According to a new forecast issued by financial intelligence firm SNL Kagan, Mobile data revenues will increase by at an annual growth rate of 16% from $24 billion in 2007 to over $100 billion in 2017. The catlyst behind the expected growth is the recent launch of Apple’s iPhone and other smartphones. SNL Kagan’s forecast is completely in contrast sharply with the firm’s forecast that total wireless service revenues will experience barely a 5 percent CAGR over the same timeframe. According tot he firm’s estimate average data subscribers will grow at a CAGR of 5.8 percent to 249.5 million by 2017, comprising 77 percent of the total wireless subscriber base. During the same period, wireless subscriber totals will grow an average of only 2.9 percent per year.
SNL Kagan predicts wireless subscribers to reach 90 percent per capita penetration by 2017, which will lead to new data services emerging as the primary driver for revenue growth as market saturation nears. By 2017, 62 percent of all subscribers will clinch to messaging and mobile e-mail, mobile web users will grow from 18 percent of subscribers in 2007 to 52 percent of subscribers in 2017. SNL Kagan expects mobile video and TV to see a 10-year CAGR of 22.5 percent, followed by mobile music at 13.1 percent CAGR and mobile gaming at 12.7 percent CAGR.
Wireless Mobile Telecom Wireless News
One of the most significant part of human civilisation are games and sports.The new world of games and sports now takes place in the virtul world like computers, gaming consoles, playstation, mobiles, etc.Though mobile phone gaming is lagging behind in popularity with other value-added entertainment services like music, now it is ready to carve out a niche market for itself, says Gartner.
According to Gartner’s principal analyst Tuong Huy Nguyen, the potential for market growth remains lucrative even though current consumer interest in, and usage of, mobile gaming is low.
It is expected by Gartner that the global mobile gaming revenue will register a compound annual growth rate of 10.2 percent between 2007 and 2011, with worldwide end-user spending reaching US$6.3 billion in 2011.
It is also notable that Asia-Pacific (including Japan) is currently the largest regional market for mobile gaming, with end-user spending forecast to jump from US$2.3 billion in 2008 to US$3.4 billion by 2011.While India generated some US$80 million in total mobile gaming revenue in 2007.
As expected by Gartner, mobile gaming markets will increase in western European and North American as well.
By looking at the whole picture, we can say that mobile gaming has evolved from being a bundled freebie to a stand-alone value-added service, as well as a growing source of data revenue for operators and publishers alike.
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Nokia today launched its revamped N-Gage mobile games services, as it steps up its offering of services to compliment its devices.
The N-Gage web site will allow Nokia owners to purchase games from their mobile device and connect with other gamers through the N-Gage Arena community.
The launch of the service follows poor take-up of its cumbersome gaming device, the N-Gage, which was released five years ago and failed to make an impact on the market, selling less than half of Nokia’s target of six devices globally.
Nokia has since opted to pursue the gaming market via its N-series handsets, and devices compatible with the new platform include the N81, N82 and N95.
Nokia’s vice president of games Jaakko Kaidesoja said: ‘We’re very excited to get this into the hands of our customers, because with them we will shape the future of mobile gaming.’
Today’s launch follows an eight week trial period where N81 users tried out the service and gave feedback to the manufacturer.
The first set of games includes Fifa 08, Brain Challenge and World Series of Poker Pro Challenge, and games are expected to cost between £4.50 and £8.
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DIDMO, a leader in the Scandinavian mobile advertising market, today announced plans to bring its successful advertising-based mobile content platform to the US, UK, Germany and Spain. The company has seen strong acceptance of its service, which digitally delivers free, full-version games to mobile phones in an ad-supported shell for 24 hours. Users are exposed to just four seconds of full-screen advertising to get into a game, a feature that has resulted in click-through rates 500% higher than traditional WAP advertising.
