MALAYSIA: The past year has seen a steady rise in the consumption of [mobile] premium content on social networks and communities, as well as other new applications such as location-based services and mobile advertising.
Ringback tones and mobile music, however, still remain the top revenue earners, accounting for about 21.4 percent ($6.2 billion) of the region’s mobile content revenues in 2008, and are expected to continue to top mobile operators’ and content providers’ billings in the next five to six years.
“The demand for such mobile entertainment content is driven by the increasing mobile lifestyles of consumers and the desire to personalise,” says Frost & Sullivan senior industry analyst Jeff Teh. “It has become fairly important for subscribers to accessorise and personalise their mobile devices to differentiate themselves from their peers.”
New analysis from Frost & Sullivan Asia-Pacific Premium Content Market, finds that paid mobile content services across 13 Asia-Pacific countries grossed an estimated $29.1 billion in 2008. Growing at a CAGR (compound annual growth rate) of 23.6 percent (2008-2013), revenues are expected to breach $75.6 billion by end-2013, driven largely by consumer demand for mobile entertainment applications such as music and video.
Mobile entertainment applications, which include ringtones, music, videos, mobile games, wallpapers, graphics, icons and betting, dominated premium content consumption accounting for 44.4 percent ($12.9 billion) of the revenues last year. This is expected to grow at a CAGR of 23.3 percent (2008-2013) to be valued at $34.3 billion by end-2013.
Mobile information services, including news, search engines, location-based navigation, thesaurus and such, raked-in revenues of $5.2 billion (17.9 percent of total premium content market) in 2008. While other premium content services such as mobile commerce, mobile banking, mobile e-mail, mobile advertising et al. accounted for 37.7 percent ($10.9 billion) of revenues last year. Mobile information and other premium services are forecasted to grow at CAGRs of 25.8 and 23 percent from 2008 to 2013, respectively.
Apart from a tech-savvy and mobile-lifestyle generation, Teh attributes this growth to mobile social networks which are fuelling mobile usage and opening-up mobile commerce opportunities, enabling users to send virtual or tangible items to each other. This is further driven by greater use of mobile Internet, the maturity of mobile networks and flat-rate data plans, prompting consumption of premium content.
Premium content accounted for 44.7 percent of mobile operators’ total data revenues in 2008. The remaining 55.3 percent, not surprisingly, accrued from basic messaging (SMS - short message service).
According to Teh: “Inexpensive, simple and ubiquitous messaging will continue to be the primary contributor to mobile data revenues, at least for the next two to three years. Premium content however, especially mobile entertainment applications, are becoming hugely popular. By 2012, content revenues could well outstrip messaging revenues -- if the main challenges of often unclear [content] purchase and pricing mechanisms, as well as non-transparent mobile data charges can be overcome.”
Showing posts with label mobile advertising. Show all posts
Showing posts with label mobile advertising. Show all posts
Saturday, May 30, 2009
Friday, May 29, 2009
mKhoj launches mobile advertising that speaks local tongue
PALO ALTO, USA & BANGALORE, INDIA: mKhoj, the leading mobile advertising marketplace for the rest of the world, announced the ability to power relevant mobile advertising tailored to local languages in seventeen different countries. With this announcement, mobile advertisers can leverage mKhoj’s ad network to display ads in hundreds of languages, including Afrikaans, Arabic, Bahasa, Hindi, Tamil, Turkic, and Zulu.
This new technology continues mKhoj’s commitment to provide the fastest character mapping for more than 600 mobile publishers. With UTF-8 encoding, mKhoj allows advertisers to increase the power of their mobile marketing by more effectively targeting their audience, and increases the monetization as well as the value of the publishers’ mobile properties through greater localization.
How it works
When advertisers sign up, they now have the ability to upload their mobile advertising in any local language and in any alphabet. This gives advertisers new ways to target and communicate with consumers.
“Empowering advertisers to speak to consumers in their native language enables them to make more personal connections with their target audiences,” said Abhay Singhal – Head of Global Sales for mKhoj. “This provides multinational advertisers a more effective way to reach local audiences around the globe.”
mKhoj has implemented its UTF-8 encoding technology to enable advertisers to easily upload local language advertising as-is, so publishers and their users are ensured a high quality experience.
This new technology continues mKhoj’s commitment to provide the fastest character mapping for more than 600 mobile publishers. With UTF-8 encoding, mKhoj allows advertisers to increase the power of their mobile marketing by more effectively targeting their audience, and increases the monetization as well as the value of the publishers’ mobile properties through greater localization.
How it works
When advertisers sign up, they now have the ability to upload their mobile advertising in any local language and in any alphabet. This gives advertisers new ways to target and communicate with consumers.
“Empowering advertisers to speak to consumers in their native language enables them to make more personal connections with their target audiences,” said Abhay Singhal – Head of Global Sales for mKhoj. “This provides multinational advertisers a more effective way to reach local audiences around the globe.”
mKhoj has implemented its UTF-8 encoding technology to enable advertisers to easily upload local language advertising as-is, so publishers and their users are ensured a high quality experience.
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