Table of Contents
Glossary of Terms
Executive Summary
- Introduction
- Types of Mobile Music
- The Market for Mobile Music Services
- Figure ES1: Total End-user Generated Revenues ($m) from Mobile Music
(Ringtones, Ringback Tones, Paid-for Full Tracks, Subscription-based Full
Track/Streamed Music Services and Music Videos) by 8 Key Regions 2007-2013
- Table ES1: Total End-user Generated Revenues ($m) from Mobile Music
(Ringtones, Ringback Tones, Paid-for Full Tracks, Subscription-based Full
Track/Streamed Music Services and Music Videos) by 8 Key Regions 2007-2013
- Figure ES2: Total End-user Generated Revenues ($m) from Mobile Music
(Ringtones, Ringback Tones, Paid-for Full Tracks, Subscription-based Full
Track/Streamed Music Services and Music Videos) by Product 2007-2013
- Table ES2: Total End-user Generated Revenues ($m) from Mobile Music
(Ringtones, Ringback Tones, Paid-for Full Tracks, Subscription-based Full
Track/Streamed Music Services and Music Videos) by Product 2007-2013
- Key Hurdles to the Adoption of Mobile Music Services
- Table ES3: Hurdles to the Adoption of Mobile Music Services
- Recommendations
- Recommendations for Operators
- Recommendations for Vendors
- Recommendations for Aggregators
- Recommendations for Publishers
1. Mobile Music Market Development
- 1.1 The Opportunity for Mobile Music
- 1.1.1 DRM Issues are Being Resolved
- 1.1.2 Digital is the Preferred Mode of Purchase
- 1.1.3 Ubiquity
- 1.1.4 Proven Demand for Personal Mobile Music Enjoyment
- 1.1.5 Low Level of Penetration of Full Track Music Services
- 1.1.6 Convergent Services are Increasingly Desirable
- 1.1.7 Data Charges Are Being Reduced
- 1.1.8 Technological Advances - Networks
- 1.1.9 Technological Ad
- 1.1.10 The iPhone Has Arrived
- 1.1.11 Vendors are Embedding Music Content within the Handset
- 1.1.12 Growth of Social Networking is Encouraging Service Adoption
- 1.2 Mobile Music Definition
- 1.3 Ringtones
- 1.3.1 Realtones
- ii. Pan European Operator Services
- 1.3.2 Video Ringtones
- 1.3.3 Karaoke Ringtones
- 1.4 RingbackTones
- 1.5 Full Track Downloads
- 1.5.1 Historical Background
- i. Factors Influencing The Introduction of Full Track Downloads
- ii. Operators Partnering with Major Entertainment Brands
- 1.5.2 Delivery of Full Track Mobile Music
- i. Streaming
- ii. Downloading
- a. MMF Guidelines on Downloading Music Content
- Authentication
- Subscription
- Payment
- Transfer of Rights
- Music Selection and Transfer
- Verification and Activation of the Music
- iii. Sideloading Music
- iv. Embedded Music
- 1.6 Music Video Download Service
- 1.7 Value Chain/Value Web of Mobile Music Services
- Figure 1.1 Traditional Mobile Music Value Chain
- Figure 1.2: Mobile Music Value Chain
- 1.8 Business Models
- 1.8.1 Pay-Per-Download
- Table 1.1: Polyphonic Ringtone, Realtone and Full track Download
Prices ($), Selected Operators and Markets
- 1.8.2 Subscription/Rental Models
- 1.8.3 Mobile Advertising
- i. Advertising in Mobile Content
- ii. Advertising in Mobile Music
- a. Deployments of Ad-Funded Mobile Music Services
- b. Prospects for Ad-funded Mobile Music Services
- a. Strengths
- b. Weaknesses
- c. Opportunities
- d. Threats
- 1.9 Billing for Mobile Music Services
- 1.9.1 Billing Models
- i. SMS-based Billing
- a. Standard SMS Payment Model
