Global' s latest report takes a close look at the current MVNO market in the
United States, unveils various marketing opportunities within that market,
projecting industry trends and analysis while highlighting several successful
case studies that speak to the growth potential of this sector.
The report, which follows Global' s MVNO research study of 2005 clearly shows
how Global' s MVNO industry predictions have now come to fruition. Leading
MVNOs are often in the headlines as of late, opening up discussions as to
whether it will be the leading profitable factor in the wireless industry.
METHODOLOGY
Data for this study have been obtained from various sources, such as
regulatory filings of major wireless players, interviews with company
executives, analysis of media types used by these players, and advertising
message angles. Descriptive parts of the report contain information from
ongoing proprietary research and market analysis that Global Advertising
Strategies has been conducting on the telecommunications industry since 1999.
Table of Contents
ABOUT GLOBAL ADVERTISING STRATEGIES
I. THE EVOLUTION OF MVNOs
EXECUTIVE SUMMARY, DEFINITION AND METHODOLOGY
II. MVNOS AND THE WIRELESS SERVICES INDUSTRY
INTRODUCTION
CONSOLIDATION-DRIVEN CHANGE
EVOLUTION OF THE MVNO INDUSTRY
FIGURE 1: MVNOs AND THEIR SUPPLIERS
KEY INDUSTRY DRIVERS
INTERNATIONAL CALL VOLUME AND MOBILE CARRIERS
FIGURE 2: TOP INTERNATIONAL CALL DESTINATIONS
FIGURE 3: U.S. ETHNIC GROUPS AND KEY INTERNATIONAL DESTINATIONS
III. APPROACHES TO MVNO MARKETING
MARKETING STRATEGIES
MARKETING AUDIENCE
MARKETING MEDIUM
MOBILE NETWORK OPERATORS IN THE U.S. MARKETPLACE
MAJOR MVNOs IN THE U.S.
VI.SRATEGIES AND SYNERGIES AMONG MNOS AND MVNOS
IMPACT OF THE MOBILE CONTENT CRAZE
MOBILE CONTENT OPPORTUNITIES: MNOs AND MVNOs
ADULT MOBILE CONTENT: OPPORTUNITY VS CONTROVERSY
ADULT CONTENT AND ARPU
ADULT MOBILE CONTENT: MAJOR PLAYERS
EROTIC SPAM ISSUES
EROTIC CONTENT AND CENSORSHIP
PROMOTION OF MOBILE CONTENT DELIVERY
PROFITABILITY OF MVNOs
CONDITIONS FOR SUCCESS
REASONS FOR OFFERING MOBILE CONTENT
PROMOTION AND WEBSITES
SMS PUSH AND SMS PULL
CASUAL MOBILE CONTENT
TRANSACTION NETWORK AGGREGATORS
WORKING MODALITIES FOR TNAs
BYPASSING TNAs
DIRECT TO CUSTOMER PHENOMENA
TECHNOLOGY AND IMPLEMENTATION OF IVR
IMPLEMENTATION
VALUE ADDED SERVICES
INNOVATIONS
IVR IN m-VAS
AUDIENCE DEMAND
CONSUMER INSIGHTS
T-MOBILE IN THE CZECH REPUBLIC
m-VAS AND MOBILE MARKETING
CONSUMER EVALUATIONS
MOBILE MARKETING AND EMAIL
MOBILE MARKETING AND GENERAL POOL MARKETING
U.S. MARKET CHARACTERISTICS
MAJOR PLAYERS IN MOBILE MARKETING SEGMENTS
ON-DECK SECTOR MOBILE MARKETING
CUSTOMER PERCEPTIONS
MOBILE MARKETING FIRMS
STRATEGIES OF MAJOR MARKET PLAYERS
TYPES OF CLIENTS OF MOBILE MARKETING FIRMS
B2C AND MOBILE LOCATION BASED MARKETING
B2B C-LEVEL EXECUTIVES
C2C AND P2P
COMPLEXITY OF PROMOTIONS AND SALES CHANNELS
MASS ACTION CAMPAIGNS
SHORT MESSAGE SERVICE PUSH
SHORT MESSAGE SERVICE PULL
MOBILE VIDEO/TV
MOBILE SEARCH FUNCTIONS
AD-SUPPORTED MOBILE GAMES
PEER-TO-PEER OPPORTUNITIES
INTERSTITIAL ADVERTISING
BEST CAMPAIGN COVERAGE
TECHNOLOGIES THAT ENHANCE MOBILE MARKETING
MOBILE INTERNET BASED MARKETING CAMPAIGNS: CARLSON HOTELS
MOBILE SEARCH
MOBILE MARKETNG TEST-PLATFORMS
QUICK RESPONSE TECHNOLOGY
TEXTMARKS TECHNOLOGY
PUBLIC MONITORING CAMPAIGNS ENABLING MOBILE VOTING AND TEXTING
VOTING AND SWEEPSTAKES
EXAMPLES OF MOBILE VOTING IN THE U.S.
TICKETING
COMMUNITIES AND WISHFUL THINKING
NON-DOWNLOADER' S REASONING
MAJOR CHANGES IN THE U.S. m-VAS MARKET ARENA
NEW MARKET PHASE
TARGET AUDIENCE: COMMUNITIES
TRADITIONAL COMMUNITIES
SELF-IDENTIFICATION TREND
BREAKING DOWN TRADITIONAL m-VAS CONSUMER COMMUNITIES
REACHING OUT AND CUSTOMIZATION
PRICING
MVNOs TARGETING TRADITIONAL COMMUNITIES
EMERGENCE OF MOBILE COMMUNITIES
MOBILE COMMUNITIES
PRODIGITS' WEB-PUBLISHED TERMS AND CONDITIONS
TECHNOLOGY-ENHANCED MOBILE COMMUNITIES
POTENTIAL BUSINESS INCENTIVES
FINANCIAL MARKET INDICATORS
DATA AVAILABILITY
BILLING FOR CONTENT
PREMIUM RATE SMS
CREDIT CARD PAYMENTS
SERVICE CREDITS
CONTENT OWNERS
MOBILE OPERATORS
MOBILE CONTENT DEVELOPERS
MANPOWER RELATED COSTS
TIME TO RELEASE
COMPLEXITY OF FEATURES
LEVEL OF HANDSET COMPATIBILITY
LOCALIZATION REQUIREMENTS
MARKET PAYING CAPACITY
U.S. MOBILE CONTENT DEVELOPERS
MOBILE CONTENT AGGREGATORS
U.S. MOBILE CONTENT AGGREGATORS
MOBILE CONTENT PROVIDERS
U.S. MOBILE CONTENT PROVIDERS
PROFITABILITY OF MOBILE CONTENT
JAVA BASED MOBILE LIBRARY & EROTIC APPLICATIONS
JAVA-BASED MOBILE LIBRARY
MAJOR US-BASED JAVA DEVELOPERS
JAVA-BASED EROTIC APPLICATIONS AND COMMERCIAL SUCCESS
