Mobile Content Platforms
Content
Mobile Content Plaorms: Mobile 2.0 and Adversing Join the Party Operators are seeing data revenue exceed 30% of total service revenue as the ring tone market shis from a primary to a paral revenue stream in a premium content mix that includes ringback tones, games, full track downloads and mobile video. Mobile gaming emerged rst in Asia, expanded to Europe and is now growing dramacally in North America. Mobile video holds among the most signicant potenal. The ecosystem of companies helping to enable content distribuon connues to expand as well. The operator has a tremendous amount of power as they own the subscriber. The content companies have a lot of power as they own the content that individuals want. The other plaorm providers and the digital commerce service providers tend to get stuck in the middle, “bullied” at mes. The revenue growth of the market parcipants reects this reality. “Mobile Content Plaorms: Mobile 2.0 and Adversing Join the Party” covers the soware plaorms used to deliver & moneze content to mobile handsets. The research contains ve-year worldwide forecasts of global market revenue for video, music, gaming and images. The forecast for the emerging category of adversing in premium is included. The report also presents market share in these areas for mobile operators, content providers and content-enablement companies. The report provides a further breakdown of revenue share for the content-enablement companies by revenue share of music including ringtone, ringtune, ringback, over-the-air full music track download, streaming music revenue by region. The report also contains proles of major mobile content enablement plaorm companies and trends and predicons for the industry. While messaging connues to dominate data revenue and shows connued steady growth, mobile premium content is expanding its growth worldwide. By “premium content”, MMI means discreonary entertainment content such as music, games and video that a subscriber purchases, subscribes or rents. Developed markets, such as Japan and Korea, have seen dramac growth in premium content. Operators are seeing data revenue exceed 30% of total service revenue as the ringtone market shis from a primary to a paral revenue stream in a premium content mix that includes full track downloads and mobile video. Mobile gaming emerged rst in
Asia, expanded to Europe and is now growing in North America. Mobile video holds the most signicant potenal, with current worldwide “on-network” mobile video subscribers exceeding 9 million, according to MulMedia Intelligence. Mobile video though is sll at its nascent stages. Broadcast mobile TV is sll only selecvely deployed on a country by country basis, capturing about 5 million users as of the end of 2006. A service delivery ecosystem enables content distribuon, manages billing, and demonstrates its own trajectory of connued growth. Four primary enes support the content provisioning process and provide value-added content to handsets: operators (also referred to as carriers); content creaon companies; digital commerce service providers; and content enablement plaorm companies. Conceptually, the process is straighorward. Content enablement plaorm companies provide the systems and infrastructure to moneze premium content from the content originators over a mobile operator’s network. Digital commerce service providers process the nancial transacons and requisite reporng. Fundamentally, a mobile content enablement plaorm is the soware and systems necessary to sell and deliver content to a handset. The plaorm has a handful of fundamental features: Partner management, Merchandising, Delivery and Fulllment and Reporng and Data Evaluaon. Several signicant market trends have arisen over the last year in the area of content plaorms. The signicant trends include: - Movement to target the mass market - Support of mulple funding models - Enablement of mobile 2.0 features - Support of mul-plaorm execuon (as opposed to execuons on mulple plaorms) Four fundamental types of content are delivered to handsets: music, images, video and games. Music breaks into several sub-categories including ringtones (further divided into both polyphonic and realtones), ringback tones, full track downloads and streaming music. MMI also counts adult content, which combines and spans all four “media” major categories. Adult content has some unique features that drive us to forecast it as a separate category.
The imbedded adversing model for mobile video is in place and will serve to dramacally increase viewership. Clearly, consumers have accepted adversing in their subscripon video streams. Other forms of premium content such as games and music have not have not seen signicant adversing inserts as of yet. This will happen but MMI does not see it is as a signicant or measurable market within our forecast parameter. In our esmaon the size of the on-deck market will exceed the o-deck market. This reects MulMedia Intelligence’s categorizaon of mobile TV as “on-deck.” Operators have tremendous power because they “own” the subscriber base. Clearly, content companies have considerable power as they own the content that individuals want. The other two enes tend to be somewhat stuck in the middle, “bullied” at mes. The revenue of the market parcipants reects this dynamic.
