Mobile Adult Strategies

Overview

- Extensive Examination of Business Models
- Incisive Revenue Distribution Analysis
- Major Investigation into impact of Smartphone Revolution

This detailed investigation of the mobile adult content sector provides expert analysis of the mobile adult ecosystem, together with in-depth forecasts which size the opportunity for monetising mobile adult content over the next five years, by 8 key regions of the globe.

The report assesses how the business models underpinning adult revenue streams have transitioned in a post-smartphone world, exploring the shifting relationships amongst players across the mobile adult value chain and the extent to which the upsurge in adult traffic is being monetised.

Within an extensive forecast suite, this report sizes the revenue opportunity for the current and future mobile adult market, forecasting the cost per download/subscription, usage levels (number of adult content downloads/subscriptions) and overall revenues.  It also provides data for the number of consumers using video chat, text-based adult services, pay-per-download services and adult content subscriptions. 

Table of Contents

Executive Summary

1. Drivers & Dynamics of Mobile Adult Content & Services

1.1 Introduction: The Changing Landscape of Mobile Adult Services    
1.2 What is Adult Content?    
1.3 Mobile Adult Drivers    
1.3.1 Established Drivers    
i. Human Nature    
ii. Convenience    
iii. Privacy    
iv. Ubiquity    
1.3.2 Emerging Drivers    
i. The iPhone, Android and the Rise in Smartphone Adoption    
ii. The Rise of the Mobile Internet and the D2C Market    
a. Risk: A Return to Tiered Pricing    
iii. Adult Providers Need New Distribution Channels    
1.4 Types of Adult Content for Mobiles    
1.4.1 Text-based Adult Services    
1.4.2 Images    
1.4.3 Moantones    
1.4.4 Erotic Games    
1.4.5 Video-Based Services    
1.4.6 Mobile Porn 2.0    
i. Case Study: FriendFinder Networks    
a. Mobile Services

2. Monetising Adult: Content Distribution and Business Models

2.1 The Decline of the Portal   
2.2 Off-Deck Distribution: D2C   
2.2.1 Case Study: Night Mobile   
2.2.2 Case Study: Spankmo   
2.3 The Rise of the App Store   
2.3.1 Apple, the App Store & Adult Content   
i. GetJar   
a. Business Model   
b. Adult Content   
Table 2.1: Top 10 GetJar Adult Downloads, September 2010   
ii. Case Study: MiKandi   
iii. App Stores: The Awareness Issue   
2.4 Serving the Niche   
2.4.1 Driving/Monetising the Traffic   
i. Case Study: Adultmoda/MobVision   
ii. Key Traffic Markets   
Table 2.2: Anonymised Cherry Media Affiliate Traffic, By Country of Origin (%)   
iii. The Right Kind of Traffic   
iv. Conversion   
2.4.2 Billing Models   
i. SMS-based Billing   
ii. Credit Card Billing   
iii. IVR-based Billing   
iv. Operator Billing   
v. WAP Billing   
a. Payforit   
2.4.3 Business Models   
i. US: Subscription Only   
ii. Europe: A Variety of Options   
iii. Emerging Markets: High Volume, Low Margins   
2.4.4 Pricing the Content   
i. Case Study: AEBN/Xobile   
2.4.5 Sustaining the Consumer Relationship   
2.5 The Challenge of the Tube Site

3. The Mobile Adult Value Chain

3.1 The Developing Adult Value Chain    
Figure 3.1: Traditional Linear Value Chain of Mobile Adult Content    
Figure 3.2: Mobile Content Value Web    
Figure 3.3: Off-portal Value Chain    
3.2 Players in the Mobile Adult Content Market    
3.2.1 Content Providers, Publishers and Licensors    
i. Mountain View Licensing    
ii. mGlamour/Mobilefone Media    
iii. Pink Visual    
iv. Playboy    
v. Private    
a. Mobile Strategy    
vi. Vivid Entertainment Group    
3.2.2 Distributors, Aggregators, Application Service Providers, and Full Service Providers    
i. Cherry Media (Cherrysauce)    
ii. DisplayBoy/Carmunity    
Figure 3.4: DisplayBoy Mobile Targeting Script    
iii. Lechill Mobile    
iv. Melon Mobile    
v. net-m    
vi. PhoneBox Entertainment    
vii. Sport Media Group    
viii. Twistbox    
a. Company Background    
b. Products and Services    
3.2.3 Other Enablers    
i. Bango    
a. Company Background    
b. Products and Services    
c. Bango Analytics    
ii. CC Media Network    
iii. Stealthnet    
3.2.4 Operators    
Table 3.1: On Portal Adult Content Offerings/Prices, Selected Markets 2010    
Table 3.2: Adult Content Providers, Newtork Agreements    
Table 3.3: Orange UK, Babe/Adult Downloads 2007-2009    
i. Case Study - O2 69000   

