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Mobile Media and Entertainment in the US: Value Chains and Pricing Models

Product Type: Market Research Report
Published by: Analysys Mason
Published: November 2007
Product Code: R51-251
Description
The mobile media and entertainment (MME) markets in the US are developing at a remarkable rate, but the rush to establish a presence in the market has left many players unsure about which revenue models are viable and which types of relationship will be profitable for them. This report examines the ways in which value chains are developing in the US MME markets. The study is designed to help market participants and observers understand how to charge appropriately for services and content, what types of business model are emerging in the major mobile media service sectors, and how they should position themselves to exploit the emerging opportunities in MME.

Mobile Media and Entertainment in the US: value chains and pricing models answers your key questions:
  • What is the status of the US MME market and who are the key players?
  • What do MME value chains for the various services on offer look like, and how are they likely to develop?
  • How are operators pricing MME services and how are these pricing models expected to evolve?
  • To what extent will MME value chains and revenue models mimic those for the Internet, cable TV and broadcast TV?
  • How can companies position themselves to be significant and profitable players in the US MME market?
Table of Contents
Executive summary


Introduction and scope: two slides outline the scope of the report and the classification system used for MME services


State of the market and key players: nine slides describe the US MME market, including mobile data ARPU trends, key issues for market development and player positioning in the value chain


Value chains by service category: 36 slides provide analysis of the value chains for six categories of MME service - music, TV and video, games, social networking and user-generated content, adult content, and personalisation


Services pricing model analysis: eight slides discuss the pricing models employed for each category of MME service, and the evolution of pricing models in the MME market overall


Mobile advertising in the MME value chain: seven slides examine the mobile advertising value chain, the impact of advertising on MME revenue and the development of the mobile advertising market in the US


Actions: three slides translate the findings of the report into recommended courses of action for all players in the MME industry




Companies discussed in this report



3, AdMob, Alltel, Amobee, Apple, AT&T Wireless, Bango.net, CBS Mobile, Cherrysauce, Electronic Arts, Emotive, Facebook, Fox Mobile, Gameloft, Google, GoTV, Greystripe, Groove Mobile, Handango, Helio, Jamster, MobiTV, Mobile ESPN, MTV, MySpace, Napster, Nokia, Qualcomm, Paramount, Research In Motion, Sony Music, Sprint Nextel, Superscape, T-Mobile, Telus, Thumbplay, Ultramercial, Universal Music, Verizon, Virgin Mobile, Warner Music, Yahoo!, YouTube.



List of Figures and Tables

Figure 1 Voice and data revenue in the US, 2003-2006

Figure 2 Data ARPU as a percentage of total ARPU for selected operators, 2Q 2006 and 2Q 2007

Figure 3 The evolution of operator approaches to MME service provision

Figure 4a-b The on-deck and off-deck mobile music value chains in the US

Figure 5a-b The broadcast and streamed mobile TV and video value chains in the US

Figure 6a-b The on-deck and off-deck mobile game value chains in the US

Figure 7 The mobile social networking and UGC value chain in the US

Figure 8a-b The on-deck and off-deck mobile personalization value chains in the US

Figure 9 The mobile advertising value chain in the US

Figure 10 Free voice minutes awarded by Virgin Mobile USA as part of its Sugar Mama campaign, June 2006-September 2007

Table 1 Classification of the MME market by category and service type

Table 2 Market player positioning in the MME value chain

Table 3 Apple, Google and Nokia’s MME value-chain strategies

Table 4 Mobile music content provision models in the US

Table 5 Mobile TV and VoD content provision models in the US

Table 6 Mobile game service provision models in the US

Table 7 Mobile social networking service provision models in the US

Table 8 Mobile adult content provision models in the US

Table 9 Mobile personalization service provision models in the US

Table 10 Major mobile operators’ flat-rate and per-kB data service pricing in the US

Table 11 Major mobile operators’ music service pricing in the US

Table 12 Major mobile operators’ TV and VoD service pricing in the US

Table 13 Major mobile operators’ game service pricing in the US

Table 14 Major mobile operators’ social networking service and UGC application pricing in the US

Table 15 Importance of advertising to MME revenue by service type

Table 16 Significant acquisitions in the US mobile advertising market, 2006-2007
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