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U.S. Premium Mobile Downloadable Content and Applications Markets
Frost & Sullivan, Jan 2007, Pages: 157
The Frost & Sullivan research service titled U.S. Premium Mobile Downloadable Content and Applications MarketsMarket provides analyzes the mobile consumer content space and presents the market potential as well as expected developments in the complex space. In this research, Frost & Sullivan's expert analysts thoroughly examine the following markets: mobile music, mobile games, mobile graphics, mobile video services and mobile informational services.
High-speed Networks and Capable Devices Drive Introduction and Usage of Next-Generation Mobile Content Services
High-speed networks, capable devices and entry of innovative companies with newer business models continue to drive uptake in the U.S. premium mobile downloadable content and applications markets. While almost all categories of premium mobile downloadable content and applications have evolved to offer an enhanced end-user experience, traditional, on-deck content offerings on tier-I mobile operators now has to compete with off-deck content services, as well as mobile virtual network operators(MVNOs). Clearly, wireless networks are becoming an extension of the online networks, and the combination of advanced networks and devices is ensuring that appropriate content is introduced on the networks and can be used in a suitable manner.
However, one of the biggest challenges in the U.S. premium content markets is to minimize the post-production processes required to ensure an acceptable performance of content on different mobile handsets. For example, available heap and stack memory can differ across handsets, thereby impacting the manner in which a particular Java application performs. 'Screen resolution and screen sizes also presents a challenge to display-based content pieces such as graphics and video,' notes the analyst of this research service. 'Porting requirements have also placed considerable strain on mobile games with combined costs of processes such as application porting, quality assurance, operator certification and others exceeding the actual cost of application development by a factor of at least two.'
Increased Usage of Third-party Premium Mobile Content Provides Growth
One important development in 2005 and 2006 has been the increased adoption of third-party premium mobile content by the U.S. mobile subscribers. Driven largely by the entry of new industry participants, service expansion by the existing industry participants and willingness of mobile operators to allow off-portal content to be downloaded, third-party premium mobile content markets are now responsible for over 30 percent of the total downloads in the industry. Moreover, popular application execution environments (AEE) such as Java and binary runtime environment for wireless (BREW) have undergone important changes in response to market demands and user expectations. For example, BREW, which was hitherto an end-to-end system with rigid rules and framework, has been modularized to allow flexible implementations. The net result of such changes is the increased participation by application developers due to ease of usage and cost implications and the subsequent introduction of more compelling applications and solutions.
In respect to the market segments, revenues from mobile music, mobile games, mobile video services, mobile graphics and mobile informational services were $214.4 million, $234.1 million, $25.1 million, $65.0 million and $80.0 million respectively in 2004. While mobile music and mobile games dominated revenues in 2004, mobile video services, followed by mobile games are expected to be the largest main revenue generators by the end of the forecast period. 'Developing and introducing intelligent search and recommendation technologies can help in directing the mobile subscriber to the most suited content,' says the analyst. 'The ultimate objective would then be to extend this feature to off-deck premium mobile content and the Internet.'
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