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Facebook has launched a platform for operators designed to make its social networking application work better on portable devices. Vodafone is the first operator to use the Facebook for Mobile Operators platform and has started services in the UK and Germany. Vodafone will soon expand the program to Greece, Italy, Spain, Ireland and Portugal.
Mobile social networking is coming to a phone near you – but simply translating existing fixed-line internet models won’t work. Due to media attention none in your industry can have failed to have seen the potential of social networks and user generated content on mobile. You need to react now. If you wait, the opportunity may be gone. Tie-ups with the leading players may have passed you by and potential services and revenue streams may be ineffective. You must have a full briefing about UGC developments.
Social communities, or online social networks, can be defined as an online
area where people with similar interests meet, such as MySpace and Facebook.
User generated content is simply content created by the users of a service,
such as YouTube. Such sites are immensely popular, with MySpace and YouTube
amongst the top ten most popular websites globally. Revenue from mobile
social networking and user generated content will grow to $70 billion in
2012.
Issues to be resolved include business models and revenue share, the type, whether to build upon existing fixed-line models or develop alternatives, consumer attitudes and many others. Operators will have to walk a fine line between maximising the revenue potential of social networking, while at the same time not risk alienating subscribers and increasing churn by doing so.
Based on interviews with key participants across the value chain, including operators, media agencies, software application providers, access providers, marketing specialists and trade association representatives, this 180+ page report analyses the market drivers and barriers affecting mobile advertising and marketing. It discusses the main market trends and charts the market evolution in the US and Europe.
The report provides global forecasts for future revenue generation and subscriber uptake of services in this area of the industry. The key to success for mobile communities and user generated content is the convergence of fixed and mobile services. Operators need to realise that members of existing communities will still want to interact with those communities and to do this via mobile, they need to be able to access those existing communities.
Plus other key questions answered such as:
• What % of mobile content use will be on social networking and user generated content by 2012, and what will be the associated revenues?
• Where are the biggest market opportunities?
• What models exist and which ones will account for the biggest market?
• What types of mobile social networking and user-generated content are most likely to succeed?
Mobile social networks have great potential due to the relationship between a mobile subscriber and their handset, where the mobile device is often with the end-user for most of their waking time. With mobile penetration reaching 100 per cent in many developed markets, the mobile phone will soon be in virtually everyone’s pocket. Social networking is currently a major area of growth in the fixed-line world and is set to expand into the mobile realm. Do you understand this market? Do you know how it will develop? Is this an issue that you need to act on and find out about now?
TABLE OF CONTENTS
Chapter 1: Executive Summary
1.1 Why are operators moving into mobile communities and user generated content?
Chart 1.1: Most popular websites globally by reach, Sept-Nov 2007
Chart 1.2: Most popular websites in 2007, growth by reach 2003-2007
1.2 Barriers to mobile communities
1.3 Current initiatives provide hope for the future
1.4 Generating revenue through mobile social networking and user generated content
Chapter 2: Introduction
2.1 The search for new revenue streams
2.1.1 The importance of instant content generation
Chart 2.1: Camera phone shipments forecast, 2007-2012
2.2 Definitions
2.2.1 User generated content
2.2.2 Communities
2.2.3 Mobile Social Networking
2.3 Methodology
2.4 Focus of this report
Chapter 3: Current market and strategic issues
3.1 The growth of virtual communities and user generated content
3.1.1 Social networking and community websites
3.1.1.1 Size of the social networking market
Chart 3.1: The top social networking sites, June 2007
3.1.1.1.1 Social networking business models
3.1.1.2 Social networking and community sites
3.1.1.2.1 MySpace
3.1.1.2.2 Can Murdoch monetise MySpace?
3.1.1.2.2 Facebook
3.1.1.3 Online gaming communities
Chart 3.2: Xbox Live! member growth, 2003-2007
Chart 3.3: Online gaming revenue forecast, 2007-2012
3.1.1.4 Dating communities
Chart 3.4: Online dating revenues forecast, 2007-2012
3.1.2 Examples of other user generated content
3.1.2.1 Blogging
3.1.2.1.1 Blogging goes mainstream
3.1.2.1.2 Vlogging
3.1.2.2 Video downloads
3.1.2.2.1 TV Stations and newspapers look to video content for new sources of revenue
3.1.2.2.2 YouTube
Chart 3.5: Top ten US video download sites, September 2007
3.1.2.2.2.1 YouTube copyright issues
3.2 Why user generated content for mobile?
3.2.1 The need for new revenue streams
Chart 3.6: Problems with existing mobile data services, World Cup 2006 survey
3.2.2 User generated content as a solution
3.2.2.1 Increasing ARPU through data usage
3.2.2.1.1 Content breeds content
3.2.2.2 Creating subscriber loyalty
3.2.2.3 User generated content fits the social aspect of the mobile handset
3.2.2.4 Mobile is the next step for content providers
3.2.2.5 Operators have existing communities
3.3 Mobile in a fixed line world
3.3.1 Mobile internet to surpass fixed-line?
Chart 3.7: How frequently do you access the mobile Internet?