Mobile Adversing - Global Strategic Business Report This report analyzes the worldwide markets for Mobile Adversing in US$ Million. The report provides separate comprehensive analycs for US, Japan, Europe, Asia-Pacic, and Rest of World. Annual forecasts are provided for each region for the period 2006 through 2015. The report proles 43 companies including many key and niche players worldwide such as 4INFO, AdMob, Inc., Amobee, Inc., AOL Adversing, Enpocket, Inc.. Google, Inc., Greystripe, Inc., Jumptap, Inc., Medio Systems, Inc., Quaro Wireless, Rhytym New Media, Inc., Ringleader Digital, Vel, plc, and Yahoo! Inc. Market data and analycs are derived from primary and secondary research. Company proles are mostly extracted from URL research and reported select online sources. Please note: Reports are sold as single-site single-user licenses. The delivery me for hard copies is between 3-5 business days, as each hard copy is custom printed for the organizaon ordering it. Electronic versions require 24-48 hours as each copy is customized to the client with digital controls and custom watermarks. For informaon on site licence pricing please click on Enquire before buying
The Global Online and Mobile Adversing Industry Outlook
The online and mobile adversing industries are set for dramac changes. This report makes an in-depth study, looking at market size and forecasts, segments, growth forecasts, drivers and resistors, emerging models, and key player posioning. This report analyzes the current and future state of the global online and mobile adversing market. It analyzes market size, segments, growth forecasts, drivers and resistors. It also analyzes the emerging landscape of the markets, looking at compeve posioning of key players, business models, strategies, and SWOT. Furthermore, it examines the emerging models driving future growth. Scope of this research - Access market sizing and forecasng of the global and online mobile adversing industry. - Analyze online and mobile adversing market segments, growth forecasts, drivers and resistors. - Analyze the compeve landscape, including compeve posioning of key players, business models, strategies, and SWOT. - Gain insight into emerging models which will drive the industry in the future: semanc, locaon based, social networking and video adversing. - Gain insight into the various tools used for measuring the eecveness of online adversing, such as business analycs. Research and analysis highlights The $55bn online adversing industry, largely dominated by Google, is poised for a historic bale. While Google will connue to monopolize the online ad space for some more me, Microso could emerge as a strong contender which may result in a market duopoly in the long-run. The $2bn mobile adversing industry (which is currently just a fracon of the size of the online adversing market) will also witness equally dramac changes. The two
signicant events which will transform the industry are: the rise of Google’s Android plaorm to a posion of dominance; and the emergence of Asia as a key market. While the online adversing industry is growing at a CAGR of 11.4% between 2007-12, and will connue to be popular in the developed world, mobile adversing will gain maximum tracon in the emerging markets of Asia, especially India and China. The key driver of this growth will be the high rates of mobile penetraon in the region. Key reasons to purchase this research - What was and will be the value of the global online and mobile adversing industry? What are the opportunies in the various market segments? - What are the various drivers and resisitors to online and mobile adversing market growth? - Who are the major players, who are current leaders and who are the emerging contenders? What are their busines models, strategies and SWOT? - What are the various tools for measuring the performance and eecveness of the adversing industry? - What are the emerging models and evolving trends that will drive future growth in the industry?
Sizing Up The Mobile Adversing Opportunity This execuve insight examines the trends, challenges and opportunies in the mobile adversing industry in Asia Pacic. An insight of the drivers and restraints, delivery plaorms and business models are presented here with further insight into key case studies around the region and the world. The inuences of various industry parcipants in the value chain and indicators of market growth are examined.
