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Driving Content Revenues - New Operator Strategies

Despite early failure to achieve forecasts that perhaps owed more to MNOs' needs (in anticipation of falling voice revenues) than a clear understanding of market potential and user requirements, mobile content has expanded rapidly since the days of the market being limited to premium SMS used to deliver ringtones and wallpapers. Improved technologies and delivery mechanisms such as GPRS, EDGE, 3G and HSDPA have meant that the range of content has been able to expand beyond personalisation and now includes most types of information and entertainment services available through other media such as the Internet and broadcast channels. In addition, mobile has a natural advantage in being able to target individuals or networks of individuals and deliver relevant services or advertising to them more effectively than any other channel. Many operators look to content as a key source of revenue growth, as revenues derived from basic service delivery and voice minutes continue to shrink. However, the lessons of the early days of mobile data are clear and MNOs need to develop a strategy that engages users and takes advantage of mobile USPs in order to drive new growth. This report looks at how the market has progressed since the earlier MMD reports Mobile Content: Pricing and Revenue Opportunities and Mobile Content: Market Development Strategies (both September 2004). The report quantifies the addressable market opportunity for mobile content, the new business models that could support new revenue streams and strategies that operators should consider adopting.

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Table of Contents


1
OVERVIEW
1
2
INTRODUCTION
2
2.1
Background to the Report
2
2.2
Definitions
3
2.3
Report Content
3
2.4
Currency and Conversions
4
3
MNO CONTENT REVENUE GENERATORS
5
3.1
Transmission of Mobile Content
5
3.2
Usage of Mobile Content
8
3.3
Mobile Content Types
8
3.3.1
Mobile Music
9
3.3.2
Mobile Games
9
3.3.3
Mobile Video
9
3.3.3.1
Video Downloads
10
3.3.3.2
Real Time TV
10
3.3.4
Mobile Radio
11
3.3.5
Mobile Created Content
11
3.3.6
Music
11
3.4
Web 2.0 Social Networking Groups
13
3.5
Mobile Commerce Applications
13
3.6
Advertising
14
4
CHANNEL DEVELOPMENTS
16
4.1
Content Portals
16
4.2
Social Networks as a Channel
16
4.3
Retail Stores
17
4.4
Handset Manufacturers' Own Channels
18
4.5
Content Aggregators
19
4.5.1
Buongiorno
19
4.5.2
Jamba!/Jamster!
20
5
CONTENT REVENUE MODELS
22
5.1
Historical Context
22
5.2
Handset Manufacturers and MNOs
22
5.3
Advertising Revenue
23
5.4
Affiliate Marketing
26
5.5
Where's the Money?
28
6
STRATEGIES FOR REVENUE GROWTH
30
6.1
Partnering
30
6.1.1
iPhone
30
6.1.2
KDDI and Sony
31
6.2
Develop
32
6.3
Acquire
32
7
KEY FINDINGS
33
7.1
An Advertising-only Model is not Enough
33
7.2
Revenue Sharing Models are Embryonic
33
7.3
Successful Content Fits with Mobile's Strengths
34
8
RECOMMENDATIONS
35