Report: World Cup 2006: Scoring with mobile content and services TOC

Chapter 1 Executive Summary

1.1 The World Cup as a Global Event
1.2 World Cup Revenue Opportunities
1.3 Key Markets - Technology Dependent Strategies
1.4 Market Dynamics
1.5 Best Strategies

Chapter 2 Introduction

2. Introduction
2.1 Methodology
2.2 Aims of this Report

Chapter 3 Opportunity to Score with the World Cup

3.1.1: Football - The Global Game; Table 3.1: Top Five Ranking Sports Event by Viewers, 2000-2005; 3.1.2 The FIFA World Cup; Table 3.2: Nations Represented at 2006 World Cup; Table 3.3: World Cup Viewing Figures, 1998 and 2002
3.2 Relevance of the World Cup for Mobile Operators: 3.2.1 Captive Audience; Chart 3.1: Global Audiences for FIFA World Cups, 1986-2002; Chart 3.2: 2002 World Cup Viewers in Japan by Gender; 3.2.1.1 Youth Audience; 3.2.2 Revenue Potential; Chart 3.3: Average Revenue from Corporate Sponsorship at World Cups; Table 3.4: FIFA Licensing Rights; 3.2.3 Technological Environment for Mobile Industry
3.3 2002 World Cup Japan / Korea Experience: 3.3.1 Operator Strategies at the 2002 World Cup; 3.3.1.1 Mobile Rental as Revenue Generator at the 2002 World Cup; 3.3.2 Manufacturer Strategies at the 2002 World Cup; Table 3.5: Sony Ericsson and Mobile Future Content Provision for 2002 World; Cup; 3.3.3 Content Provider Strategies at the 2002 World Cup; 3.3.4 Application Service Provider Strategies at the 2002 World Cup
3.4 The Road to World Cup 2006

Chapter 4 Strategies for World Cup Success

4.1 Video and Mobile TV - Bringing the World Cup to the small, small: screen?; 4.1.1 Importance of the World Cup to Mobile TV; 4.1.2 Definition of Mobile TV; Chart 4.1: Global 3G Subscribers in Millions; Chart 4.2: Amount Users are Willing to Pay for Mobile TV; 4.1.3 Mobile TV Formats; 4.1.3.1 TV on 3G; 4.1.3.2 Digital TV Networks For Mobile; 4.1.4 Why Mobile TV for the World Cup?; Table 4.1: Nokias Digital Mobile TV Trials; Chart 4.3: Nokia Mobile TV Trial Popularity With Respondents; 4.1.5 Which Format?; 4.1.6 Benefits of Mobile TV at the World Cup; Chart 4.4: Global Mobile TV Revenues 2005-2010; 4.1.7 Issues facing Mobile TV for the World Cup; 4.1.7.1 Content; 4.1.7.2 Competition from Traditional Sources; 4.1.7.3 Content Quality
4.2 Mobile Gaming and the World Cup: Chart 4.5: Global Mobile Gaming Revenues; 4.2.1 The License Issue; Table 4.2: Benefits of Official FIFA License; 4.2.2 Mobile Games without Licence; 4.2.3 Other Issues Facing Mobile Games for the World Cup; 4.2.3.1 Cost; 4.2.3.2 Gaming Quality; 4.2.3.3 Competition from other Gaming Platforms
4.3 Mobile Betting at the World Cup: 4.3.1 Betting as a Mobile Revenue Generator?; Chart 4.6: Global Mobile Gambling Revenues 2005-2010; Chart 4.7: Global Mobile Sport Betting Revenues 2005-2010; 4.3.2 Betfair: Popularity of new Gambling Methods; Table 4.3: Definition of "Back" or "Lay" Odds; 4.3.3 Format for Mobile Gambling at the World Cup; 4.3.4 Issues for Mobile Gambling
4.4 Web Content and Interaction: 4.4.1 Information Services; 4.4.2 Interactive Services; 4.4.2.1 Mobile Vlogging at the World Cup; 4.4.3 World Cup to drive more Open Internet Content?; Table 4.4: Walled vs Open Garden Browsing Strategy; 4.4.4 World Cup Portals
4.5 SMS and MMS at the World Cup: Chart 4.8: SMS and MMS Revenue Forecasts 2005-2010; 4.5.1 World Cup Strategies for Text Messaging; 4.5.1.1 Text Alerts; Table 4.5: Typical Features of Football Text Alerts; 4.5.1.2 Marketing and Advertising; 4.5.1.2.1 A Targeted Approach for the World Cup; 4.5.1.3 In Conjunction With Other Media; 4.5.1.4 Peer to Peer Texting; 4.5.1.5 Advantages of SMS and MMS; Table 4.6: Advantage of Text
4.6 Voice Services at the World Cup: 4.6.1 Network Capacity Issues; Table 4.7: 2003 Rugby World Cup Call Volumes During Games; 4.6.2 Roaming Agreements; 4.6.2.1 Growing Importance of 3G in Roaming Networks
4.7 Downloads at the World Cup: 4.7.1 World Cup Ringtones; 4.7.2 World Cup Logos
4.8 World Cup Pricing Strategies: Table 4.9: Potential Pricing Strategies for 2006 World Cup
4.9 Traditional Advertising and Sponsorship: 4.9.1 Mobile Industry Association with Football; Table 4.10: Major Football Sponsorship Deals Involving Mobile Companies; 4.9.2 Sponsorship Strategies for the World Cup; 4.9.3 Issues For Sponsorship Strategies at the World Cup; 4.9.3.1 Multi-brand Association; 4.9.3.2 Poor Performance; 4.9.3.3 Advertising Competition