- b. Premium SMS Payment Model
- ii. SMS MT Reverse Billing
- iii. Premium Rate SMS (PRSMS)
- iv. Premium Rate MMS (PRMMS)
- v. WAP Billing
- vi. Prepaid and Postpaid Billing
2. Forecasts
- 2.1 Forecast Definitions and Methodology
- 2.1.1 Forecast Definitions
- 2.1.2 Forecast Methodology
- Figure: 2.1 Forecast Methodology
- 2.2 Ringtone Market Forecasts
- 2.2.1 Ringtone Market Characteristics
- 2.2.2 Ringtone Users
- Table 2.1: Mobile Users (%) Who Download Ringtones by 8 Key Regions
2006-2013
- Figure 2.2: Mobile Users (m) Who Download Ringtones by 8 Key Regions
2007-2013
- Table 2.2: Mobile Users (m) Who Download Ringtones by 8 Key Regions
2007-2013
- 2.2.3 Ringtone Traffic
- Figure 2.3 Average Number of Ringtones Downloaded per User per Year by
8 Key Regions 2007-2013
- Table 2.3: Average Number of Ringtones Downloaded per User per Year by
8 Regions 2007-2013
- Figure 2.4: Total Number of Ringtones Downloaded per Year(m) by 8 Key
Regions 2007- 2103
- Table 2.4: Total Number of Ringtones Downloaded per Year(m) by 8 Key
Regions 20072013
- 2.2.4 Mobile Ringtone Revenues
- Table 2.5: Average Price ($) Paid Per Ringtone by 8 Key Regions
2007-2013
- Figure 2.5: Total Revenues ($m) from Mobile Ringtones by 8 Key Regions
2007-2013
- Table 2.6: Total Revenues ($m) from Mobile Ringtones by 8 Key Regions
2007-2013
- 2.2.5 Mobile Ringtone Monthly ARPU
- Figure 2.6: ARPU ($) for Mobile Ringtones by 8 Key Regions 2007-2013
- Table 2.7: ARPU ($) for Mobile Ringtones by 8 Key Regions 2007-2013
- 2.3 RingbackTone Market
- 2.3.1 Ringback Tone Users
- Table 2.8: Mobile Users (%) Who Use Ringback Tones by 8 Key Regions
2006-2013
- Figure 2.7: Mobile Users (m) Who Use Ringback Tones by 8 Key Regions
2007-2013
- Table 2.9: Mobile Users (m) Who Use Ringback Tones by 8 Key Regions
2007-2013
- 2.3.2 Ringback Tone Usage Levels
- Figure 2.8: Average Number of Ringback Tone Monthly Subscriptions per
User per Year 8 Key Regions 2007-2013
- Table 2.10: Average Number of Ringback Tone Monthly Subscriptions per
User per Year by 8 Key Regions 2007-2013
- Figure 2.9: Total Number of Ringback Tone Monthly Subscriptions per
Year(m) by 8 Key Regions 2007-2013
- Table 2.11: Total Number of Ringback Tone Monthly Subscriptions per
Year(m) by Key Regions 2007-2013
- 2.3.3 Ringback Tone Revenues
- Table 2.12: Average Price ($) Paid Per Monthly Ringback Tone
Subscription by 8 Key Regions 2007-2013
- Figure 2.10: Total Revenues ($m) from Ringback Tone Subscriptions by 8
Key Regions 2007-2013
- Table 2.13: Total Revenues ($m) from Ringback Tone Subscriptions by 8
Key Regions 2007-2013
- 2.3.4 Ringback Tone Monthly ARPU
- Figure 2.11: Monthly ARPU ($) for Ringback Tones by 8 Key Regions
2007-2013
- Table 2.14: Monthly ARPU ($) for Ringback Tones by 8 Key Regions
2007-2013
- 2.4 OTA Full Track Music Downloads Market
- 2.4.1 OTA Full Track Music Download Users
- Table 2.15: Mobile Users (%) Who Download OTA Full Track Music by 8
Key Regions 2006-2013
- Figure 2.12: Mobile Users (m) Who Download OTA Full Track Music by 8
Key Regions 2007-2013
- Table 2.16: Mobile Users (m) Who Download OTA Full Track Music by 8
Key Regions 2007-2013
- 2.4.2 OTA Full Track Download Traffic
- Figure 2.13: Average Number of OTA Full Track Music Downloads per User
per Year by Key Regions 2007-2013
