Mobile Media and Entertainment in the US: forecasts 2007-2012

Published by	Analysys Mason
Published	March, 2008	Product code	64378
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Price	US $ 2420 Hard Copy including data annex US $ 2420 PDF (5 User License) including data annex

Introduction
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Mobile Media and Entertainment in the US: forecasts 2007-2012 published by Analysys Mason in March, 2008. This report price starts from US $ 2420.

Introduction

Abstract

“The US mobile media and entertainment (MME) market is growing rapidly; its total market size is set to more than double, increasing from $3.1 billion in 2007 to $6.6 billion in 2012. Mobile media will become an important revenue stream for operators and content providers - particularly from 2010 onward. However, the US MME market still faces a number of significant barriers in the short term, including high pricing for end users, operator uncertainty over the optimal business model for the various services, and users' disappointment with early MME services as a result of device and network constraints.” Katrina Bond, Principal Analyst

US mobile service providers are looking to data services to drive revenue growth, and MME will be a critical part of this strategy. The US MME market is developing rapidly. End users and service and content providers are advancing from basic personalization services to more-sophisticated MME services that take advantage of upgraded network and handset capabilities. This report examines the drivers for and barriers to US MME market growth. It considers the overall market for MME services, and the market for mobile Web browsing and data access, as well as seven specific service categories:

personalization
music
games
TV and VoD
paid information services
adult content
social networking and user-generated content.

Mobile Media and Entertainment in the US: forecasts 2007- 2012 answers your key questions:

What is the size of the US MME market, and how will it develop during 2007- 2012?
Which MME services will exhibit the fastest growth in terms of subscriber numbers and revenue?
Which critical factors are driving MME market growth?
Which critical factors are inhibiting the development of MME services?
How are operators positioning themselves within the MME market?
What is the status of the off-deck content market in the US, and how will this market develop?

For each service category, forecasts are provided for:

adoption rate
subscribers
average revenue per user
average spend per active service user
revenue
prepaid and postpaid subscribers and revenue
operator-billed and non-operator-billed revenue.
In addition, subscriber and revenue forecasts are provided for the overall MME market, and for the market for mobile Web browsing and data access (including flat-rate data plans).

Who should read this report

Mobile network operators and MVNOs: senior executives, product managers and technology executives, to understand critical trends and opportunities in the US MME market, and to help identify strategies for success.
Content and entertainment providers: senior executives, business development executives and product managers, to understand the expected growth of MME markets in the US and to identify strategic partners and opportunities.
Handset and network equipment vendors: senior executives, business development and partnering executives, technology strategists, and product and platform developers, to assess the potential for MME services in the US and identify areas for collaboration and development.
Software developers: senior executives, business development executives, and mobile platform and applications developers, to evaluate the strongest growth areas for MME services in the US and identify areas for collaboration and development.
Financial institutions and venture capital firms: to understand the likely successes and failures in MME in the US market, and the strategies that different types of organization should adopt with regard to MME.

Executive summary

Introduction and scope

US cellular market overview

Major mobile operators
Mobile subscriber numbers and penetration
Mobile ARPU for voice and non-voice services
Mobile service revenue
Migration of mobile subscribers to new technology generations

US MME market overview

MME services' contribution to total mobile revenue
MME service revenue growth
MME service ARPU growth
Drivers of MME market growth

Operator positioning and off-deck market development

US operators' approaches to promoting and offering MME services
Market leaders: AT&T Mobility and Sprint Nextel
Other market players: Alltel, T-Mobile and Verizon Wireless
MVNOs: Helio and Virgin Mobile
The growth of the off-deck market
Off-deck MME service providers
Non-operator-billed MME content revenue

Mobile data access and Web browsing

MME services and the mobile data access market
Mobile data access and Web browsing packages
Flat-rate and usage-based data plans
Adoption rates, average spend per active service user, ARPU and revenue for data access services
KPIs for data access and Web browsing services

Market drivers and forecasts by service category

Personalization
Music
Games
TV and VoD
Paid information
Adult content
Social networking and user-generated content

Actions

Recommended courses of action for all carriers and other players in the US MME market

Companies discussed in this report: Alltel, Apple, AT&T Wireless, CherryMedia, Electronic Arts, Facebook, Fox, Gameloft, Google, GoTV, Groove Mobile, Handango, Helio, Jamster, MobiTV, Mobile ESPN, Motorola, MTV Viacom, MySpace, NBC Universal, Qualcomm, Research In Motion, Samsung, Sony Music, Sprint Nextel, Verizon, T-Mobile, Thumbplay, Virgin Mobile, Yahoo! and YouTube.

