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Market Study
Published: June 2008
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Research from: Portio Research
Sector: Mobile Content & Apps

Essential new research report looks in-depth at mobile content markets worldwide. Understand penetration of data services, revenues generated, forecast growth and much more. This report looks in detail at SMS, MMS, mobile email, IM, music downloads, mobile video, TV, LBS, mobile payments and more.

Key features of this detailed new market report:

• Learn where non-voice mobile services are growing
• Examine revenue flows by service in each major geographical region
• Full profiles of regional mobile content markets
• Complete analysis of messaging services worldwide
• Learn about future profit opportunities by studying revenue forecasts
• Understand adoption of mobile entertainment services
• Analyse future growth trends across the regions
• Includes MMS, mobile IM, email, mobile gaming, LBS, music downloads, mobile TV and more

In 2007, operators worldwide generated more than USD 800 billion in mobile revenues. This is expected to reach USD 1,094.9 billion by year-end 2012, growing at a compounded annual growth rate (CAGR) of approximately 6.4 percent. The USD 1-trillion mark is expected to be reached by year-end 2011. Although a rapidly growing subscriber base has led to growth in revenue for the mobile industry, operator margins have shrunk over the years. Operators worldwide, faced with declining average revenue per user (ARPU) due to falling voice tariffs, are now looking at ways to counter smaller margins by building alternative revenue streams through mobile data services. Voice services still make up the lion’s share of mobile services revenues; in 2007, voice services accounted for approximately 81 percent of operators’ total mobile service revenues worldwide. However, with an ever increasing focus on non-voice mobile services, this figure is forecast to decline to a little over 74 percent by year-end 2012.

In 2007, revenue from mobile data services accounted for approximately 20 percent of total service revenue in Western and Northern Europe; 15 percent in Central and Eastern Europe; 24.5 percent in Asia Pacific; 18 percent in North America; 10.5 percent in Latin America; 7 percent in Africa; and 11 percent in the Middle East. The contribution of non-voice mobile services to total mobile services revenues is expected to increase significantly over the coming years, across all regions.

Rather unsurprisingly, SMS contributes the largest share to total non-voice revenues and in 2007, SMS accounted for approximately 49 percent of worldwide mobile data services revenues. However, as other data services such as mobile music, mobile games, mobile e-mail, mobile instant messaging (IM) and mobile video gain popularity, the percentage contribution of SMS is expected to decline in the future, even though SMS traffic volumes will continue to grow worldwide. In 2012, SMS is expected to contribute approximately 37 percent to overall data services revenues. Worldwide mobile data revenue is expected to increase at a CAGR of 16.2 percent, reaching USD 251.9 billion by end-2012 from USD 102.4 billion at end-2006. Although revenue from all data services is expected to increase, the fastest rate of growth is forecast to come from mobile video services (CAGR of 68.2 percent), followed by mobile IM (CAGR of 58.3 percent).

Starting with SMS, then MMS, then other messaging services and on to mobile entertainment services, music, video, LBS and more, this report takes a long and detailed look at each mobile data service and each regional market, highlighting key country markets and traffic or download volumes in those markets.

This report describes the status of mobile data services in each major geographical region. The key features of this report include the following:

• An introduction and overview of the worldwide mobile market: Analysis of the worldwide subscriber base (2004–2012); regional break-out of mobile subscribers worldwide (2004–2012); worldwide mobile service revenues (2004–2012), including regional break-out; split of mobile service revenues into voice and data revenues.
  
• An introduction to the worldwide mobile data services market: Analysis of worldwide mobile data services revenues (2004–2012); classification of mobile data services under three categories, namely, messaging services, entertainment services and other services; break-out of worldwide mobile data services revenues into these three categories.
• An overview of mobile messaging services: This section classifies messaging services into four categories, namely, SMS, MMS, mobile e-mail and mobile IM. It also provides the contribution of each messaging service to worldwide revenues from messaging services. Each service is then discussed in detail. A worldwide overview of each messaging service is provided along with a comparative regional break-out of revenue from the service in 2006 and the expected revenue in 2012. Furthermore, regional analyses for each service are provided by covering the major mobile markets in each region.
• An overview of entertainment services: Services covered under this are mobile music, mobile gaming and mobile video. The contribution of each entertainment service to worldwide entertainment revenues is provided. Each service is then discussed in detail. A worldwide overview of each service is provided along with a comparative regional break-out of revenue from the service in 2006 and the expected revenue in 2012. The section also contains regional analyses for each service, covering the major mobile markets in each region.
  
