Abstract
Discover how to launch a successful World Cup mobile strategy
The football World Cup is the most viewed global TV event, with the 2002
tournament in Japan and Korea attracting a cumulative audience of 28.8
billion global viewers, of which an estimated one billion watched the final
itself. In June and July 2006, the tournament will be held in Germany and
provides an opportunity for the telecoms industry to generate significant
revenues. This report discusses how best the telecoms industry can
capitalise from the opportunity presented by the 2006 World Cup. Make sure
you do not lose out on the lucrative rewards on offer by buying this timely
report.
Many operators and vendors, particularly in Europe, will be looking to the
tournament to promote advanced services, such as mobile digital TV. Video
streaming and sophisticated 3D gaming will be amongst the content made
available and pushed by operators. But is this strategy likely to be more
successful than simple text-based services or downloads, such as ringtones
and logos? This report will tell you.
Other key questions answered by this report include:
What are the drivers and challenges to exploiting the 2006 World Cup
opportunity?
What did mobile companies do during the 2002 WC and what can they learn from
this experience?
What activity is taking place by the various industry players?
What applications and content is likely to prove most popular?
What strategies are most likely to generate the most revenues?
How do market dynamics influence strategic options?
The report analyses several ways in which the user experience can be
optimised during the tournament. Visiongain believes that operators should
provide dedicated World Cup portals as a one-stop resource for subscribers
to find football-related content and services. There are early examples of
this approach undertaken by several operators.
The upcoming World Cup also presents a perfect opportunity for the industry
to create end-user communities, in this case based around a shared affinity
towards a national team - whether through mobile blogging, vlogging, IM or
push-to-talk. In addition, pricing strategies are analysed in the report:
how can "all-you-can-eat" bundles be positioned against a "pick-and-mix"
approach involving, for example, SMS goal alerts of selected matches?
Adopting the right strategy depends on a number of factors, all of which
must be carefully considered to guarantee success.
By reading this 100+ page report, you will understand how your company can
better benefit from the huge opportunity that the World Cup presents.
The report also provides:
Revenue forecasts associated with the 2006 World Cup, including by service
type
Analysis of strategies adopted by operators and vendors
Analysis of how the industry should approach the World Cup
Analysis of the use of new technology at the tournament
By ordering this report, you will be in a position to better understand how
you can profit effectively from the worlds most popular sporting event.
Chapter 1 Executive Summary
- 1.1 The World Cup as a Global Event
- 1.2 World Cup Revenue Opportunities
- 1.3 Key Markets - Technology Dependent Strategies
- 1.4 Market Dynamics
- 1.5 Best Strategies
Chapter 2 Introduction
- 2. Introduction
- 2.1 Methodology
- 2.2 Aims of this Report
Chapter 3 Opportunity to Score with the World Cup
- 3.1.1: Football - The Global Game
- Table 3.1: Top Five Ranking Sports Event by Viewers, 2000-2005
- 3.1.2 The FIFA World Cup
- Table 3.2: Nations Represented at 2006 World Cup
- Table 3.3: World Cup Viewing Figures, 1998 and 2002
- 3.2 Relevance of the World Cup for Mobile Operators
- 3.2.1 Captive Audience
- Chart 3.1: Global Audiences for FIFA World Cups, 1986-2002
- Chart 3.2: 2002 World Cup Viewers in Japan by Gender
- 3.2.1.1 Youth Audience
- 3.2.2 Revenue Potential
- Chart 3.3: Average Revenue from Corporate Sponsorship at World Cups
- Table 3.4: FIFA Licensing Rights
- 3.2.3 Technological Environment for Mobile Industry
- 3.3 2002 World Cup Japan / Korea Experience
- 3.3.1 Operator Strategies at the 2002 World Cup
- 3.3.1.1 Mobile Rental as Revenue Generator at the 2002 World Cup
- 3.3.2 Manufacturer Strategies at the 2002 World Cup
- Table 3.5: Sony Ericsson and Mobile Future Content Provision for 2002 World
- Cup
- 3.3.3 Content Provider Strategies at the 2002 World Cup
- 3.3.4 Application Service Provider Strategies at the 2002 World Cup
- 3.4 The Road to World Cup 2006
Chapter 4 Strategies for World Cup Success
- 4.1 Video and Mobile TV - Bringing the World Cup to the small, small
- screen?