U.S. Mobile Adversing and Search Market
The U.S. mobile penetraon levels are at the 90 percent mark. An increasing number of mobile subscribers are using various content services and applicaons on their devices, which opens up newer avenues for mobile adversing. Penetraon of next-generaon mobile handheld devices such as Smartphones and tablet PCs have opened up newer possibilies in mobile adversing. Adopon of mobile adversing by the naon’s largest mobile operators and innovave MVNOs as well as entry of the online adversing leaders is a testament to the perceived potenal of the market opportunity. This Frost & Sullivan research service tled U.S. Mobile Adversing and Search Markets provides market trends, forecasts, and predicons for 2010 and beyond. The study also provides value chain and revenue share analyses. In this research, Frost & Sullivan's expert analysts thoroughly examine the following: smartphone and feature phone applicaons,, next-generao applicaons next-generaon n devices, mobile adversing, mobile markeng, mobile banking, and mobile payments. Market Overview Next-generaon Connected Mobile Devices with Rich Media Adversing Capabilies Stoke Growth in Mobile Adversing Increasing penetraon of advanced mobile devices is perhaps the biggest driver for mobile adversing, helping the industry on two important fronts. Firstly, greater uptake of mobile data services - including the mobile Web, mobile applicaons, mobile video, and others - opens up new forms of inventory on a per user basis and from an overall growth perspecve. Secondly, and perhaps equally important is the ability of these next-generaon devices to support new technologies and user experience paradigms that helps in delivering an improved, interacve mobile adversing experience such as rich media adversing, HTML 5.0, locaon-based services, and others. “In-applicaon mobile adversing has emerged as a strong contender in the mobile adversing markets - mainly driven by smartphone in-applicaon opportunity,” notes the analyst of this research service. “Apple’s App Store and Google’s Android market have already demonstrated the viability of smartphone in-applicaon in-applicaon mobile adversing.” The smartphone environment environment creates a superior mobile adversing experience that encompasses rich media support, locaon awareness, m-commerce capabilies, and others. Leading adversing plaorm vendors oer mobile adversing across mulple
channels, with mobile Internet and in-applicaon adversing emerging as the most common among holders of mulple types of inventory. The ability to embed Web views within applicaons unleashes several innovave possibilies for rich media adversing in mobile applicaons. Within applicaons, adversing soluon providers can also leverage on addional funconality/informaon such as locaon, accelerometer, and others that are exposed by the operang system soware development kit (SDK). The strong performance of in-applicaon adversing adversing can be aributed to the high-quality experience it delivers when compared to that of a browser. Emergence of applicaon analycs to measure the adversing and applicaon performance helps adversers and applicaon developers improve the performance of their consumer oerings and opmizes the adversing and applicaon performance. A large majority of applicaons are available ‘free of cost’ to the end user and this has signicantly generated newer types of adversing inventory in the U.S. mobile adversing markets. The biggest challenge is to educate the brands and adversing about the possibilies in mobile adversing. Managing the expectaon of the key stakeholders is also important to ensure sustainable growth. Prolic growth in the mobile data ecosystem, along with mulple specialized industry parcipants targeng dierent adversing services, has made it dicult to have standardized frameworks for mobile adversing. Specialized industry parcipants have been the early innovators in this space; however, this has also resulted in disparate processes and approaches to mobile adversing leading to greater demand for working together with the exisng plaorms to enable a unied, consistent adversing workow. “The online adversing industry beneed signicantly due to the third-party ad serving technologies and greater automaon for campaign management,” says the analyst. “For example, industry soluon providers are already integrang with the dominant online ad campaign planning and delivery plaorms to incorporate a mobile adversing element.” Addionally, all major mobile adversing networks work collaboravely to deliver the best adversing experience to adversers and agencies as well as publishers and mobile operators. Market Sectors
Expert Frost & Sullivan analysts thoroughly examine the following market sectors in this
research: Prepaid and postpaid mobile SMS and MMS Mobile Internet Forecasts IPhone, Android, Windows Mobile, Palm, and Symbian Technologies The following technologies are covered in this research: Smartphone and feature phone applicaons Next-generaon Next-genera on devices Mobile adversing and mobile markeng Mobile banking and mobile payments
Mobile Adversing: Delivery Channels, Business Models & Forecasts 2009-2014 This report provides in-depth analysis and market forecasts for the mobile adversing sector in the context of the global economic recession, and discusses how adversing spend is increasingly moving towards ‘below the line’ acvies such as mobile phone ads - oering unparalleled opportunity for consumer engagement. Key forecasts include the number of users who receive adversing on their mobiles, both by region and by delivery channel (SMS, MMS, Mobile Internet, On-portal, In content downloads, Idle screen, P2P and Mobile TV). Other forecasts include cost per clickthrough (CPC) and cost per mille (CPM) rates and the number of users who respond to mobile adversing. The number of responses per annum and total adspend per channel are also forecast. The report also analyses key drivers and contraints such as the personal nature of the mobile, enabling targeted and potenally more eecve campaigns, and mobile’s perceived lack of reach due to low access rates of rich media content and services.
Key Quesons Addressed by this Report: - How has the global recession impacted on the mobile adversing market? - What will be the key mobile distribuon channels for brand adversing in ve years’ me? - Who are the major players in the mobile adversing ecosystem? - How have brands ulised mobile channels within integrated mulmedia campaigns? - Will mobile adversing be viable as a primary revenue stream for content providers? - What strategies should brands, agencies and network operator employ to derive opmal success from mobile adversing? Key Benets: - A unique source of combined research and analysis for the mobile adversing market including technologies, market characteriscs and forecasts. - Praccal analysis of the emerging opportunies for vendors and operators. - Unique insights: includes interviews of leading players with signicant experience of the mobile adversing market. - Benet from fresh thinking and intelligent market assessment. This mobile adversing report presents a number of case studies in the form of successful mobile adversing campaigns such as the iPint applicaon for the iPhone and the Jeep campaign on Greystripe. Interviews with major players across the mobile adversing value chain are included and over 25 companies are proled. Regulaon pertaining to mobile adversing is also invesgated and strategic recommendaons for brands, adversing agencies and operators are provided Author: Dr Windsor Holden is Principal Analyst with Juniper Research. Windsor has wrien extensively on mobile content, emerging telecoms markets and digital TV. He is also a regular conference speaker and a former Research Fellow of the Instute of Communicaon Studies, University of Leeds.
