Abstract
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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