Mobile content and applications in emerging markets: the future

Date: January 23, 2010
Pages: 18
US$ 1,495.00
Publisher: Ovum
Report type: Strategic Report
Delivery: E-mail Delivery (PDF)
ID: M81440D79A7EN

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Mobile content and applications in emerging markets: the future
The mobile content and applications market is currently small, but it has significant potential to drive emerging market operator non-voice revenues and ARPU. This study, part of a three report series, examines the development of this market between now and 2015, taking into account the key factors that will shape market evolution.
Executive summary
In a nutshell
Ovum view
Setting the scene
In search of data and content revenues
Analysis: market influencers
Factors shaping the future of the mobile content market
The content value chain
Service providers will seek to expand role
Device vendor app stores will have lower impact
Device players will drive a wider agenda
Current revenue sharing models will hinder content innovation
Availability of affordable feature phones will improve
Smartphone penetration will remain low
Growth in initiatives to bring mobile applications to mid-range devices
Networks and bandwidth
A key bottleneck in the short term
Literacy and language issues
Overcoming literacy challenges
Content services
Lack of local content will hamper growth in the short term
Expanded availability in the medium term
Localisation is not easy, but well worth the effort
User demand
Addressing affordability issues
User demand across different geographies
User demand across different mobile content service groups
Market development scenario
Mobile content and applications timeline


Table 1: Market development scenario summary table


Figure 1: Content value chain and player positioning: emerging markets
Figure 2: Emerging markets 2G and 3G connections
Figure 3: Literacy rates in selected markets
Figure 4: Geographical diversity of selected markets
Figure 5: Mobile content pricing and adoption in 2010
Figure 6: Mobile content adoption and pricing in 2015
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