• An overview of other data services: Mobile payments, mobile LBS and other entertainment services are covered under this section. A worldwide overview of each service is provided along with a comparative regional break-out of revenue from these services in 2006 and the expected

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Table of Contents

Introduction
Worldwide Mobile Market
Mobile Data Services
Mobile Messaging Services
SMS
>  North America 
>  Asia Pacific
>  Europe
>  Latin America
>  Africa and the Middle East
MMS
>  North America
>  Asia Pacific
>  Europe
>  Latin America
>  Africa and the Middle East
Mobile E-mail
>  North America
>  Asia Pacific
>  Europe
>  Rest of the World - Incorporating Latin America, Africa and the Middle East
Mobile Instant Messaging
>  North America
>  Asia Pacific
>  Europe
>  Rest of the World - Incorporating Latin America, Africa and the Middle East
Mobile Entertainment Services
>  Mobile Music
>  North America
>  Asia Pacific
>  Europe
>  Rest of the World - Incorporating Latin America, Africa and the Middle East
Mobile Games 
>  North America
>  Asia Pacific
>  Europe
>  Rest of the World - Incorporating Latin America, Africa and the Middle East
Mobile Video Services 
>  North America
>  Asia Pacific
>  Europe
>  Rest of the World - Incorporating Latin America, Africa and the Middle East
>  Other Data Services
Mobile Payments
>  North America
>  Asia Pacific
>  Europe
>  Latin America
Mobile Location-Based Services
>  North America
>  Asia Pacific
>  Europe
>  Rest of the World, incorporating Latin America, Africa and the Middle East
Mobile Internet
Mobile Gambling
Mobile Wallpapers
Conclusion
Appendices