“DIDMO’s proven track record in Scandinavia and solid technology platform have prepared us for success and a leadership position in these key global markets,” said Joseph Oliver, newly appointed CEO of DIDMO. “Our team’s innovation and the company’s unique revenue model respect consumers as well as content providers, by delivering free mobile game content to millions of mobile users, while providing unparalleled value to advertisers in the mobile space.”
The DIDMO technology platform essentially takes a publisher’s game, strips it down to the code-level, and re-packages it to create an entirely new application wrapped with the advertising content, timed to last 24 hours. DIDMO co-founder and Chief Technology Officer, Rikard Björklind, further explained, “Our platform enables us to deliver full-screen, high-quality advertising to users with a built-in campaign management system for advertisers, including real-time statistics on impressions, click-throughs, demographic data and more.”
- How DIDMO Works -
Users download a game and before the game loads, they are shown four seconds of full-screen advertising. At the end of the game, an additional four-second advertisement is also shown, but in between, the user is playing a free, full-featured version of the game. After 24 hours, the user is given the opportunity to purchase the game, or download a new game for an additional 24 hours. The model allows users to try before they buy with minimal investment, and lets publishers generate revenue on game sales.
According to recent research by leading industry analysts Mind Commerce and Gartner Group, the mobile advertising market is anticipated to grow anywhere from $14.6 billion in 2011, to $19 billion in 2012. DIDMO currently counts advertisers such as 7-Eleven, Activision, Unilever, and other well-known Scandinavian brands as clients due to its ability to deliver a 5-10% click-through rate on the ads it serves, as compared to 1-2% for WAP banners.
Since DIDMO’s June 2006 launch in Sweden, the company has established strategic partnerships with Scandinavia’s top mobile carriers including Telia, Halebop, and Tele2, and online portals such as Nokia MOSH, and GetJar.com, which offer direct downloads of DIDMO mobile games. As of January 2008, the DIDMO application has achieved an impressive two million downloads with an average of 220,000 game downloads per month in Scandinavia alone and growing rapidly. By entering the US, Germany, Spain and UK markets, 3.5 million users are expected to be using DIDMO on a regular basis by August 2008. DIDMO content is optimized for each mobile phone, runs on a standardized platform, and currently supports 99% of all java-enabled mobile phone models on the market today.
Wireless Mobile Telecom Wireless News Mobile Advertising
- February 6th, 2008
- 1:31 pm
Nokia has launched the first version of its new N-Gage mobile gaming platform. The company has invited owners of its N81 device to download and try out the new application, which gives access to a range of games to try out or purchase. The company has signd agreements with game publishers such as Digital Chocolate, Glu Mobile and THQ Wireless to supply titles for N-Gage. Announced last year, N-Gage is part of Nokia’s new Ovi portal, offering a range of entertainment and services for mobile users. The Finnish company is also testing the service Share on Ovi, a social network for sharing videos and photos.
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- January 25th, 2008
- 1:47 pm
According to Wireless Federation, mobile marketing and advertising here comes a great promise - it combines the expanded reach of television with the power of direct marketing and the tracking potential of the Internet. Mobile marketing campaigns using SMS, and the most new in-thing i.e. MMS, which has helped to open up the eyes of the media world to the power of the mobile channel. Interactive TV and radio, product promotions using coupons and contests, even charitable giving, have exploited this medium. But things are looking up to change as Internet style advertising, in the shape of display advertising (banner ads) and search, and even TV-style advertising, come to mobile.
Consequently, the opportunities for marketers to reach out and engage with consumers through this medium will grow even more.
Now, more than ever before, marketers are looking for the other ways to reach out the consumers. Traditional channels for advertising, like TV, radio and print, are becoming old fashion and giving less effective because consumers now consume information and entertainment in a much different way than in the past, due largely to the digitization of information and the increase and ease of access to the Internet. This is especially true of the highly coveted “youth” demographic - the 18 to 34 year olds with high disposable income, high brand awareness, and short attention spans.
According to a recent study published by The Shosteck Group, mobile marketing and advertising is going to play as an important driver in the growth for mobile operators too. This would be due to its strong influence on the future development of the mobile Internet and the subsequent growth in demand for mobile content.
