator Portal Development Strategies, December 2006 and Assessing Mobile Content Revenue Opportunities, April 2006 - has examined the revenue potential of digital content to replace (at least in part) falling voice ARPU.

• This work shows that, while there is significant revenue potential, the MNO community has found it difficult to address in certain respects and - as the area has been considered strategic to the future of the MNO - business justification rules may not have been rigidly applied in the rush to develop and deploy capability.

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 & Report Objective
2
2.2
Report Structure
2
3
The Mobile Content Market
3
3.1
Origins of the Mobile Content Market
3
3.2
The Operator Portal
4
3.3
The Off-Portal Model
5
3.4
Options Available
6
3.5
Optimal Model Approach
7
4
MNO Portal Approaches
8
5
The On-Portal Model
10
5.1
Cost of Delivering Content Revenues
11
5.1.1
Source, Select & Manage Content Providers
12
5.1.2
Content Rendering & Device Management
13
5.1.3
Portal Layout & Design
13
5.1.4
Develop Transport & Billing Capabilities
14
5.1.5
Develop Services and Promote Content to Subscribers
14
5.1.6
Customer Support & Management
15
5.2
On-Portal Examples
15
5.2.1
Example 1: Tele2 Sweden's mobile portal
15
5.2.2
Example 2: 3 Italy - Mobile TV
16
5.2.3
Example 3: 3 UK - Mobile Music Platform
17
5.2.4
Example 4: 3 Sweden - Third party integration
18
6
The Off-Portal Model
20
6.1
The Off-Portal Value Chain
20
6.2
From SMS to Mobile Internet
20
6.3
Off-Portal Examples
22
6.3.1
Example 5: Gratismobilspel.se (Free mobile games)
22
6.3.2
Example 6: Vodafone UK Outsources Alerts & Information Service Delivery to WIN
23
6.3.3
Example 7: McDonald's Finding Nemo - Germany
24
6.3.4
Example 8: Player X - i-mode Site Development
25
7
Conclusions
27
8
Recommendations
29