frebird10000 2006-11-30 11:41
澳大利亚的移动多媒体市场为3G的到来做好准备了吗？Ovum报告,200504,17P
以下为一般性带附件资料发贴选项：
Is Australia’s mobile multimedia market ready for 3G?
【资料成文时间】：2005年4月
【语言】：英文
【页数】：17
【何人（公司）所著】：OVUM
【文件格式】：PDF
【文件原名】：Is Australia’s mobile multimedia market ready for 3G?
【摘要或目录】：
Is Australia’s mobile multimedia market
ready for 3G?
04 July 2005
Rosalie Nelson, Brigid Wilson
Key messages – a slow revolution
· Australia is 12–18 months behind Western Europe. Australia’s multimedia
market is in its infancy. An estimated 68% of non-SMS content is made up of
ringtones, logos and wallpapers, with games representing another 21%. While
some early adopters may ‘leapfrog’ to 3G services, the majority will need to be
coaxed with better 2G+ services, which have only started to emerge in the past six
months. This means voice and basic data will remain drivers for early 3G uptake,
although much of the marketing will be services-based.
· Operators need to redress complexity, data pricing and partnership models.
Complex business models, high data pricing and generic content have contributed
to a poor user experience and user indifference. Lack of retail training and the
requirement for users to configure handsets has discouraged experimentation.
Some of the cultural barriers are shifting, with content providers reporting a new
openness in their relationships with operators, particularly with Telstra following
adoption of i-Mode. Nevertheless, issues of data pricing, conflicting expectations
of revenue sharing and sharing of information remain unresolved. There is much
talk of industry co-operation, but it is clear that partnerships – particularly richmedia
and branded partnerships – are far from resolved.
· Content providers want to partner with operators – for now. All the media
owners we spoke to are seeking operator alliances, rather than going to market
independently. This is because the operators can drive growth through handset
subsidies, placement of services on the portal menu, micro-billing and
authentication/validation for adult services within a walled garden. However,
frustration with data pricing and business models means some will look for
wholesale or MVNO opportunities in time if they feel the operators want too much
control and they see the market growing.
· The business model needs to support advertising in addition to user
charging. Operators and media publishers will have to work towards mutuallybeneficial
business models and creating a viable advertising model. For
advertising, valid tracking and measuring tools will also be critical. Over 85% ofInternet media publishers’ revenues currently come from advertising, primarily
placement, keyword search and display. While online companies are keen to offer
mobile browsing to users, they are also concerned about users’ resistance to
paying for previously free services, and high carrier data charges for instant
messaging and browsing.
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