List of Figures and Tables

Figure 1: MME revenue by service category in the US, 2007- 2012
Figure 2: Categorization of mobile services
Figure 3: Market sizing and forecasting process
Figure 4: Subscriber numbers and growth rate in the US, 2001- 2012
Figure 5: Subscriber penetration rate and percentage of subscribers using prepaid accounts in the US, 2001- 2012
Figure 6: Mobile ARPU for voice and non-voice services in the US, 2001- 2012
Figure 7: Mobile service revenue and growth rate in the US, 2001- 2012
Figure 8: Subscribers by device technology generation in the US, 2001- 2012
Figure 9: Mobile service revenue by service category in the US, 2007
Figure 10: Mobile service revenue by service category in the US, 2007- 2012
Figure 11: ARPU indices for voice, data access and MME services in the US, 2007- 2012
Figure 12: Drivers of growth in the MME service market
Figure 13: MME revenue by technology generation of devices used in the US, 2007- 2012
Figure 14: Proportion of MME revenue, mobile revenue and mobile subscribers accounted for by prepaid customers in the US, 2007- 2012
Figure 15: Operator-billed revenue as a percentage of total revenue for each MME service category in the US, 2007- 2012
Figure 16: Non-operator-billed MME revenue by service in the US, 2007- 2012
Figure 17: Drivers of growth in data access revenue in the US
Figure 18a- d: Adoption rates, average spend per active service user, ARPU and revenue for data access services in the US, 2007- 2012
Figure 19: MME revenue by service category in the US, 2007- 2012
Figure 20: MME revenue shares by service category in the US, 2007 and 2012
Figure 21: MME adoption rates by service category in the US, 2007- 2012
Figure 22a- d: Service users, average spend per active service user, ARPU and revenue for mobile personalization services in the US, 2007- 2012
Figure 23: Proportion of mobile personalization service users and revenue accounted for by prepaid accounts in the US, 2007- 2012
Figure 24: Mobile personalization service revenue and the proportion of revenue that is billed by operators in the US, 2007- 2012
Figure 25a- d: Users, average spend per active service user, ARPU and revenue for mobile music services in the US, 2007- 2012
Figure 26: Proportion of mobile music service users and revenue accounted for by prepaid accounts in the US, 2007- 2012
Figure 27: Mobile music service revenue and the proportion of revenue that is billed by operators in the US, 2007- 2012
Figure 28a- d: Users, average spend per active service user, ARPU and revenue for mobile game services in the US, 2007- 2012
Figure 29: Proportion of mobile game service users and revenue accounted for by prepaid accounts in the US, 2007- 2012
Figure 30: Mobile game service revenue and the proportion of revenue that is billed by operators in the US, 2007- 2012
Figure 31: ARPU for broadcast mobile TV and unicast mobile TV and VoD services in the US, 2007- 2012
Figure 32: Revenue for broadcast mobile TV and unicast mobile TV and VoD services in the US, 2007- 2012
Figure 33a- d: Users, average spend per active service user, ARPU and revenue for broadcast mobile TV services in the US, 2007- 2012
Figure 34a- d: Users, average spend per active service user, ARPU and revenue for unicast mobile TV and VoD services in the US, 2007- 2012
Figure 35: Proportion of unicast mobile TV and VoD service users and revenue accounted for by prepaid accounts in the US, 2007- 2012
Figure 36: Combined broadcast mobile TV and unicast mobile TV and VoD service revenue and the proportion of this revenue that is billed by operators in the US, 2007- 2012
Figure 37a- d: Users, average spend per active service user, ARPU and revenue for mobile paid information services in the US, 2007- 2012
Figure 38: Proportion of mobile paid information service users and revenue accounted for by prepaid accounts in the US, 2007- 2012
Figure 39: Mobile paid information service revenue and the proportion of revenue that is billed by operators in the US, 2007- 2012
Figure 40a- d: Users, average spend per active service user, ARPU and revenue for mobile adult content services in the US, 2007- 2012
Figure 41: Proportion of mobile adult content service users and revenue accounted for by prepaid accounts in the US, 2007- 2012
Figure 42a- d: Users, average spend per active service user, ARPU and revenue for mobile social networking and UGC services in the US, 2007- 2012
Figure 43: Proportion of mobile social networking and UGC service users and revenue accounted for by prepaid accounts in the US, 2007- 2012
Figure 44: Mobile social networking and UGC service revenue and the proportion of revenue that is billed by operators in the US, 2007- 2012

Table 1: Major mobile operators in the US
Table 2: Strength of MME service offerings by operator
Table 3: Examples of off-deck MME content and applications providers in the US
Table 4: Examples of mobile data access and Web browsing packages in the US
Table 5: Flat-rate and usage-based data service pricing by operator in the US
Table 6: KPIs for data access and Web browsing services by pricing method in the US, 2007 and 2012
Table 7: KPIs for mobile personalization services in the US, 2007 and 2012
Table 8: Examples of mobile music offerings by operator in the US
Table 9: KPIs for mobile music services in the US, 2007 and 2012
Table 10: Examples of mobile game offerings by operator in the US
Table 11: KPIs for mobile game services in the US, 2007 and 2012
Table 12: Examples of mobile TV and VoD offerings by operator in the US
Table 13: KPIs for broadcast mobile TV services in the US, 2007 and 2012
Table 14: KPIs for unicast mobile TV and VoD services in the US, 2007 and 2012
Table 15: Examples of mobile paid information offerings by operator in the US
Table 16: KPIs for mobile paid information services in the US, 2007 and 2012
Table 17: KPIs for mobile adult content services in the US, 2007 and 2012
Table 18: KPIs for mobile social networking and UGC services in the US, 2007 and 2012