- 4.1.1 Importance of the World Cup to Mobile TV
- 4.1.2 Definition of Mobile TV
- Chart 4.1: Global 3G Subscribers in Millions
- Chart 4.2: Amount Users are Willing to Pay for Mobile TV
- 4.1.3 Mobile TV Formats
- 4.1.3.1 TV on 3G
- 4.1.3.2 Digital TV Networks For Mobile
- 4.1.4 Why Mobile TV for the World Cup?
- Table 4.1: Nokias Digital Mobile TV Trials
- Chart 4.3: Nokia Mobile TV Trial Popularity With Respondents
- 4.1.5 Which Format?
- 4.1.6 Benefits of Mobile TV at the World Cup
- Chart 4.4: Global Mobile TV Revenues 2005-2010
- 4.1.7 Issues facing Mobile TV for the World Cup
- 4.1.7.1 Content
- 4.1.7.2 Competition from Traditional Sources
- 4.1.7.3 Content Quality
- 4.2 Mobile Gaming and the World Cup
- Chart 4.5: Global Mobile Gaming Revenues
- 4.2.1 The License Issue
- Table 4.2: Benefits of Official FIFA License
- 4.2.2 Mobile Games without Licence
- 4.2.3 Other Issues Facing Mobile Games for the World Cup
- 4.2.3.1 Cost
- 4.2.3.2 Gaming Quality
- 4.2.3.3 Competition from other Gaming Platforms
- 4.3 Mobile Betting at the World Cup
- 4.3.1 Betting as a Mobile Revenue Generator?
- Chart 4.6: Global Mobile Gambling Revenues 2005-2010
- Chart 4.7: Global Mobile Sport Betting Revenues 2005-2010
- 4.3.2 Betfair: Popularity of new Gambling Methods
- Table 4.3: Definition of "Back" or "Lay" Odds
- 4.3.3 Format for Mobile Gambling at the World Cup
- 4.3.4 Issues for Mobile Gambling
- 4.4 Web Content and Interaction
- 4.4.1 Information Services
- 4.4.2 Interactive Services
- 4.4.2.1 Mobile Vlogging at the World Cup
- 4.4.3 World Cup to drive more Open Internet Content?
- Table 4.4: Walled vs Open Garden Browsing Strategy
- 4.4.4 World Cup Portals
- 4.5 SMS and MMS at the World Cup
- Chart 4.8: SMS and MMS Revenue Forecasts 2005-2010
- 4.5.1 World Cup Strategies for Text Messaging
- 4.5.1.1 Text Alerts
- Table 4.5: Typical Features of Football Text Alerts
- 4.5.1.2 Marketing and Advertising
- 4.5.1.2.1 A Targeted Approach for the World Cup
- 4.5.1.3 In Conjunction With Other Media
- 4.5.1.4 Peer to Peer Texting
- 4.5.1.5 Advantages of SMS and MMS
- Table 4.6: Advantage of Text
- 4.6 Voice Services at the World Cup
- 4.6.1 Network Capacity Issues
- Table 4.7: 2003 Rugby World Cup Call Volumes During Games
- 4.6.2 Roaming Agreements
- 4.6.2.1 Growing Importance of 3G in Roaming Networks
- 4.7 Downloads at the World Cup
- 4.7.1 World Cup Ringtones
- 4.7.2 World Cup Logos
- 4.8 World Cup Pricing Strategies
- Table 4.9: Potential Pricing Strategies for 2006 World Cup
- 4.9 Traditional Advertising and Sponsorship
- 4.9.1 Mobile Industry Association with Football
- Table 4.10: Major Football Sponsorship Deals Involving Mobile Companies
- 4.9.2 Sponsorship Strategies for the World Cup
- 4.9.3 Issues For Sponsorship Strategies at the World Cup
- 4.9.3.1 Multi-brand Association
- 4.9.3.2 Poor Performance
- 4.9.3.3 Advertising Competition
Chapter 5 Key Markets and Deals
- 5.1 Status of Mobile Communications in Key Markets
- Chart 5.1: Top Nine Nations Qualified for the 2006 World Cup by Mobile
- Subscribers
- 5.1.1 Brazilian Mobile Market
- 5.1.1.1 Brazil Key Statistics
- Chart 5.2: Brazilian Mobile Subscribers 2003-2006
- Table 5.1: Major Brazilian Mobile Operators
- 5.1.1.2 Brazilian Technology Status
- 5.1.2 Chinese Mobile Market
- 5.1.2.1 China Key Statistics
