发布时间：2008.7

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摘要

Mobile content is evolving. What was previously expensive and difficult to obtain is now becoming accessible to a large section of the mobile audience. Mobile content has been driven to the mobile audience in a cheaper and more accessible form through sponsorship of mobile advertising. As data speeds and content quality improve demand for affordable mobile content will grow among mobile consumers. Funding the content through mobile advertising allows content providers to drive their content to a wider audience for a fraction of the price, driving up audience numbers and increasing revenue potential.

Advertising funded mobile content will open up new areas of the market for mobile content providers. Mobile subscribers who previously would have been unwilling or unable to pay for mobile content will grow the audience for mobile content, tapping into a new market potential. In reducing the costs to the end user which advertising sponsorship would inevitably do, mobile  content would be able to reach previously untapped markets. Mobile subscribers who have, until now, refused to download mobile content due to price and other issues, such as previous bad experience, financial constraints or other negative  aspects such as data speeds will be encouraged to use mobile content now that advertising funding can remove many of these detriments.

The quality, quantity and type of mobile content available to the mobile subscriber are also changing, and ad sponsorship will help to drive new content formats into the market. Mobile content that may have had difficulty in entering the market will be driven by ad funding as mobile subscribers become more comfortable in trialing new content for a lower price.
The nature of ad funded mobile content encourages greater interactivity between the mobile subscriber and the mobile content and advertising. Ad funded content available in the market is demonstrating the value of the opting-in strategy in gaining vital consumer information to allow advertisers to target their consumer market over the mobile platform with targeted, relevant advertising. When advertising over the mobile platform it is essential that the advertisements are relevant to the subscriber and ad funded content drives this practice. The interactivity with the content and advertising in ad funded mobile content will drive the market and content providers and advertisers will feel the benefit of subscriber uptake. Players in all aspects of mobile content and mobile advertising will become involved or affected by ad funded mobile content and will witness an alteration in business models and revenue due to the emergence of this practice. Players have started to enter the market with various formats of mobile content and will demonstrate the consumer acceptance of the product of ad funded mobile content. Mobile advertising and content will become intrinsically linked as the industry grows and this report will analyse the impact that this will have on the market. It will also analyse the reception of the practice by mobile consumers and how this will alter in the future. 

Reading this exclusive management report will tell you the following:

* Who are the main players in ad funded mobile content and what are they doing?
* What will be the outcomes for players entering various forms of ad funded mobile content?
* What are the methods being used in ad funded mobile content and how can these best be utilised for future success?
* What forms of content are being used in ad funded content and what will be most appropriate for continuing success?
* How successful will ad funded mobile content be?
* What are the drivers and barriers to ad funded mobile content?
* How will advertising and content work together?
 
Find out the answers to these and many other questions by buying this vital industry insight.
Advertising is moving on to the mobile platform. Mobile subscribers are gaining access to a higher amount of value added mobile content and mobile entertainment, as well as other forms of content. Combined, mobile advertising and mobile content are able to target the mobile audience and drive acceptance of advertising and use of content over the mobile handset. Are you involved in ad funded mobile content? Should you be? This report will help you to decide the right direction to take in the ad funded mobile content market.

Why you must order this report today:

Brands/Marketers-Discover what opportunities exist in the mobile ad funded content market today and what strategies need to be taken in this area. Learn about market issues specifically related to ad funded mobile content and how these issues can be used in strategizing in this market.
Content providers-Discover what mobile subscribers will want from their mobile content and what market issues are surrounding ad funded mobile content. Learn which content will be most appropriate to be sponsored by advertising and what factors need to be considered in entering the market.
Mobile advertisers-Gain an insight as to what mobile subscribers want from ad funded content and what the reaction to mobile advertising will be. Learn how best to target mobile subscribers and how previous campaigns in ad funded content have worked.

Mobile operators- Learn what the role for mobile operators is in this market and how this will develop as the market grows.

Who needs to read this report?

Directors, VP and Senior managers in:
* Mobile/Cellular carriers and operators
* Mobile content providers
* Mobile advertisers
* Brands looking to tap into the mobile audience

目录及图表

Chapter 1          Introduction
1.1                    Executive summary
1.2                    Mobile advertising
1.3                    Mobile content funded by mobile advertising
1.4                    The focus of this report
 
Chapter 2          What mobile content?
Chart 1              Bango mobile content sales 2006-2007
2.1                    Which mobile content is most appropriate
2.2                    Mobile TV and video Chart 2              Mobile TV handset penetration comparisons
2.2.1                 Subscriber take up Chart 3              Mobile TV trends
2.2.2                 Prospective impact
2.2.3                 Live video streaming
2.2.4                 Mobile ad funded TV and video
2.3                    Mobile MMS
2.3.1                 Converged handsets
2.3.2                 Subscriber reach
2.4                    Mobile social networking Table 1  Examples of social networks on the mobile
2.4.1                 Global phenomenon
2.4.2                 Potential improvements and impact
2.4.3                 Exclusively mobile social networks
2.4.4                 LBA
2.4.5                 Messaging
2.5                    Ringtones
2.5.1                 Target market base
2.6                    Music
2.6.1                 iTunes competitors
2.6.2                 Market base
2.7                    Mobile search
2.7.1                 Revenue
2.7.2                 Ad funded models
2.7.3                 Killer app
2.8                    Mobile games
2.8.1                 Market base
2.9                    Mobile content growth 2.10                  Conclusion
 
