Mobile:

Mobile Content and Applications (report)

ARC Group
Market Study December 2003

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mobile applications worldwide is the focus of Mobile Content & Applications 2003, now in its fourth edition, is the most authoritative guide to the mobile data market. Combining worldwide and regional trends and 5 year forecasts with insightful case studies, this 220 page report examines key commercial and technology issues facing existing players and new entrants in the mobile data & services market. Also includes results of the exclusive Mobile Content & Applications 2003 survey.

New in this edition!
* Market Overview - in-depth regional analysis highlighting prominent trends and differences in business models from Korea, Japan and Europe
* Content Delivery- understand the strategy behind the delivery of content and how to monetise it for specific market segments
* Value chain analysis-identify your company’s unique role within the value chain and find the right partners
* Updated case studies - SK Telecom, Verizon Wireless, Vodafone live!, Wind, Buongiorno, iTouch
* Revised market forecasts - Comprehensive forecasts to 2008 detailing mobile data growth in the context of region, market segmentation, revenue models and technology to 2008
* Operator KPIs - Examine the key performance indicators (ARPU, churn, subscriber acquisition cost, Capex/Opex) for operators and their data services, highlighting regional influence and impact of business strategy
* Business and revenue models - Analysis of detailed industry survey, looking at evolution of mobile data value chain, revenue sharing and influence of main players in the market.

Hear what clients think about the previous edition of Mobile Content & Applications

'I found the breadth and depth of the research exceeded my already high expectations. The market analysis, market forecasts, analysis of strategic drivers, and discussion of revenue models were essential in developing the business plan for VOCEL'
CW, CEO, VOCEL

'It continues to be my most often-used source for market projections. Where many reports I have purchased in the past are inundated with opinions of a very small number of experts, the ARC reports present a good deal of empirical, historical data as a basis for realistic market projections. The report does a good job of balancing a high level global view off the market while also diving into useful detail about specific sectors and localized trends.'
SA, Sr. Director, Product Management Beatnik, Inc. ZPT01

List of Contents

1 - Executive Summary 1-1
Introduction 1-1
Strategic Issues 1-1
User Interface 1-2
Interoperability 1-2
Digital Rights Management (DRM) 1-3
Superdistribution 1-3
Delivering Compelling Mobile Services 1-3
Partnering 1-4
Mobile Content & Applications Market Map 1-4
Enabling Technology - Middleware 1-5
Location Based Services 1-5
Business to Business 1-5
Mobile Services – Consumer Sector 1-5
Business Sector (B2E) 1-6
Leading Revenue Drivers 1-7
Business and Revenue Models 1-8
Revenue Models 1-9
Mobile Services move away from Youth Sector 1-11
Distribution – New Channels to Market 1-12
The Longer Term View 1-13
Forecasts 1-13
Consumer vs Business Sector 1-14
Network Technology 1-15
Mobile Data Users 1-15
Revenue Forecasts 1-16
Regional Revenues 1-18
Total Revenue Forecasts 1-19

2 – Market Overview 2-1
Introduction 2-1
Pricing 2-2
Apple iTunes 2-3
Pricing Strategies 2-3
Regulatory Issues 2-5
Regulatory Bodies 2-5
SMS Regulation 2-6
Copyright/Rights Management Regulation 2-6
Prepaid vs. Postpaid 2-7
Europe 2-9
Mobile Payments - Europe 2-11
Simpay (Mobile Payments Services Association) 2-11
Mobipay (Spain) 2-11
Vodafone m-pay bill (UK) 2-11
i-mode in Europe 2-12
Mobile Distribution and Retail 2-13
i-Touch 2-13
Eastern Europe 2-15
Americas 2-15
USA 2-16
AT&T mMode 2-16
Verizon Wireless 2-17
Mobile Data 2-19
Text Messaging 2-19
Picture Messaging 2-20
Email and Instant Messaging 2-21
‘Get It Now!’ 2-21
Mobile Distribution and Retail – North America 2-22
Mobile Payments – North America 2-24
Cingular Wireless DirectBill (USA) 2-24
AT&T Wireless mMode e-Wallet (USA) 2-24
Handango – Mobile Software Publishing 2-24
Canada 2-25
South America 2-25
Asia Pacific 2-25
Mobile Payments 2-28
Mobile Distribution & Retail 2-29
Japan 2-29
i-mode 2-30
i-mode Market Development 2-33
C-mode 2-33
Mobile Cash Card 2-33
Payment First 2-33
Other Mobile Market Developments in Japan 2-34
Keitai 2-34
Suica 2-34
Network Technology 2-35
China 2-35
Network Technology 2-36
Mobile Payments 2-36
China Unicom 2-36
C-mode – China Mobile 2-37
Mobile Distribution and Retail 2-37
Africa/Middle East 2-37
Mobile Distribution and Retail 2-38

