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The Saviour of 3G: 2nd edition - Analysis of the Leading Mobile Application and Content Providers
Mobile Metrix AB, Aug 2002, Pages: 222
While the mobile industry may seem to be in a crisis and in particular the infrastructure providers, there are exciting developments and growth opportunities in the mobile industry that are often overlooked. These developments are happening with the growing army of companies that are bridging the divide between the media and entertainment, retail and telecom industries. This is the domain of the mobile internet industry and this report provides an in-depth analysis and update of the companies that make up this industry. The report focuses on the leading companies that make up this industry and these companies have been individually rated to ensure that we identify the current global leading providers. This is the second edition of this report and builds on the analysis of the first edition published in January 2002 and the developments of the industry since the last edition also form a key part of the analysis. Not only does this report include detailed one-page profiles of over 75 of the leading companies from across the globe but a core element of the analysis in this report is based on the evaluation system that was developed by Mobile Metrix to analyse the mobile application and content industry. Clarity is one word we would use to define the developments of the mobile internet industry since the last edition. Based on our analysis the next 6 months is likely to see the industry leaders further consolidate their position and a first tier of leading companies be defined, most likely those belonging to the Mobile Metrix A-List. It is will also become more difficult for newly established companies to make significant inroads into leading the industry but at the same time there is now a greater deal of stability for them to gain access to the market. Since the analysis is based on not only the detailed profiles of the 75+ companies deemed to be the leaders but also on reviewing several hundred mobile application and content providers across 25 countries. There are many key findings from the analysis illustrated in this report but some of the more important issues we found include: - Clear evidence that the Japanese providers are leading due mainly to a strong home market. This is clearly seen from the detailed financial comparison of 5 providers from different markets (Chapter 6). - In contrast to the mobile infrastructure market Scandinavia is not leading in the application and content business, the leading countries for mobile application and content providers are Japan, US and the UK (Chapter 4). - Operators are likely to remain access focused given that even if mobile internet usage is as successful in the rest of the world as it has been in Japan will only represent 8% of the mobile revenue (Chapter 2). - Operators need to manage their operation like a retailer and media company if they wish to have a successful mobile internet business (Chapter 2). - Insight into the profitable providers and how they differ from the average, even if few leading providers are currently profitable (Chapter 4). - 22% of the leading providers are profitable but only 2 of the A-List companies, Acotel and Cybird. There is little that distinguishes the profitable providers from the average but certain characteristics can be inferred (Chapter 4). - 20 companies or 24% of the leading providers are listed companies, the majority being from the US but with the UK and Japan close behind (Chapter 4). - The analysis showed that the providers scoring the greatest number of points in our ranking include (Chapter 4): - 724 Solutions - Canada - InfoSpace - US - SignalSoft - US (now acquired by Openwave) - Cybird - Japan - Emblaze Systems - Israel - iTouch - UK - Walt Disney Internet Group (Wdig) - US - Zed - Finland - Acotel - Italy - Digital Bridges - UK - MobileWay - US - MTI - Japan - The benchmark profile for the leaders (79 companies) is 19 points whereas that of the average industry profile is 16 points. There is however a great deal of variation between the companies included in the leader list (Chapter 4). - iTouch is showing that an acquisition strategy can bring significant sales growth to the company even when acting in markets that are not yet showing high service usage. iTouch growth levels are rather similar to the mostly organic growth achieved by Cybird in Japan (Chapter 6). - The key to maintaining the strategic position for an application provider is its link to and knowledge of consumers (Chapter 2). - The majority of the leading providers develop their own services with 23% aggregating a significant part of their portfolio (Chapter 2). - Apart from InfoSpace and Zed few companies are able to provide a complete service portfolio and specialisation is becoming more important (Chapter 2). - Companies that merge with others that have a different profile in the rating system stand to gain more from a merger such as Code on Line and Springtoys than companies that merge and have similar profiles (Chapter 5). - Companies that have gone bankrupt or are on our observation list score an average of 12 points and have a weaker profile than that of the average for the industry not to mention the leaders. The profile for the companies can thus be used as a good guideline for the likely development of companies (Chapter 5). - Application providers even if using an operator as an outlet have responsibility for the usage of their services in a manner not unlike the Fmcg industry where many lessons can be learned (Chapter 2). - An operator wishing to be successful at providing mobile internet services should consider managing itself as a mix between a retailer and media provider (particularly a cable company). The retail business should be considered for the aggregation of services and services management and the media company in the supply of these services to consumer (Chapter 2). - The basic principle is that the objective of a portal is not merely to collect services to a central point but it is to assist their customers to find services that will be of value to them (Chapter 2). Highlights of this report include: An analysis system - a system for evaluating the companies in the mobile internet industry is presented and has been updated since the 1st edition to reflect industry developments. Industry developments - the changes in the industry based on the developments of companies and their ranking are reviewed and explored in detail Company ranking - a ranking of the leading 79 global providers including the changes in ranking that have occurred since the last edition. An analysis of key issues - the leading companies are analysed to better understand their position, including an analysis of - The profitable providers - The listed providers - The top 12 providers - The Mobile Metrix A-List - Newly established companies - The observation list and bankrupt providers - The mergers Financial analysis - a detailed breakdown of the financial performance of 5 leading providers (Aspiro, Cybird, InfoSpace, iTouch and Wapme Systems) from 5 different countries based on 16 measures. A-list - due to the developments in the industry eligible leading providers are categorised into an A-list based on their financial stability. Company profiles - detailed profiles of the leading 79 global mobile application and content providers based on the Mobile Metrix rating system. Across 25 countries - the analysis of the companies is based on the profiles that we compiled on companies in 25 different countries around the world however the leaders are found to come from 18 countries. New features for this edition: - Updated company ranking system - Updated ranking of all companies - Extensive analysis of the companies and industry - Trends in the industry development reviewed - The A-List based on a company’s financial strength - Detailed breakdown of the financials of 5 key providers in 5 different countries and 3 continents Updated company profiles of the leading 79 global providers
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