美國的行動媒體/娛樂市場：價值鏈和價格模型

The mobile media and entertainment (MME) markets in the US are developing at a remarkable rate, but the rush to establish a presence in the market has left many players unsure about which revenue models are viable and which types of relationship will be profitable for them. This report examines the ways in which value chains are developing in the US MME markets. The study is designed to help market participants and observers understand how to charge appropriately for services and content, what types of business model are emerging in the major mobile media service sectors, and how they should position themselves to exploit the emerging opportunities in MME.

Mobile Media and Entertainment in the US: value chains and pricing models answers your key questions:

• What is the status of the US MME market and who are the key players?
• What do MME value chains for the various services on offer look like, and how are they likely to develop?
• How are operators pricing MME services and how are these pricing models expected to evolve?
• To what extent will MME value chains and revenue models mimic those for the Internet, cable TV and broadcast TV?
• How can companies position themselves to be significant and profitable players in the US MME market?

• Mobile network operators and MVNOs: senior executives, product managers, business development and marketing executives, and technology leaders, to understand the business and pricing models for different types of MME and the benefits they can bring to network operators and their customers.
• Media companies and other content providers: senior executives, mobile division heads, licensing executives, and product and business development managers, to understand the opportunities presented by MME in the US market and to identify the best business, partnership and pricing models for distribution of their content in the mobile format.
• Mobile software and applications developers: senior executives and product managers, to understand what kinds of application and platform will be important in the MME value chain and how business and pricing models are evolving.
• Handset and network equipment vendors: senior executives, technology strategists, product developers and business development executives, to assess the demand for MME-enabling features and functionality on handsets and determine which network and handset capabilities are needed to support the further development of MME services and revenue streams.
• Investors: to understand the likely successes and failures in MME and the strategies that different types of organization should be adopting as the US MME market develops.
• Regulators: to identify emerging trends in MME in the US market, and the implications for competition, service provision and service pricing.

• Executive summary
• Introduction and scope: two slides outline the scope of the report and the classification system used for MME services
• State of the market and key players: nine slides describe the US MME market, including mobile data ARPU trends, key issues for market development and player positioning in the value chain
• Value chains by service category: 36 slides provide analysis of the value chains for six categories of MME service - music, TV and video, games, social networking and user-generated content, adult content, and personalisation
• Services pricing model analysis: eight slides discuss the pricing models employed for each category of MME service, and the evolution of pricing models in the MME market overall
• Mobile advertising in the MME value chain: seven slides examine the mobile advertising value chain, the impact of advertising on MME revenue and the development of the mobile advertising market in the US
• Actions: three slides translate the findings of the report into recommended courses of action for all players in the MME industry

• Figure 1: Voice and data revenue in the US, 2003- 2006
• Figure 2: Data ARPU as a percentage of total ARPU for selected operators, 2Q 2006 and 2Q 2007
• Figure 3: The evolution of operator approaches to MME service provision
• Figure 4a- b: The on-deck and off-deck mobile music value chains in the US
• Figure 5a- b: The broadcast and streamed mobile TV and video value chains in the US
• Figure 6a- b: The on-deck and off-deck mobile game value chains in the US
• Figure 7: The mobile social networking and UGC value chain in the US
• Figure 8a- b: The on-deck and off-deck mobile personalization value chains in the US
• Figure 9: The mobile advertising value chain in the US
• Figure 10: Free voice minutes awarded by Virgin Mobile USA as part of its Sugar Mama campaign, June 2006- September 2007

• Table 1: Classification of the MME market by category and service type
• Table 2: Market player positioning in the MME value chain
• Table 3: Apple, Google and Nokia' s MME value-chain strategies
• Table 4: Mobile music content provision models in the US
• Table 5: Mobile TV and VoD content provision models in the US
• Table 6: Mobile game service provision models in the US
• Table 7: Mobile social networking service provision models in the US
• Table 8: Mobile adult content provision models in the US
• Table 9: Mobile personalization service provision models in the US
• Table 10: Major mobile operators' flat-rate and per-kB data service pricing in the US
• Table 11: Major mobile operators' music service pricing in the US
• Table 12: Major mobile operators' TV and VoD service pricing in the US
• Table 13: Major mobile operators' game service pricing in the US
• Table 14: Major mobile operators' social networking service and UGC application pricing in the US
• Table 15: Importance of advertising to MME revenue by service type
• Table 16: Significant acquisitions in the US mobile advertising market, 2006- 2007