Mobile Music, The End of The Beginning: Market assessment and forecast

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In this Industry Report

This report examines the market for mobile music in 27 countries worldwide including Europe, the US and Asia Pacific. The analysis focuses on the recent strategies coming into play in mobile music such as Nokia's Comes With Music bundled subscription service and the resultant impact on the market.

Key findings:

Global mobile music revenues will increase to 3.2bn Euro by 2012.
The largest markets in 2007 for full track and video services were Japan and the USA. The same two markets are forecast to lead in 2012.
As operators start to change their 'walled garden' approach, more opportunity is arising for off portal service providers to enter the market.
Bundled music service such as Nokia's Comes With Music and Sony Ericsson's PlayNow Plus are set to encourage full track music and video mobile subscription revenues to increase to 928m Euro by 2012.
Service provider profits remain questionable due to the high wholesale price of music

In the report:

The mobile music market took off with ringtones in 1998 and is still very much dominated by personalisation services today. Despite the growing demand, mobile operators have failed to take full-track services to the mass market partly due to high pricing and costly data download charges.

According to the report, offering music for 'free' at point of delivery is not enough to ensure uptake of the service – particularly amongst the youth market where piracy tends to be high. Customer experience and handset design are amongst the factors that need to be taken into account if these music services are to become more lasting propositions. This report includes the following:

Analysis of the traditional operator centric mobile music model
Discussion of handset manufacturer and off portal service provider strategies
Profiles of key players in the market
Historical and forecast data for mobile music market by content type and business model
List of mobile music services available by operator

Executive Summary
Introduction

The Traditional Operator-Centric Threesome
Network Operator
Service Provider
Labels
The market is set to change

Handset Manufacturers Are Moving In
Previous failed attempts
iPhone launch sparks a second attempt
Apple: Upping the ante for mobile music
Nokia: The new Apple?
Sony Ericsson: "Comes with handsets"
Operator cooperation is essential for service uptake

Others Vying For A Piece Of Full Track Pie
Real: Differing strategies for online and mobile
Full Track Services
Napster: Adopting a scattergun approach
Omnifone: Challenging Nokia's CWM
New services create a more flexible supply chain

Short-Term Prediction: Who Makes It To Santa Claus' Bag?
Mobile Music Forecasts

List of tables and charts

Introduction
Global mobile music revenues

The Traditional Operator-Centric Threesome
Traditional mobile music supply chain
Share of operators offering full track
ALC and subscription services
Summary table of the main service providers
Physical Retail Revenues

Handset Manufacturers Are Moving In
Routes to the consumer
MP3 player device sales in leading markets: Western Europe, North America and Japan
Handset maunfacturer music service timeline
Full track services offered by handset manufacturers
Cumulative iPhone and iPod sales since Q2 2007
Cumulative Nokia music phone sales
Territories where Nokia Music Store is currently available
Summary table of differences between prepay and contract CWM offers
Cumulative Sony Ericsson music phone sales

Others Vying For A Piece Of Full Track Pie
Routes to the consumer
Number of Rhapsody paid subscribers
Number of Napster paid subscribers (including university subscriptions) against launches
Territories where MusicStation is currently available
Mobile music routes to consumer

Short-Term Prediction: Who Makes It To Santa Claus' Bag?
Full track and video mobile music revenues

Mobile Music Forecasts
World: mobile music consumer revenues by region
World: Total mobile music consumer revenues by business model
World: total mobile music revenue - consumer level
World: mobile music a la carte revenue - consumer level
World: mobile music subscription revenue - consumer level
World: total consumer revenues by content type
World: mobile music full-track revenue - consumer level
World: mobile music album revenue - consumer level
World: mobile music video revenue - consumer level
World: total label revenues by business model
World: mobile music a la carte revenue - label level
World: mobile music subscription revenue - label level
Mobile full track download services by operator
Mobile music subscription services by operator

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