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Mobile Content Business Models

Mobile Content Business Models

OTT & Operator Strategy & Forecasts 2013-2017

Publisher: Juniper Research
Date Published: 05/03/2013
Category: Mobile Markets & Strategies
Coverage: Global - 8 Key Regions ◊
 

Overview

  • Monetisation Strategies
  • Optimal Content Models
  • Forecasts by Billing Mechanism 

This third edition of Juniper's report into Mobile Content Business Models provides a definitive analysis of the evolution of how mobile content is accessed, delivered and monetised. It explores how the OTT (Over The Top) players have pushed many operator portals to the edge of extinction and forced a re-examination of player engagement.

This study comprises the most complete report in its field. It includes an in-depth assessment of mobile content monetisation models and billing mechanisms, and is accompanied by an extensive market sizing and forecast suite.

What this Report Covers?

Direct Carrier Billing
With operators seeking to maintain a foothold in the content play through direct carrier billing, this report explores the opportunities that this mechanism presents, including higher conversion rates and a means to monetise unbanked/underbanked demographics.

OTT Strategies
The report explores how the GAFA (Google, Apple, Facebook, Android) group of leading OTT players are adapting their respective strategies to optimise mobile content revenues.

Expert Analysis and Strategic Recommendations
Learn from Expert analysis and strategic recommendations supported by interviews with key players across the mobile content value chain including Amdocs, Bango, GetJar, Greystripe, Spotify and Zynga. Strategies for network operators, developers, publishers and OTT players are considered.

Market forecasts
Juniper delivers the most detailed market forecasts yet produced on the mobile content opportunity. The report includes 37 tables and 28 charts, forecasting revenues by:

  • Billing Mechanism - Credit Card, Direct Carrier Billing, Other
  • Monetisation Model - Pay Per Download vs In-App Billing/Subscription
  • Content Type - Games, Audio & Video, Lifestyle, eBooks/eMagazines
  • Device Type - Smartphone, Featurephone, Tablet
  • Region - North America, Latin America, Western Europe, Central & Eastern Europe, Far East & China, Indian Subcontinent, Rest of Asia Pacific, Africa & Middle East) 

Country-level data for 6 markets (US, Canada, Germany, UK, Japan and South Korea) is included in the attendant Interactive Forecast Excel.

Table of Contents

1 Executive Summary
2 Business Model Evolution of the Content Play

2.1 Introduction
Figure 2.1: Business Model Evolution, Payment Proliferation: Portal vs OTT Storefront Eras
2.2 Pay‑Per‑Download Applications
2.2.1 Pricing the App
2.2.2 The Constraints of the PPD Approach
2.3 Upselling Content - the Freemium Approach
2.3.1 ‘Lite' Applications
2.3.2 The Growth of In-App Billing
Table 2.1: Top Grossing US iPhone Apps 2012
2.4 The Mobile Value Add
2.5 Billing the Content
2.5 Advertising in Mobile Content
2.6 Reimagining the Consumer Application
2.6.1 The App as Marketing Tool
i. Case Study: Fishlabs
Figure 2.2: Fishlab's Barclaycard-Branded Waterslide Extreme on the iPhone
2.6.2 The App as Retail Mechanism
Figure 2.3: eBay iPhone App
Figure 2.4: Ocado on the Go Screenshots

3 Adaptive Strategies: MNOs

3.1 Introduction
Figure 3.1: Base Line Analysis of Global Mobile Subscriber Growth, ARPU and Operator‑Billed Service Revenues 2012‑2017
Table 3.1: Base Line Analysis of Global Mobile Subscriber Growth, ARPU and Operator-Billed Service Revenues 2012‑2017
3.2 Leveraging the Billing Relationship
Table 3.2: Accredited Payment Intermediaries by UK Operator January 2013
i. Direct-to-mobile In-App Billing
3.2.1 The Advantages of Carrier Billing
i. Monetising the Unbanked and Underbanked
ii. Direct Carrier Billing is Optimal for Impulse Purchases
iii. High Conversion Rates
Figure 3.2: Billing Mechanism Conversion Rate Comparison, Low Value Purchases: Credit Card vs Direct Carrier Billing
iv. Uplift in Transaction Volumes and Values
3.2.2 The Challenges of Direct Carrier Billing
i. Integration Issues
Table 3.3: OTT Storefront, Operator Billing Availability December 2012
ii. Direct Carrier Billing is Less Suited to Higher Value Transactions in Prepaid‑centric Markets
Table 3.4: Selected Markets, Prepaid Users as % of Mobile User Base, 2012
iii. The Margins Issue
Case Study: Telefonica O2
3.2.3 Beyond Billing ‑ Maximising Monetisation Opportunities Through Intelligent Billing

