2006-09-30-奥纬咨询-Oliver_Wyman_Study_Reveals_Key_Strategic_Issues_Facing_Mobile_Entertainment_Industry_Leaders_4页_54kb

Summary of Mercer Study on Mobile Entertainment Industry

Background

The Mercer Management Consulting study, based on a survey of 300 global wireless executives, highlights key strategic issues and future trends in the mobile entertainment ecosystem as of 2006. It addresses challenges such as unresolved business models, adoption rates, and competitive dynamics in areas like mobile TV, MP3 phones, mobile web, and location-based services.

Key Findings

• Mobile TV: Expected to see modest adoption with potential for strong returns but limited explosive growth due to device, network, and content issues. It could generate revenue through subscriptions and ads, or improve carrier economics by being part of pricing plans.
• Music Distribution (MP3 Phones vs. Standalone Devices): MP3 phones may not supplant standalone music devices, but music distribution reliance on incumbent aggregators persists. Carriers should allow users to access external services like iTunes.
• Mobile Web: Performance enhancements in devices, networks, and websites could lead to displacement of fixed-line web access by 2009, driven by mobility benefits eroding fixed broadband usage.
• Location-Based Services: High expected adoption rate by 2009, with revenue potential from subscriptions and ads. Carriers face challenges from embedded navigation systems and need to differentiate through network capabilities and target different customer segments.
• Ecosystem and Winners: Content owners and wireless carriers are seen as most likely to be "big winners" due to their control, but technology providers need better offerings. Business model alignment is critical for innovation, with adoption rates and performance improvements as key drivers.

Major Implications

The study suggests that ecosystem alignment, technology advancements, and flexible business models are essential for success, raising questions about whether mobile entertainment will evolve differently from the wired Internet space. Pessimism on revenue potential for some areas (e.g., mobile TV) coexists with optimism on mobile web and location services injecting economic value.