Mobile Adversing and Markeng – 3rd Edion Berg Insight says mobile will account for 11.7 percent of digital ad spend in 2014 According to a new research report from the analyst rm Berg Insight, the total value of the global mobile markeng and adversing market will grow from € 1.0 billion in 2008 at a compound annual growth rate (CAGR) of 43 percent to € 8.7 billion in 2014. This will then correspond to 11.7 percent of the total digital adversing market. As the digital convergence blurs the dierences between devices the denion used for mobile adversing is that it is the digital media exposed on a mobile handset screen. The report predicts that the mobile media will become a natural part of the markeng media mix. “Handsets are highly private devices that oer a unique plaorm for personal interacon with consumers”, said Marcus Persson, telecom analyst, Berg Insight. “Adversers are increasingly aware of the opportunies and seek new ways to exploit them. Just the simple fact that people are able to make a phone call or send a text message anywhere at any me has changed the condions for markeng in general.” He adds that many markeng campaigns are designed to trigger a response in the form of a voice call, SMS/MMS or a visit to a mobile web site. On-screen adversing on mobile displays has not taken o unl very recently but is becoming increasingly relevant with the rising popularity of advanced Internet-enabled Internet-enabled smartphones. Berg Insight ancipates that there will be increasing convergence between tradional web and mobile adversing as the PC and mobile technological capabilies will come to merge. The most likely result of such a development is the formaon of a few dominant digital adversing networks spanning all types of devices. Corporaons such as Google and Microso openly aspire for this posion in compeon with among others Apple, Nokia and Yahoo!. Ulmately the control over adversing in handsets will reside far beyond the tradional mobile network environment. How to transform the mobile handset into an adversing plaorm? As the global number of mobile subscribers approaches 5 billion, there is no queson regarding the potenal reach of the mobile media. Yet adversers, agencies and telecom industry players are sll searching for the winning formula that will unlock the market. Learn more in the third edion of this 150 page report in Berg Insight's VAS Research Series.
Mobile Adversing and Markeng is the third consecuve report analysing the rise of mobile adversing on the global market. This strategic research report from Berg Insight provides you with 150 pages of unique business intelligence and expert commentary on which to base your business decisions. This report will allow you to: - Idenfy tomorrow’s most protable adversing opportunies in the mobile space. - Understand the fundamentals of the ad-based mobile media revenue models. - Recognise the key barriers restraining the growth of the mobile adversing market. - Comprehend the relave importance of digital channels compared to other adversing media. - Learn about the early experiences of mobile markeng campaigns by top global brands. - Prot from valuable insights about ad-funded business models for mobile operators. This report answers the following quesons: - How can mobile handsets become integrated in the markeng media mix? - What changes in the mobile industry and end-user behaviour are required before mobile adversing can become a mul-billion euro market? - How are Google, Microso, Nokia and Yahoo! posioning themselves to become leading mobile adversing networks? - Who are the rising stars that stand out from the crowd among the mobile adversing and markeng companies? - How well suited for adversing are dierent exisng and future mobile media channels? - What are the inial experiences from mobile markeng campaigns? - Which adversing formats will become most successful in the mobile environment? - In what ways can locaon technology improve the relevancy of mobile adversing? Who Should Buy this Report? Mobile Adversing and Markeng is the foremost source of informaon about the
status, future trends and technology developments on this market. Whether you are a telecom vendor, mobile operator, adversing agency, investor, consultant or applicaon developer, you will gain valuable insights from our in-depth research. About the Authors Johan Fagerberg is co-founder and an experienced analyst with a Masters degree in Electrical Engineering from Chalmers University of Technology. His areas of experse include Mobile VAS, locaonbased services and wireless M2M markets. Marcus Persson is a Telecom Analyst with a Masters degree in Electrical Engineering from Chalmers University of Technology. He joined Berg Insight in 2008 and his areas. Mobile communicaon is a global phenomenon that has thoroughly changed the way people interact with each other. More than 4 billion subscribers are using mobile services every day, more than twice the number of tradional Internet users. Mobile devices have several unique characteriscs that make them highly suitable for adversing and