World Cup 2006: Scoring with mobile content and services

This publication has been discontinued on August 12, 2011.

Introduction

Abstract

Discover how to launch a successful World Cup mobile strategy

The football World Cup is the most viewed global TV event, with the 2002 tournament in Japan and Korea attracting a cumulative audience of 28.8 billion global viewers, of which an estimated one billion watched the final itself. In June and July 2006, the tournament will be held in Germany and provides an opportunity for the telecoms industry to generate significant revenues. This report discusses how best the telecoms industry can capitalise from the opportunity presented by the 2006 World Cup. Make sure you do not lose out on the lucrative rewards on offer by buying this timely report.

Many operators and vendors, particularly in Europe, will be looking to the tournament to promote advanced services, such as mobile digital TV. Video streaming and sophisticated 3D gaming will be amongst the content made available and pushed by operators. But is this strategy likely to be more successful than simple text-based services or downloads, such as ringtones and logos? This report will tell you.

Other key questions answered by this report include:

What are the drivers and challenges to exploiting the 2006 World Cup opportunity?

What did mobile companies do during the 2002 WC and what can they learn from this experience?

What activity is taking place by the various industry players?

What applications and content is likely to prove most popular?

What strategies are most likely to generate the most revenues?

How do market dynamics influence strategic options?

The report analyses several ways in which the user experience can be optimised during the tournament. Visiongain believes that operators should provide dedicated World Cup portals as a one-stop resource for subscribers to find football-related content and services. There are early examples of this approach undertaken by several operators.

The upcoming World Cup also presents a perfect opportunity for the industry to create end-user communities, in this case based around a shared affinity towards a national team - whether through mobile blogging, vlogging, IM or push-to-talk. In addition, pricing strategies are analysed in the report: how can "all-you-can-eat" bundles be positioned against a "pick-and-mix" approach involving, for example, SMS goal alerts of selected matches? Adopting the right strategy depends on a number of factors, all of which must be carefully considered to guarantee success.

By reading this 100+ page report, you will understand how your company can better benefit from the huge opportunity that the World Cup presents.

The report also provides:

Revenue forecasts associated with the 2006 World Cup, including by service type

Analysis of strategies adopted by operators and vendors

Analysis of how the industry should approach the World Cup

Analysis of the use of new technology at the tournament

By ordering this report, you will be in a position to better understand how you can profit effectively from the worlds most popular sporting event.

Chapter 1 Executive Summary

1.1 The World Cup as a Global Event

1.2 World Cup Revenue Opportunities

1.3 Key Markets - Technology Dependent Strategies

1.4 Market Dynamics

1.5 Best Strategies

Chapter 2 Introduction

2. Introduction

2.1 Methodology

2.2 Aims of this Report

Chapter 3 Opportunity to Score with the World Cup

3.1.1: Football - The Global Game

Table 3.1: Top Five Ranking Sports Event by Viewers, 2000-2005

3.1.2 The FIFA World Cup

Table 3.2: Nations Represented at 2006 World Cup

Table 3.3: World Cup Viewing Figures, 1998 and 2002

3.2 Relevance of the World Cup for Mobile Operators

3.2.1 Captive Audience

Chart 3.1: Global Audiences for FIFA World Cups, 1986-2002

Chart 3.2: 2002 World Cup Viewers in Japan by Gender

3.2.1.1 Youth Audience

3.2.2 Revenue Potential

Chart 3.3: Average Revenue from Corporate Sponsorship at World Cups

Table 3.4: FIFA Licensing Rights

3.2.3 Technological Environment for Mobile Industry

3.3 2002 World Cup Japan / Korea Experience

3.3.1 Operator Strategies at the 2002 World Cup

3.3.1.1 Mobile Rental as Revenue Generator at the 2002 World Cup

3.3.2 Manufacturer Strategies at the 2002 World Cup

Table 3.5: Sony Ericsson and Mobile Future Content Provision for 2002 World

Cup

3.3.3 Content Provider Strategies at the 2002 World Cup

3.3.4 Application Service Provider Strategies at the 2002 World Cup

3.4 The Road to World Cup 2006

Chapter 4 Strategies for World Cup Success

4.1 Video and Mobile TV - Bringing the World Cup to the small, small

screen?