3 – Strategic Issues 3-1
Operating Systems 3-2
Microsoft 3-3
Palm 3-3
Symbian 3-4
Linux 3-4
User Interface 3-5
Text Input Technologies 3-5
Keyboard Solutions for Handheld Devices 3-5
Intelligent Text Input 3-6
Handwriting Technologies 3-6
Wireless Java (J2ME) 3-6
Connected Limited Devices Configuration (CLDC) 3-6
Mobile Information Device Profile (MIDP) 3-7
Development Factors 3-7
Wireless Networking 3-8
Bluetooth 3-8
WLAN 3-9
Network Standards 3-9
Wi-Fi Alliance Group 3-9
WLAN Security Concerns 3-10
Wi-Fi Hotspots 3-10
Interoperability 3-10
M Services Requirements 3-11
Hardware requirements 3-11
Memory 3-11
Display 3-11
User Interface and Implementation 3-12
Application Environment 3-12
Browsing 3-12
Graphical User Interface elements 3-12
Messaging 3-12
Security 3-12
Session-level Services 3-12
Provisioning 3-12
Content discovery 3-12
Authentication 3-12
Content delivery 3-12
Handling of content 3-12
Industry Acceptance of M-Services 3-13
Open Mobile Alliance 3-14
Open Mobile Architecture 3-14
Open Mobile Alliance 3-14
Interoperability in Mobile Financial Services 3-16
Mobey Forum 3-16
Pay Circle 3-18
MeT Initiative 3-18
Simpay 3-18
Security 3-19
Digital Rights Management (DRM) 3-20
Superdistribution 3-23
DRM Standardisation 3-24
Delivering Compelling Mobile Services 3-25
The Value Chain: Relationships and Key Players 3-26
The Direct Channel 3-27
Promoting Mobile Services 3-27
Multi-Channel Management 3-28
Customising the Mass Market 3-29
Mobile Payments 3-29
Three Domain Payments Model 3-31
Payments as an enabler of mobile services 3-32
E top-up and Mobile Services 3-33
Partnering 3-35
Partnering/Alliances 3-35
Openwave and Partnering 3-37

4 – Market Segmentation 4-1
Introduction 4-1
Sub-segmentation and Branding 4-2
Market Segmentation: Asia Pacific vs Europe 4-3
Segmentation in Europe 4-4
Trends in Distribution Channel Segmentation 4-4
Retail Segmentation at the Micro Level 4-7
Customer Focus 4-8
Mobile Content & Applications Market Map 4-9
Enabling Technology 4-9
Microbrowsers 4-10
Microsoft Mobile Explorer 4-10
Openwave Mobile Browser 4-10
Qualcomm’s BREW 4-11
Palm Source Browsers 4-11
Middleware 4-12
Elata Senses Delivery Platform 4-13
Mobile Services 4-14
Location Based Services 4-14
Business to Business 4-16
Mobile Marketing 4-17
Mobile Advertising Standards 4-18
Integration of Mobile Advertising 4-18
Mobile Payments 4-19
Content Delivery 4-20
Consumer Sector (B2C) 4-20
Voice 4-20
Messaging 4-22
Short Messaging Services 4-23
Multimedia Messaging Services 4-24
Mobile Email 4-24
Instant Messaging 4-24
Unified Messaging 4-25
Messaging Evolution 4-25
Entertainment 4-25
Mobile Games 4-26
Mobile Game Types 4-27
Embedded Games 4-28
Downloaded Games 4-29
Network/Multiplayer Games 4-29
Location-Enabled Games 4-30
Multi-platform Games 4-30
Acotel 4-31
Mobile Gambling 4-34
Images/ Picture Messaging 4-34
Person-to-Person Messaging 4-34
Consumer/Entertainment Segment 4-35
Mobile Music 4-36
Mobile Video 4-37
Mobile Adult Services 4-37
Access/Browsing 4-38
Infotainment 4-40
Vindigo 4-40
Fox Sports Mobile 4-42
Business Sector (B2E) 4-42
Smartner 4-43
Microsoft Enterprise Mobile Solutions 4-44
Traffic/Revenue Drivers 4-45

