Carriers and Content Providers Must Strike a Balance to Drive Growth in the US Mobile Media
Written by Analysys
Friday, 14 December 2007
Carriers and Content Providers Must Strike a Balance to Drive Growth in the US Mobile
Media and Entertainment Market, Says Analysys
WASHINGTON--Carriers’ 3G network upgrades are laying the
foundation for the rapid development of mobile media and entertainment (MME) services in
the US, but carriers and content providers face a considerable challenge to build a
sustainable position in this new mobile Internet market, says Analysys, the global advisers
on Telecoms, IT and Media (www.analysys.com).
“Overly complex pricing models for MME services, as well as carriers’ reluctance to
withdraw from areas of the MME value chain that do not play to their strengths, are
inhibiting MME market growth,” according to Alexandra Rehak, US Research Director at
Analysys, and lead author of a new report, Mobile Media and Entertainment Markets in the
US: value chains and pricing models.
“Carriers need to determine how to maintain control of the customer experience while
allowing innovation, personal expression and community building. Verizon’s recent decision
to open its network to third-party applications suggests that US carriers are starting to
realize that they cannot do it all themselves,” says Rehak.
The report also examines the impact of online service providers and equipment vendors on
the MME value chain, including the likes of Apple, Facebook, Google and Nokia.
Key findings of the report include:
Carriers are likely to continue to develop strong, own-brand portals and on-deck MME
service offerings as part of their efforts to maintain customer ownership and loyalty, and
maximize revenue.
Complex pricing and users’ difficulty in discovering services are inhibiting take-up of MME
offerings.
There is a variety of business models and revenue share arrangements for each of the
MME service types, and revenue is often shared among so many parties that content
providers find it impossible to achieve a viable revenue stream solely from shares of
end-user payments.
The most successful strategy for all MME market players will be to focus on a few specific
areas of the value chain rather than trying to provide everything from content production
through to billing and delivery.
This new report examines the ways in which service value chains and end-user pricing
models are developing in the US MME market. It is designed to help market participants
and observers understand revenue structures, business models and pricing for MME
services and content, and to position themselves to exploit the emerging opportunities in
MME. The specific services that the report discusses in detail are: music, TV and video,
social networking and user-generated content, games, adult services and personalization.
The report is available to purchase online at http://research.analysys.com/store, priced at
$3000 or £1500.
To arrange and interview with the author, or for a copy of the report executive summary,
email Gina Ghensi, or telephone +44 (0)1223 460600.
Analysys provides strategy and management consultancy, information services and
start-up support throughout the telecommunications, IT and media sector.
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