List of Figures
Figure 1: Worldwide Mobile Subscribers (In Million, 2004 - 2012E)
Figure 2: Net Subscriber Additions Break-out by Region (In Million, 2007E - 2012E)
Figure 3: Worldwide Mobile Revenues (In USD Billion, 2004 - 2012E)
Figure 4: Worldwide Service Revenues and Equipment Sales (In USD Billion, 2004 - 2012E)
Figure 5: Worldwide Mobile Service Revenues Break-out by Region (2004 and 2012E)
Figure 6: Worldwide Mobile Service Revenues - Voice-Data Split (2004 and 2012E)
Figure 7: Worldwide Mobile Voice Revenue as a Percentage of Service Revenues (2004 - 2012E)
Figure 8: Worldwide Mobile Voice Revenues (In USD Billion, 2004 - 2012E)
Figure 9: Worldwide Mobile Data Revenues (In USD Billion, 2004 - 2012E)
Figure 10: Worldwide Mobile Data Revenue as percentage of Total Service Revenues (2004 - 2012E) 19
Figure 11: Worldwide Data Services Revenues Break-out by Region (2006 and 2012E)
Figure 12: Worldwide Data Revenues Break-out by Service (2006 and 2012E)
Figure 13: Worldwide Mobile Messaging Services Revenue (In USD Billion, 2006 - 2012E)
Figure 14: Mobile Messaging Services Contribution to Total Data Revenue - Worldwide (2006 and 2012E)
Figure 15: Worldwide Mobile Messaging Revenues Break-out by Service (2006 and 2012E)
Figure 16: Worldwide Mobile Messaging Services Revenue Break-out by Region (2006 and 2012E)
Figure 17: SMS Traffic Volumes - Worldwide (In Billion, 2006 - 2012E)
Figure 18: SMS Revenues - Worldwide (In USD Billion, 2006 - 2012E)
Figure 19: SMS Contribution to Total Data Revenue - Worldwide (2006 and 2012E)
Figure 20: Worldwide SMS Revenues Break-out by Region (2006 and 2012E)
Figure 21: SMS Revenues - North America (In USD Billion, 2006 - 2012E)
Figure 22: SMS Contribution to Total Data Revenue - North America (2006 and 2012E)
Figure 23: SMS Traffic - The US (In Billion, 2005 - 2007)
Figure 24: SMS Traffic - Canada (In Billion, 2005 - 2007)
Figure 25: SMS Traffic Volumes - Key Asia Pacific Markets (In Billion, 2004 - 2007E)
Figure 26: SMS Revenues - Asia Pacific (In USD Billion, 2006 - 2012E)
Figure 27: SMS Contribution to Total Data Revenue - Asia Pacific (2006 and 2012E)
Figure 28: SMS Usage Per Month - Australia (In Million, 2006 - 2007E)
Figure 29: Usage Pattern Of SMS by Age - Australia (2007E)
Figure 30: SMS Revenues - Europe (In USD Billion, 2006 - 2012E)
Figure 31: SMS Contribution to Total Data Revenue - Europe (2006 and 2012E)
Figure 32: SMS Traffic Volumes - Key Western European Markets (In Billion, 2006 and 2007E)
Figure 33: Daily SMS Traffic - The UK (In Million, January - December,2007)
Figure 34: Number of Subscribers per Month who Used SMS - Italy (In Million, 2007E)
Figure 35: Number of Subscribers per Month who Used SMS - Germany and Spain (In Million, 2007E)
Figure 36: SMS Traffic Volumes - Key Eastern European Markets (In Billion, 2006 and 2007E)
Figure 37: SMS Revenues - Latin America (In USD Billion, 2006 - 2012E)
Figure 38: SMS Traffic Volumes - Key Latin American Markets (In Billion, 2006 - 2007E)
Figure 39: SMS Revenues - Africa and the Middle East (In USD Billion, 2006 - 2012E)
Figure 40: SMS Traffic Volumes - Key African and Middle Eastern Markets (In Billion, 2006 - 2007E)
Figure 41: Worldwide MMS Traffic Volumes (In Billion, 2006 - 2012E)
Figure 42: Worldwide MMS Revenues (In USD Billion, 2006 - 2012E)
Figure 43: MMS Contribution to Total Data Revenue - Worldwide (2006 and 2012E)
Figure 44: Worldwide MMS Revenues Break-out by Region (2006 and 2012E)
Figure 45: Number of Subscribers per Month who Sent MMS - The US (In Million, 2007E)
Figure 46: MMS Revenues - North America (In USD Billion, 2006 - 2012E)
Figure 47: MMS Contribution to Total Data Revenue - North America (2006 and 2012E)
Figure 48: MMS Revenues - Asia Pacific (In USD Billion, 2006 - 2012E)
Figure 49: MMS Contribution to Total Data Revenue - Asia Pacific (2006 and 2012E)
Figure 50: MMS Traffic - China (In Billion, 2004 - 2007E)
Figure 51: Usage of MMS - South Korea (In Percentage, 2007)
Figure 52: MMS Revenues - Europe (In USD Billion, 2006 - 2012E)
Figure 53: MMS Contribution to Total Data Revenue - Europe (2006 and 2012E)
Figure 54: Monthly MMS Traffic - The UK (In Million, January - December, 2007)
Figure 55: Quarterly MMS Traffic - France (In Million, Q1 2006 - Q3 2007)
Figure 56: Number of Subscribers per Month who used MMS - Germany (In Million, 2007E)
Figure 57: Number of Subscribers per Month who used MMS - Spain (In Million, 2007E)
Figure 58: Number of Subscribers per Month who used MMS - Italy (In Million, 2007E)
Figure 59: MMS Traffic Volumes - Key Eastern European Markets (In Million, 2006 and 2007E)
Figure 60: MMS Revenues - Latin America (In USD Billion, 2006 - 2012E)
