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MMS Markets: Content Applications and Technology
Juniper Research, Dec 2004, Pages: 130
Executive Summary
1. MMS Technology, Standards and Services
2. MMS Market Forecasts
3. Consumer MMS Markets
4. Consumer Content and Applications
5. Business MMS Markets
6. Operator Strategies
7. Strategies for Handset & Infrastructure Providers
8. The Way Ahead
List of Figures
List of Tables
Glossary
Executive Summary
Who Should Read this Report?
What is MMS?
The MMS Value-Chain
End-Users
MMS on TV – First in a Series?
Operators
Handset Manufacturers
Infrastructure Vendors
Content Providers
Applications Developers
Forecasts
1. MMS Technology, Standards and Services
Definitions
Summary of MMS Technology
MMS Standards Update
The Scope of MMSG Work
MMS’s Scope
MMS versus other Messaging Technologies
MMS versus Short Messaging Service
MMS versus Enhanced Messaging Service
MMS versus Wireless Instant Messaging
MMS and Unified Messaging
MMS: Nuts & Bolts
Network Infrastructure
Handsets
Development of Services and Content
The MMS Environment (MMSE)
How the MMSE Functions
MMS User Agent
MMS Relay
MMS Server
MMS User Database
Other Business Support System/Operational Support System Components
Digital Rights Management (DRM)
Storage
Rating
Application and Content Gateways
MMS Business Models
The Peer-to-Peer Model
The Server-to-Mobile Models
Operator Generated Content Model
Branded Content Model
Third Party Content Model
The Over-All Value Chain
2. MMS Market Forecasts
Introduction
Forecast Methodology
Base Data
Assumptions
Forecasting Techniques
MMS Handset Penetration
MMS Handsets: Installed Base
Proportion of Total 2.5G and 3G Handsets which are MMS-enabled
Active MMS Handsets
Peer-to-Peer MMS Messaging Activities
Access to MMS Content and Applications
MMS Traffic: the Full Picture
Total Revenue Forecasts
Total MMS Revenue Forecast
P2P Revenue Forecast
S2M Revenue Forecast
3. Consumer MMS Markets
Introduction
Sizing the Consumer Market
Consumer Peer-to-Peer
Consumer S2M
Operator Consumer S2M Revenue
Segmenting the Consumer Market
Early Adopters
Messaging Addicts
Infotainment Users
Consumer Perceptions of MMS
Value Needs to be Clearly Highlighted
Promoting MMS
Handset Benefits
‘Show Me Emotion’
Targeted and Timely Information
4. Consumer Content and Applications
Suppliers
Media Groups
Communities
Niche Culture and Entertainment Providers
Games Developers
Application Editors
Advertisers
Content
Content Success Factors
Relevance
Uniqueness
Adaptation to Usage Patterns
Adaptation to the Technology
Ease of Use
Successful Content Types
Information
Infotainment
Leisure
Personalisation
Adult
Spam Threat Looms
P2P+
P2P+ Provider Strategies
Applications and Games
High-End Games
Games and Applications
Applications and Games Distribution via Operators
Applications and Games Distribution via Content Providers
Applications and Games Distributed via Specialist Providers
Forecasts
Content Forecasts
P2P+ Forecasts
Applications and Games Forecasts
Advertising Forecasts
Sponsored Content Forecast
Promotional Content, Games and Applications Forecast
Consumer Conclusion
5. Business MMS Markets
Sizing the Business Market
Business Peer-to-Peer Revenues
Business S2M Revenues
Business S2M Revenues, Operators’ Share
MMS Business Applications
Business Communications
Enterprise Management Systems
Field Workforce Automation
Business Applications Forecasts
Enterprise Management Systems Forecasts
Field Workforce Automation Forecasts
6. Operator Strategies
Interconnection
MMS Pricing
Message Pricing Models
Pricing by Message Size
‘All-You-Can-Eat’
Pricing by Message Type
Once-Price-Fits-All
Discounted Bundles
Pricing Forecasts
P2P Pricing
Revenue Sharing and Copyright
The Value of Third Party Content
Preventing Piracy
Digital Rights Management Strategies
Handset Based
Forward Blocked Messages on Server-Side
“This Message will Self-Destruct in 2 Days”
New Avenues
Operator Forecasts
ARPU Forecasts
P2P ARPU
S2M ARPU
Total ARPU
7. Strategies for Handset & Infrastructure Providers
The Handset Market
Handsets Evolution
Future Dedicated Devices
Handset Forecasts
Total Annual MMS Handset Shipments
The MMSC Market
Market Conditions
Future MMSC Market
Infrastructure beyond the MMSC
Storage
End-User Billing
Inter-Operator Billing
Revenue Sharing
Digital Rights Management
Security
Application Gateways
Location Based Services
8. The Way Ahead
Evolution, Not Revolution
‘Power in Your Hands’
Variety
MMS’s Role in the Future of Telecoms
Video/Smarter Handsets
Third Generation Networks
Location Based Services
List of Forecasts
All forecasts cover 2004 – 2009 and are split six key regions: North America, South America, Europe, Rest of Asia Pacific, China & ROW except where stated.