- Chart 5.3: Chinese Mobile Subscribers 2003-2006
- Table 5.2: Chinese Mobile Operators
- 5.1.2.2 Chinese Technology Status
- Chart 5.4: Chinese SMS Usage 2002-2006
- 5.1.3 French Mobile Market
- 5.1.3.1 French Key Statistics
- Chart 5.5: French Mobile Subscribers 2002-2006
- Table 5.3: French Mobile Operators
- 5.1.3.2 French Technology Status
- 5.1.4 German Mobile Market
- 5.1.4.1 German Key Statistics
- Chart 5.6: German Subscriber Growth 2002-2006
- Table 5.4: German Mobile Operators
- 5.1.4.2 German Technology Status
- 5.1.5 Italian Mobile Market
- 5.1.5.1 Italian Key Statistics
- Chart 5.7: Italian Mobile Subscribers 2002-2006
- Table 5.5: Italian Mobile Operators
- 5.1.5.2 Italian Technology Status
- 5.1.6 Japanese Mobile Market
- 5.1.6.1 Japanese Key Statistics
- Chart 5.8: Japanese Mobile Subscribers 2002-2006
- Table 5.6: Japanese Mobile Operators
- 5.1.6.2 Japan Technology Status
- Table 5.7: Japanese 3G Subscribers by Operator
- 5.1.7 Korean Mobile Market
- 5.1.7.1 Korean Key Statistics
- Chart 5.9: Korean Mobile Subscribers 2003-2006
- Table 5.8: Korean Mobile Operators
- 5.1.7.2 Korean Technology Status
- 5.1.8 UK Mobile Market
- 5.1.8.1 UK Key Statistics
- Chart 5.10: UK Mobile Subscribers 2002-2006
- Table 5.9: UK Mobile Operators
- 5.1.8.2 UK Technology Status
- Table 5.10: Most Popular UK Sporting Days by Text Numbers 2002-2004
- 5.1.9 US Mobile Market
- 5.1.9.1 US Key Statistics
- Chart 5.11: US Mobile Subscribers 2002-2006
- Table 5.11: Top Five US Mobile Operators
- 5.1.9.2 US Technology Status
- Table 5.12: US Operators by Technology
- 5.2 Impact of Market Dynamics on Strategy
- 5.2.1 Role of technology
- 5.2.2 Competing or Not?
- 5.2.3 Positioning of Mobile Services
- 5.3 Activity for the World Cup
- 5.3.1 Mobile TV and Video
- 5.3.1.1 Mobile Digital TV
- 5.3.1.2 Mobile Video Streaming
- 5.4 Mobile Gaming
- 5.4.1 FIFA Licensed Games
- 5.4.1 Unlicensed Games
- 5.5 Mobile Betting
- 5.6 Mobile Handset Renting
- 5.7 World Cup Portals
Chapter 6 Revenue Forecast and Best Strategy
- 6.1 Revenue Forecast for the 2006 World Cup
- 6.1.1 Voice to Non-Voice Ratio
- Chart 6.1: Potential Shift in Voice / Non Voice Ratio During 2006 World Cup
- 6.1.2 Additional Revenue Ratio
- Chart 6.2: Additional Revenue Percentages Due to World Cup
- 6.1.3 Additional Revenue Forecast
- Chart 6.3: Additional Revenue Generated by 2006 World Cup in Billions
- 6.1.4 Revenue by Segment
- Chart 6.4: 2006 World Cup Revenues by Service
Chapter 7 Conclusions and Recommendations
- 7.1 Conclusions
- 7.2 Recommendations
- 7.2.1 For Operators
- 7.2.2 For Content Providers
- 7.2.3 For Manufacturers
Appendix A Lead Authors Profile
Appendix B About visiongain
Appendix C Report Evaluation Form
- Adidas
- Apollis
- Avaya
- BBC
- Betfair
- Bouygues
- CNN
- Comverse
- Deutsche Telekom
- Deutsche Welle
- Electronic Arts (EA)
- ESPN
- Eurosport
- Ferrari
- FIFA
- Hutchison 3G
- Infront Sports & Media
- KDDI
- KirchSport
- Korea Telecom
- KT ICOM
- Ladbrokes
- LG Electronics
- LogicaCMG
- Maxis
- Microsoft
- MobileFuture
- Nike
- Nokia
- Nortel
- NTT DoCoMo
- O2
- Orange
- Philips
- Rapid Mobile
- Renault
- Samsung
- SFR
- Siemens/BenQ
- SingTel
- SK Telecom
- Sony
- Sony Ericsson
- StarHub
- Telefonica
- TIM
- T-Mobile
- T-Systems
- UEFA
- Vivo
- Vodafone
- Zgroup-Mobile
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