perjantai 1. elokuuta 2008

Future Mobile Media Usage


This post:

Is pretty much exactly what I have been looking for. Although the post it is long and has much "unrelated" stuff it still has profoundly the core ideas of the mobile space and mobile internet.
When reading it please notice that they are describing the mobile as the 7th mass media. Internet is the 6th and 5th is TV etc.

Anyways here are a few interesting data take aways:
* The internet reaches 1.3 billion people
* However there are over 3.5 billion mobile phone subscribers today
* The mobile subscriber base is growing faster than the internet user base -> The mobile phones are cheaper than PCs.
* On mobile every individual user is always identified perfectly -> Does this one phone number make repeated access to our mobile service site, and download our content. We know perfectly the consumers patterns and segment ideas versus on the (PC) internet space.
* AMF ventures compared the three biggest media platforms, and found that on TV only about 1% of audience data is captured. On the internet, a far better number is achieved; with 10% of the audience information being captured.
* However on mobile, 90% of the audience data is captured. This is huge!
* Mobile is also the only media channel with a built-in payment mechanism.

Most of the stuff was already well-known, but I found the last bullets information interesting, since it has been numerously discussed that telcos/operators will evidentially "loose" in the mobile space. This statement is due to the fact that they are facing fierce competition and subscription/voice revenues have been declining for the past 5 years. They are already having hard times:

However if we think of operators in the future as aggregators there is revenue potential to be gained. Operators can start "selling" data points to content producers and advertisers. Needless to say that the revenues will not be overwhelming but nevertheless significant for the biggest operators (with multiple country networks) say in the nest 5years.

Overall the post was very interesting since it captured nicely the inherent economic opportunities for the new mobile media space. We are truly living in the turbulence environment and that’s partly why the industry is so interesting and exciting.

Br. Vesa

Ei kommentteja: