Technology | Media | Telecommunications

Friday, January 28, 2011

Market Development Strategies for Mobile Content

Faster communication networks, improved smartphone designs, combined with an avalanche of new apps, games and entertainment have resulted in a steady and increasingly rapid growth in mobile content consumption.

But mobile content markets vary in their characteristics and maturity, just as the companies considering mobile content marketing vary in their goals and readiness.

The conclusion from a recent ABI Research market study: some companies should push ahead with monetizing mobile content as soon as possible, while others should wait a little before entering the market.

"Digital game publishers, music companies, video producers, news outlets, and app developers should move ahead, if they haven't already," says ABI Research practice director Neil Strother.

They have the expertise, they have the content, and mobile consumers are already enthusiastic. On the other hand, non-media companies -- especially those without suitable content at hand -- should take a breath.

Such companies should study the strategies and performance of media companies with mobile content this year, and then prepare to enter the market next year -- or perhaps later. Even experienced media producers, such as book publishers, should wait until the first handsets with E Ink displays appear.

Those that have entered the market by 2013 can expect to partake in revenue that will exceed $6 billion that year, rising to more than $10 billion by the end of 2016. Market growth will be driven in large part by the significant rise in the numbers of smartphone users combined with the improved performance available from 4G networks.

According to ABI's market assessment, as smartphone penetration grows, content providers need to have a plan of action or they may miss a potential high-growth revenue opportunity.