- Table 2.17: Average Number of OTA Full Track Music Downloads per User
per Year 8 Key Regions 2007-2013
- Figure 2.14: Total Number (m) of OTA Full Track Music Downloads per
Year by 8 Key Regions 2007-2013
- Table 2.18: Total Number (m) of OTA Full Track Music Downloads per
Year by 8 Key Regions 2007-2013
- 2.4.3 OTA Full Track Music Download Revenues
- Table 2.19: Average Price Paid ($) Per OTA Full Track Music Downloads
by 8 Key Regions 2007-2013
- Figure 2.15: Total Revenues ($m) from OTA Full Track Music Downloads
by 8 Key Regions 2007-2013
- Table 2.20: Total Revenues ($m) from OTA Full Track Music Downloads by
8 Key Regions 2007-2013
- 2.4.4 OTA Full Track Music Download Monthly ARPU
- Figure 2.16: ARPU ($) for OTA Full Track Music Downloads by 8 Key
Regions, 2007-2013
- Table 2.21: ARPU ($) for OTA Full Track Music Downloads by 8 Key
Regions 2007- 2013
- 2.5 Subscription-based Rental and Streamed Services
- 2.5.1 Subscription-based Music Service Users
- Table 2.22: Mobile Users (%) Who Subscribe to Subscription/Streamed
Music Services by 8 Key Regions 2006-2013
- Figure 2.17: Mobile Users (m) Who Subscribe to Subscription/Streamed
Music Services by 8 Key Regions 2006-2013
- Table 2.23: Mobile Users (m) Who Subscribe to Subscription/Streamed
Services by 8 Key Regions 2007-2013
- Figure 2.18: Total Users (m) of Subscription Services split by
Subscriptions/Streamed Services and Paid-for-Downloads by 8 Key Regions
2007-2013
- Table 2.24: Total Users (m) of Subscription Services split by
Subscriptions/Streamed Services and Paid-for-Downloads by 8 Key Regions
2007-2013
- 2.5.2 Number of Monthly Full Track/Streamed Music Subscriptions
- Figure 2.19: Average Number of Monthly Music Subscriptions per User
per Year by 8 Key Regions 2007-2013
- Table 2.25: Average Number of Monthly Music Subscriptions per User per
Year by 8 Key Regions 2007-2013
- Figure 2.20: Total Number (m) of Monthly Music Subscription Services
per Year by 8 Key Regions 2007-2013
- Table 2.26: Total Number (m) of Monthly Music Subscriptions/Services
per Year by 8 Key Regions 2007-2013
- 2.5.3 Mobile Music Subscription Service Revenues
- Table 2.27: Average Price Paid ($) Per Monthly Music Subscription by 8
Key Regions, 2007-2013
- Figure 2.21: Total Revenues ($m) from Subscriptions to Mobile Music
Services by 8 Key Regions 2007-2013
- Table 2.28: Total Revenues ($m) from Subscriptions to Mobile Music
Services by 8 Key Regions 2007-2013
- 2.5.4 Mobile Music Subscription Service Monthly ARPU
- Figure 2.22: ARPU ($) for Subscriptions to Mobile Music Services by 8
Key Regions 2007- 2013
- Table 2.29: ARPU ($) for Subscriptions to Mobile Music Services by 8
Key Regions 2007- 2013
- 2.6 Music Video Market
- 2.6.1 Music Video Users
- Table 2.30: Mobile Users (%) Who Subscribe to Music Videos by 8 Key
Regions 2006- 2013
- Figure 2.23: Mobile Users (m) Who Subscribe to Music Videos by 8 Key
Regions 2007- 2013
- Table 2.31: Mobile Users (m) Who Download Music Videos by 8 Key
Regions 2007- 2013
- 2.6.2 Number of Music Video Downloads
- Figure 2.24: Average Number of Music Video Downloads per User per Year
by 8 Key Regions 2007-2013
- Table 2.32: Average Number of Music Video Downloads per User per Year
by 8 Key Regions 2007-2013
- Figure 2.25: Total Number (m) of Mobile Music Video Downloads per Year