Chart 3.8: If you don't access the Internet on your mobile phone, why not?
3.3.2 Increase in number of camera and video enabled handsets
3.3.2.1 Citizen journalism - how mobile phones have developed in this space
Case Study 3.1: Usage of camera phones during the London Tube bombings of July 2005
3.3.2.1.1 Pluck – where social networking meets citizen journalism
3.4 Current market landscape for user generated content
3.4.1 Video uploads to the web from a mobile device
3.4.1.1 Nokia identifies Circular Entertainment as a coming trend
Chart 3.9: Nokia digital behaviour survey
3.4.2 Dating services
Chart 3.10: Mobile dating services global revenue forecast 2007-2012
3.4.2.1 Match.com and Enpocket
3.5 Issues and challenges facing mobile user generated content and social networking
3.5.1 Incompatibility of service and device
3.5.2 Cost of data services
3.5.3 Walled garden internet approach
3.5.4 Matching the PC experience
3.5.5 The Facebook factor - Companies see social networking as a threat
3.5.6 Safety and legal issues
3.6 Current landscape conclusion
Chapter 4: Operator and handset vendor solutions
4.1 Examples of current operator initiatives
4.1.1 Social networking initiatives
4.1.1.1 SK Telecom and Mobile Cyworld
Table 4.1: Cyworld key statistics H1 2007
Chart 4.1: Mobile Cyworld subscriber growth 2004-2007
4.1.1.2 MySpace mobile on Helio
Table 4.2: Mobile MySpace features on Helio
4.1.1.3 Virgin Mobile USA community networks
4.1.1.4 SMS alerts for social networking sites
4.1.1.5 General instant chat services
4.1.2 Mobile blogging Initiatives
4.1.2.1 Verizon and Rabble
4.1.2.1.1 Example of content creating a community - Verizon and Rabble
Chart 4.2: Additional content created from blog posts on Rabble, 2006
4.1.2.2 Farcast’s Moblogger
4.1.3 Mobile dating services and SMS
4.1.4 User generated video downloads
4.1.4.1 SeeMeTV on 3
4.1.4.2 Amp'd Mobile and Break.com
Table 4.3: Break.com popularity Q2 2007
4.1.5 Other initiatives
4.1.5.1 Citizen journalism
4.1.5.1.2 3 Looking for deals
4.1.5.2 User generated music content
4.1.5.2.1 Phling! connects mobile users with their music
4.1.5.2.2 Verizon and MySpace Calling All Bands competition
4.1.5.3 Mobile Gaming
4.1.5.3.1 Sprint-Nextel Game Lobby Lounge
4.2 Examples of handsets enabling the growth of user generated content and social networking
4.2.1 Nokia Nseries N73 and N93
Chart 4.3: Handset manufacturer market share in %, Q3 2007
4.2.1.1 Nokia mobile to blog service with Globe Telecom
4.2.1.2 Nokia’s Ovi
4.2.2 Sony Ericsson’s Cyber-shot
4.2.3 The importance of handset developments for operators
4.3 Technology to enable convergence between fixed line and mobile
4.3.1 Convergence is important to mobile user generated growth
4.3.2 IMS
4.3.2.1 IMS background
Table 4.4: Main benefits of IMS to mobile operators
4.3.2.2 Why will IMS benefit mobile social networking and user generated content?
4.3.3 WLAN benefits to user generated content
4.4 Operator Role
4.4.1 Revenue generation from mobile social networking and user generated content
4.4.1.1 Understanding user segments and the goal of social communities
4.4.1.1.1 The benefits of market segmentation
Table 4.5: Layers of interactivity at Rabble
Chart 4.4: Rabble layers of interactivity (%)
