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What will be the NEXT BIG THING in mobile services?
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Faced with market consolidation, phone number portability, a mature voice
market and other factors, today’s mobile operators are struggling
to maintain a competitive edge. Their challenge: attract new subscribers
and keep existing ones for the long haul without compromising quality or
voice revenues. Their solution: offer a range of value-added services designed
to increase revenues. A case in point: the burgeoning ring tone industry,
which is quickly growing into a $3 billion global market.
But while new services continue to emerge – from mobile TV to games
to music downloads – their boost in ARPU is not enough. Profitability
is still lacking. Why?
FACT: Premium Services do not necessarily deliver sustained profitability.
Much of the ARPU gained from the sale of premium content is currently shared
by many third parties and the copyright holders. Net profit to the mobile
operator is relatively low. This has resulted in mobile operators charging
higher fees to deliver content or not delivering content at all.
FACT: Content available through walled gardens may not be content
those subscribers want.
Mobile operators are offering an ever-increasing amount of content to their
subscribers but only in their own content world. Most of it is still limited
in scope, and may not be exactly what subscribers want. According to industry
experts, 70% of mobile-related content is “off portal,” proving
that users want freedom of choice when it comes to the mobile web.
BOTTOM LINE: There is tremendous value to be gained through providing mobile subscribers with mobile optimized access to the content they already own and already want, which is currently stored on their PC. Providing access to this content is a service consumers will pay for and mobile operators will profit from.
Profitability for mobile operators must come from giving subscribers access
to what they want, when they want it at a reasonable price.
Place-shifting with CMWare’s skyTuneZ does just that:
How? Access On-demand. Allowing mobile subscribers to place-shift
their media library to their mobile phones provides direct access to the
content they already own and want.
Why? Affordability. From a basic subscription model, using
skyTuneZ place-shifting provides consumers unlimited access
to preferred content without requiring mobile operators to pay content holders
yielding a cost effective solution to subscribers and higher profitability
for operators.
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©2006-2008
CMWare. All Rights Reserved.
CMWare, the CMWare logo and all other CMWare product or service
names are trademarks or registered trademarks of CMWare, Inc. |
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