markeng. Handsets are extremely personal devices since they are owned and used by one person. They are almost always with the person, which allows contextual targeng of people on-the-go. Being switched on at almost all mes, they also allow adversers to reach the consumers in the right moment. Since today’s mobiles are highly interacve devices and are featured with a range of funcons including video players, music players, cameras and web browsers there are many dierent opons for interacon. Another major benet is that the mobile space is less crowded than most other channels whereby adverts get more aenon. For these reasons mobile is becoming a natural part of the markeng media mix. Handsets are highly private devices that oer a unique plaorm for personal interacon with consumers. Adversers are increasingly aware of the opportunies and seek new ways to exploit them. Just the simple fact that people are able to make a phone call or send a text message anywhere at any me has changed the condions for markeng in general. Many markeng campaigns are designed to trigger a response in the form of a voice call, SMS/MMS or a visit to a mobile web site. Handsets are also a suitable plaorm for building brand awareness through the distribuon of free content or
applicaons. Mobile adversing is yet another channel that evolves along with mobile Internet access. As the adversing and markeng industry acquires more and more experience of the mobile channel it will become a natural part of the integrated markeng media mix. As digital media converge there will however be less and less disncon between mobile or tradional Internet adversing and market. Digital campaigns will be designed to reach out to consumers on a broad range of plaorms, including everything from full-size PCs to smartphones. Berg Insight esmates that the total value of the global mobile markeng and adversing market was € 1,014 million in 2008. Asia-Pacic constuted the main regional market, accounng for around 75 percent of the total value. Despite the shrinking adversing market, the mobile channel has grown over the past year underpinned by a strong momentum and increasing mobile media usage. Growing at a compound annual growth rate of 43 percent, the market will be worth € 8.7 billion in 2014 – corresponding to 11.7 percent of the total digital adversing market. The mobile markeng and adversing ecosystem is highly fragmented and complex, which is typical for an immature industry. Many companies try to nd their place in the value chain and get a piece of the market. Much of the acvies carried out are sll on an experimental stage and actors are constantly looking for new business models and services that could generate revenues. However, many large brands have launched numerous campaigns and are now moving beyond the trial stage to establish the mobile channel to be part of the media mix. Campaigns are geng increasingly complex and more integrated into larger campaigns, spanning several media formats. Most rms specialized in enabling mobile adversing are sll relavely small, venture capital funded actors. Many larger players are taking a relavely cauous stance with the excepon of a few companies such as Vodafone, Yahoo! and Google. Over the past three years many of the larger players have acquired rms specialized in mobile adversing. The largest deal to date was Google’s US$ 750 million acquision of AdMob in November 2009. Many mobile operators have acvely engaged in mobile adversing acvies in some form. The level of acvity, however, varies vastly between dierent operators. Turkcell
is currently the most aggressive promoter of mobile adversing since Blyk disconnued its MVNO business. Vodafone oers a wide range of services across the globe, some commercially available while others are of an experimental character. Besides the operators, both Nokia and Ericsson have launched various services to accelerate the mobile adversing developments developments..
Mobile Adversing in Emerging Markets: Market Trends and Strategies for the Third Screen Global mobile subscripons surpassed 4bn at year-end 2008 and are expected to approach 6bn by 2013, making mobile services an extremely relevant plaorm for adversing for mass audiences. The author believes that using mobile services as an adversing medium creates a new revenue stream for telecom operators as well as for technology enablers and content developers. Furthermore, mobile adversing will play a key role in driving usage of paid mobile data services. Mobile Adversing in Emerging Markets looks at mobile adversing iniaves and the revenue potenal in emerging markets, with a parcular emphasis on Brazil, China, India, Indonesia, Mexico, Romania, Russia, South Africa and Turkey. We also put our ndings in context by making comparisons with global trends and developed markets, such as the US and UK. Our analysis indicates that mobile adversing will boost mobile data service revenue by up to 10% and that leading operators are pushing a variety of adversing methods, from sponsored messaging and alert services to more sophiscated content over mobile portals. Case studies: Brazil China Indonesia Mexico Romania Russia South Africa Turkey
