Product Type: Market Research Report
Published by: Visiongain
Published: August 2002
Product Code: R155-031Description Personalisation of Mobile Phones
- How can you profit by phone personalisation?
- What can the various forms of mobile phone personalistion features
offer the consumer and will they prove lucrative in the long-term?
These are vital questions for operators, handset manufacturers, content
providers and third party vendors.
The content consumption paradigm of mobile phones is shifting away from
pure voice applications to personalised non-voice applications.
Personalised ringtones and logos have experienced widespread popularity:
web-sites such as Yourmobile.com have sold in excess of 75 million
ringtones and 10 million logos in over 85 countries. Phone covers have
become a mark of Nokia's successful brand.
One survey revealed that 21 per cent of industry experts believe that
personalisation will be responsible for reducing customer churn.
While voice ARPU has been steadily decreasing at a pace of around $5 a
year, contribution from mobile data applications is being felt by an
increasing number of operators around the world. With the recent and
forthcoming launches of content such as personalised location and
transaction-based applications, one should see ARPU levels pass the $50
mark by the end of 2003 in many countries that have deployed these
facilities.
This report looks at the impact and potential of a range of mobile phone
personalisation facilities including:
- Ringtones
- Logos
- Celebrity Voice-mail Messages
- Handsets
- Handset facias
- Personalised Location Based Services (e.g. targeted navigational and advertising services)
visiongain shows that mobile phone personalisation applications are
evolving quickly and can make significant contributions to revenue for
both mobile phone operators and content providers. If you want to know
exactly how the various forms of mobile phone personalisation can be
exploited and what pitfalls need to be avoided - then you need to read
this report immediately.
- Which target segments are responsive to personalisation?
- What various forms of electronic personalisation are available?
- Which vendors have responded to the need of electronic
personalisation?
- What are the new developments in electronic personalisation?
- How is the market for electronic personalisation developing?
- How is the market for handset personalisation developing?
- What role does branding have in handset personalisation?
- What personalisation features can location-based services offer?
- What are the problematic issues surrounding location based services?
- What are the new developments in personalisation?
This report is ideal for:
- Handset manufacturers
- Operators
- Application Developers
- Software Developers
- Vendors
- Mobile entertainment developers
- Portals
- Network Manufacturers
- Marketing Companies
Please Note: Reports are sold based on the user licenses indicated. The Publisher delivers the report in Flash format via the publisher website, allowing viewing and printing capabilities only. Within one to two business days after placing the order, the Publisher will email the client with information on accessing their purchase. Prior to initiating fulfillment of an order, the client will be required to sign a document detailing the purchase terms for a publication from this publisher.Table of Contents Chapter 1 Introduction
1.1 The Impact of Personalisation on Mobile Phones
1.2 The Focus of This Report
Chapter 2 Electronic Personalisation Applications: Ringtones and Icons
2.1 Introduction to Electronic Personalisation Applications
2.1.2 Personalisation via Ringtones
2.1.3 Personalisation via Mobile Phone Logos
2.2 Handset Capabilities for Ringtones and Logos
2.2.1 Variation in Ringtone Capabilities
Table 1 Consumer Survey Result on Handset Ringtone Capabilities
2.3 Suppliers of Ringtones and Icons
2.3.1 Ringtones and Icons Supplied by Independent Web-sites
2.3.1.1 Yourmobile
Graph 1 Personalisation Downloads from Yourmobile.com
2.3.1.2 Ringtones-direct
Table 2 Nokia Mobile Handsets Compatible with Ringtone and Logo Services
from Ringtones-direct.com
Table 3 Sagem Mobile Handsets Compatible with Ringtone Services from
Ringtones-direct.com
2.3.1.3 Jippii
Table 4 Handsets Compatible with Ringtone Services from Jippii
2.4 Free-of-Charge Ringtones and Icons
2.5 Ringtones Supplied By Handset Manufacturers
2.6 Ringtones Supplied by Operators
Table 5 Motorola Handsets Compatible with Ringtone Services from Virgin
Mobile
Table 6 Nokia Handsets Compatible with Ringtone/Logo Services from
Virgin Mobile
Table 7 Ericsson Handsets Compatible with Ringtone Services from Virgin
Mobile
Table 8 Sagem Handsets Compatible with Ringtone Services from Virgin
Mobile
Table 9 Siemens Handsets Compatible with Ringtone Services from Virgin
Mobile
Graph 2 Comparison of Ringtone/Logo Prices.
