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Executive
Summary
1. Introduction to Winning and
Losing in Mobile Content
- Exploding the content
myth
- Value Network v. Value
Chain
- Focussing on the Consumer
Market
- Industry Obsession with Killer
Application
- Inefficient distribution models
and capital leakage
- Timing of Market
Entry
- Global evidence for consistency
in mobile content market evolutions
- The Japanese mobile content
market lead
- The Underdeveloped North
American and European mobile content markets
- The Evolving market: Moving to
Profitability
- Figure 1.1 The traditional view
of the industry as a "Value chain"
- Figure 1.2 The Value
Network
- Figure 1.3 Dual approaches to
mobile market problems
2. Structure of this
Report
- Figure 2.1 Report flow
chart
3. Who is involved in mobile
content?
- Reasons for involvement in
mobile content
- Opportunists
- The Evidence from Japan and
Korea
- The success of SMS in
European
- Legacies of the wireless
boom
- Leveraging existing
assets
- Defenders
- Traditional revenue
displacement
- Mobile content and maintaining
ARPU
- Undefined roles in Europe and
North America
- Figure 3.1 Mobile content
valuations for Japan based on industry evidence
- Figure 3.2 Average spend by
Japanese consumers on mobile content
- Figure 3.3 A theoretical
prediction of mobile content markets
4. The Value
Network
- Defining roles in mobile content
market
- Front and back end mobile
content provision
- Understanding positioning in the
current content market
- Applying market knowledge to
core competencies
- Figure 4.1 Front and back end of
the Distribution process
5. Pure Mobile
Players
- Figure 5.1 Pure mobile players
short term positioning
- Figure 5.2 Pure mobile players
long term positioning
6. Mobile
Operators
- Figure 6.1 Mobile Operators
short term positioning
- Figure 6.2 Mobile Operators long
term positioning
7. Non Mobile
Players
- Figure 7.1 Non-mobile players
short term positioning
- Figure 7.2 Non-mobile players
long term positioning
8. Roles within the value
network
- Mobile Internet Service
Provision
- IP Licensing
- Content Provision
- Content Aggregation
- Aggregation and the Volume
Premium
- The Long Term Effectiveness of
Aggregation
- Figure 8.1 Demand for major
licenses as a function of market status
- Figure 8.2 Examples of major
licensing deals between mobile and non-mobile players
- Figure 8.3 Cost and barriers to
entry of content development as a function of market status
- Figure 8.4 Relationship
structure of a content Aggregator
- Figure 8.5 Revenue shares of a
content Aggregator
- Figure 8.6 Evolution of content
Aggregators business model
9. Mobile content ROI and market
status
- Understanding the mobile
Operators positioning within a market
- Defining the relative stage of
Market development
- Volume markets
- Value markets
- Transition markets
- Figure 9.1 Mobile market
evolution – Volume to Value
- Figure 9.2 Mobile Operator
strategies in Volume markets
10. Operator Content
Strategies
- Core competencies determine
positioning within the Industry
- Mobile content in a Volume
market
- Mobile content in a Transition
market
- Mobile content in a Value
market
- The Mobile Operator as a
Defender
- Figure 10.1 Mobile Operator
strategies – Volume to Value markets
11. Distribution
Models
- What is
distribution?
- Why is distribution
important?
- The Distribution
Process
- Visibility
- Payment
- Delivery
- Assessing Distribution
Models
- Figure 11.1 Overview of the
distribution process
12.
Visibility
- Repeat usage
- Methods to mobile content
Visibility
- Visibility: Operator menu
system
- Strengths and
Weaknesses
- Visibility: Content
Aggregators
- Strengths and
Weaknesses
- Visibility: Internet
- Strengths and
Weaknesses
- Visibility: Merging existing
product lines
- Strengths and
Weaknesses
- Visibility: Media
Channels
- Strengths and
Weaknesses
- Visibility: Retail
- Strengths and
Weaknesses
- Figure 12.1 Overview of network
and non-network based visibility methods
- Figure 12.2 Survey of industry
visibility methods
- Figure 12.3 Pie chart of
industry visibility methods
- Figure 12.4 Comparative of
visibility methods
- Figure 12.5 Schematic of a
typical Operator menu system
- Figure 12.6 forecasts for
Vodafone Live! Enabled handset owners
13. Payment
- Popular methods for mobile
content payment
- Payment: Operator branded
micropayments
- Strengths and
Weaknesses
- Payment: Messaging
based
- Strengths and
Weaknesses
- Payment: Premium rate calls
(IVR)
- Strengths and
Weaknesses
- Payment: Retail
- Strengths and
Weaknesses
- Figure 13.1 Network and
non-network based payment models
- Figure 13.2 Survey of industry
payment methods
- Figure 13.3 Pie chart of
industry payment methods
- Figure 13.4 Comparative of
payment methods
- Figure 13.5 i-mode revenue
shares
- Figure 13.6 Vodafone Live!
