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Asia Pacific Premium Content Market
Frost & Sullivan, Sep 2007, Pages: 472
This Frost & Sullivan research service titled Asia Pacific Premium Content Market provides an in-depth study of the influences of various industry players, the contributors, and drivers as well as restraints that make up the profile of the premium content market in the Asia Pacific region, encompassing ten markets.
Technologies
The following technologies are covered in this research:
-SMS
-WAP
-GPRS
-3G
-Mobile TV
Market Sectors
Expert Frost & Sullivan analysts thoroughly examine the following market sectors in this research:
-Mobile content
-Mobile data
-Mobile entertainment
-Mobile information
-Mobile banking/commerce
-Mobile games
-Mobile music
-Mobile video and TV
-Mobile betting and adult
-Mobile ringtones, wallpapers and so on
-Mobile messaging services
-Mobile advertising
Extract from Executive Summary:
Premium Content: The Changing and Growing Business of Moving Sight and Sound
The thriving Asia Pacific mobile market has seen tremendous growth in subscriber rates between 2003 and 2006, and by the end of 2010, more than half the population of this region is expected to subscribe to mobile services. While mobile data services demonstrated exceptional growth and made strong contributions to total mobile revenues in 2006, the premium content market did not grow at an equally vibrant pace and, in fact, recorded a slight decrease in revenue growth from 2005 to 2006. However, the premium content market did improve in 2006, accounting for 33.2 percent of total Asia Pacific mobile data revenues up from 28.4 percent in 2005.
Messaging is set to continue as the biggest contributor to mobile data revenues throughout the forecast period. All segments of the premium content market are also poised for significant growth, particularly mobile music and video applications due to their strong potential to increase operators’ average revenue per user (ARPU). 'Frost & Sullivan believes that the perception of the premium content market is changing from the downloads of traditional premium content such as ringtones, wall papers, and so on to more exciting and richer multimedia content,' says the analyst of this research service. As mobile music and video applications gain in popularity, Frost & Sullivan further believes that end users will increasingly demand more free or sponsored content to be available as a result of changing business models.
Mobile Music and Mobile Video Content Hold Huge Potential for the Premium Content Market
The mobile entertainment segment continues to lead the way in premium content revenues due to the rising popularity of ringback tones across Asia Pacific as well as richer mobile multimedia services such as music, video, and mobile gaming. Massively multiplayer online gaming (MMOG), mobile social networking sites, mobile comics and cartoons, and m-commerce are other premium content applications also experiencing significant demand. However, the mobile video space is possibly the most exciting area in premium content in both developed and emerging mobile markets in Asia Pacific. It is also the fastest-growing area, covering both video content and mobile TV.
The pace of 3G adoption and the resulting availability of greater bandwidth and faster data transmission have been largely responsible for the development of premium content applications. Other key developments such as digital mobile broadcasting (DMB) in South Korea and the emergence of strong mobile video streaming technology have also contributed to the success of the mobile entertainment segment. Eager to sustain growth levels, mobile operators and premium content providers across Asia Pacific are now exploring newer business models and looking at forming content partnerships in an attempt to provide enhanced services to subscribers. Both operators and providers are also realigning the value chain toward providing mobile advertising. 'Mobile advertising is emerging as an alternative revenue generator for mobile operators and content providers and bringing a new perspective in the premium content business,' notes the analyst. 'In this new model, the avenues of finding and delivery of content could change and consumers may no longer have to pay for content.'
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