2.7 Innovation in Ringtone and Logo Facilities
2.7.1 Polyphonic/Midi Ringtones
2.7.2 Voice Ringer
2.7.3 Self-sung Ringtones
2.7.4 Music Marketing with Ringtones
2.7.5 Ringtone Advertisements
2.7.6 User-designed Mobile Phone Logos
2.7.7 Picture Message Facilities
2.8 The Ringtone and Logo Market
2.8.1 How is the Revenue Shared from Ringtone and Logo Sales?
Graph 3 Revenue Shares from Paid-for Ringtones
Graph 4 Operators' Share of Ringtone Revenue for 2002 & 2006
Graph 5 Governments' Share of Ringtone Revenue for 2002 & 2006
Graph 6 Media Companies' Share of Ringtone Revenue for 2002 & 2006
Graph 7 Content Brokers' Share of Ringtone Revenue for 2002 & 2006
Graph 8 Artists' (Royalty Payments) Share of Ringtone Revenue for 2006 &
2007
Graph 9 Billing Services' Share of Ringtone Revenue for 2002 & 2006
Graph 10 Operators' Share of Icon Revenue for 2002 & 2006
Graph 11 Governments' Share of Icon Revenue for 2002 & 2006
Graph 12 Media Companies' Share of Icon Revenue for 2002 & 2006
Graph 13 Content Brokers' Share of Icon Revenue for 2002 & 2006
Graph 14 Copyright Owners' Share of Icon Revenue for 2002 & 2006
Graph 15 Billing Services' Share of Icon Revenue for 2002 & 2006
2.8.2 Current Profitability of Ringtones and Logos
Graph 16 Western European Ringtone and Logo Revenues 2001 and 2006
2.8.3 Which Markets are Most Interested in Buying Ringtones and Icons?
Graph 17 Western European Ringtone/Icon Usage
Graph 18 Ewireless Survey: Who are the Biggest Consumers of Ringtones
and Logos?
Graph 19 Average Number of Ringtones/Logos Downloaded per Year by Age
Group
Graph 20 Ringtone and Logo Percentage Usage of SMS Transactions
Graph 21 Frequency of Ringtone Purchase Behaviour
2.8.4 Personalisation for Corporate Users: Celebrity Voicemail
2.9 Future Profitability Prospects of Ringtones and Logos
Graph 22 Predicted Future Revenue Shares from Ringtones
2.9.1 Ringtone and Icon Related Services Should Help Revenues Rise in
the Short-term
Graph 23 Mobile Service ARPU in Western Europe by Service Category,
2000-2007
Graph 24 Mobile Service Revenue in Western Europe by Service Category,
2001-2007
2.10 Legal Issues in Ringtone and Logo Sales
Chapter 3 Mobile Phone Handsets and Facias
3.1 The Need for Handset Replacements
Graph 25 User's Expectations of Handset Replacement
Graph 26 Reasons for Handset Replacement
3.2 Stimulating Replacement Handset Sales via Personalisation
3.3 Handset Customisation for the Luxury Market
3.4 Marketing Handset Personalisation
3.5 Handset Facias
Graph 27 Frequency of Facia Purchase Behaviour
3.6 User-designed Facias
Chapter 4 Personalised Location Based Services
4.1 Background to Location Based Services
4.2 User Markets for Location Based Services
4.3 BT Wholesale Targets Consumer Market for Personalisation and
Location Based Services
4.3.1 How BT Wholesale's Personalisation Service Works
4.4 Predictions for Location Based Services Revenue
Graph 28 Mobile Connections to Location Based Services 2001-2006
4.5 Hefty Infrastructure Costs of Location Based Services
4.6 Issue of Privacy from Location Based Service Providers
4.6.1 Privacy May Not be a Barrier to the Success of Mobile Advertising
Graph 29 User's Willingness to Provide Personal Information
4.7 Future Prospects of Location Based Services
4.8 Investment into Development of Location-Based Personalisation
Software
Graph 30 Global Investment in Personalisation Technologies
Graph 31 Investment in Personalisation Technologies by European
Countries
4.9 Miniature Mobile Screens Pose Problem for Personalised Location
Based Services
4.10 Types of Personalisation Criteria for Location Based Services
Chapter 5 Revenue Sharing
5.1 Sources of Revenue for Mobile Content Applications
Graph 30 Revenue Share for Mobile Content Applications
5.2 Revenue-Sharing Lessons from Japan
5.3 Can DoCoMo's Revenue-Sharing Model be Replicated in Europe?
Chapter 6 Recent Developments in Personalisation
6.1 Customisable WAP Portals from Nokia
6.2 Wearable Handsets from Sprint
6.3 Personalised Dating Application from Leiki and Small Planet
6.4 Smart Skins from Wildseed
Chapter 7 visiongain Conclusions
7.1 Which Target Segments are Responsive to Personalisation?
7.2 What Various Forms of Electronic Personalisation are Available?
7.3 Which Vendors have Responded to the Need of Electronic
Personalisation?
7.4 What are the New Developments in Electronic Personalisation?
7.5 How is the Market for Electronic Personalisation Developing?
7.6 How is the Market for Handset Personalisation Developing?
7.7 What Role Does Branding have in Handset Personalisation?
7.8.What Personalisation Features can Location-Based Services Offer?
7.9 What are the Problematic Issues Surrounding Location Based Services?
7.10 What are the New Developments in Personalisation?
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