Figure 61: MMS Traffic Volumes - Key Latin American Markets (In Million, 2006-2007E)
Figure 62: MMS Traffic - South Africa (In Million, 2006E-2007E)
Figure 63: MMS Revenues - Africa and Middle East (In USD Billion, 2006 - 2012E)
Figure 64: Worldwide Mobile E-mail Subscribers (In Million, 2006 - 2012E)
Figure 65: Worldwide Mobile E-mail Revenues (In USD Billion, 2006 - 2012E)
Figure 66: Number of Subscribers per Month who Used Mobile E-mail - The US (In Million, 2007E)
Figure 67: Mobile E-mail Subscribers - North America (In Million, 2006 - 2012E)
Figure 68: Mobile E-mail Revenues - North America (In USD Billion, 2006 - 2012E)
Figure 69: Mobile E-mail Subscribers - Asia Pacific (In Million, 2006 - 2012E)
Figure 70: Mobile E-mail Revenues - Asia Pacific (In USD Billion, 2006 - 2012E)
Figure 71: Mobile E-mail Subscribers - Japan (In Million, 2006 - 2008E)
Figure 72: Mobile E-mail Subscribers - Australia (In Thousand, 2006-2007E)
Figure 73: Mobile E-mail Subscriber Base Break-out by Age - Australia (2007E)
Figure 74: Usage of Mobile E-mail Service - South Korea (In Percentage, 2007)
Figure 75: Mobile E-mail Subscribers - Europe (In Million, 2006 - 2012E)
Figure 76: Mobile E-mail Revenues - Europe (In USD Billion, 2006 - 2012E)
Figure 77: Mobile E-mail Subscribers - ROW: Latin America, Africa & Middle East (In Million, 2006 - 2012E)
Figure 78: Mobile E-mail Revenues - ROW: Latin America, Africa & Middle East (In USD Million, 2006 - 2012E)
Figure 79: Mobile IM Subscribers - Worldwide (In Million, 2006 - 2012E)
Figure 80: Mobile IM Revenues - Worldwide (In USD Billion, 2006 - 2012E)
Figure 81: Number of Subscribers per Month who Used Mobile IM - The US (In Million, 2007E)
Figure 82: Mobile IM Subscribers - North America (In Million, 2006 - 2012E)
Figure 83: Mobile IM Revenues - North America (In USD Billion, 2006 - 2012E)
Figure 84: Mobile IM Subscribers - Asia Pacific (In Million, 2006 - 2012E)
Figure 85: Mobile IM Revenues - Asia Pacific (In USD Billion, 2006 - 2012E)
Figure 86: Subscriber Base of Mobile IM Service Providers - China (2007E)
Figure 87: Usage of Mobile IM and other services - South Korea (In Percentage, 2007)
Figure 88: Mobile IM Subscribers - Europe (In Million, 2006 - 2012E)
Figure 89: Mobile IM Revenues - Europe (In USD Billion, 2006 - 2012E)
Figure 90: Mobile IM Subscribers - ROW: Latin America, Africa & Middle East (In Million, 2006 - 2012E)
Figure 91: Mobile IM Revenues - ROW: Latin America, Africa & Middle East (In USD Million, 2006 - 2012E)
Figure 92: Mobile Entertainment Services Revenue - Worldwide (In USD Billion, 2006 - 2012E)
Figure 93: Mobile Entertainment Services Contribution to Total Data Revenue - Worldwide (2006 and 2012E)
Figure 94: Worldwide Mobile Entertainment Revenues Split by Services (2006 and 2012E)
Figure 95: Mobile Entertainment Services Revenue Break-out by Region (2006 and 2012E)
Figure 96: Music-Enabled Handset Shipments - Worldwide (In Million, 2006 - 2009E)
Figure 97: Mobile Music Revenues - Worldwide (In USD Billion, 2006 - 2012E)
Figure 98: Mobile Music Revenue Composition - Worldwide (2006 and 2012E)
Figure 99: Worldwide Mobile Music Revenues Break-out by Region (2006 and 2012E)
Figure 100: Mobile Music Revenues - North America (In USD Billion, 2006 - 2012E)
Figure 101: Mobile Music Contribution to Total Data Revenue - North America (2006 and 2012E)
Figure 102: Mobile Music Revenues - The US (In USD Million, 2004 - 2009E)
Figure 103: Changing Pattern of Ringtone Usage - The US (2004 - 2007E)
Figure 104: Number of Subscribers per Month who Downloaded Mobile Ringtones - The US (In Million, 2007E)
Figure 105: Mobile Music Revenues - Asia Pacific (In USD Billion, 2006 - 2012E)
Figure 106: Mobile Music Contribution to Total Data Revenue - Asia Pacific (2006 and 2012E)
Figure 107: Polyphonic Tones, True Tones and Full-Track Downloads Revenue - Japan (In USD Million, 2003 - 2007E)
Figure 108: Usage of Mobile Music Service - South Korea (In Percentage, 2007)
Figure 109: Ringback Tone Download Volumes - China (In Million, 2006 - 2007)
Figure 110: Mobile Music Revenues - China (In USD Million, 2004 - 2007E)
Figure 111: 3G Penetration in Major European Markets (August 2006 - January 2007, in Percentage)
Figure 112: Mobile Music Revenues - Europe (In USD Billion, 2006 - 2012E)
Figure 113: Mobile Music Contribution to Total Data Revenue - Europe (2006 and 2012E)
Figure 114: Percentage of Mobile Subscribers who Downloaded Music (1st November 2006 - 31st January 2007)
Figure 115: Number of Subscribers per Month who Downloaded Ringtones - The UK (In Million, 2007E)
Figure 116: Number of Subscribers per Month who Downloaded Ringtones - Spain (In Million, 2007E)
