行動娛樂國別市場分析

Mobile Entertainment: Country Profiles clarifies the market, giving insight and direction for anyone operating in this industry.

Music

• How are the key music segments expected to develop over the next five years and what will be the factors that either drive growth or cause a downward trend in revenues?
• Discover the key business models adopted around the world and learn the impact that they have had on numbers of users and levels of revenues
• Learn the importance of localisation of content and how international artists are failing to break into key markets
• What impact do cultural preferences have on the provision of regional business models?

Adult

• What business models are operators looking to deploy in order to exploit the adult services market without losing brand credibility and risking high churn levels?
• How important a role does the content aggregator play in the adult content value chain?
• What services are proving most profitable in the value chain: video, SMS, chat, user generated content?
• Which markets are seeing adult content take off and which have seen the segment stifled?

Games

• What role will direct-to consumer/off-portal initiatives play in the mobile games industry?
• How are successful operators managing their games portals?
• Learn the strategies from around the globe that have been implemented to expand the segment beyond the key 5%
• Why are media companies and console-games publishers stepping up their involvement in mobile games?
• What can be learnt from regional differences in mobile games strategies?

Video

• What is driving video content consumption around the globe?
• Identify the key content partnerships that are driving growth
• Learn the current size of the market and the key factors that shape segment growth over the next five years
• What has been the role of the consumer in creating content and how have operators leveraged this market phenomenon?

TV

• Learn which standards have been adopted in which regions, the pros and cons of adoption and how the mobile TV landscape is likely to evolve
• Licensing, rights and regulation: navigating the complexities of rights ownership
• Examining the business models for mobile TV: what have been the factors that have driven success or initiated failure?
• Personalisation and imaging
• What are the new services and applications driving mobile personalisation?
• Key drivers for growth in avatars, cartoons, screensavers and wallpapers from around the globe
• Which countries are still seeing significant growth and which are seeing slowdown and why?

Communities and user generated content

• Business and revenue models for mobile communities
• What are the different forms mobile community applications and services can take?
• Which countries have successfully monetized communities and what have been the key success factors?

