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Home > Market Research > Mobile Content & Apps > Mobile Media and Entertainment in the US: value chains and pricing models
Product overview
"Value chains in the US mobile media and entertainment market are highly diverse and constantly evolving, as players in this market experiment with new business models in an effort to find the best opportunities. Understanding which types of business model are being established in each of the mobile media service sectors is critical to maximizing future revenue."
Alexandra Rehak, US Research Director
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?
Who should read this report
Mobile network operators and MVNOs: senior executives, product managers, business development and marketing executives, and technology leaders, to understand the business and pricing models for different types of MME and the benefits they can bring to network operators and their customers.
Media companies and other content providers: senior executives, mobile division heads, licensing executives, and product and business development managers, to understand the opportunities presented by MME in the US market and to identify the best business, partnership and pricing models for distribution of their content in the mobile format.
Mobile software and applications developers: senior executives and product managers, to understand what kinds of application and platform will be important in the MME value chain and how business and pricing models are evolving.
Handset and network equipment vendors: senior executives, technology strategists, product developers and business development executives, to assess the demand for MME-enabling features and functionality on handsets and determine which network and handset capabilities are needed to support the further development of MME services and revenue streams.
Investors: to understand the likely successes and failures in MME and the strategies that different types of organization should be adopting as the US MME market develops.
Regulators: to identify emerging trends in MME in the US market, and the implications for competition, service provision and service pricing.
About the author
Alexandra Rehak (US Research Director), focuses on areas including international carrier strategy and mobile telecoms. Prior to joining Analysys Research, Alexandra was most recently Director of Advisory Services at TeleGeography, specializing in consulting and research on demand, supply and pricing of international telecommunications services. Previously, Alexandra was Vice President, Strategic Development at Asia.com, a developer of Internet and mobile services and applications in Greater China. Her earlier experience includes managing Motorola’s Business Research and Strategy group in Asia, acting as a Principal Consultant in the telecoms strategy group of PA Consulting Group and serving as the Director of Asia Research and Consulting for Pyramid Research.
Mike Grant (Principal Consultant), has almost 20 years of experience in the telecoms industry in a variety of senior management roles in operational and consulting environments. He has recently rejoined Analysys from Superscape plc, where, as Vice President of Commercial Affairs, he played a major role in the development of 3D mobile gaming. Prior to joining Superscape, Mike established and developed the mobile practice of Analysys into one of the foremost advisors in the mobile industry, playing a pivotal role in advising the EU on setting spectrum allocations in Europe and supporting more than half of the 3G licensing processes in Europe and Asia in 2000–2001. Previously, he held senior management positions at British Aerospace Communications, the first private organization to operate public telecoms services in the UK, and was a founder member of the consortium behind the Orange mobile phone business.
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Table of Contents
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
For full details, please email keithw@cmsinfo.com
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