Chapter 3          Implications of mobile ad funded content
3.1                    Mobile operators
3.1.1                 Opex
3.1.2                 CAPEX
3.1.3                 Ad funded MVNO
3.1.4                 Mobile subscriber reach and contact
3.1.5                 Network management versus content management
3.1.6                 Off portal versus on portal
3.1.7                 Mobile operator case studies
3.1.7.1              3 UK
3.1.7.2              Vodafone
3.1.7.3              Orange
3.1.7.4              Cellcom
3.2                    Mobile handset vendors
3.3                    Mobile advertisers
3.4                    Mobile content providers
3.4.1                 Adult content
3.4.2                 Mobile magazine
3.4.3                 Audio
3.4.4                 Visual
3.4.5                 Market leaders
3.4.6                 What will be best suited to being ad funded?
3.5                    Mobile subscribers
3.5.1                 Mobile ad funded content benefits to mobile subscribers Table 2  Benefits and detriments of ad funded mobile content to mobile subscribers
3.5.2                 Targeted advertisements
3.5.3                 Free content
3.6                    Mobile advertising
3.6.1                 Targeted audience
3.6.2                 Size of market base
3.6.3                 Target market
Table 3  Mobile ad funded content market trends
3.7        Conclusion
 
Chapter 4          Global market reach of mobile ad funded content
4.1                    Developed markets
4.1.1                 Target market segments
4.2                    Advertisers using the platform
4.3                    Emerging markets
4.3.1                 Reduction in end user costs Chart 4              Cost reducing mobile data usage
4.4                    Click through rate
4.5                    Age demographic
Chart 5              Age trends in mobile content
4.6                    Best content
4.7                    Mobile content standards
4.7.1                 3GSM
4.7.2                 4G and LTE
4.7.3                 WiMAX
4.7.4                 Mobile TV standards
4.8                    Location aware advertising
4.9                    Conclusion
 
Chapter 5          Mobile ad funded content available
5.1                    Ad funded MVNO
5.1.1                 Blyk
5.1.1.1              Blyk strategy
5.1.1.2              Drawbacks to strategy
5.1.1.3              Blyk branding
Table 4  Examples of Blyk case studies
5.1.1.4              Future for Blyk
5.1.2                 Xero mobile
5.1.3                 MOSH mobile
5.1.4                 Ümobile
5.2                    Mobile ad funded social network Chart 6              Ad funded content in mobile social networks
5.2.1                 M3 Mobile
5.2.2                 itsmy.com
5.3                    Greystripe
5.4                    Mobile ad funded TV
5.5                    Mobile ad funded content providers
5.5.1                 Pitch/Play Phone
5.5.2                 Myxer
5.5.3                 innerActive Smart Media Table 5  InnerActive Smart Media advertisers include
5.6                    Greystripe
Chart 7              Trends in mobile internet users Chart 8              Branding and advertising in ad funded mobile content
 
Chapter 6          Branding and advertising in ad funded mobile content
6.1                    Branding examples
6.1.1                 Blyk: Penguin books Table 5  Blyk's Penguin campaign stats
6.1.2                 Greystripe: New Line Cinema
6.2                    Market demographic
6.3                    Display of mobile advertisements
6.4                    Who will buy ad funded mobile content
6.4.1                 What will mobile subscribers want from ad funded mobile content?
6.5                    Conclusion
 
Chapter 7          Market potential
7.1                    Mobile advertising spend Chart 9              Mobile ad spend forecast
7.2                    The market landscape in 2013
7.3                    Market demographics in 2013
7.4                    Advertisers
7.5                    Content in 2013
Table 6  Ad funded mobile content SWOTs
Chapter 8          Conclusions and recommendations
8.1                    Mobile content providers
8.2                    Mobile advertisers
8.3                    Mobile operators
8.4                    Mobile handset manufacturers

Companies Listed
3
20th Century Fox
4INFO
Addidas
Advanced-television.com
Airtel
Aka aki
Alcatel Lucent
Amobee media systems
AOL
Apple
Bango
Bebo
Bluepulse
Blyk
Boots
Britekite
Buongiorno
Calvin Klein
Cellcom
CNN
Coca cola
COI Connexions
ComScore
Dada
Dada Ad
Daimler Chrysler
Disney
Dodgeball
Domino's Pizza
Dynamic Logic
ebay
EMI
Emarketer
Ericsson
Europa
Facebook
Flickr
Fon 11
Frengo
Gofresh
Goldspot Media
Google
Greystripe
Groovr
GSM World
Honda
innerActive Smart Media
itsmy.com
Jaiku
Jamster
JJB Sports
Jygy
Loopt
L'Oreal
M3 Mobile
M:Metrics
Meet now live
Microsoft
Mig 33
MobiAd
Mobifun
Mobile Entertainment Forum
Mobi TV
Mobile Europe
Mobile marketing magazine
Mobixell networks
Moconews.net
Mocospace
MOSH Mobile
Motorola
Myspace
Myxer
Natwest
NEC
Netsize
New Line Cinema
Nielsen
NME
Nokia
NTT DoCoMo
Opera
Orange
Paramount
Peekamo
Penguin Books
Pick me up
Pitch
Play Phone
Qik
Rhythm NewMedia
ROK Entertainment
Saab
Samsung
Shozu
Skype
SMART Telecommunications
Sniff
Société Générale
Sony
Sony BMG Music Entertainment
Sony Pictures
Splash mobile entertainment
Sprint
Strands
Suzuki
Telephia
Tellabs
The European Commission
The Guardian
T-Mobile
Treemo
Twango
Twitter
Ümobile
Utterz
Visa
Vodafone
Wadju
What's on TV
Whrrl
Xero Mobile
Xunii
Yahoo!