Key quesons answered - How will mobile and Internet-based adversing compare in emerging and mature markets? - Are there markets where the mobile sector’s share of overall adversing spending will surpass that of the Internet anyme soon? - In light of the fact that even basic services such as sponsored messaging and alert systems are enabling brands to reach a wider audience, how will the progression of mobile networks to 3G aect the development of mobile adversing? - What are the benets to brands of including mobile adversing iniaves in their overarching overarchin g markeng strategies? - Can SMS-based approaches ever help brands reach a substanal mobile audience in emerging markets? - What are the advantages to mobile operators of pushing m-adversing, besides adding a revenue stream? - Can adversing play a role in boosng the use of paid connecvity products? Target audience Operators Learn how dierent business models can be used to provide mobile nancial services, in parcular what the role is of the main players and the supporng ecosystem. Find out which factors — regulaons, technology — make a service successful. Draw on conclusions based on the experience of successful African operators that have wide applicaon in markets at various stages of development. The report also looks at examples of why privacy issues, mobile spam and unsolicited messages are key areas the industry must connue to address delicately. Banks Find out the size of the opportunity in emerging markets, and determine how dierent markets require dierent approaches. Learn how the mobile adversing channel can increase awareness of your oerings, improve customer sasfacon and provide informaon about customer behavior and preferences. This report provides insight into how dierent approaches using mobile media can help reach customers more eecvely. It also oers the analysis you need in order to take advantage of the mobile
opportunity, especially among previously unreachable income segments. Investors Idenfy the opportunies in mobile adversing by examining case studies of some of the most challenging markets in the world. This report provides a thorough grounding in the important issues facing one of the most excing segments of the telecommunicaons telecommunic aons industry, giving you the fundamental tools to develop long-range plans and winning strategies. Mobile adversing plaorm vendors Discover where your greatest opportunies lie and how deep your involvement in the business of providing mobile adversing services should be. Understand the challenges facing your customers and what role you can play in meeng those challenges. This report provides the analysis you need to win a larger share of operator spending with informed go-to-market strategies and creave soluons, parcularly in a me of worldwide economic downturn. Mobile Adversing in Emerging Markets examines mobile adversing iniaves and the revenue potenal in emerging markets, with a parcular emphasis on Brazil, China, Indonesia, Mexico, Romania, Russia, South Africa, and Turkey. This 84-page report puts our ndings in context by making comparisons with global trends and developed markets, such as the U.S. and the U.K. The author predicts that mobile adversing will boost mobile data service revenue by 10 percent within the next ve years, as mobile service adopon rates grow worldwide. Mobile data services are expected to account for more than 33 percent of operators' service revenue at the global level by 2013, making any driver of this market a strategic component. The expected growth in mobile data subscripons will make mobile adversing a robust growth area despite an expected overall downturn in adversing spending over the next two years, notes Jan Ten Sytho, manager of Mobile Content at Pyramid Research and co-author of the report. 'Fixed-line Internet and mobile plaorms will take market share away from tradional formats in the short term and grow in line with economic recovery from 2011 onward,' say Sytho. 'Mobile and Internet plaorms combined will
account for roughly 12 percent of overall adversing spending in emerging markets and 30 percent in developed countries by 2013,' he adds. The report idenes eight developing markets in which mobile adversing iniaves are gaining ground. Combined, these markets will account for more than 35 percent of mobile subscripons worldwide by 2013. 'South Africa and Indonesia stand out as markets where the mobile sector's share of overall adversing spending will surpass that of the Internet medium as early as 2009,' says Sytho. 'The development of mobile adversing is favorably aected by mobile networks' evoluon to 3G, but even basic services, such as sponsored messaging and alert systems, are enabling brands to reach a wider audience and make the most of the mobile channel, Sytho adds.”For example, SMS-based approaches can help companies reach more than 60 percent of the mobile audience across emerging markets immediately and close to all subscribers in ve years.'