Handsets
Users of 2.5 & 3G Mobile Phones (m)
Installed Base of MMS-enabled Handsets (m)
% MMS-enabled Handset Penetration of 2.5G and 3G Installed Base
Installed Base of MMS-enabled Handsets (m) used for MMS
Shipments of MMS-enabled Handsets (m)
MMS
Average Number of MMS Messages per User per Month
Total Number of MMS Messages per Month (M)
Total Revenue MMS ($m)
Total MMS Advertisement Spend ($m)
Sponsored Content Spend by Advertisers to Third Parties ($m)
Advertisement Paid Applications & Games ($m)
ARPU for all MMS ($)
P2P MMS Messages
Average Number of P2P MMS Messages per User per Month
Total Number of P2P MMS Messages per Month (m)
Total Revenue P2P MMS ($m)
Total Consumers' P2P Revenues ($m)
Consumer P2P+ Revenue ($m)
Business' Total P2P Revenues ($m) per Annum
Average Cost per P2P MMS Message ($)
ARPU for all P2P MMS ($)
S2M MMS Messages
Average Number of S2M MMS Messages per User per Month
Total Number of S2M MMS Messages per Month (m)
Total Revenue S2M MMS ($m)
Total Consumer S2M Revenues ($m)
Consumer S2M Operator Revenues ($m)
Consumer S2M Third Party Content Revenue ($m)
Consumer S2M Applications & Games Revenues ($m)
Total Business S2M Revenues ($m)
Total Business' S2M Operator Revenues ($m)
Business S2M EMS Third Party Revenues ($m)
Business S2M FWA Third Party Revenues ($m)
Average Cost per S2M MMS Message ($)
Operators' % Share of Total S2M Revenues
ARPU for all S2M MMS ($)
List of Figures
All forecasts cover 2004 – 2009 and are split six key regions: North America, South America Europe, Rest of Asia Pacific, China & ROW except where stated.
Figure ES1: Getting the Marketing Message Across via MMS
Figure ES2: Examples of Today’s MMS Handset Designs
Figure ES3: MMS Screenshots: Peer-to-Peer Photomessaging
Figure ES4: The MMS Value-Chain
Figure ES5: Total Revenue MMS ($m).
Figure 1: Sharp GX30 ‘megapixel’ MMS Phone
Figure 2: The MMS Environment
Figure 3: Peer-to-Peer Model
Figure 4: Operator Generated Content Model
Figure 5: Branded Content Model
Figure 6: Third Party Content Model
Figure 7: The MMS Value Chain
Figure 8: Users of 2.5 & 3G Mobile Phones (m).
Figure 9: Consumer MMS Forecast Methodology
Figure 10: Installed Base of MMS-enabled Handsets.
Figure 11: MMS-enabled Handset Penetration of 2.5G and 3G Installed Base (%).
Figure 12: Installed Base of MMS-enabled Handsets (m) used for MMS.
Figure 13: Average Number of P2P MMS Messages per User per Month.
Figure 14: Total Number of P2P MMS Messages per Month (m).
Figure 15: Average Number of S2M MMS Messages per User per Month.
Figure 16: Total Number of S2M MMS Messages per Month (m).
Figure 17: Average Number of MMS Messages per User per Month.
Figure 18: Total Number of MMS Messages per Month (M).
Figure 19: Total Revenue MMS ($m).
Figure 20: Total Revenue P2P MMS ($m).
Figure 21: Total Revenue S2M MMS ($m).
Figure 22: End Users in the MMS Value Chain.
Figure 23: Total Consumers' P2P Revenues ($m).
Figure 24: Total Consumer S2M Revenues ($m).
Figure 25: Consumer S2M Operator Revenues ($m).
Figure 26: Customer Segments and MMS Lifecycle
Figure 27: Messaging Hybrid: the m-Postcard
Figure 28: 3G Services from the Operator ‘3’
Figure 29: The Viral effect of MMS Advertising
Figure 30: Examples of MMS Logos
Figure 31: Key Success Factors for Different Content Types
Figure 32: Examples of MMS Leisure Content
Figure 33: Examples of Personalisation: MMS Screensavers
Figure 34: Open Chat Room Message Flows
Figure 35: One-to-One Chat Message Flows
Figure 36: Samsung SCH-V450 3D Game Phone
Figure 37: Simple Games and Applications Revenue Streams
Figure 38: Consumer S2M Third Party Content Revenue ($m)
Figure 39: Consumer P2P+ Revenue. ($m)
Figure 40: Consumer S2M Applications & Games Revenues ($m)
Figure 41: Total MMS Advertisement Spend ($m).
