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Viewing report
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European Mobile Music Markets
Frost & Sullivan, Dec 2005
Support from Music Industry Expected to Make Mobile Music the Most Popular Mobile Consumer Application
The European mobile music markets are creating a buzz in the music industry as mobile handsets provide a unique opportunity for the music industry to reach customers on the move. The closed nature of the cellular network encourages large music publishers such as EMI and Warner Music to venture into these markets due to the secure environment it presents for intellectual entertainment property. The presence of multiple music publishers and consistent demand from customers for mobile music will push these markets ahead of other popular media such as television or video.
This Frost & Sullivan research service covers the major European mobile music applications of ringtones (monophonic, polyphonic and master) as well as over-the-air (OTA) full-track music (downloads or streaming). It provides usage and market size forecasts as well as cost of service in these markets and a ‘by country’ revenue break up of the markets in Europe.
Mobile Medium becomes a Compelling Platform to Experience Music with Strong Encouragement from Mobile Networks
The mobile music markets developed when operators and music publishers realised that it was possible to convert songs into concise ringtones and use them on mobile phones to alert customers on incoming calls or message alerts, says the analyst of this study. Today, with a population of approximately 400 million, western Europe offers a huge opportunity in terms of market size and scope for mobile operators, especially since the market is mainly addressed through ringtones.
Falling prices of handsets, multiple music applications and high-profile and co-branded devices will create new customer segments for mobile content services and drive these markets. Usage of mobile music services is not restricted only to the youth. This is the traditional target audience for most mobile operators and independent mobile music service providers since the average age of the first-time mobile customer has dropped to 11-15. The trends in consumer purchase of music are changing with the older age group entering the scene. The purchasing patterns of the older group tend to be more consistent and sometimes even resulting in higher usage. Operators are now keenly trying to understand and penetrate this segment with customised and innovative service offerings, which include patriotic tunes and songs, gospels/hymns as well as classical mobile music.
Popularity of the Mobile Music Markets Benefit All Participants in the Value Chain
A mobile music application in its current version presents dichotomous characteristics to the market it addresses. While the channel presents an opportunity for the music industry to better reach and interact with the customer, some of these characteristics are also posing as challenges. These hurdles are mainly, improving sound quality to satisfy a larger market and the dilemma of multiple formats and content security (DRM) and its effects on devices. From a marketing and sales perspective, the high-street outlets of record labels slowly lose their premium margins due to the emergence of online stores. However, they gain much more in terms of opportunities to up-sell, cross-sell and innovate, providing customers with multiple products through the mobile medium and creating multiple touch points to the customer demands.
The ringtone market will continue to witness strong growth until 2011 with only the monophonic ringtone market steadily declining in revenues until completely fading out by that year, explains the analyst. With the youth viewing handsets as an extension of themselves and personalising them through ringtones and older customers being constantly wooed by mobile operators, these markets have high growth and revenue potential for all involved.
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