4.1.1 Importance of the World Cup to Mobile TV

4.1.2 Definition of Mobile TV

Chart 4.1: Global 3G Subscribers in Millions

Chart 4.2: Amount Users are Willing to Pay for Mobile TV

4.1.3 Mobile TV Formats

4.1.3.1 TV on 3G

4.1.3.2 Digital TV Networks For Mobile

4.1.4 Why Mobile TV for the World Cup?

Table 4.1: Nokias Digital Mobile TV Trials

Chart 4.3: Nokia Mobile TV Trial Popularity With Respondents

4.1.5 Which Format?

4.1.6 Benefits of Mobile TV at the World Cup

Chart 4.4: Global Mobile TV Revenues 2005-2010

4.1.7 Issues facing Mobile TV for the World Cup

4.1.7.1 Content

4.1.7.2 Competition from Traditional Sources

4.1.7.3 Content Quality

4.2 Mobile Gaming and the World Cup

Chart 4.5: Global Mobile Gaming Revenues

4.2.1 The License Issue

Table 4.2: Benefits of Official FIFA License

4.2.2 Mobile Games without Licence

4.2.3 Other Issues Facing Mobile Games for the World Cup

4.2.3.1 Cost

4.2.3.2 Gaming Quality

4.2.3.3 Competition from other Gaming Platforms

4.3 Mobile Betting at the World Cup

4.3.1 Betting as a Mobile Revenue Generator?

Chart 4.6: Global Mobile Gambling Revenues 2005-2010

Chart 4.7: Global Mobile Sport Betting Revenues 2005-2010

4.3.2 Betfair: Popularity of new Gambling Methods

Table 4.3: Definition of "Back" or "Lay" Odds

4.3.3 Format for Mobile Gambling at the World Cup

4.3.4 Issues for Mobile Gambling

4.4 Web Content and Interaction

4.4.1 Information Services

4.4.2 Interactive Services

4.4.2.1 Mobile Vlogging at the World Cup

4.4.3 World Cup to drive more Open Internet Content?

Table 4.4: Walled vs Open Garden Browsing Strategy

4.4.4 World Cup Portals

4.5 SMS and MMS at the World Cup

Chart 4.8: SMS and MMS Revenue Forecasts 2005-2010

4.5.1 World Cup Strategies for Text Messaging

4.5.1.1 Text Alerts

Table 4.5: Typical Features of Football Text Alerts

4.5.1.2 Marketing and Advertising

4.5.1.2.1 A Targeted Approach for the World Cup

4.5.1.3 In Conjunction With Other Media

4.5.1.4 Peer to Peer Texting

4.5.1.5 Advantages of SMS and MMS

Table 4.6: Advantage of Text

4.6 Voice Services at the World Cup

4.6.1 Network Capacity Issues

Table 4.7: 2003 Rugby World Cup Call Volumes During Games

4.6.2 Roaming Agreements

4.6.2.1 Growing Importance of 3G in Roaming Networks

4.7 Downloads at the World Cup

4.7.1 World Cup Ringtones

4.7.2 World Cup Logos

4.8 World Cup Pricing Strategies

Table 4.9: Potential Pricing Strategies for 2006 World Cup

4.9 Traditional Advertising and Sponsorship

4.9.1 Mobile Industry Association with Football

Table 4.10: Major Football Sponsorship Deals Involving Mobile Companies

4.9.2 Sponsorship Strategies for the World Cup

4.9.3 Issues For Sponsorship Strategies at the World Cup

4.9.3.1 Multi-brand Association

4.9.3.2 Poor Performance

4.9.3.3 Advertising Competition

Chapter 5 Key Markets and Deals

5.1 Status of Mobile Communications in Key Markets

Chart 5.1: Top Nine Nations Qualified for the 2006 World Cup by Mobile

Subscribers

5.1.1 Brazilian Mobile Market

5.1.1.1 Brazil Key Statistics

Chart 5.2: Brazilian Mobile Subscribers 2003-2006

Table 5.1: Major Brazilian Mobile Operators

5.1.1.2 Brazilian Technology Status

5.1.2 Chinese Mobile Market

5.1.2.1 China Key Statistics