4. Mobile Adult Content Market Forecasts

4.1 Market Overview    
4.1.1Key Trends    
4.2 Forecast Methodology    
Figure 4.1: Mobile Adult Content Forecast Methodology    
4.3 The Market for Adult Text-Based Mobile Content    
4.3.1 Mobile Adult Text-Based Content Users    
Table 4.1: % Mobile Phone Users Who Use Text-Based Mobile Adult Content Split By 8 Key Regions 2008-2015    
Figure 4.2: Mobile Phone Users Who Download Adult Text-Based Mobile Content (m) Split By 8 Key Regions 2009-2015    
Table 4.2: Mobile Phone Users Who Download Adult Text-Based Mobile Content (m) Split By 8 Key Regions 2008-2015    
4.3.2 Mobile Adult Text-Based Download Traffic    
Figure 4.3: Average Number of Uses of Adult Text-Based Service by Mobile Users per Year Split By 8 Key Regions 2009-2015    
Table 4.3: Average Number of Uses of Adult Text-Based Services by Mobile Users per Year Split By 8 Key Regions 2009-2015    
Figure 4.4: Total Number of Uses of Adult Text-Based Services (m) Split By 8 Key Regions 2009-2015    
Table 4.4: Total Number of Uses of Adult Text-Based Services (m) Split By 8 Key Regions           2009-2015    
4.3.3 Adult Text-Based Mobile Service Revenues    
Table 4.5: Average Price ($) Paid per Adult Text-Based Mobile Download Split By 8 Key Regions 2009-2015    
Figure 4.5: Total Revenues from Adult Text-Based Mobile Content ($m) Split By 8 Key Regions 2009-2015    
Table 4.6: Total Revenues from Adult Text-Based Mobile Content ($m) Split By 8 Key Regions 2009-2015    
4.4 The Market for Mobile Adult Downloads    
4.4.1 Mobile Adult Download Users    
Table 4.7: % Mobile Phone Users Who Download Adult Content (m) Split By 8 Key Regions 2008-2015    
Figure 4.6: Mobile Phone Users Who Download Adult Content (m) Split By 8 Key Regions 2009-2015    
Table 4.8: Mobile Phone Users Who Download Adult Content (m) Split By 8 Key Regions 2008-2015    
4.4.2 Mobile Adult Download Volumes    
Figure 4.7: Average Number of Adult Downloads by Mobile Users per Year Split By 8 Key Regions 2009-2015.    
Table 4.9: Average Number of Adult Downloads by Mobile Users per Year Split By 8 Key Regions 2009-2015    
Figure 4.8: Total Number of Adult Downloads by Mobile User per Year (m) Split By 8 Key Regions 2009-2015    
Table 4.10: Total Number of Adult Downloads by Mobile Users per Year (m) Split By 8 Key Regions 2009-2015    
4.4.3 Mobile Adult Download Revenues    
Table 4.11: Average Price ($) Paid per Mobile Adult Download Split By 8 Key Regions 2009-2015    
Figure 4.9: Total Revenues from Adult Downloads ($m) Split By 8 Key Regions 2009-2015    
Table 4.12: Total Revenues from Adult Downloads ($m) Split By 8 Key Regions 2009-2015    
4.5 The Market for Subscription-Based Adult Mobile Content    
4.5.1 Mobile Adult Subscribers    
Table 4.13: % of Mobile Phone Users Who Subscribe to Adult Content Services Split By 8 Key Regions 2008-2015    
Figure 4.10: Mobile Phone Users Who Subscribe to Mobile Adult Content (m) Split By 8 Key Regions 2009-2015    
Table 4.14: Mobile Phone Users Who Subscribe to Mobile Adult Content (m) Split By 8 Key Regions 2008-2015    
4.5.2 The Number of Mobile Adult Subscriptions    
Figure 4.11: Average Number of Subscription Transactions by Adult Mobile Users per Year Split By 8 Key Regions 2009-2015    
Table 4.15: Average Number of Subscription Transactions by Adult Mobile Users per Year Split By 8 Key Regions 2009-2015    
Figure 4.12: Total Number of Adult Subscriptions by Mobile Users (m) Split By 8 Key Regions 2009-2015    
Table 4.16: Total Number of Adult Subscriptions by Mobile Users (m) Split By 8 Key Regions 2009-2015    
4.5.3 Mobile Adult Subscription Revenues    
Table 4.17: Average Price ($) Paid for Mobile Adult Subscription Split By 8 Key Regions 2009-2015    
Figure 4.13: Total Revenues ($m) from Mobile Adult Subscriptions Split By 8 Key Regions 2009-2015    
Table 4.18: Total Revenues ($m) from Mobile Adult Subscriptions Split By 8 Key Regions 2009-2015    
4.6 The Market for Adult Video Chat Services    
4.6.1 Users of Mobile Adult Video Chat Services    
Table 4.19: % of Mobile Phone Users Who Subscribe to Adult Video Services Split By 8 Key Regions 2008-2015    
Figure 4.14: Mobile Phone Users Who Use Adult Video Chat (m) Split By 8 Key Regions 2009-2015    
Table 4.20: Mobile Phone Users Who Use Adult Video Chat (m) Split By 8 Key Regions 2008-2015    
4.6.2 Mobile Video Chat Monthly ARPU    
Figure 4.15: Monthly ARPU for Adult Video Chat Services Split By 8 Key Regions 2009-2015    
Table 4.21: Monthly ARPU for Adult Video Chat Services Split By 8 Key Regions 2009-2015    
4.6.3 Mobile Adult Video Chat Revenues    
Figure 4.16: Total Revenues from Mobile Adult Video Chat ($m) Split By 8 Key Regions 2009-2015    
Table 4.22: Total Revenues from Mobile Adult Video Chat ($m) Split By 8 Key Regions 2009-2015    
4.7 The Total Market for Adult Mobile Content    
4.7.1 Consolidated Product Forecasts    
Figure 4.17: Total Revenues ($m) from Adult Mobile Services Split By 8 Key Regions 2009-2015    
Table 4.23: Total Revenues from Adult Mobile Services ($m) Split By 8 Key Regions 2009-2015    
Figure 4.18: Total Revenues from Adult Mobile Services ($m) Split By Product (Text, Download, Subscription & Video Chat) 2009-2015    
Table 4.24: Total Revenues from Adult Mobile Services ($m) Split By Product (Text, Download, Subscription & Video Chat) 2009-2015