Figure 117: Share of Mobile Music in Total Digital Music Revenue Pie - France and Germany (In Million, Percent, 2007E)
Figure 118: Number of Subscribers per Month who Downloaded Ringtones - Italy, France & Germany (In Million, 2007E)
Figure 119: Mobile Music Revenues - ROW: Latin America, Africa & Middle East (In USD Billion, 2006 - 2012E)
Figure 120: Mobile Music Contribution to Total Data Revenue - ROW: Latin America, Africa & Middle East (2006 and 2012E)
Figure 121: Mobile Gaming Revenues - Worldwide (In USD Billion, 2006 - 2012E)
Figure 122: Mobile Games Contribution to Total Data Revenue - Worldwide (2006 and 2012E)
Figure 123: Worldwide Mobile Gaming Revenue Break-out by Region (2006 and 2012E)
Figure 124: Mobile Gaming Revenues - North America (In USD Billion, 2006 - 2012E)
Figure 125: Number of Subscribers per Month who Downloaded Mobile Games - The US (In Million, 2007E)
Figure 126: Mobile Games Contribution to Total Data Revenue - North America (2006 and 2012E)
Figure 127: Mobile Gaming Revenues - Asia Pacific (In USD Billion, 2006 - 2012E)
Figure 128: Mobile Games Contribution to Total Data Revenue - Asia Pacific (2006 and 2012E)
Figure 129: Platform Choice for Games - Japan (In Percent)
Figure 130: Mobile Gaming Revenues - South Korea (In USD Million, 2004 - 2008E)
Figure 131: Usage of Mobile Gaming Services - South Korea (In Percent, 2007)
Figure 132: Mobile Game Subscribers - Australia (In Million, 2006 - 2007E)
Figure 133: Australia Mobile Gaming Subscribers Break-out by Age (2007E)
Figure 134: Mobile Gaming Revenues - Europe (In USD Billion, 2006 - 2012E)
Figure 135: Mobile Games Contribution to Total Data Revenue - Europe (2006 and 2012E)
Figure 136: Number of Subscribers per Month who Downloaded Mobile Games - The UK (In Million, 2007E)
Figure 137: Number of Subscribers per Month who Downloaded Mobile Games - Spain (In Million, 2007E)
Figure 138: Number of Subscribers per Month who Downloaded Mobile Games - France (In Million, 2007E)
Figure 139: Number of Subscribers per Month who Downloaded Mobile Games - Italy & Germany Million, 2007E)
Figure 140: Mobile Gaming Revenues - ROW: Latin America, Africa & Middle East (In USD Billion, 2006 - 2012E)
Figure 141: Mobile Games Contribution to Total Data Revenue - ROW: Latin America, Africa & Middle East (2006 and 2012E)
Figure 142: Mobile Video Services Revenue - Worldwide (In USD Billion, 2006 - 2012E)
Figure 143: Mobile Video Services Contribution to Total Data Revenue - Worldwide (2006 and 2012E)
Figure 144: Worldwide Mobile Video Services Revenue Break-out by Region (2006 and 2012E)
Figure 145: Mobile Video Services Revenue - North America (In USD Billion, 2006 - 2012E)
Figure 146: Mobile Video Services Revenue - Asia Pacific (In USD Billion, 2006 - 2012E)
Figure 147: Mobile Video Services Contribution to Total Data Revenue - Asia Pacific (2006 and 2012E)
Figure 148: Mobile TV Revenues - Key Asia Pacific Markets (In USD Billion, 2006 - 2010E)
Figure 149: Mobile Video Services Revenue - Europe (In USD Billion, 2006 - 2012E)
Figure 150: Mobile Video Services Contribution to Total Data Revenue - Europe (2006 and 2012E)
Figure 151: Mobile Video Services Revenues - Latin America, Africa & Middle East (In USD Billion, 2006 - 2012E)
Figure 152: Other Data Services Revenue - Worldwide (In USD Billion, 2006 - 2012E)
Figure 153: Other Mobile Data Services Contribution to Total Data Revenue - Worldwide (2006 and 2012E)
Figure 154: Internet Access through Mobile Handsets as a Percentage of the Total Online Population (September 2006)
Figure 155: Mobile Internet Users - The UK (In Million, January - December,2007)
Figure 156: Mobile Internet Subscribers Split by Age - China (2006)
Figure 157: Asia Pacific - Mobile Gamblers as a Percentage of Worldwide Mobile Gamblers (2005 and 2010)
Figure 158: Mobile Gambling Contribution to Total Data Revenue - Worldwide (2006 and 2012E)
Figure 159: Comparative Growth Rate of Major Data Services - CAGR 2006 - 2012E (In Percent)
Figure 160: Mobile Data Revenue - North America (In USD Billion, 2006 - 2012E)
Figure 161: Data Revenues Break-out by Service - North America (2006 and 2012E)
Figure 162: Mobile Data Revenue - Asia Pacific (In USD Billion, 2006 - 2012E)
Figure 163: Data Revenues Break-out by Service - Asia Pacific (2006 and 2012E)
Figure 164: Mobile Data Revenue - Europe (In USD Billion, 2006 - 2012E)
Figure 165: Data Revenues Break-out by Service - Europe (2006 and 2012E)
Figure 166: Mobile Data Revenue - Rest of the World (In USD Billion, 2006 - 2012E)
Figure 167: Data Revenues Break-out by Service - Rest of the World (2006 and 2012E)