Chart 5.3: Chinese Mobile Subscribers 2003-2006

Table 5.2: Chinese Mobile Operators

5.1.2.2 Chinese Technology Status

Chart 5.4: Chinese SMS Usage 2002-2006

5.1.3 French Mobile Market

5.1.3.1 French Key Statistics

Chart 5.5: French Mobile Subscribers 2002-2006

Table 5.3: French Mobile Operators

5.1.3.2 French Technology Status

5.1.4 German Mobile Market

5.1.4.1 German Key Statistics

Chart 5.6: German Subscriber Growth 2002-2006

Table 5.4: German Mobile Operators

5.1.4.2 German Technology Status

5.1.5 Italian Mobile Market

5.1.5.1 Italian Key Statistics

Chart 5.7: Italian Mobile Subscribers 2002-2006

Table 5.5: Italian Mobile Operators

5.1.5.2 Italian Technology Status

5.1.6 Japanese Mobile Market

5.1.6.1 Japanese Key Statistics

Chart 5.8: Japanese Mobile Subscribers 2002-2006

Table 5.6: Japanese Mobile Operators

5.1.6.2 Japan Technology Status

Table 5.7: Japanese 3G Subscribers by Operator

5.1.7 Korean Mobile Market

5.1.7.1 Korean Key Statistics

Chart 5.9: Korean Mobile Subscribers 2003-2006

Table 5.8: Korean Mobile Operators

5.1.7.2 Korean Technology Status

5.1.8 UK Mobile Market

5.1.8.1 UK Key Statistics

Chart 5.10: UK Mobile Subscribers 2002-2006

Table 5.9: UK Mobile Operators

5.1.8.2 UK Technology Status

Table 5.10: Most Popular UK Sporting Days by Text Numbers 2002-2004

5.1.9 US Mobile Market

5.1.9.1 US Key Statistics

Chart 5.11: US Mobile Subscribers 2002-2006

Table 5.11: Top Five US Mobile Operators

5.1.9.2 US Technology Status

Table 5.12: US Operators by Technology

5.2 Impact of Market Dynamics on Strategy

5.2.1 Role of technology

5.2.2 Competing or Not?

5.2.3 Positioning of Mobile Services

5.3 Activity for the World Cup

5.3.1 Mobile TV and Video

5.3.1.1 Mobile Digital TV

5.3.1.2 Mobile Video Streaming

5.4 Mobile Gaming

5.4.1 FIFA Licensed Games

5.4.1 Unlicensed Games

5.5 Mobile Betting

5.6 Mobile Handset Renting

5.7 World Cup Portals

Chapter 6 Revenue Forecast and Best Strategy

6.1 Revenue Forecast for the 2006 World Cup

6.1.1 Voice to Non-Voice Ratio

Chart 6.1: Potential Shift in Voice / Non Voice Ratio During 2006 World Cup

6.1.2 Additional Revenue Ratio

Chart 6.2: Additional Revenue Percentages Due to World Cup

6.1.3 Additional Revenue Forecast

Chart 6.3: Additional Revenue Generated by 2006 World Cup in Billions

6.1.4 Revenue by Segment

Chart 6.4: 2006 World Cup Revenues by Service

Chapter 7 Conclusions and Recommendations

7.1 Conclusions

7.2 Recommendations

7.2.1 For Operators

7.2.2 For Content Providers

7.2.3 For Manufacturers

Appendix A Lead Authors Profile

Appendix B About visiongain

Appendix C Report Evaluation Form

Adidas

Apollis

Avaya

BBC

Betfair

Bouygues

CNN

Comverse

Deutsche Telekom

Deutsche Welle

Electronic Arts (EA)

ESPN

Eurosport

Ferrari

FIFA

Hutchison 3G

Infront Sports & Media

KDDI

KirchSport

Korea Telecom

KT ICOM

Ladbrokes

LG Electronics

LogicaCMG

Maxis

Microsoft

MobileFuture

Nike

Nokia

Nortel

NTT DoCoMo

O2

Orange

Philips

Rapid Mobile

Renault

Samsung

SFR

Siemens/BenQ

SingTel

SK Telecom

Sony

Sony Ericsson

StarHub

Telefonica

TIM

T-Mobile

T-Systems

UEFA

Vivo

Vodafone

Zgroup-Mobile

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