4.4.1.2 Data usage charging - inherent advantage for mobile operators over fixed line
4.4.1.2.1 Targeting the subscriber base
4.4.1.3 Advertising on social networking sites
Chart 4.5: Advertising click through, mobile Vs fixed line
Chart 4.6: Mobile advertising investment in Western Europe and US, 2007-2012
4.4.1.3.1 Issues with advertising on mobile social networking
4.4.1.3.1.1 Facebook forced to adjust its ad platform after privacy protest
4.4.1.4 Encouraging community through content
4.4.1.5 Tiered subscriptions
4.4.1.6 Operators and content providers react to communities
4.4.2 What role should operators play?
4.4.3 Conclusion
Chapter 5: Competitive landscape
5.1 Motricity
5.1.1 Motricity profile
Table 5.1: Motricity Key Statistics
5.1.2 Motricity's Game Lobby on Sprint
Table 5.2: Sprint's Game Lobby key features
5.1.2.1 Reasons for Game Lobby success
5.1.2.2 Added benefit for the operator
5.1.3 Motricity overview
5.2 AirG
5.2.1 AirG profile
Chart 5.1: AirG global subscriber growth 2005-2007
5.2.2 AirG communities
5.2.3 Reasons for AirG's success
5.2.4 AirG's Community Marketing Engine (CME)
5.2.5 AirG Overview
5.3 Intercasting
5.3.1 Intercasting Profile
5.3.2 Intercasting's Rabble
5.3.3 Intercasting overview
5.4 FunMobility
5.4.1 FunMobility profile
5.4.2 FunMobility's America's Best Mobile Pix and Connect
5.4.2.1 Cross-operator route a success
5.4.3 FunMobility overview
5.5 Jumbuck
5.5.1 Jumbuck profile
Table 5.3: Jumbuck key statistics
5.5.2 Jumbuck services
5.5.2.1 Power Chat and Fast Flirting
5.5.2.1 Jumbuck Island
5.5.3 Jumbuck Overview
Chart 5.2: Jumbuck subscriber base growth, H1 2006 to H1 2007
5.6 Atchik-Realtime
5.6.1 Atchik-Realtime Profile
Table 5.4: Atchik-Realtime key statistics
5.6.2 Atchik-Realtime services
5.6.2.1 Growing presence in emerging markets
5.6.3 Atchik-Realtime overview
5.7 Juice Wireless
5.7.1 Juice Wireless profile
5.7.2 JuiceCaster - an example of fixed mobile convergence in social networking
5.7.3 JuiceWireless overview
5.8 Yospace
5.8.1 Yospace profile
5.8.2 MCP Community Gallery
5.8.2.1 MCP Community Gallery distribution model
5.8.3 MCP Blogging Module
5.8.4 Video applications more successful
5.8.5 Future strategy and overview
5.9 RADVISION
5.9.1 RADVISION Profile
5.9.2 RADVISION solutions
5.9.2.1 SCOPIA 3G Video Gateway
5.9.2.2 Interactive Video Platform
5.9.2.3 PC to Mobile
5.9.3 RADVISION overview
5.10 ShoZu from Cognima
5.10.1 ShoZu profile
5.10.2 ShoZu image solution
5.10.3 ShoZu developments
5.10.4 ShoZu overview
5.11 Other content providers
5.11.1 Mobestar
5.11.2 NewBay Software
5.11.2.1 NewBay and Bebo
5.11.2.2 NewBay’s FoneBlog
5.11.2.3 NewBay’s PIXOTA
5.11.3 ComVu
5.11.4 Upoc
5.11.5 Zingku and Google
5.12 Solution provider overview
Table 5.5: Examples of mobile social networking and user generated content solutions
Chapter 6: Future trends and forecasts
6.1 Future key industry trends
6.1.1 Move away from walled gardens
6.1.2 Cost of data services
6.1.3 Increased revenue generation through mobile social communities
Chart 6.1: Advertising spend on mobile social networking forecast 2007-2012
6.1.4 User interface improvements
6.1.5 Increased community convergence
6.1.6 Images and video key to mobile user generated content growth
6.1.7 Successful fixed-line sites to embrace mobile
6.1.7.1 MySpace focused on mobile future
6.1.7.2 YouTube mobile uploads
6.7.7.3 Facebook mobile plans
6.2 Forecasts
6.2.1 Complimentary rather than competitively?
6.2.2 Mobile social communities will allow greater targeting of subscribers
6.2.3 Market for mobile communities
Chart 6.2: Mobile communities forecast as % of total mobile subscribers, 2007-2012
Chart 6.3: Number of subscribers using mobile communities forecast, 2007-2012
6.2.4 Market for user generated content
Chart 6.4: User generated content usage forecast as % of total mobile subscribers, 2007-2012
Chart 6.5: Number of subscribers uploading photos and/or videos from mobile directly to web in millions, 2007-2012
6.2.5 Revenue capabilities of mobile communities
Chart 6.6: Revenue generated through mobile social communities and user generated content forecast, 2007-2012
Chapter 7: Conclusion and Recommendations
7.1 Conclusions
7.2 Recommendations
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