“Without a robust mobile marketing and advertising market, the prospects for the mobile Internet and in particular, mobile content - a potentially significant source of revenue for mobile operators - will be limited,” according to Jane Zweig, Chief Executive of The Shosteck Group, an international telecommunications consultancy based in Silver Spring, Maryland (USA). “A robust mobile advertising market could subsidize many mobile services (as advertising supports many TV and online services today), encouraging take-up and usage of mobile Internet services such as games, music, video and even TV. It should also attract important content
- August 27th, 2007
- 6:18 am
Today at the Game Developers Conference (GDC) China, Nokia announced that SINA Corporation , a leading online media company and value-added information service provider for China and for global Chinese communities, has launched five connected mobile games powered by Nokia’s SNAP Mobile. Consumers in China can try out the new games, including 3D Pool Hall, Jellypop, Sudoku, and upgraded versions of Link Up and Stone Park, at http://mogame.sina.com.cn.
As part of the launch, consumers can download the games and play them twice offline for free. To continue playing and access multiplayer features, consumers can buy a subscription for one RMB for 24 hours of unlimited play, either online or offline.
“SINA found SNAP Mobile to be the optimal platform to build connected mobile games on. The platform provides a basis to develop games that are usable by the vast majority of mobile devices in China”, said Terry Tian, Network Business Dept Director, SINA. “We have already successfully deployed several innovative connected casual games for new users to try today. This is just the start.”
“Working with SINA has really put the games powered by SNAP Mobile to the test. With over 500 million daily page views on SINA’s site, the traffic is monumental,” said Antoine Doumenc, head of SNAP Mobile. “It’s a very significant milestone to see that the most recognized Internet brand in China has successfully deployed a connected mobile games offering using SNAP Mobile. We’re looking forward to developing even more games for SINA customers to play.”
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The recently reported trials with ad-funded free mobile games on Israeli operator Cellcom together with InnerActive Smart Media have concluded in a 44% click through rate and 19% acquisition rate with in-game mobile advertising.
The success of the service is amazing. With normal web advertising stuck at a click through rate of 3% and spam stuck at an estimated acquisition rate of 0,01%, mobile advertising really shows it potential as the adverts led to a 44% click through rate and 12% for the acquisition rate. The average number of mobile game downloads per consumer multiplied ten times with Tetris taking the lead with 14 times more downloads then normal. The consumer activity was also increased. 24% of the consumers say they didn’t download a game in at least six months before the trial and 54% said they at least didn’t download in the three months before.
“The new model used in the trial has proved to be effective and feasible to all the players. We succeeded to promote thousands of new users, that are not heavy gamers, to consumed and enjoyed games,” said Adi Cohen, VP Marketing of Cellcom. “The advertising-marketing stimulus trial confirms its effectiveness to all parties that took part in this project. This mobile advertising is working and shows far-reaching consequences for the mobile industry.”
“The ad-funded model used in the trial has created a new dialog with the consumers while at the same time setting a new level of response and conversion to targeted and relevant marketing content,” said Offer Yehudai, innerActive Co-manager. “The usage of in-content deliver within the games has become a great online media experience within various audiences, especial in the youth segment (9-20 year old) – 65% enjoying the benefits.”
“These trends reveal the huge potential and highlight innerActive’s solution of in-content ad-funded mobile advertising and business model,” said Ziv Elul, innerActive Co-manager. “Driving from this successful pilot, innerActive is about to launch its new solution for live streaming advertising on both video and music channels.”
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Be it public displays of affection or the phenomenon of social drinking, it’s all foreign for Indian students going abroad for the first time. Now, a 30-year-old academic from Gujarat, Nipan Maniar, is all set to ease the big culture shock by developing a mobile-phone game that will make the transition easier for newcomers.
Called C-Shock, the game was the result of Maniar’s own experiences in an alien land. “I moved to the UK from Ahmedabad 2005. It was the first time I was away from home and everything was different. I remember seeing a couple kissing in public and I didn’t know whether to look away or just stand and stare,? says Maniar, a University of Portsmouth academic and games technology expert.
