Pages

52

Deliverables

Released

1Q 2011

Product Code

RR-MCS-10

Price

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Mobile content has been transformed in the last few years. No longer is mostly about ringtones, ringback tones, and wallpapers. Now, the focus is more on games, music and apps. Companies such as Apple, Zynga and Rovio have moved into the mobile content space and are helping drive different types of content to mobile consumers. Marketers as well have started to shift their thinking about mobile content. Some companies, like Kraft, provide content through an application that has a dual purpose: it helps to educate or entertain consumers, in addition to driving sales. Others, like Macy’s department store, are finding that mobile content can be used to engage customers in creative ways and drive them into their stores.

This study examines the current dynamics of the mobile content business, the drivers, inhibitors, key players and forecasts. It also explores what consumers think about mobile content and how they use the various types. Included are case studies of leading providers that have effectively used mobile content, such as The Weather Channel, the NHL, and Sesame Street. Also, the report offers a step-by-step guide for content providers and marketers seeking an effective strategy for engaging with mobile consumers.

What Questions Does This Report Answer?

• What are the drivers and inhibitors for mobile content?
• What are the strategic options for mobile content providers?
• Who are the key players in mobile content?
• How are consumers using mobile content on their handsets?

Who Needs This Report?

• Media companies
• Content providers
• Advertisers and marketers
• Advertising agencies
• Carriers/operators
• Mobile device manufacturers
• Mobile application developers