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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