List of Tables
Table 1: Mobile Subscriber Base by Region (In Million, 2004 - 2012E)
Table 2: Worldwide Mobile Revenues by Region (In USD Billion, 2004 - 2012E)
Table 3: Worldwide Mobile Service Revenues by Region (In USD Billion, 2004 - 2012E)
Table 4: Total Data Services Revenues Regional Split (In USD Billion, 2006 - 2012)
Table 5: Mobile Messaging Services Revenue Break-out by Region (In USD Billion, 2006 - 2012E)
Table 6: Total Regional SMS Revenues (In USD Billion, 2006 - 2012E)
Table 7: Worldwide MMS Revenue Break-out by Region (In USD Billion, 2006 - 2012E)
Table 8: Usage Per Month of Mobile E-mail Services in Key European Markets (In Million, Q1 - Q4, 2007)
Table 9: Usage Patterns of Mobile IM Services in Key European Markets (In Million, 2007E)
Table 10: Mobile Entertainment Services Revenue Break-out by Region (In USD Billion, 2006 - 2012E)
Table 11: Worldwide Mobile Music Revenue Break-out by Services (In USD Million, 2006 - 2012E)
Table 12: Worldwide Mobile Music Revenue Break-out by Region (In USD Billion, 2006 - 2012E)
Table 13: Worldwide Mobile Gaming Revenue Break-out by Region (In USD Billion, 2006 - 2012E)
Table 14: Worldwide Mobile TV Standards
Table 15: Different Types of Mobile Payments
Table 16: Data Services Revenue Break-Out - North America (In USD Billion, 2006 - 2012E)
Table 17: Data Services Revenue Break-Out - Asia Pacific (In USD Billion, 2006 - 2012E)
Table 18: Data Services Revenue Break-Out - Europe (In USD Billion, 2006 - 2012E)
Table 19: Data Services Revenue Break-Out - Rest of the World (In USD Billion, 2006 - 2012E)

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