Table of Contents

• EXECUTIVE SUMMARY

• THE MOBILE ENTERTAINMENT MARKET
• Highlights
• Market overview
• Technology
  • Figure 2.1 Evolution of GSM- and CDMA-enabled applications
• Business models
  • Off-portal/direct-to-consumer
  • Outsourcing
  • Revenue sharing
• Mobile entertainment market forecasts
• Methodology
  • Figure 2.2: Mobile entertainment market segmentation
  • Figure 2.3: Mobile entertainment: countries and regions analysed
• Market segmentation
• Global demand for mobile content
  • Figure 2.4: Global mobile entertainment revenues, 2007-2012
• Music
  • Figure 2.5: Global mobile music revenues by region, 2007-2012
  • Figure 2.6: Global mobile music revenues by segment, 2007-2012
  • Figure 2.7: Global mobile music users by segment, 2007-2012
• Games
  • Figure 2.8: Global mobile games revenues by region, 2007-2012
  • Figure 2.9: Global mobile games users by region, 2007-2012
• Video
  • Figure 2.10: Most watched video genres on Orange UK, 1Q07
  • Figure 2.11 Global mobile video revenues by region, 2007-2012
  • Figure 2.12: Global mobile video users by region, 2007-2012
• TV
  • Figure 2.13: Mobile TV deal roundup
  • Figure 2.14: Global mobile TV revenues by region, 2007-2012
  • Figure 2.15: Global mobile TV streaming vs. broadcast revenues, 2007-2012
  • Figure 2.16: Global mobile broadcast TV users by region, 2007-2012
  • Figure 2.17: Global mobile streaming TV users by region, 2007-2012
• Images
  • Figure 2.18: Global mobile images revenues by region, 2007-2012
  • Figure 2.19: Global mobile images users by region, 2007-2012
• Adult
• Gambling
  • Figure 2.20: Global mobile gambling revenues by region, 2007-2012
• User-generated content and communities
• Regional analysis
• North America
  • Figure 2.21: US: mobile entertainment revenues, 2007-2012
  • Figure 2.22: Canada: mobile entertainment revenues, 2007-2012
• Latin America
  • Figure 2.23: Brazil: mobile entertainment revenues, 2007-2012
  • Figure 2.24: Rest of Latin America: mobile entertainment revenues, 2007-2012
• Asia Pacific
  • Figure 2.25: Japan: mobile entertainment revenues, 2007-2012
  • Figure 2.26: South Korea: mobile entertainment revenues, 2007-2012
  • Figure 2.27: Rest of Asia Pacific (Developed): mobile entertainment revenues, 2007-2012
  • Figure 2.28: China: mobile entertainment revenues, 2007-2012
  • Figure 2.29: India: mobile entertainment revenues, 2007-2012
  • Figure 2.30: Rest of Asia Pacific (Developing): mobile entertainment revenues, 2007-2012
• Europe
• Nordic regions
• Eastern Europe
  • Figure 2.31: France: mobile entertainment revenues, 2007-2012
  • Figure 2.32: Germany: mobile entertainment revenues, 2007-2012
  • Figure 2.33: Italy: mobile entertainment revenues, 2007-2012
  • Figure 2.34: Spain: mobile entertainment revenues, 2007-2012
  • Figure 2.35: UK: mobile entertainment revenues, 2007-2012
  • Figure 2.36: Rest of Western Europe: mobile entertainment revenues, 2007-2012
  • Figure 2.37: Russia: mobile entertainment revenues, 2007-2012
  • Figure 2.38: Rest of Eastern Europe: mobile entertainment revenues, 2007-2012
• Africa
  • Figure 2.39: Africa: mobile entertainment revenues, 2007-2012
• Middle East
  • Figure 2.40: Middle East: mobile entertainment revenues, 2007-2012

• BRAZIL
• Market highlights
• Market overview
• Vivo
• Claro
• TIM
• Oi
  • Figure 3.1: Brazil: main mobile operators, 1Q07
  • Figure 3.2: Brazil: mobile network operator subscriptions, 1Q06-1Q07
• Technology
  • Figure 3.3: Brazil: mobile subscriptions by technology, 2004-2006
  • Figure 3.4: Brazil: mobile subscriptions by technology, 2006
• Prepaid
  • Figure 3.5: Brazil: prepaid as a percentage of mobile subscriptions, 1Q07
  • Figure 3.6: Brazil: prepaid/postpaid mobile subscriptions, 1Q06-1Q07
  • Data as a proportion of revenues
  • Figure 3.7: Brazil: data as a proportion of mobile operator revenues, 4Q05-4Q06
• Mobile entertainment
• Music
• Games
• TV and video
  • Figure 3.8: Mobile TV and video in Brazil
• Adult
• Enabling services
• Marketing
  • Figure 3.9: Sports training application

• CHINA
• Market highlights
• Market overview
  • Figure 4.1: China: country and mobile market data
  • Figure 4.2: China: mobile operator subscription market share, March 2007
  • Figure 4.3: China: prepaid and postpaid mobile subscriptions, March 2007
  • Figure 4.4: China: operators' prepaid versus postpaid, March 2007
• Network developments
• Operator strategies
  • Figure 4.5: Content aggregators selected to provide content on China Mobile' s portal
• Competition and policy
  • Figure 4.6: MII policy changes in China in 2006
• Mobile entertainment
• Music
  • Figure 4.7: Market shares of the major record labels in China 2005 and 2006
• TV
• Video
• Games
• Gambling
• Adult
• User-generated content (UGC) and social networking
• Personalisation and imaging
• Service enablers
• Search
  • Figure 4.8: Selected censored web sites on Google search in China
• Advertising