4 Adaptive Strategies: Third Parties

4.1 Introduction
4.1.1 OTT Players and the Rise of the Consumer Cloud
4.2 Apple - Platforms, Devices and Content
Figure 4.1: Annual iPhone/iPad Shipments (m) 2007‑2012
Table 4.1: Annual iPhone/iPad Shipments, 2007-2012 (m)
4.2.1 Beyond the iPhone: Monetising the App Revolution
Figure 4.2: Device vs Content: Cumulative Apple Revenues ($bn) 2008‑2012
4.2.2 Monetising ‘Content in the Cloud'
4.2.3 Enabling Seamless Content in a Connected World
4.3 Google - Android and Beyond
4.3.1 Google vs Apple: Supremacy in the App Downloads Struggle
Figure 4.3: Annual App Downloads (m) Apple App Store vs Google Play 2008‑2012
Table 4.2: Annual App Downloads (m), Apple App Store vs Google Play 2008‑2012
Figure 4.4 Smartphone Installed Base & App Store Market Share (%) Google/Android vs Apple 2012‑2017
Table 4.3 Smartphone Installed Base & App Store Market Share (%) Google/Android vs Apple 2012‑2017
4.3.2 Into the Cloud: Google Music
4.4 Facebook - Monetising the Social Opportunity
4.4.1 Facebook and the Mobile Monetisation Challenge
Figure 4.5: Active Facebook Users (m) PC only vs Mobile 2005‑2012
Table 4.4: Active Facebook Users (m) PC only vs Mobile 2005‑2012
i. Facebook and Mobile Advertising
ii. Facebook and Social Gaming
iii. Facebook: The Mobile Content Play Monetisation Strategy
Table 4.5 Mobile Social Networks, Average Users & Ad Revenues 9 months 2012
4.5 Amazon: eRetail to mContent
Figure 4.6: Number of eBook Titles Available to Kindle Users for Purchase 2007-2011
4.5.1 From Cloud Storage to Cloud Player
4.5.2 To Cloud Content Provider

5 Content Monetisation Forecasts: Smartphones

5.1 Methodology
Figure 5.1: Methodology for Calculating Mobile Content Revenues by Country, Region & Device Type
5.2 The Smartphone Content Marketplace
Figure 5.2: Smartphone Content Revenues ($m) Split by 8 Key Regions 2012‑2017
Table 5.1: Smartphone Content Revenues ($m) Split by 8 Key Regions 2012‑2017
Figure 5.3: Average Content Spend Per Smartphone Per Annum ($) Split by 8 Key Regions 2012‑2017
Table 5.2: Average Content Spend Per Smartphone Per Annum ($) Split by 8 Key Regions 2012‑2017
5.3 Smartphones: Which Content?
Figure 5.4: Smartphone Content Revenues ($m) Split by Content Type 2012‑2017
Table 5.3: Smartphone Content Revenues ($m) Split by Content Type 2012‑2017
5.4 Smartphone Content: How is it Monetised?
Table 5.4: Smartphone Content Monetised by In-App Billing/Subscriptions (%) Split by 8 Key Regions 2012‑2017
Figure 5.5: Smartphone Content Revenues ($m) Split by Monetisation Model 2012‑2017
Table 5.5: Smartphone Content Revenues ($m) Split by Monetisation Model 2012‑2017
5.5 Smartphone Content: Which Billing Mechanism?
Table 5.6: Smartphone Content Annual Spend (%) Split by Billing Mechanism 2012‑2017
Table 5.7: Smartphone Content Billed to Direct Carrier Billing (%) Split by 8 Key Regions 2012‑2017
Figure 5.6: Smartphone Content Billed to Direct Carrier Billing ($m) Split by Region 2012‑2017
Table 5.8: Smartphone Content Billed to Direct Carrier Billing ($m) Split by Region 2012‑2017
Figure 5.7: Smartphone Content Revenues ($m) Billed to Direct Carrier Billing, Operator Share Split by 8 Key Regions 2012‑2017
Table 5.9: Smartphone Content Revenues ($m) Billed to Direct Carrier Billing, Operator Share Split by 8 Key Regions 2012‑2017

