Mobile Media and Entertainment in Western Europe: forecasts and analysis 2008-2013

Mobile Media and Entertainment in Western Europe: forecasts and analysis 2008-2013 published by Analysys Mason in September, 2009. This report price starts from US $ 3599.

Introduction

Abstract

“The success of the iPhone in driving up mobile content usage has demonstrated that there is real underlying demand for mobile media services; the question now is how successful will operators, vendors and content providers be in offering a more compelling user experience to the mobile market at large. ”

The mobile content and applications market in Western Europe has experienced significant growth in the past several years, but service take-up and revenue have fallen short of expectations in many cases. As operators have made it simpler for subscribers to go off-portal, more and more users are experimenting with browsing the mobile Internet, due in part to the spread of flat-rate data packages and the wider penetration of enabled handsets. Even in the current recessionary environment, there is an opportunity for operators, content providers and their partners to tap into the consumer budget for low-cost, instantly available entertainment services. However, the mobile content experience is still a frustrating one in many ways, with awkward user interfaces, slow access and limited availability of relevant content proving to be significant barriers to usage.

Mobile media and entertainment in Western Europe: forecasts and analysis 2008 - 2013 forecasts subscriber numbers and revenue in seven key countries and Western Europe as a whole, offering a detailed breakdown by service type. The mobile media services examined include TV and VoD, music, personalisation (such as ringtones, ringback and wallpapers), social networking, games, gambling, paid-information services (including subscription news, location-based and mapping services) and adult services. Forecasts include active subscribers by service type, average spend on each service, split of revenue between operator-billed and non-operator-billed, mobile media as a percentage of ARPU and many other key metrics. Countries covered in detail include France, Germany, Italy, the Netherlands, Spain, Sweden and the UK.

Mobile media and entertainment in Western Europe: forecasts and analysis 2008 - 2013 answers your key questions:

• How widespread will the take-up of mobile content and entertainment services be in the Western European mobile market?
• What are the key trends affecting the growth of each sector of the content and appplications market?
• Which countries will experience most growth in, and the greatest opportunities for, mobile media?
• Which mobile media services will grow most quickly, and why?
• Which mobile media services will generate additional revenue for operators?
• How quickly will the impact of networks and devices shifting to 3G and 3.5G be felt in the mobile media market?
• How much will the economic downturn affect demand for mobile media services?

