About this market
study
This study aims to analyse the European market for five
mobile multimedia applications and services, and understand
consumer attitudes towards them in order to help operators,
content developers, aggregators and handset manufacturers
to identify the key mobile services of the future. We also
highlight key individual European markets, and we study use
and attitudes among different demographic groups, helping
you to identify and target the right subscriber with the right
services.
The study focuses on the following key aspects of mobile multimedia
entertainment applications and services:
- current uptake
- likelihood of uptake by current non-users in the near
future
- profile of those potential users
- the price potential users are willing to pay to these
services
- most preferred point/method of purchase
In all, five mobile applications and services were analyzed
for the purpose of this market report:
- mobile TV
- ringtones (we categorize “Ringtones” as a
service category that includes downloaded logos and wallpaper)
- mobile music
- mobile games
- adult content
Reading this report, among other things, you will understand
that:
- Mobile TV has a potentially fantastic future in Europe,
so does mobile music, this report will tell you more.
- Spain, Italy and Poland emerged from our survey among
the hottest mobile multimedia content markets of the coming
years, learn how other countries across European stacked
up.
- Ringtone downloads, as one would expect, had the highest
current adoption level among all the services studied, learn
about the penetration and adoption levels of other services
too.
- Female mobile subscribers are some way behind their male
counterparts in terms of the current adoption levels of
mobile multimedia services, but they seem to show stronger
prospects for the future.
- And much more in this detailed 85 page study...
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Table of Contents
Executive Summary
Introduction
Mobile Multimedia Services – Present and Future
Downloading Ringtones, Logos and Wallpapers
Mobile TV
Mobile Music
Mobile Games
Adult Content
Likely Purchase Point of New Services
Likelihood of Switching Network Operator for New Services
Mobile Multimedia Services – Country Snapshots
Denmark
France
Germany
Italy
The Netherlands
Poland
Russia
Spain
Sweden
UK
Mobile Multimedia Services – Target Segments
Teens Lead the Pack
Battle of the Sexes
Post-paid v/s Pre-paid
Conclusions and Recommendations
For a detailed Table of Contents
including List of Figures and List of Tables, please click
here.
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