6 Content Monetisation Forecasts: Featurephones

6.1 The Featurephone Content Market
Figure 6.1: Featurephone Content Revenues ($m) Split by 8 Key Regions 2012‑2017
Table 6.1: Featurephone Content Revenues ($m) Split by 8 Key Regions 2012‑2017
Figure 6.2: Average Content Spend Per Featurephone Per Annum ($) Split by 8 Key Regions 2012‑2017
Table 6.2: Average Content Spend Per Featurephone Per Annum ($) Split by 8 Key Regions 2012‑2017
6.2 Featurephones: Which Content?
Figure 6.3: Featurephone Content Revenues ($m) Split by Content Type 2012‑2017
Table 6.3: Featurephone Content Revenues ($m) Split by Content Type 2012‑2017
6.3 Featurephone Content: How is it Monetised?
Table 6.4: Smartphone Content Monetised by In-App Billing/Subscriptions (%) Split by 8 Key Regions 2012‑2017
Figure 6.4: Featurephone Content Revenues ($m) Split by Monetisation Model 2012‑2017
Table 6.5: Featurephone Content Revenues ($m) Split by Monetisation Model 2012‑2017
6.4 Featurephone Content: Which Billing Mechanism?
Table 6.6: Featurephone Content Annual Spend (%) Split by Billing Mechanism 2012‑2017
Table 6.7: Featurephone Content Billed to Direct Carrier Billing (%) Split by 8 Key Regions 2012‑2017
Figure 6.5: Featurephone Content Billed to Direct Carrier Billing ($m) Split by 8 Key Regions 2012‑2017
Table 6.8: Featurephone Content Billed to Direct Carrier Billing ($m) Split by 8 Key Regions 2012‑2017
Figure 6.6: Operator Share of Featurephone Content Revenues Billed to Direct Carrier Billing ($m) Split by 8 Key Regions 2012‑2017
Table 6.9: Operator Share of Featurephone Content Revenues Billed to Direct Carrier Billing ($m) Split by 8 Key Regions 2012‑2017

Companies Referenced

 

Interviewed: Amdocs, Bango, GetJar, Greystripe, Kineto, Spotify, Zynga

Profiled: Amazon, Apple, Facebook, Fishlabs, Google, Telefonica O2,

Mentioned: AdMob, 24GMedia, Adobe, Aepona, Amazon, Amdocs, Android Market, AppChina, Appia, Apple, Argos, ARPUS, AT&T, Bango, Barclaycard, BBC, BEREC (Bureau of European Regulators for Electronic Communications), Bharti Airtel, BlackBerry, Boku, BskyB, Capybara Games, Cellmania, Comcast, Danal, DeNa’s Mobage, Dialogue Communications, Domino’s, EA, EE, EMI, Ericsson IPX, ETNO (European Telecommunications Network Operators’ Association), Faber, Facebook, Financial Times, Fishlabs, Flash, Gameloft, Gemalto, GetJar, Gilt Groupe, Google, Google Mobile, Google Play, Google+, GREE, Greystripe, Handango, HBO, Hulu, IMI Mobile, Impuse Pay, Instagram, iTunes, ITV, Java, KDDI, Kindle, Kineto, Kobo, Kony, KPN, LOVEFiLM, MACH, Majic Jungle Software, mBlox, Mibile Interactive Group (MIG), Microsoft, Mixi, Mobage, mobileSQUARED, MobiTV, Motorola Mobility, Motricity, Neomobile, Netflix, Netsize, Nintendo, Nokia, Nook, O2, O2 Media, Ocado, Onebip, OpenMarket, Opera Software, Orange France, Ovi Store, Oxygen8, Communications, Payforit, PayPal, Silverlight, SK Telecom, Sky, Skype, Softbank Mobile, Sony, Spotify, Sprint, Store Kit, Sybase, Symbian, Telefonica O2, TeliaSonera, Telstra, Tencent, Time Warner, T-Mobile, T-Mobile Germany, Twimbow, Verizon, Viber, Visa, Vodafone, VW, W3 World, Wide Web Consortium, Wandoujia, Warner, WhatsApp, Windows Mobile, YouTube, Zynga

 

Extra Info

◊ 8 key regions includes:

North America, Latin America, Western Europe, Central & Eastern Europe, Far East & China, Indian Subcontinent, Rest of Asia Pacific and Africa & Middle East.

 

 

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Key Questions

 

  1. How much will content on mobile devices be worth by 2017?
  2. How can operators monetise content in an OTT storefront environment?
  3. How can the introduction of direct carrier billing benefit players across the value chain?
  4. How are the leading OTT players revising their strategies to enhance their content revenues?
  5. What are the prospects for the pay-per-download model?
  6. Which content types will generate most revenues on mobile devices over the next five years?
  7. Which OTT storefronts have implemented direct carrier billing, and in which markets?
  8. How do Facebook's mobile advertising revenues per user compare with early adopters of the mobile advertising model?
  9. How can MNOs monetise video?
  10. How will Apple and Google's app download share change over the next five years?

 

Any Questions about this report please contact us.

 

Related Reports:

Mobile Content Business Models IFxl 2013-2017

Related Categories: Strategies

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