Service Provider Strategies for Mobile Adversing: Case Studies Service provider strategies for mobile adversing: case studies examines the variety of approaches being taken by ve leading carriers and MVNOs around the world to the mobile adversing market, with a view to evaluang which strategies are most likely to maximise the opportunies presented by the development of this new medium. “Mobile will become an important medium for adversers in the medium-to-long term, but most service providers are sll not parcipang eecvely in the development of this market, liming their opportunies to build new revenue streams and to enhance the user experience through relevant and engaging adversements and adversingfunded services,” Alexandra Rehak, Principal Analyst. Mobile adversing has aracted much aenon from companies within the tradional mobile communicaons value chain (service providers, plaorm developers, handset vendors and payment processing engines), as well as from external players, including media companies, content developers, adversing agencies and major consumer brands. Although the market is sll in a nascent stage, it is certain that mobile devices, and the content and applicaons accessed on them, will become important media for adversers in the medium-to-long term. The queson for service providers and their
partners is how they can parcipate eecvely in the development of this market and how they can derive the maximum benet from it, when so many other players are also hoping to extract value from mobile adversing. Key areas covered by the case studies include: - Posioning of the service providers with respect to mobile adversing - Innovave strategies in approaching the market - Types of mobile adversing oered - Primary sales channels for mobile adversing - Key external partnerships related to mobile adversing and the role of these partners - Ability to provide targeted adversing - Metrics for measurement of the success of mobile adversing (the ability to provide these and results) - Strategies for sharing customer informaon (demographic, locaon-based and opt-in) with adversers - Development of adversing-funded content and mobile services oerings - Industries that are service providers’ principal customers for mobile adversing - Most successful mobile adversing campaigns and their characteris characteriscs cs - Service providers’ greatest challenges in mobile adversing and how these are being addressed - Service provider’s views on the importance of mobile adversing to current and future revenue streams - Lessons learned so far from mobile adversing eorts We analyse strengths, weaknesses, opportunies and threats for each of the service providers discussed in the report, and discuss the key benets that service providers can achieve by taking a proacve approach to the mobile adversing market. Who should read this report: - Mobile service providers (MNOs and MVNOs): to understand the developing market for mobile adversing and the best ways in which service providers can address this. Learn how other service providers are working to posion themselves eecvely and maximise revenue from mobile adversing.
- Mobile adversing networks and mobile adversing plaorm providers: to learn more about the most eecve ways to form partnerships with mobile service providers in order to expand the mobile adversing market and develop compelling new adversing proposions. - Investors and consultancies: to understand the opportunies presented by mobile adversing and to assess which service providers are best posioned to take advantage of these. - Media and content creators and producers: to learn more about service provider strategies for mobile adversing in order to develop eecve partnerships and campaigns. - Handset vendors: to gain insight into the types of mobile adversing that service providers are most likely to promote and parcipate in. Determine which features and partnerships vendors should develop to make mobile devices an aracve and eecve delivery medium for adversing. - Network infrastructure vendors: to understand the likely development of the mobile adversing market and the ways in which their carrier partners can facilitate mobile adversing. Learn what opportunies infrastructure vendors have to support these eorts. - Regulators: to make sense of where mobile service providers stand, relave to other pares, in the mobile adversing value chain. Discover which aspects of mobile adversing may require addional aenon or regulatory focus.
Mobile Adversing: Aer the Growing Pains 2007 may not have been 'the year of mobile markeng,' but with the iPhone launch and other under-the-hood improvements, improvements, mobile marketers moved past the experimental stage. Sll, compared to other interacve plaorms, in 2008 mobile will remain small in overall spending. The Mobile Adversing report analyzes the changes that must occur before this nascent channel becomes a full-blown adversing medium around the globe. eMarketer forecasts that worldwide mobile markeng and adversing spending will reach $19 billion by 2012. Good growth, but not great.
True market maturity will require huge investments of money, me, talent, and negoaon among brands, agencies, mobile carriers and mobile service providers. Key quesons the 'Mobile Adversing' report answers: -What is the dierence between mobile markeng and mobile adversing? -How large will the mobile adversing market grow to be in the US? -Around the world? -What factors will accelerate growth? -What factors will inhibit it? -How will the mobile message, display and search ad markets break down? -What do consumers think of mobile ads? -And many others…
Mobile Adversing and Markeng: Past the Tipping Point The analysts of the September 2009 mobile adversing report carried the opmisc subtle “Change Is in the Air.” In 2010, change happened: Mobile adversing ramped up at a quicker pace than predicted. The tentave economic recovery can take some credit, but much of the responsibility goes to increased marketer awareness of the importance of using mobile as a channel to connect with consumers. This awareness, in turn, has been driven by key market events: - Major acquisions of mobile ad networks by Google and Apple - The escalang race among super-capable mulmedia smartphones - The launch and rapid success of the iPad With mobile devices evolving rapidly in capability, feature sets and screen resoluon, and with consumers adopng smart devices phones and now tablets at a faster rate than feature phones, marketers are overcoming the reluctance to embrace mobile as described in last year’s report.
Spending on mobile adversing will grow more than sixfold between 2009 and 2014, reaching nearly $2.55 billion. Key quesons this report answers: - What is the outlook and growth trajectory for mobile adversing and markeng? - What formats are available to marketers, and which show the most promise? - How is the mobile markeng landscape changing as a result of high-dollar acquisions by leading technology companies such as Google and Apple?