5. Regulation

5.1 Introduction    
5.2 National Legislation and Self-Regulation    
5.2.1 North America    
i. Canada    
ii. US    
a. Introduction    
b. \"Nipplegate\" and its Implications for The Mobile Market    
c. 18 USC 2257    
d. ASACP    
e. CTIA Wireless Content Guidelines    
5.2.2 Europe    
i. Pan European Activities    
Table 5.1: Key EU Operator Codes of Conduct Concerning Child Protection, Selected Countries 2010    
a. The EU Mobile Sweep    
ii. UK Content Regulators    
a. British Board of Film Classification (BBFC)    
b. PhonepayPlus    
5.2.3 Asia-Pacific    
i. Australia    
ii. China    
iii. India    
iv. Indonesia    
v. Japan    
vi. South Korea    
5.2.4 Africa & Middle East    
i. South Africa    
a. ICASA    
b. FPB (Film and Publications Board)    
c. Wireless Application Service Providers\' Association (WASPA) of South Africa

Glossary

Companies Referenced

3 UK, Adultmoda, AEBN, Apple, ASACP, Bango, Brazzers, CC Media Network, Cherry Media, DisplayBoy, Evil Angel, FriendFinder Networks, GetJar, Google, Lechill, Melon Mobile, MiKandi, Mobilefone Media, Mountain View Licensing, net-m, Netsize, Night Mobile, O2, Orange, PhoneBox Entertainment, Pink Visual, Playboy, Private, SexGoesMobile, Spankmo, Sport Media Group, Stealthnet, T-Mobile, Twistbox, Vivid Entertainment, Vodafone, Wicked Pictures.