Mobile Content Services: A Radical Rethink

Mobile Content Services: A Radical Rethink published by Generator Research in January, 2008. This report consists of 34 PAGES and the price starts from US $ 902.

Introduction

• Key API Features
• Technical Implementation
• Competitive Positioning
• Enabled Services
• Business Rationale
• Implementation Details

This report describes a radical new approach for mobile content services: OpenMobile. OpenMobile would be a third-party developer programme for mobile service development that would leverage the latest developments under way on the internet.

OpenMobile would represent a step forward as large as that taken by Japan' s NTT DoCoMo when i-mode was introduced in 1999.

The report begins by explaining how mobile operators have traditionally gone about defining and distributing mobile content services. Next, the report provides numerous examples that demonstrate how the old model has been overtaken by the market and why change is needed. In the next section, the report explains a way forward for mobile content services. The proposed way forward, OpenMobile, is based on an open developer programme for mobile content services.

The report outlines a possible technical approach, explains the key features of the developer API and provides examples of the sort of services that would be enabled and how those services could be distributed. The report then explains the underlying business rationale, which is to improve the competitive positioning of the operator, not to undermine it.

The revenue model is outlined and the report also explains how OpenMobile would allow an operator to differentiate itself from related programmes such as Google Android, Facebook Platform, handset developer programmes and Nokia' s Ovi. The report then reviews several important implementation considerations including cross-network aspects, technology development and branding. Finally, the report provides some insights for content brands into what a programme like OpenMobile would mean for them.

Executive Summary

• Mobile Content Services: The Original Theory
• Disappointing Results
• Change Coming
• Operator Response
• OpenMobile

Introduction

• Mobile Content Services: Traditional Approach
  • Operator' s Compete by Developing an Own-branded Service Portfolio
  • Suppression of Externally-produced Services
  • Defacto Gatekeepers
  • Implications
• A Period of Change
  • Nokia
  • Analogue TV Spectrum Re-farming: U.S. 700MHz Auction
  • Mobile Operator Initiatives

Analysis: Is the Old Way Sustainable?

• Rationale
• Operational Considerations
  • Human Resources
  • Historic Results
  • Management Commitment
• Alignment with Wider Trends
• Summary

Way Forward: OpenMobile

• Outline
• Detailed Description
  • Existing Approach
  • Proposed ' Open' Approach
  • Developer API: Example Features
  • Privacy and Security Considerations
• Technical Approach
• Underlying Business Model
  • Existing Competitive Trends
  • Building Value into the ' Mobile Broadband' Proposition
  • OpenMobile Would Strengthen an Operator' s Competitive Position
  • Revenue Model
• Key Differentiators
  • Nokia Ovi
  • Existing handset developer programs (e.g. Symbian, Microsoft)
  • Google Android
  • Online Developer Programmes (e.g. Facebook Platform)
• Implementation Aspects
  • Cross-network Considerations
  • Technology Development
  • Brand Considerations
  • Reality Check

Implications for Content brands

• Danger of Linear Extrapolation
• Content Licensing

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