The game, which Maniar hopes will act as an e-mother, follows an international student arriving in the UK for the first time. The aim is to reduce the character’s ‘culture shock’ rating from 100 to zero by performing tasks that introduce culture shock inducing incidents and images such as going to the pub and watching people being affectionate with each other in public.
The game opens on a student’s first day at university. The student is shown a map of the campus and is given tasks to find specific locations. Clicking on images along the way warns the student about what to expect in terms of culture.
It’s a learning tool that Maniar confesses would have come in handy before his first flight to UK. “Even drinking was alien to me as there is prohibition in Gujarat. So I could never figure out whether I should buy a round of drinks at a pub or not,? says Maniar, who moved to Britain after completing his BSc from Gujarat University.
Besides softening the culture blow, the game also includes important information such as campus layout and police and emergency telephone numbers. “C-Shock can guide students through the registration process as well as help them with basic information like opening a bank account or finding a part-time job,? he says.
Maniar developed the prototype of the mobile phone game along with his research assistant Emily Bennet after consulting with the University’s International Office and the British Council. It is expected to be available at the University of Portsmouth website for download later this year.
And provided investment flows in from game companies, Maniar is looking at another game that will help foreign tourists navigate a complex culture like India. Too late for Richard Gere who probably didn’t have a clue what furore a kiss could spark off, but it may give others who have any plans of public pecking second thoughts.
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Digital50 writes…Capcom Interactive, Inc. and Virgin Mobile USA have entered into a strategic agreement where Capcom Interactive is the sole aggregator and manager of WAP game titles on Virgin Mobile’s wireless network. Capcom games currently available on Virgin Mobile’s Games Lite channel include massively multiplayer role playing game Shade(TM), Big Trivia(TM), Cosmic Casino(TM), perennial favorite Who Wants To Be A Millionaire(R), Six Degrees(TM), Dope Warz(TM) and Bots. Additional games are to be added to the offering in the coming future.
“We are proud to partner with Virgin Mobile to bring our extensive library of WAP games to their network,” said Midori Yuasa, president, Capcom Interactive, Inc. “This mutually beneficial relationship further illustrates our commitment to the space and demonstrates the length to which Capcom will go to provide value to our partners.”
In addition, for the months of March and April 2007, Capcom Interactive and Virgin Mobile USA will be offering consumers a chance to win Xbox 360s and Apple iPods. Four Grand Prize winners and eight First Prize winners will be selected in each month’s drawing. Winners will be announced over the four-week period following each drawing, with one Grand Prize Winner and two First Prize winners announced on Wednesday of each week (for the April drawing, winners will be announced on April 18 and 25 and May 2 and 9; and for the May drawing, winners will be announced on May 16, 23 and 30 and June 6). To enter, customers may subscribe for $3.99 per month to the Games Lite channel on Virgin Mobile during the months (customers who subscribe or renew their subscriptions in March will be entered in the April drawing, and customers who subscribe or renew their subscription in April will be entered in the May drawing.). For a complete list of charges, please review Virgin Mobile’s terms of service. Alternatively, consumers may also enter by mail. All prizes will be awarded via random drawing. Please visit www.capcommobile.com/virgin for important terms, conditions and limitations. To obtain a copy of the rules by mail, please send a stamped, self-addressed envelope to “Games Lite Sweepstakes - Rules Request” at 10960 Wilshire Boulevard, Suite 1500, Los Angeles, CA 90024.
“At Virgin Mobile USA, we are committed to providing a diverse and interactive entertainment experience on our deck, regardless of which handset the customer has,” said Suresh Vanukuru, director of Product Development, Virgin Mobile USA. “All of our handsets offer browsers capable of playing WAP Games, and Capcom’s titles offer our customers yet another way to experience great mobile entertainment on their handsets.”
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Mobile data revenues to reach $100 billion by 2017 - Report