5 – Business and Revenues Models 5-1
Convergence in Business and Models 5-1
Charging for Value 5-3
Buongiorno 5-3
Services and Content 5-4
The Relationship between Billing, Market Segmentation and Growth 5-6
Partner and Value Chain Management 5-9
Convergys Geneva 5-9
Evolution of the Mobile Value Chain 5-9
Mapping Revenue Streams 5-11
Revenue Models 5-13
Operator/Content Provider Revenue Sharing 5-14
Reverse Billing 5-15
Comparing the Asian and European Business Models 5-15

6 – Key Performance Indicators 6-1
Subscriber Acquisition Cost 6-2
Churn 6-4
Capital Expenditure (Capex) 6-5
ARPU vs AMPU 6-7
Increasing Subscriber Margins 6-8
ARPU Forecasts 6-9
Methodology 6-9
Global ARPU Forecasts 6-10
Regional ARPU Forecasts 6-12
Asia Pacific 6-12
Rest of Asia Pacific 6-13
Japan 6-14
China 6-15
Africa and Middle East 6-17
North America 6-18
South America 6-19
Europe 6-20

7 – Roadmaps 7-1
Mobile Services move away from Youth Sector 7-3
The Hot Issues 7-4
Interoperability – Global Standards and Partnerships 7-5
Wind and i-mode 7-7
Distribution – New Channels to Market 7-8
Distribution channel development 7-8
From Handhelds to Multi-Access 7-10
Future Shock – the Barriers 7-11
The Longer Term View 7-12
SK Telecom (SKT) 7-12
NATE 7-13
The Wider World of Mobiles 7-18

8 – Forecasts 8-1
Forecast Mobile Data Users 8-5
Mobile Applications User Forecasts 8-6
Global Content & Applications User Forecasts Overview 8-10
Person-to-Person (P2P) Messaging User Forecasts 8-10
Entertainment User Forecasts 8-12
Infotainment User Forecasts 8-14
Browsing User Forecasts 8-15
M-Commerce User Forecasts 8-16
Mobile Office User Forecasts 8-17
Mobile Applications Traffic and Revenue Forecasts 8-19
Operator Traffic and Revenue Forecats 8-20
Traffic Forecasts 8-20
Revenue Forecasts 8-22
Regional Revenues 8-25
Total Revenue Forecast 8-27

9 – Conclusions 9-1
Market Trends 9-1
Technology 9-1
Business and Revenue Models 9-2
Distribution 9-2
Strategic Issues 9-2

Appendix 1 - Mobile Content & Applications Industry Survey A1-1
Methodology A1-1
Respondent Profile A1-1
Survey Questionnaire A1-3
Respondent Profile A1-3
Key Success Factors A1-4
Market Size A1-5
Market Development A1-6
Mobile Services and Applications A1-6
List of Figures

1 – Executive Summary 1-1
Figure 1.1: Key Issues in Mobile Services 1-2
Figure 1.2: Mobile Content & Applications Market Map 1-5
Figure 1.3: Mobile Services – Consumer Sector 1-6
Figure 1.4: Business Sector Market Map 1-6
Figure 1.5: Main Revenue Drivers 2003 - 2008 1-7
Figure 1.6: Mobile Value Chain Evolution 1-8
Figure 1.7: Main Revenue Flows 1-9
Figure 1.8: Most Widely Used Revenue Model 1-9
Figure 1.9: Development of Mobile Services Market 1-10
Figure 1.10: Mobile Services Market Segments 2008 (%) 1-12
Figure 1.11: Evolution of Distribution Network 1-13
Figure 1.12: Mobile Subscribers by Region, 2000 - 2008 1-14
Figure 1.13: Worldwide Operator Voice & Data Revenue ($m), 2003 - 2008 1-16
Figure 1.14: Worldwide Data Service Revenues ($m) by Application, 2003 - 2008 1-17
Figure 1.15: Total Data Service Revenues ($m) by Region, 2003 - 2008 1-18
Figure 1.16: Worldwide Total Mobile Data Service Revenues by Player, 2003 - 2008 1-19