Revenue shares
- Figure 13.7 Revenue shares from
premium rate SMS
14. Delivery
- Popular methods for mobile
content delivery
- Delivery: Mobile
internet
- Strengths and
Weaknesses
- Delivery: Message
based
- Strengths and
Weaknesses
- Delivery: Mobile
Middleware
- Strengths and
Weaknesses
- Delivery:
Point-to-point
- Strengths and
Weaknesses
- Figure 14.1 Network and
non-network based delivery models
- Figure 14.2 Survey of industry
delivery methods
- Figure 14.3 Pie chart of
industry delivery methods
- Figure 14.4 Comparative of
delivery methods
- Figure 14.5 Comparative of
friction in distribution models
15. The Evolution of the Mobile
Content Market
- Four stages of Mobile Content
Market Development
- The Emerging mobile content
market
- Unsustainable profits in an
Emerging Market
- The Developing mobile content
market
- Barriers to entry to the
Developing Market
- Bridging the gap between
Developing and Maturing mobile content markets
- The Maturing mobile content
market
- The Maturing mobile content
market and non-mobile players
- The Maturing mobile content
market and continuous reinvestment of profits
- The end of the positive feedback
cycle
- The Matured mobile content
market
- Figure 15.1 comparative barriers
to entry in market stages
- Figure 15.2 capital leakage
caused by inefficient distribution models
- Figure 15.3 the positive
feedback cycle
- Figure 15.4 the matured market
and the positive feedback cycle
16. The Mobile Content
Ecosystem
- Adoption of Operator branded
mobile internet services
- The evolution of mobile
content
- Defining the
Ecosystem
- Clear definition of roles and
responsibilities
- Consumer benefits of the mobile
content Ecosystem
- Industry benefits of the mobile
content Ecosystem
- Handset manufacturers and the
mobile content Ecosystem
17. Winning and Losing Case
Studies
- i-mode
- Digital Bridges
- Bandai
- Taito
- Cybird
- Asahi
- MTV Networks Europe
18. Summary of
Recommendations
- Winning and Losing in Mobile
Content: Corporate Strategy
- Summary of recommendations for
Non-Mobile Media Companies in a Developing market
- Summary of recommendations for
Pure Mobile Players in a Developing market
- Summary of Recommendations for
Operators in a Developing market
- Summary of recommendations for
Non-Mobile Media Companies in a Maturing market
- Summary of recommendations for
Pure Mobile Players in a Maturing market
- Summary of recommendations for
Operators in a Maturing market
- Summary of recommendations for
Non-Mobile Media Companies in a Matured market
- Summary of recommendations for
Pure Mobile Players in a Matured market
- Summary of recommendations for
Operators in a Matured market
19. Mobile Content Statistics
Valuations
- Figure 19.1 Relative maturation
of mobile gaming in Europe, North America and Asia
- Figure 19.2 Relative maturation
of mobile music and ringtones in Europe, North America and Asia
- Figure 19.3 Moderate forecasts
for mobile game market valuation in Asia-Pacific 2002-2006
- Figure 19.4 Aggressive forecasts
for mobile game market valuation in Asia-Pacific 2002-2006
- Figure 19.5 Conservative
forecasts for mobile game market valuation in Asia-Pacific
2002-2006
- Figure 19.6 Moderate forecasts
for mobile game market valuation in Europe 2002-2006
- Figure 19.7 Aggressive forecasts
for mobile game market valuation in Europe 2002-2006
- Figure 19.8 Conservative
forecasts for mobile game market valuation in Europe 2002-2006
- Figure 19.9 Moderate forecasts
for mobile game market valuation in North America 2002-2006
- Figure 19.10 Aggressive
forecasts for mobile game market valuation in North America
2002-2006
- Figure 19.11 Conservative
forecasts for mobile game market valuation in North America
2002-2006
- Figure 19.12 Moderate forecasts
for information content market valuation in Asia Pacific 2002-2006
- Figure 19.13 Aggressive
forecasts for information content market valuation in Asia Pacific
2002-2006
- Figure 19.14 Conservative
forecasts for information content market valuation in Asia Pacific
2002-2006
- Figure 19.15 Moderate forecasts
for information content market valuation in Europe 2002-2006
- Figure 19.16 Aggressive
forecasts for information content market valuation in Europe
2002-2006
- Figure 19.17 Conservative
forecasts for information content market valuation in Europe
2002-2006
- Figure 19.18 Moderate forecasts
for information content market valuation in North America 2002-2006
- Figure 19.19 Aggressive
forecasts for information content market valuation in North America
2002-2006
- Figure 19.20 Conservative
forecasts for information content market valuation in North America
2002-2006
- Figure 19.21 Moderate forecasts
for ringtones and mobile music market valuation in Asia Pacific
2002-2006
- Figure 19.22 Aggressive
forecasts for ringtones and mobile music market valuation in Asia Pacific
2002-2006
- Figure 19.23 Conservative
forecasts for ringtones and mobile music market valuation in Asia Pacific
2002-2006
- Figure 19.24 Moderate forecasts
for ringtones and mobile music market valuation in Europe 2002-2006
- Figure 19.25 Aggressive
forecasts for ringtones and mobile music market valuation in Europe
2002-2006
- Figure 19.26 optimistic
forecasts for ringtones and mobile music market valuation in Europe
2002-2006
- Figure 19.27 Moderate forecasts
for ringtones and mobile music market valuation in North America
2002-2006
- Figure 19.28 Aggressive
forecasts for ringtones and mobile music market valuation in North America
2002-2006
- Figure 19.29 Conservative
forecasts for ringtones and mobile music market valuation in North America
2002-2006
Glossary
The Report
Authors |