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U.S. Off-deck Premium Mobile Content MarketsProduct Type: Market Research ReportPublished by: Frost & Sullivan Published: April 2007 Product Code: R1-5754 Description The Frost & Sullivan research service titled U.S. Off-deck Premium Mobile Content Markets provides an overview of the major trends in the U.S. Off-deck markets. The study also provides insights into expected developments in the market in 2007; and provides an idea of the market potential.Market Overview Traditional Media Pieces along with Mobile Marketing and Advertising Driving Growth The U.S. off-deck premium mobile content markets have shown tremendous growth in the recent years, now contributing a significant amount to the total premium mobile content revenue pie in the United States. While traditional media pieces such as ringtones, graphics, and games continue to be popular in the off-deck world, mobile marketing and advertising are also gaining ascendance, lending to the market’s growth. Mobile operators have also realized the need to encourage introduction of quality content in off-deck, and have established a comprehensive set of guidelines to ensure a smooth end-user experience. Nevertheless, the off-deck industry does have its share of challenges, and improper billing and reconciliations are prime among these. "There is a mismatch between what content providers expect as their revenues from sale of their wares in a given period and what they actually get from the mobile operators," notes the analyst of this research service. "Content providers have to track revenues from multiple mobile operators with different payout periods, adding further to the complexity of the business." Limitations of Premium SMS (PSMS) Driving adoption of Next-generation Billing Mechanisms Presently, PSMS is the preferred and stipulated mobile content delivery and billing mechanism for off-deck mobile content in the United States. Although PSMS has served the premium mobile content industry well, increasing expectations related to enhanced transparency into business processes and successful billing has led to the development next-generation billing solutions such as wireless application protocol (WAP) and multimedia message service (MMS) billing. Frost & Sullivan believes that specialized billing solutions that interface directly with the mobile operators’ billing systems provide greater benefits to the industry participants. These solutions offer richer application programming interface (APIs) to the content providers and interface with the mobile operators’ billing systems on the other end to provide additional features such as credit checks, multiple price points, refunds, and others. This then opens up new opportunities for trusted third parties that play a critical role in facilitating off-deck mobile content. With regard to revenues shares, Frost & Sullivan believes that the U.S. mobile operators retain around 35 percent of the transaction value as revenue shares for off-deck premium mobile content. This is equal to the on-deck premium mobile content revenue shares, even though off-deck mobile content providers handle many tasks related to content sales and marketing and expect higher revenue shares. "Going forward, mobile operators could be expected to reduce their revenue shares for off-deck premium mobile content in the United States," says the analyst. "As the off-deck content industry evolves further in the United States, and innovative solutions are introduced to smoothen and facilitate the off-deck mobile content processes, there is a possibility that mobile operators could pass on the benefits along the premium content value chain." Table of Contents
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