2 – Market Overview 2-1
Figure 2.1: Mobile Services Market Development 2-4
Figure 2.2: i-mode European Retail Merchandising 2-12
Figure 2.3: Pre-packaged Mobile Services 2-14
Figure 2.4: Instore Display Units 2-15
Figure 2.5: Selected mMode Services 2-17
Figure 2.6: US Wireless Subscribers, Q2 2003 2-18
Figure 2.7: Lord of the Rings 2-21
Figure 2.8: Suzuki Motocross Challenge 2-22
Figure 2.9: Mobile Video Application 2-22
Figure 2.10: Best Buy Instore Merchandising 2-23
Figure 2.11: Handango AMPP Platform 2-25
Figure 2.12: Moneta Mobile Payment Service 2-28
Figure 2.13: Total DoCoMo and i-mode Subscribers FY, 1998 - 2003 2-30
Figure 2.14: i-mode Traffic Figures 2-31
Figure 2.15: i-mode Site Access Figures 2-31
Figure 2.16: Payment First Architecture 2-33
Figure 2.17: Suica Cards 2-34

3 – Strategic Issues 3-1
Figure 3.1: Key Issues in Mobile Services 3-1
Figure 3.2: Stages of Wireless Networking 3-8
Figure 3.3: Overview of M Services Requirements 3-11
Figure 3.4: Sample M-Services Mobile Browser Interface 3-13
Figure 3.5: Scope of Open Mobile Alliance 3-15
Figure 3.6: Local Payment with RFID 3-17
Figure 3.7: Mobile-Enabled Cash Withdrawal 3-17
Figure 3.8: Local Payment Using Mobile PIN 3-17
Figure 3.9: Mobile Security Overview 3-20
Figure 3.10: Superdistribution DRM Architecture 3-20
Figure 3.11: Distribution Value Chain 3-26
Figure 3.12: Mobile Retail – Hot Issues 3-28
Figure 3.13: Multi-Channel Environment – Online Touchpoints 3-29
Figure 3.14: Financial Industry Trends 3-30
Figure 3.15 Three Domain Payments Model 3-31
Figure 3.16: Mobile Payments Value Chain 3-33
Figure 3.17: E Top-up and Mobile Services 3-34
Figure 3.18: Mobile Payments Infrastructure 3-34
Figure 3.19: Business Implications of Partnering 3-36

4 – Market Segmentation 4-1
Figure 4.1: Retail Evolution 2003 - 2008 (%) 4-5
Figure 4.2: Traditional Distribution Network 4-6
Figure 4.3: Distribution Network Evolution 4-6
Figure 4.4: Segmenting the Retail Channel: Overview 4-7
Figure 4.5: Segmenting the Retail Channel: Hardware 4-7
Figure 4.6: Segmenting the Retail Channel: Services 4-8
Figure 4.7: Customer Focus – Consumer Sector 4-8
Figure 4.8: Mobile Content & Applications Market Map 4-9
Figure 4.9: Enabling Technology 4-10
Figure 4.10: One to One vs One to Many Messaging 4-12
Figure 4.11: Elata Senses delivery platform 4-14
Figure 4.12: Drivers for Location Based Services 4-15
Figure 4.13: B2B Market Map 4-16
Figure 4.14: VoiceXML Architecture 4-20
Figure 4.15: SALT Architecture 4-21
Figure 4.16: Mobile Services – Consumer Sector 4-22
Figure 4.17: Evolution Model - Embedded Games to Downloaded Games 4-28
Figure 4.18: Worldwide Mobile Games Users (m) by Application, 2002 - 2008 4-31
Figure 4.19: Acotel Erotic Strip 4-32
Figure 4.20: Acotel Content MMS Usage 4-32
Figure 4.21: Acotel I-Witness-sport/Stadium MMS Service 4-33
Figure 4.22: Acotel Puzzle VIP Service 4-33
Figure 4.23: Picture Messaging Based Superdistribution 4-35
Figure 4.24: Worldwide Mobile Music Users (m) by Application, 2002 - 2008 4-36
Figure 4.25: Worldwide Mobile Video Users (m) by Application, 2002 - 2008 4-37
Figure 4.26: Global Mobile Adult Services Users (m) by Application 2003 - 2008 4-38
Figure 4.27: Mobile Access/Browsing 4-39
Figure 4.28: Examples of Mobile Browser Interface 4-39
Figure 4.29: Vindigo Revenue Opportunities 4-41
Figure 4.30: Vindigo 2.0 User Interface 4-41
Figure 4.31: Fox Sports Mobile Service 4-42
Figure 4.32: Business Sector Market Map 4-43
Figure 4.33: Smartner Mobile Office Solution 4-44
Figure 4.34: Microsoft Enterprise Mobility – End User Value Proposition 4-45
Figure 4.35: Main Traffic Drivers 2003 - 2008 4-46
Figure 4.36: Main Revenue Drivers 2003 - 2008 4-47

