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レポート概要

この調査レポートは、携帯電話向けコンテンツ市場について詳細に調査し、2013年までの市場を予測しています。

主な調査内容 (目次より抜粋)

• モバイルコンテンツの価値構成
• モバイルコンテンツのビジネスモデル
• モバイルコンテンツの収益と利益モデル
• モバイルコンテンツ収益シナリオ
• 携帯電話市場推移
• 予測
• モバイルコンテンツ関連企業への提言
• ケーススタディ

予測対象期間と地域

• 期間 - 2008年から2013年まで
• 調査対象地域 - 北米、南米、西欧、東欧、極東アジア&中国、インド亜大陸、その他のアジア太平洋地域、アフリカ&中東

Overview

This second edition strategic report investigates the current and future market opportunity for mobile content dissemination in three key scenarios; Smart Pipe, Dump Pipe and On-Portal and provides six year forecasts for eight key regions under each scenario.

For the Smart Pipe scenario it discusses how the network operators will benefit from increased levels of traffic and how third parties and billing service providers will have a much smaller part to play. For the Dumb Pipe scenario the report considers the impact of effectively all retail revenue from mobile content going to the content provider. For the On-Portal scenario, the report discusses the operators gaining all mobile content revenues, but also having to shoulder all costs for content acquisition, marketing/placement and billing.

Crucially, this report considers Apple's 'Apps store' model and sets this in context with the three scenarios discussing the various drivers and constraints as well as provides forecasting up until 2013 from the most recent ARPU figures available, split by voice and data.

Key questions the report answers:

• What are the constraints placed on mobile content uptake/usage at present?
• Why are MNOs not adequately promoting availability/usage of mobile content on their networks?
• What is the global mobile content market worth and how will it grow over the next five years?
• Which business models will help all players maximise their returns on mobile content provision?
• What is the Dumb Pipe and why should MNOs strive to move away from this situation?
• What is the Smart Pipe and why should MNOs want to become Smart Pipes?

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TABLE OF CONTENTS        ※詳細資料はデータリソースまでお問合せください。

Executive Summary

1. Mobile Content Value Configurations
2. Mobile Content Business Models
3. Mobile Content Revenue/Profit Models
4. Scenarios for Mobile Content Revenues
5. Cellular Market Growth
6. Forecasts
7. Recommendations for Mobile Content Players
8. Case Studies

目次ファイルのダウンロード (PDF144 KB)

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価格表 単位:英ポンド

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スマートパイプビジネスモデルを実現すれば、モバイルオペレータの収益は2013年に520億ドル

英国ハンプシャー、2008年11月25日 英国調査会社ジュニパーリサーチ社の調査レポート「モバイルコンテンツの市場戦略とビジネスモデル:2013年までのシナリオと予測ーMobile Content Strategies & Business Models:Scenarios & Forecasts 2008-2013」は、モバイルネットワークオペレータ(MNO)は、彼らのモバイルコンテンツビジネスの基盤を”価値の共有”へと大胆に変革して、”ただのパイプ”となるのを避けなければならないと報告している。もし、MNOが”スマートパイプ”サービスプロバイダに変貌することができれば、モバイルコンテンツによる収益は飛躍的に増大し、2008-2013年に230億ドルから520億ドルへと上昇するとジュニパーリサーチ社は見積もっている。

世界のモバイルコンテンツ市場は、MNOやコンテンツプロバイダはもとより、コンテンツアグリゲータやビリング企業などのサードパーティ企業も含めて、2013年に1670億ドルとなるだろう。

(中略)

この調査レポートは、オペレータや関連企業が直面している「ただのパイプ」、「ポータル」、「スマートパイプ」という3つの主要なシナリオを検討し、それぞれについて、様々な状況における詳細な市場予測を行っている。

(後略)

(原文)
Press Release: Operator Mobile Content Revenues to Rise to $52bn in 2013 but only if they move towards a ‘Smart pipe’ Business Model

Hampshire, UK: Tuesday 25th November 2008 – A new study from Juniper Research has found that Mobile Network Operators (MNOs) will need to fundamentally change their mobile content business models by emphasizing ‘shared value creation’ in order to avoid becoming ‘dumb pipes’ in the future. Only if they can transform their businesses into ‘smart pipe’ service providers, can they significantly increase their income from mobile content – estimated at $23bn in 2008, rising to $52bn by 2013 according to Juniper.

The global mobile content market will be worth $167bn by 2013, shared among players such as MNOs, Content Providers and third parties such as content aggregators and billing companies.

Currently MNOs take a significant percentage of the revenues generated by Content Providers when they use their networks. This has resulted in high prices for end-users and consumers being deterred from accessing mobile content on a wider scale. This unattractive situation has become a disincentive for MNOs and Content Providers alike, with some Content Providers attempting to bypass the MNOs or exit the sector altogether. Clearly, the situation needs to change. But it will be down to the MNOs to make the first moves, says the report.

The new report examines the three main scenarios facing the Operators and the sector as a whole - the ‘Dumb Pipe’, ‘Smart Pipe’, and ‘On-Portal’ routes. Modelling the market in such a way has enabled Juniper to create a detailed forecasting and modeling tool to examine how a future market may develop under different conditions.

According to report author Andrew Kitson, “One single scenario will not win out since different business and revenue models have to co-exist in the mobile content market. Players will adopt multiple approaches that best fit their markets. Crucially, if MNOs are to benefit financially, they need to move away from their Dumb Pipe roots to the Smart Pipe model, though they will clash with the content providers which already dominate the Smart Pipe. A compromise needs to be found.”

If MNOs can change their ARPU-driven mindsets to focus on value creation and support for their partners, they can swiftly make the change.

Other findings include
• Under the Smart Pipe model, MNOs will not see their share of the overall mobile content market rise appreciably, but revenue will rise in value by 125% over the 2008-2013 period.
• Under the On-Portal scenario, content providers will see their share of the market rise from 54% in 2008 to 68% by 2013, providing they can secure more attractive terms from MNOs.
• Third parties – especially aggregators and billing service providers – will come under pressure from larger players (such as MNOs) seeking to achieve horizontal integration and economies of scale.

The report provides coverage and forecasts from a global perspective as well as from a regional viewpoint by looking at how the market will grow or wane under the On-Portal, Dumb Pipe, and Smart Pipe scenarios around the world.