Chapter 5 Key Markets and Deals

5.1 Status of Mobile Communications in Key Markets: Chart 5.1: Top Nine Nations Qualified for the 2006 World Cup by Mobile; Subscribers; 5.1.1 Brazilian Mobile Market; 5.1.1.1 Brazil Key Statistics; Chart 5.2: Brazilian Mobile Subscribers 2003-2006; Table 5.1: Major Brazilian Mobile Operators; 5.1.1.2 Brazilian Technology Status; 5.1.2 Chinese Mobile Market; 5.1.2.1 China Key Statistics; Chart 5.3: Chinese Mobile Subscribers 2003-2006; Table 5.2: Chinese Mobile Operators; 5.1.2.2 Chinese Technology Status; Chart 5.4: Chinese SMS Usage 2002-2006; 5.1.3 French Mobile Market; 5.1.3.1 French Key Statistics; Chart 5.5: French Mobile Subscribers 2002-2006; Table 5.3: French Mobile Operators; 5.1.3.2 French Technology Status; 5.1.4 German Mobile Market; 5.1.4.1 German Key Statistics; Chart 5.6: German Subscriber Growth 2002-2006; Table 5.4: German Mobile Operators; 5.1.4.2 German Technology Status; 5.1.5 Italian Mobile Market; 5.1.5.1 Italian Key Statistics; Chart 5.7: Italian Mobile Subscribers 2002-2006; Table 5.5: Italian Mobile Operators; 5.1.5.2 Italian Technology Status; 5.1.6 Japanese Mobile Market; 5.1.6.1 Japanese Key Statistics; Chart 5.8: Japanese Mobile Subscribers 2002-2006; Table 5.6: Japanese Mobile Operators; 5.1.6.2 Japan Technology Status; Table 5.7: Japanese 3G Subscribers by Operator; 5.1.7 Korean Mobile Market; 5.1.7.1 Korean Key Statistics; Chart 5.9: Korean Mobile Subscribers 2003-2006; Table 5.8: Korean Mobile Operators; 5.1.7.2 Korean Technology Status; 5.1.8 UK Mobile Market; 5.1.8.1 UK Key Statistics; Chart 5.10: UK Mobile Subscribers 2002-2006; Table 5.9: UK Mobile Operators; 5.1.8.2 UK Technology Status; Table 5.10: Most Popular UK Sporting Days by Text Numbers 2002-2004; 5.1.9 US Mobile Market; 5.1.9.1 US Key Statistics; Chart 5.11: US Mobile Subscribers 2002-2006; Table 5.11: Top Five US Mobile Operators; 5.1.9.2 US Technology Status; Table 5.12: US Operators by Technology
5.2 Impact of Market Dynamics on Strategy: 5.2.1 Role of technology; 5.2.2 Competing or Not?; 5.2.3 Positioning of Mobile Services
5.3 Activity for the World Cup: 5.3.1 Mobile TV and Video; 5.3.1.1 Mobile Digital TV; 5.3.1.2 Mobile Video Streaming
5.4 Mobile Gaming: 5.4.1 FIFA Licensed Games; 5.4.1 Unlicensed Games
5.5 Mobile Betting
5.6 Mobile Handset Renting
5.7 World Cup Portals

Chapter 6 Revenue Forecast and Best Strategy

6.1 Revenue Forecast for the 2006 World Cup: 6.1.1 Voice to Non-Voice Ratio; Chart 6.1: Potential Shift in Voice / Non Voice Ratio During 2006 World Cup; 6.1.2 Additional Revenue Ratio; Chart 6.2: Additional Revenue Percentages Due to World Cup; 6.1.3 Additional Revenue Forecast; Chart 6.3: Additional Revenue Generated by 2006 World Cup in Billions; 6.1.4 Revenue by Segment; Chart 6.4: 2006 World Cup Revenues by Service

Chapter 7 Conclusions and Recommendations

7.1 Conclusions
7.2 Recommendations: 7.2.1 For Operators; 7.2.2 For Content Providers; 7.2.3 For Manufacturers

Appendix A Lead Authors Profile

Appendix B About visiongain

Appendix C Report Evaluation Form

Adidas

Apollis

Avaya

BBC

Betfair

Bouygues

CNN

Comverse

Deutsche Telekom

Deutsche Welle

Electronic Arts (EA)

ESPN

Eurosport

Ferrari

FIFA

Hutchison 3G

Infront Sports & Media

KDDI

KirchSport

Korea Telecom

KT ICOM

Ladbrokes

LG Electronics

LogicaCMG

Maxis

Microsoft

MobileFuture

Nike

Nokia

Nortel

NTT DoCoMo

Orange

Philips

Rapid Mobile

Renault

Samsung

SFR

Siemens/BenQ

SingTel

SK Telecom

Sony

Sony Ericsson

StarHub

Telefonica

TIM

T-Mobile

T-Systems

UEFA

Vivo

Vodafone

Zgroup-Mobile