• FRANCE
• Market highlights
• Market overview
  • Figure 5.1: France: main mobile operators, 1Q07
  • Figure 5.2: France: prepaid/postpaid subscriptions, 1Q07
  • Figure 5.3: France: prepaid/postpaid subscriptions, 1Q06-1Q07
  • Figure 5.4: France: data as a proportion of mobile operator revenue, 4Q05-4Q06
• Spectrum licence auctions
• MVNOs
  • NRJ Mobile
• Convergence
  • France Telecom/Orange
• Data
  • Bouygues Telecom and i-mode
• Mobile entertainment
• Music
  • Figure 5.5: France: percentage of mobile music listeners using operator portals to acquire music
  • Operator strategies
• Games
  • Figure 5.6: France: mobile subscribers playing preloaded games vs. browsing
• TV and video
  • Figure 5.7: France: mobile subscribers watching live/streaming video
• Service enablers
• Search
  • Figure 5.8: Access to Gallery platform
• Advertising

• GERMANY
• dMarket highlights
• Market overview
  • Figure 6.1: Germany: main mobile operators, 1Q07
  • Figure 6.2: Germany: mobile network operator subscriptions, 1Q06-1Q07
• Prepaid
  • Figure 6.3: Germany: prepaid/postpaid mobile subscriptions, 1Q07
  • Figure 6.4: Germany: prepaid/postpaid subscriptions, 1Q06 and 1Q07
• Data
  • Figure 6.5: Germany: data as a proportion of mobile operator revenues, 4Q05-4Q06
  • Figure 6.6: The operator portal (Vodafone live!)
• Mobile entertainment
• Music
  • Figure 6.7: Jamba Music
• Games
  • Figure 6.8: Germany: mobile subscribers playing preloaded games vs. browsing
• TV and video
  • Figure 6.9: Mobile TV locator
• Service enablers
• Advertising
  • Figure 6.10: Germany: leading fixed line and mobile portals, 2006 and 2007
• Future trends
  • Figure 6.11: Sulake' s Habbo mobile

• INDIA
• Market highlights
• Market overview
• Subscription growth and mix
  • Figure 7.1: India: mobile operator market share, 1Q07
  • Figure 7.2: India: mobile prepaid/postpaid subscriptions, 2006 and 2007
• Technology mix
• 3G licensing
• Data developments
• Issues facing the VAS market in India
  • Figure 7.3: India: revenue sharing agreements
• Distribution of shortcodes
  • Figure 7.4: India national level shortcode owners
• Mobile entertainment
• Music
  • Music and the device manufacturers
  • Music genres
  • Mobile radio and streaming services
    • Figure 7.5: India mobile radio pricing
• Games
• TV
• Video
• Enabling services
• Interactive TV

• ITALY
• Market highlights
• Market overview
  • Figure 8.1: Italy: mobile operator subscriber market share, March 2007
  • Figure 8.2: Italy: prepaid/postpaid mobile subscriptions, 1Q07
• Network developments
• Competition
  • Figure 8.3: Italy: data as a proportion of mobile operator revenue, 1Q05-1Q07
• Mobile entertainment
• Music
  • Figure 8.4: Cost of mobile music services in Italy, March 2007 (€)
• Games
  • Figure 8.5: Italy: operator' s mobile games top ten downloads, March 2007
• Video
• TV
  • Figure 8.6: Italy: DVB-H mobile TV offerings
• Adult
  • Figure 8.7: Italy: mobile operators' adult content partnerships
• Personalisation and imaging
  • Figure 8.8: Italy: cameraphone penetration and graphics purchases, February 2007
  • Figure 8.9: Italy: monthly consumption of mobile content, February 2007
• User-generated content (UGC) and community services
• Gambling
• Content providers and aggregators
• Service enablers
• Advertising

