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Internet portals: broadband content strategiesProduct Type: Market Research ReportPublished by: Ovum Plc Published: November 2006 Product Code: R464-239 Description How powerful a role will the leading Internet portals have in the future control and distribution of content? The question is one that preoccupies many in the content production and distribution industries. Their view of content development, business strategy and the relationships with content owners will shape the broadband content ecosystem, and with it the future positioning and role of other broadband players, including telcos.This report focuses on four of those players - AOL, Google, MSN and Yahoo! - which have built a global presence beyond their US roots. Table of Contents Key messagesThe telco-portal partnership Changing fortunes of the Internet portal What content means to Internet players Individual Internet portals’ approach to content Advertising: developing the central business model End-user revenues: nice to have but not expected Sourcing revenues from third parties Table of figures Figure 1 Consumer portal roots Figure 2 Advertising as a percentage of revenues Figure 3 The role of content in the Internet portals’ business model Figure 4 Key content initiatives Figure 5 Proportion of global online ad expenditure by ad format Figure 6 Overview of advertising activity Figure 7 The portals’ intermediary role |
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