Table of Contents

• 5. Document map - Executive summary
• 6. MME service revenue will grow to EUR6.9 billion in 2013, but will still account for only a small share of mobile revenue
• 7. Document map - Introduction and scope
• 8. This report provides MME forecasts for Western Europe
• 9. The report quantifies nine MME service categories in the context of the broader mobile communications market
• 10. The nine MME service categories comprise more than 20 different service types
• 11. The report includes market sizing estimates and forecasts of important KPIs for each MME service category
• 12. Document map - Market overview
• 13. MME services accounted for 2.2% of mobile service revenue, and 9.9% of non-voice revenue in 2008
• 14. The recession will hinder growth in MME service revenue, which will reach EUR6.9 billion in 2013
• 15. Games will replace personalisation as the MME service category that generates the most revenue by 2013
• 16. The success of Apple' s App Store demonstrates that demand for mobile content and applications is high
• 17. The market conditions for MME services are becoming more favourable in Western Europe
• 18. Mobile operators are shifting towards a ‘service enabler' approach by offering open platforms to content providers
• 19. The MME market still faces a number of challenges, the greatest of which is poor user experience
• 20. Document map - Market forecasts and analysis by service category
• 21. Market forecasts and analysis by service category: Paid information
• 22. Service providers are increasing the scope of paid information services
• 23. Paid information revenue will grow to EUR800 million in 2013, driven by the launch of new service types
• 24. Market forecasts and analysis by service category: Personalisation
• 25. Personalisation is the largest MME service category in terms of revenue in Western Europe
• 26. Personalisation services' share of overall MME revenue will drop from 43% to 19.1% over the forecast period
• 27. Market forecasts and analysis by service category: Games
• 28. Apple' s App Store is likely to have a significant impact on the mobile games market
• 29. Application stores are redefining the revenue model and opening new distribution channels for game providers
• 30. Games will become the largest MME service category by 2013, when they will generate EUR1.4 billion in revenue
• 31. Market forecasts and analysis by service category: TV and VoD
• 32. Take-up of mobile linear TV and VoD services has so far been low
• 33. Demand for TV and VoD services is strong, but providers must enhance propositions to compete with traditional media
• 34. Linear TV service revenue will grow to EUR520 million in 2013, when it will represent 8% of MME revenue
• 35. VoD services will outperform linear TV services in terms of revenue over the next five years
• 36. Market forecasts and analysis by service category: Music
• 37. The perceived value of digital music is declining
• 38. Music will account for only a small proportion of MME revenue during the forecast period
• 39. Market forecasts and analysis by service category: Gambling
• 40. The mobile gambling market is in its infancy in Western Europe, and legislation varies between countries
• 41. Mobile gambling services will experience rapid growth, with revenue reaching EUR470 million in 2013
• 42. Market forecasts and analysis by service category: Adult content
• 43. Adult content is the third-largest service category by revenue, despite operators' unwillingness to promote it
• 44. Adult content will continue to represent a significant source of revenue in the MME market
• 45. Market forecasts and analysis by service category: Social networking
• 46. Mobile social networking sites are emerging rapidly, but lack a sustainable revenue model
• 47. The user base for social networking services will grow rapidly, but its impact on revenue will be limited
• 48. Document map - Recommendations
• 49. Recommendations [1]
• 50. Recommendations [2]
• 51. Document map - Authors, copyright and key to acronyms
• 52. Authors
• 53. Acknowledgements
• 54. Copyright
• 55. Key to acronyms
• 56. Document map - List of figures and tables
• 57. List of figures and tables [1]
• 58. List of figures and tables [2]
• 59. Document map - About Analysys Mason
• 60. About Analysys Mason
• 61. Research from Analysys Mason
• 62. Consulting from Analysys Mason

List of figures and tables

• Figure 1: MME revenue by service category and as a proportion of mobile service revenue in Western Europe, 2008 - 2013
• Figure 2: Countries included in this report
• Figure 3: Categorisation of mobile services
• Figure 4: Mobile service revenue by service category in Western Europe, 2008
• Figure 5: MME revenue and as a proportion of mobile service revenue in Western Europe, 2008 - 2013
• Figures 6a - b: MME revenue by service category in Western Europe, 2008 - 2013
• Figure 7: Number of applications downloaded from Apple' s App Store worldwide, July 2008 - July 2009
• Figures 8a - d: Service adoption rate, average spend per active service user, ARPU and revenue for paid information services in Western Europe, 2008 - 2013
• Figures 9a - d: Service adoption rate, average spend per active service user, ARPU and revenue for personalisation services in Western Europe, 2008 - 2013
• Figures 10a - d: Service adoption rate, average spend per active service user, ARPU and revenue for game services in Western Europe, 2008 - 2013
• Figures 11a - d: Service adoption rate, average spend per active service user, ARPU and revenue for TV services in Western Europe, 2008 - 2013
• Figures 12a - d: Service adoption rate, average spend per active service user, ARPU and revenue for VoD services in Western Europe, 2008 - 2013
• Figures 13a - d: Service adoption rate, average spend per active service user, ARPU and revenue for music services in Western Europe, 2008 - 2013
• Figures 14a - d: Service adoption rate, average spend per active service user, ARPU and revenue for gambling services in Western Europe, 2008 - 2013
• Figures 15a - d: Service adoption rate, average spend per active service user, ARPU and revenue for adult content services in Western Europe, 2008 - 2013
• Figures 16a - d: Service adoption rate, average spend per active service user, ARPU and revenue for social networking services in Western Europe, 2008 - 2013

• Table 1: Classification of the MME market by category and service type
• Table 2: Core network assets that MNOs can apply to the content enabler role

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