Mobile Content Strategies

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.

Table of Contents

  • Executive Brief: Top-Line Forecast
  • Executive Brief: Drivers
  • Executive Brief: Inhibitors
  • Executive Brief: Summary and Strategic Recommendations
  • 1. Executive Summary
    • 1.1. Content Shifts to Games, Music, and Apps
    • 1.2. iPhone Effect
    • 1.3. Opportunity Still Exists
    • 1.4. Market Drivers
    • 1.5. Market Inhibitors
    • 1.6. Scope
    • 1.7. Revenue Forecast
  • 2. Recommendations
    • 2.1. Media Companies
      • 2.1.1. Establish the mobile profile of target markets
      • 2.1.2. Set goals for mobile content
      • 2.1.3. Specify strategy based on objectives and audience
      • 2.1.4. Choose technologies that allow strategy execution
      • 2.1.5. Measure content distribution efforts against goals, then refine
    • 2.2. Non-Media Companies With Content Assets
      • 2.2.1. Establish the mobile profile of the target market
      • 2.2.2. Set goals for mobile content
      • 2.2.3. Specify strategy based on objectives and audience
      • 2.2.4. Choose technologies that allow strategy execution
        • 2.2.4.1. Measure content distribution efforts against goals, then refine
    • 2.3. Non-Media Companies Without Content Assets
      • 2.3.1. Establish the mobile profile of targeted consumers
      • 2.3.2. Set marketing objectives for supporting mobile content
      • 2.3.3. Choose the strategy by aligning objectives and audience with appropriate media
      • 2.3.4. Supply ad creative elements that fit mobile content technologies
      • 2.3.5. Measure ad support for mobile content, or the content's performance)
  • 3. The Mobile Content Market
    • 3.1. Defining Mobile Content
    • 3.2. Monetization of Mobile Content
    • 3.3. Distribution of Content
      • 3.3.1. Operators Fight Back
      • 3.3.2. GetJar's Unique Scheme
    • 3.4. Revenue Share
    • 3.5. Billing and Payment
    • 3.6. Hits Drive Content Consumption
      • 3.6.1. Hits According to Apple
    • 3.7. Games
      • 3.7.1. Angry Birds
    • 3.8. Music
      • 3.8.1. Amazon Streamlines Music Buying for BlackBerry
      • 3.8.2. Discovery with Shazam
      • 3.8.3. Streaming Audio
    • 3.9. Mobile Video
      • 3.9.1. Media Companies Take Small Steps
      • 3.9.2. Mobile Video Issues
        • 3.9.2.1. Not Going with the FLO
    • 3.10. News Makes Headway
    • 3.11. OS Fragmentation Hinders Content
    • 3.12. Piracy and DRM
  • 4. Case Studies: Mobile Content
    • 4.1. Angry Birds (Rovio Mobile)
    • 4.2. NHL
    • 4.3. Macy's
    • 4.4. Sesame Street
    • 4.5. Access and Traditional Publishers
    • 4.6. The Weather Channel
    • 4.7. Urban Airship/Dictionary.com
  • 5. Consumers and Content Demand
    • 5.1. Consumers Engage with a Variety of Content Types
    • 5.2. Games, Music Apps Set the Pace
    • 5.3. Frequency of At-Home Use Still Moderate
    • 5.4. Handset Purchase Intent Shows Influence of Content
  • 6. Mobile Content Forecast
    • 6.1. Forecast Methodology
    • 6.2. Western Europe
    • 6.3. Eastern Europe
    • 6.4. Asia-Pacific
    • 6.5. North America
    • 6.6. Latin America
    • 6.7. Middle East
    • 6.8. Africa
    • 6.9. Worldwide Forecast
  • 7. Mobile Content Players and Enablers
    • 7.1. Games
      • 7.1.1. EA (Electronic Arts)
      • 7.1.2. Glu
      • 7.1.3. PopCap
    • 7.2. Music
      • 7.2.1. Major Labels
      • 7.2.2. Pandora
      • 7.2.3. Shazam
    • 7.3. Stores/Platforms
      • 7.3.1. Apple
      • 7.3.2. Google
      • 7.3.3. Nokia
  • 8. The Future: Explosive Growth and Content Everywhere
    • 8.1. Content Becomes More Immersive
    • 8.2. Lots of Video
    • 8.3. HTML5 Will Thrive, But It's No Silver Bullet
    • 8.4. Search Gets Easier and Moves to Discovery
    • 8.5. New Networks Alter the Experience
    • 8.6. Hardware Improvements Enable More Consumption
    • 8.7. In-App Purchasing Will Expand
    • 8.8. Social Helps Drive Engagement
    • 8.9. Local Content Gains Importance
    • 8.10. Hurdles Remain for Mobile Content
    • 8.11. Temper Enthusiasm for Mobile Content
  • 9. Company Directory

Tables

Log in or Register to view the structure of the tables below.

  1. Mobile Subscribers, World Market, Forecast: 2010 to 2016
  2. Smartphone Subscribers, World Market, Forecast: 2010 to 2016
  3. Non-Smartphone Subscribers, World Market, Forecast: 2010 to 2016
  4. Mobile Content Strategy Steps - Media Company, World Market
  5. Mobile Content Strategy Steps - Non-media Company With Content, World Market
  6. Mobile Content Strategy Steps - Non-media Company Without Content, World Market
  7. Mobile Content Revenue by Type, Western Europe, Forecast: 2010 to 2016
  8. Mobile Content Revenue by Type, Eastern Europe, Forecast: 2010 to 2016
  9. Mobile Content Revenue by Type, Asia-Pacific, Forecast: 2010 to 2016
  10. Mobile Content Revenue by Type, North America, Forecast: 2010 to 2016
  11. Mobile Content Revenue by Type, Latin America, Forecast: 2010 to 2016
  12. Mobile Content Revenue by Type, Middle East, Forecast: 2010 to 2016
  13. Mobile Content Revenue by Type, Africa, Forecast: 2010 to 2016
  14. Mobile Content Revenue by Type, World Market, Forecast: 2010 to 2016

Charts

  1. Mobile Content Revenue by Type, World Market, Forecast: 2010 to 2016
  2. Mobile Subscribers
  3. Smartphone Subscribers
  4. Non-Smartphone Subscribers
  5. Mobile Content Revenue by Type
  6. Activities Done on Mobile Phone, or Smartphone at Least Monthly
  7. Type of Mobile Apps Downloaded, or Have Interest in Downloading
  8. Frequency of At-Home Mobile Phone Use
  9. Importance of Features in Next Mobile Phone Purchase
  10. Importance of Features in Next Smartphone Purchase
  11. Mobile Content Revenue by Type
  12. Mobile Content Revenue by Type
  13. Mobile Content Revenue by Type
  14. Mobile Content Revenue by Type
  15. Mobile Content Revenue by Type
  16. Mobile Content Revenue by Type
  17. Mobile Content Revenue by Type
  18. Mobile Content Revenue by Type

Figures

  1. Screenshots of Rovio Mobile's Popular "Angry Birds" Mobile Phone Game
  2. Screenshots of the NHL's GameCenter Mobile Application
  3. Macy's Use of 2D barcodes and SMS to Deliver Video Clips to Users
  4. Screenshots of Sesame Street's Fix-It Shop App
  5. In-Store Display of Access' e-Book Distribution Process
  6. Access' NetFront Book Builder Delivery System
  7. Screenshots of The Weather Channel's Mobile Application
  8. Screenshot of Dictionary.com's iPhone App