by 8 Key Regions 2007-2013
- Table 2.33: Total Number (m) of Mobile Music Video Downloads per Year
by 8 Key Regions 2007-2013
- 2.6.3 Mobile Music Video Revenues
- Table 2.34: Average Price Paid ($) Per Music Video Download by 8 Key
Regions, 2007- 2013
- Figure 2.26: Total Revenues ($m) from Mobile Music Video Downloads by
8 Key Regions 2007-2013
- Table 2.35: Total Revenues ($m) from Mobile Music Video Downloads by 8
Key Regions 2007-2013
- 2.6.4 Mobile Music Video Monthly ARPU
- Figure 2.27: ARPU ($) for Mobile Music Video Downloads by 8 Key
Regions 2007-2013
- Table 2.36: ARPU ($) for Subscriptions to Mobile Music Video Downloads
by 8 Key Regions 2007-2013
- 2.7 Total Market for Mobile Music
- 2.7.1 End-User Generated Revenues
- Figure 2.28: Total End-user Generated Revenues ($m) from Mobile Music
(Ringtones & Realtones, Ringback Tones, Paid-for Full Tracks,
Subscription-based Full Track/Streamed Music Services and Music Videos) by
Product 2007-2013
- Table 2.37: Total End-user Generated Revenues ($m) from Mobile Music
(Ringtones & Realtones, Ringback Tones, Paid-for Full Tracks,
Subscription-based Full Track/Streamed Music Services and Music Videos) by
Product 2007-2013
- 2.7.2 Advertising Revenues: Best and Worst Case Scenarios
- Figure 2.29: Total Revenues ($m) from Advertising in Mobile Music.
Best Case Scenario by 8 Key Regions 2007-2013
- Table 2.38: Total Revenues ($m) from Advertising in Mobile Music. Best
Case Scenario by 8 Key Regions, 2007-2013
- Figure 2.30: Mobile Music Adspend ($m) Market Forecast Scenario
Comparison (Best Case, Median Downturn; Worst Case) 2008-2013
- Table 2.39: Mobile Music Adspend ($m) Market Forecast Scenario
Comparison (Best Case, Median Downturn; Worst Case) 2008-2013
- Figure 2.31: Mobile Music Adspend Market Growth Rate Comparison (% )
(Best Case; Median Downturn; Worst Case) 2009-2013
- Table 2.40: Mobile Music Adspend Market Forecast Growth Rate
Comparison (% ) (Best Case; Median Downturn; Worst Case) 2009-2013
3. Recommendations
- 3.1 Recommendations for Operators
- 3.2 Recommendations for Vendors
- 3.3 Recommendations for Aggregators
- 3.4 Recommendations for Publishers
4. Hurdles
- 4.1 Macro Economic Issues
- 4.2 The User Interface
- 4.2.1 Difficulty in Discovering Services and Content
- i. Awareness is Key
- ii. Increased Awareness During 2008
- 4.2.2 Difficulty in Accessing Services and Content
- 1. Historical Time to Content
- ii. Improvements in Time to Content in 2008
- 4.2.3 Difficulty in Navigating Services and Content
- 4.2.4 Difficulty in Utilising Multiple Applications Simultaneously
- 4.3 Handset Form , Capabilities
- 4.3.1 Form Factor
- 4.3.2 Capacity
- 4.3.3 Battery Life
- 4.4 Network Speed and Coverage
- 4.4.1 Opportunities Provided by Upgrade to 3.5G and Beyond
- 4.5 Service Pricing
- 4.5.1 Download Prices
- Table 4.1: Cost of Ringtones, Full Tracks and Ringtone/Full Track
Premiums of Selected Operators
- i. How Price Points Have Been Sustained
- 4.5.2 Subscription Services
- 4.6 Cost of Data Services
- Table 4.2: UK Operator Data Prices ($), 2008
- 4.7 User Confidence
- 4.7.1 Ringtones
- 4.7.2 Full track Download
- 4.8 Rights Management
- 4.9 Industry Structure
- 4.10 Localisation
5. Regulation and Controls
- 5.1 Regulations for Mobile Music