The Global Online and Mobile Adversing Industry Outlook The online and mobile adversing industries are set for dramac changes. This report makes an in-depth study, looking at market size and forecasts, segments, growth forecasts, drivers and resistors, emerging models, and key player posioning. This report analyzes the current and future state of the global online and mobile adversing market. It analyzes market size, segments, growth forecasts, drivers and resistors. It also analyzes the emerging landscape of the markets, looking at compeve posioning of key players, business models, strategies, and SWOT. Furthermore, it examines the emerging models driving future growth. Scope of this research - Access market sizing and forecasng of the global and online mobile adversing industry. - Analyze online and mobile adversing market segments, growth forecasts, drivers and resistors. - Analyze the compeve landscape, including compeve posioning of key players, business models, strategies, and SWOT. - Gain insight into emerging models which will drive the industry in the future: semanc, locaon based, social networking and video adversing.
- Gain insight into the various tools used for measuring the eecveness of online adversing, such as business analycs. Research and analysis highlights The $55bn online adversing industry, largely dominated by Google, is poised for a historic bale. While Google will connue to monopolize the online ad space for some more me, Microso could emerge as a strong contender which may result in a market duopoly in the long-run. The $2bn mobile adversing industry (which is currently just a fracon of the size of the online adversing market) will also witness equally dramac changes. The two signicant events which will transform the industry are: the rise of Google’s Android plaorm to a posion of dominance; and the emergence of Asia as a key market. While the online adversing industry is growing at a CAGR of 11.4% between 2007-12, and will connue to be popular in the developed world, mobile adversing will gain maximum tracon in the emerging markets of Asia, especially India and China. The key driver of this growth will be the high rates of mobile penetraon in the region. Key reasons to purchase this research - What was and will be the value of the global online and mobile adversing industry? What are the opportunies in the various market segments? - What are the various drivers and resisitors to online and mobile adversing market growth? - Who are the major players, who are current leaders and who are the emerging contenders? What are their busines models, strategies and SWOT? - What are the various tools for measuring the performance and eecveness of the adversing industry?
- What are the emerging models and evolving trends that will drive future growth in the industry?
Mobile Proximity and Locaon Based Adversing within Reach Mobile locaon adversing has been discussed and executed for more than a decade since the heady days of the ecommerce boom. Companies engaged in the discourse then included: E*Trade, Gap, Exxon, NTT DoCoMo, Dentsu, Acve Sky, SmartRotuaari, and many more. Japan, Korea, Finland, and Belgium took the lead in commercial deployment, while United States advanced in incremental pilot tesng. The disncon between proximity services and locaon services reside in the applied use. The services encompass a wide variety of retail industries including fashion, travel, banking, food and beverage, and services such as cobblers, dry cleaners, and auto. This report presents locaon and proximity services that are successful and the companies behind the soluons. In the report we target Tier 1 providers: - Mobile Ad Exchanges and Networks - Mobile Plaorm Developers - Mobile Content Providers - Mobile Ad Campaigns and Creators Methodology Companies are presented so that the audience may gain insight into the operaonal and nancial levers of management. Acvies that catapulted each company forward are highlighted in context of their business model. Seasoned thought-leaders from within the execuve teams of each company provide their experse to detail a vivid picture of what it takes to succeed today and what technologies will provide unique value to the industry in 2012.
Audience: - Mobile network service providers and wireless carriers - Locaon determinaon and presence detecon vendors - Mobile markeng and adversing companies, brands, and media companies - Value-added service applicaon developers including locaon-based and locaonenabled - Cellular posioning (A-GPS and U-TDOA), RFID, and Bluetooth product and service suppliers
US Mobile Adversing Revenues, with Forecasts to 2015 Document at a glance: Type – US market forecast and assessment report, to 2015 Printed page length – 29 Number of forecasts – 10 Number of other gures – 10 We forecast that mobile internet users via handsets in the US will rise to 158m in 2015, and smartphone owners will rise to 194m in the same year. In view of this, prospects for revenues from mobile adversing are considerable, and we predict they will increase by a compound annual growth rate of +37% across the forecast period to 2015. This 29 page report examines mobile adversing via handsets in the US to 2015, and is divided into two secons. The rst secon provides analysis and forecasts for ad revenues across SMS, Display and Search. The second secon is given over to an analysis of the following drivers to mobile adversing: · Smartphone subscribers (with forecast to 2015) · 3G subscribers (with forecast to 2015) · Mobile internet users (with forecast to 2015)
· Applicaons (including in app adversing) · Locaon based services and adversing · Mobile coupons and payments · Social networking · Video (including in video adversing)
