Australia - Mobile Media - Market Analyses

Synopsis

There is a massive change underway in the mobile media market, as it becomes unshackled from the operators’ portals that have dominated it for a decade, all without having made any significant inroads into the content use of mobile users. The new capped data packages, fuelled by further competition later in 2009, will see a total revamp of the mobile media market. It will no longer be based on portals but on direct services by content and services providers via open source phones and mobile-friendly Internet-based services. The next step will be the arrival of micro-payment services, as they are developed in countries such as Kenya, Philippines and India. This will create a new e-payment system for the mobile market, away from the hefty charges the carriers put on PSMS payment facilities. However there is a limit to the mobile networks’ spectrum capacity, and we will have to wait for true IP-based wireless broadband to become available before the operators can fully deliver on the promise of mass market mobile broadband.

Table of Contents

• 1. Synopsis
• 2. The mobile content market in 2009
• 3. The market for mobile digital media
• 4. Operators have lost the content battle – analysis
  • 4.1 Not much progress in almost a decade
  • 4.2 Still no open networks
  • 4.3 Untapped potential
  • 4.4 We are a telecoms industry
  • 4.5 3G /HSPA taking off
  • 4.6 What do you mean – customer service?
  • 4.7 All we need is competition
• 5. New marketing and distribution models
  • 5.1 On-Deck Services – operator portals
  • 5.2 Plenty of content providers
  • 5.3 Branding with partners
  • 5.4 The future: value-chain-based scenarios
• 6. Mobile TV
• 7. Premium Rate SMS (PSMS)
• 8. Related reports

• Exhibit 1 – Mobile facts and figures
• Exhibit 2 – What users want