- 5.1.1 Anti-piracy Regulations
- i. International Federation of the Phonographic Industry (IFPI)
- ii. Australasian Performing Rights Association (APRA)
- iii. Recording Industry Association of America (RIAA)
- a. Music Compensation Agreement with N SAI & SGA
- iv. Case Study: TRIPS Consultation
- 5.1.2 Copyrights Acts
- i. Copyright, Designs and Patents Act 1988
- ii. US Digital Millennium Copyright Act (DMCA)
- iii. European Commission - Collective Cross-border Management of
Copyright and Rights for Legitimate Online Music Services (2005/737/EC)
- 5.1.3 Digital Rights Management
- i. Open Mobile Alliance (O MA)
- ii. Case Study: The French Anti-piracy Law 2006
- 5.2 Other Regulations - Mobile Content
- 5.2.1 Self Regulation - The Operators' Approach
- i. Independent Mobile Classification Body (IMCB)
- ii. Internet Content Rating Association (ICRA)
- 5.2.2 PhonepayPlus
- i. Significant Fines Levied by PhonepayPlus to December 2008
- ii. Review of Mobile Premium Services
- 5.2.3 OFCOM
- 5.2.4 CTIA
- 5.2.5 Pan-European Legislation
- i. Processing Personal Data and the Protection of Privacy Directive
95/46/EC
- ii. The E-Commerce Sector Data Protection Directive (2002/58/EC)
- iii. The Distance Selling Directive (97/7/EC)
- iv. The E-money Directive
6. Players in Mobile Music Services
- 6.1 Content Providers: the Major Labels
- 6.1.1 EMI Music
- 6.1.2 Sony BMG
- 6.1.3 Universal Music Group
- 6.1.4 Warner Music Group
- 6.2 Selected Operators
- 6.2.1 ‘3' UK
- 6.2.2 Bharti Airtel
- 6.2.3 China Mobile
- i. Company Background
- ii. Products and Services
- 6.2.4 KDDI
- 6.2.5 O2 (Telefonica Europe)
- 6.2.6 SK Telecom
- 6.2.7 Sprint Nextel
- 6.2.8 Telenor
- 6.2.9 T-Mobile
- 6.2.10 Verizon Wireless
- 6.2.11 Vodafone
- 6.3 Aggregators
- 6.3.1 Buongiorno/Blinko!
- i. Company Background
- ii. Products and Services
- 6.3.2 Hurray Holding
- 6.3.3 Jamba/Jamster
- 6.3.4 Myxer
- 6.4 Vendors
- 6.4.1 Apple
- i. Company Background
- a. Recent Financial Performance
- Table 6.1: Apple Revenue and Net Income Growth 2003-2008 ($m, FYE
September 30)
- ii. Products and Services
- iii. Partners and Clients
- iv. Corporate Strategy
- 6.4.2 Motorola
- i. Handsets: SLVRs, RO KRs and RAZRs
- ii. iRadio
- iii. MotoMusic
- 6.4.3 Nokia
- i. Company Background
- ii. Corporate Structure
- iii. Products and Services
- a. Nokia N series
- Figure 6.2: Nokia N79 and N85
- ii. Nokia X press Music
- Figure 6.3: Nokia 5800X press Music
- iii. Visual Radio
- iv. Nokia Music Store
- v. Comes With Music
- 6.4.4 Sony Ericsson
- i. Sony Ericsson Walkman Range
- Figure 6.4: Sony Ericsson W 902 Walkman
- ii. Play Now plus
- 6.5 Applications Providers
- 6.5.1 Live Wire Mobile (Groove Mobile)
- 6.5.2 Musiwave
- 6.5.3 Napster
- i. Company Background
- ii. Products and Services
- 6.5.4 Omnifone
- i. Company Background
- ii. Products and Services
- 6.5.5 Oxy Systems (phling!)
- i. Company Background
- ii. Products and Services
- 6.5.6 Real Networks
- i. Company Background
- ii. Products and Services
- a. RBTs and Related Services
- b. Streamed Services
- 6.5.7 Shazam
- 6.6 Billing Providers
- 6.6.1 Bango
- i. Company Background
- ii. Products and Services
- Figure 6.5: Co-existence of O n and Off-Portal Models
- a. Bango Analytics
- 6.6.2 mBlox
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