• JAPAN
• Market highlights
• Market overview
  • Figure 9.1: Japan: main mobile operators, 2Q07
• Subscription growth
  • Figure 9.2: Japan: prepaid/postpaid subscriptions, 2Q07
  • Figure 9.3: Japan: prepaid/postpaid subscriptions, 2Q06-2Q07
• Technology mix
• 3G licensing
• MVNOs
• Data
  • Figure 9.4: Japan: 3G, flat rate and mobile Internet subscriptions by operator, March 2007
  • Figure 9.5: KDDI flat rate pricing
  • Figure 9.6: Japan: data as a percentage of revenue, 1Q06-1Q07
• Mobile entertainment
• Music
  • Figure 9.7: KDDI EZ Chaka-uta Full cumulative downloads
  • Figure 9.8: Digital music sales in Japan 2006
• Games
• TV
  • Figure 9.9: Mobile TV developments in Japan, 2006
  • Figure 9.10: TV-capable handsets launched by end-2Q06, by operator
• Video
• Communities
• Service enablers
• Search

• SOUTH KOREA
• Market highlights
• Market overview
  • Figure 10.1: South Korea: wired and wireless users, 2006
  • Figure 10.2: South Korea: main mobile operators, 1Q07
  • Figure 10.3: South Korea: data as a proportion of operator revenues 4Q06-4Q07
• Prepaid
  • Figure 10.4: South Korea: prepaid/postpaid subscriptions, 2Q07
  • Figure 10.5: South Korea: prepaid/postpaid subscribers, 2Q06-2Q07
• Technology
• Handset subsidies
• MVNOs
• Data
• Mobile entertainment
• Music
  • Figure 10.6: SKT MelOn service
• Games
  • Figure 10.7: KTF Game Shop
• TV and video
  • Figure 10.8: Satellite DMB configuration
• User-generated content and communities
  • Figure 10.9: Cyworld mini
• Service enablers
• Advertising

• UNITED KINGDOM
• Market highlights
• Market overview
  • Figure 11.1: UK: main mobile operators, 1Q07
  • Figure 11.2: UK: prepaid/postpaid subscriptions, 1Q07
  • Figure 11.3: UK: prepaid/postpaid subscriptions, 1Q06-1Q07
  • Figure 11.4: UK: data as a proportion of operator revenues, 4Q05-4Q06
• Spectrum licence auctions
• Data
  • O2
  • T-Mobile
  • 3 UK
• Mobile entertainment
• Music
  • MusicStation
  • Musiwave and Vodafone
  • Mobile DAB
• Games
  • Figure 11.5: UK: subscribers playing preloaded games vs. browsing
• TV and video
  • Figure 11.6: UK t-zones video categories
  • TDtv
  • Qualcomm and BSkyB
  • Virgin Mobile
  • BSkyB and Vodafone
• User-generated content and communities
  • Figure 11.7: Mobile Community Platform
  • Vodafone deals
• Adult
  • Cherrysauce and Burst Mobile
    • Figure 11.8: Burst Mobile partners
• Service enablers
• Search
  • m-Spatial
    • Figure 11.9: UK: top ten local search brands, October-December 2006
  • Converged Local Search
• Advertising
  • Amobee Media Systems
  • Celltick.
  • Yahoo Mobile search
  • The Sun
• 3 UK and ad-funded content
• Blyk

• UNITED STATES
• Market highlights
• Market overview
• Fragmentation and consolidation
  • Figure 12.1: US: subscriptions by technology, 1Q07
  • Figure 12.2: US: subscriptions by operator, 1Q06-1Q07
  • Figure 12.3: Consolidation of US mobile market, 1Q06-1Q07
• MVNOs
• The monthly subscription mindset
  • Figure 12.4: US: prepaid vs. postpaid subscriptions, 1Q07
  • Figure 12.5: US: mobile entertainment pricing by operator, May 2007
• Mobile data growth
  • Figure 12.6: Selected US operators' monthly data ARPU, 4Q05-1Q07
  • Figure 12.7: Selected US operators' monthly data ARPU, as a percentage of total ARPU, 4Q05-1Q07
• Content and services
• Operators' approach to D2C
• Music entertainment
• Music
  • Figure 12.8: Sprint mobile music advertisement
• Games
  • US content providers
  • Breaking the 5% barrier
    • Figure 12.9: US: mobile games users, Jan-06-Feb-07
• TV and video
• Other mobile entertainment services