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Personalisation: The Commercial Potential of Customised Handsets & Personalised Location BaseProduct Type: Market Research ReportPublished by: Visiongain Published: August 2004 Product Code: R155-125 Description 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:
This report answers the following questions:
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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