Figure 42: Sponsored Content Spend by Advertisers to Third Parties ($m).
Figure 43: Advertisement Paid Applications & Games ($m).
Figure 44: Business MMS Value Chain
Figure 45: Business' Total P2P Revenues ($m) per Annum.
Figure 46: Total Business S2M Revenues ($m)
Figure 47: Total Business' S2M Operator Revenues ($m).
Figure 48: MMS-Enabled Business Communications
Figure 49: Fenestrae EMS Architecture
Figure 50: Business S2M EMS Third Party Revenues ($m)
Figure 51: Business S2M FWA Third Party Revenues ($m).
Figure 52: Operator’s Position in the MMS Value Chain
Figure 53: ARPU for all P2P MMS ($).
Figure 54: ARPU for all S2M MMS ($).
Figure 55: ARPU for all MMS ($).
Figure 55: Infrastructure Vendors in the MMS Value Chain
Figure 56: Handset Characteristics Evolution
Figure 57: Examples of Today’s MMS Handset Designs
Figure 58: Shipments of MMS-enabled Handsets (m).
Figure 59: MMSC Market Players
Figure 60: Customer Benefits of MMS as a Media Channel
Figure 61: Handset Design Directions
List of Tables
All forecasts cover 2004 – 2009 and are split six key regions: North America, South America Europe, Rest of Asia Pacific, China & ROW except where stated.
Table ES1: MMS Performance Indicators
Table1: Users of 2.5 & 3G Mobile Phones (m). Regional Forecast 2004-2009
Table 2: Installed Base of MMS-enabled Handsets (m). Regional Forecast 2004-2009
Table 3: % MMS-enabled Handset Penetration of 2.5G and 3G Installed Base (%). Regional Forecast 2004-2009
Table 4: Installed Base of MMS-enabled Handsets (m) used for MMS. Regional Forecast 2004-2009
Table 5: Average Number of P2P MMS Messages per User per Month. Regional Forecast 2004-2009
Table 6: Total Number of P2P MMS Messages per Month (m). Regional Forecast 2004-2009
Table 7: Average Number of S2M MMS Messages per User per Month. Regional Forecast 2004-2009
Table 8: Total Number of S2M MMS Messages per Month (m). Regional Forecast 2004-2009
Table 9: Average Number of MMS Messages per User per Month. Regional Forecast 2004-2009
Table 10: Total Number of MMS Messages per Month (M). Regional Forecast 2004-2009
Table 11: Total Revenue MMS ($m). Regional Forecast 2004-2009
Table 12: Total Revenue P2P MMS ($m). Regional Forecast 2004-2009
Table 13: Total Revenue S2M MMS ($m). Regional Forecast 2004-2009
Table 14: Total Consumers' P2P Revenues ($m). Regional Forecast 2004-2009
Table 15: Total Consumer S2M Revenues ($m). Regional Forecast 2004-2009
Table 16: Consumer S2M Operator Revenues ($m). Regional Forecast 2004-2009
Table 17: Consumer S2M Third Party Content Revenue($m) Regional Forecast 2004-2009
Table 18: Consumer P2P+ Revenue ($m). Regional Forecast 2004-2009
Table 19: Consumer S2M Applications & Games Revenues ($m). Regional Forecast 2004-2009
Table 20: Total MMS Advertisement Spend ($m). Regional Forecast 2004-2009
Table 21: Sponsored Content Spend by Advertisers to Third Parties ($m). Regional Forecast 2004-2009
Table 22: Advertisement Paid Applications & Games Regional Forecast 2004-2009
Table 23: Business' Total P2P Revenues ($m) per Annum. Regional Forecast 2004-2009
Table 24: Total Business S2M Revenues ($m). Regional Forecast 2004-2009
Table 25: Total Business' S2M Operator Revenues ($m). Regional Forecast 2004-2009
Table 26: Business S2M EMS Third Party Revenues ($m). Regional Forecast 2004-2009
Table 27: Business S2M FWA Third Party Revenues ($m). Regional Forecast 2004-2009
Table 28: Average Cost per P2P MMS Message ($). Worldwide Forecast 2004-2009
Table 29: Average Cost per S2M MMS Message ($). Worldwide Forecast 2004-2009
Table 30: Operators' % Share of Total S2M Revenues. Regional Forecast 2004-2009
Table 31: ARPU for all P2P MMS ($). Regional Forecast 2004-2009
Table 32: ARPU for all S2M MMS ($). Regional Forecast 2004-2009
Table 33: ARPU for all MMS ($). Regional Forecast 2004-2009
Table 34: Shipments of MMS-enabled Handsets (m) Regional Forecast 2004-2009
Table 35: MMS Performance Indicators
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