5 – Business and Revenues Models 5-1
Figure 5.1: Convergence of Business and Revenue Models 5-1
Figure 5.2: Example of Rules-Based Billing 5-2
Figure 5.3: Buongiorno Java Game 5-4
Figure 5.4: Push vs. Pull Message Revenues 5-5
Figure 5.5: Push vs. Pull Message Volumes 5-6
Figure 5.6: Active Rating and Billing Model 5-7
Figure 5.7: Multi-Party Billing 5-8
Figure 5.8: Convergys ARM System 5-9
Figure 5.9: Key Players in Value Chain - 2008 5-10
Figure 5.10: Mobile Value Chain Evolution 5-11
Figure 5.11: Future Mobile Services Revenue Structure 5-12
Figure 5.12: Main Revenue Flows 5-12
Figure 5.13: Most Widely Used Revenue Model 5-13
Figure 5.14: Revenue Sharing Example 5-14
Figure 5.15: European vs Asian Revenue Share 5-17

6 - Key Performance Indicators 6-1
Figure 6.1: Subscriber Acquisition Costs – Europe Vs. North America 6-3
Figure 6.2: Capital Expenditure by Region (US$M) 6-6
Figure 6.3: Increasing Average Margin Per User 6-9
Figure 6.4: Worldwide Aggregate ARPU (US$), 2003 - 2008 6-11
Figure 6.5: Worldwide Prepaid/ Postpaid ARPU (US$), 2003 - 2008 6-11
Figure 6.6: Asia Pacific Aggregate ARPU (US$), 2003 - 2008 6-12
Figure 6.7: Rest of Asia Pacific Aggregate ARPU (US$), 2003 - 2008 6-13
Figure 6.8: Japan Aggregate ARPU (US$), 2003 - 2008 6-15
Figure 6.9: China Aggregate ARPU (US$), 2003 - 2008 6-15
Figure 6.10: Africa/ Middle East Aggregate ARPU (US$), 2003 - 2008 6-17
Figure 6.11: North America Aggregate ARPU (US$), 2003 - 2008 6-19
Figure 6.12: South America Aggregate ARPU (US$), 2003 - 2008 6-20
Figure 6.13: Europe Aggregate ARPU (US$), 2003 - 2008 6-21

7 - Roadmaps 7-1
Figure 7.1: Development of Mobile Services Market 7-1
Figure 7.2: Technology Evolution 2002 - 2008 7-3
Figure 7.3: Mobile Services Market Segments 2008 (%) 7-3
Figure 7.4: i-mode Users by Age 7-4
Figure 7.5: Hot Issues in Mobile Services 7-4
Figure 7.6: Video Content Types Downloaded 7-7
Figure 7.7: Evolution of Distribution Network 7-8
Figure 7.8: Development of New Channels 7-9
Figure 7.9: Multimedia Kiosk 7-10
Figure 7.10: Market Convergence 7-12
Figure 7.11: NATE multi-platform services 7-13
Figure 7.12: NATE Applications 7-14
Figure 7.13: NATE Drive 7-14
Figure 7.14: NATE ARPU by Handset 7-16
Figure 7.15: NATE Services Revenue Mix 7-17
Figure 7.16: The Wider World of Mobiles 7-19

8 – Forecasts 8-1
Figure 8.1: Mobile Subscribers by Region, 2000 - 2008 8-2
Figure 8.2: Mobile Subscriber Penetration (%), by Key Regions, 2003 - 2008 8-3
Figure 8.3: Worldwide P2P Messaging Users, 2003 - 2008 8-11
Figure 8.4: Worldwide Entertainment Users, 2003 - 2008 8-12
Figure 8.5: Worldwide Infotainment Users, 2003 - 2008 8-14
Figure 8.6: Worldwide Browsing Users, 2003 - 2008 8-15
Figure 8.7: Worldwide M-Commerce Users, 2003 - 2008 8-16
Figure 8.8: Worldwide Mobile Office Users, 2003 - 2008 8-18
Figure 8.9: Mobile Services Revenue Forecasts 8-19
Figure 8.10: Mobile Services Revenue Flows 8-20
Figure 8.11: Worldwide Data Traffic (Millions of Events) by Application, 2003 - 2008 8-20
Figure 8.12: Worldwide Data Traffic Growth Trends by Application, (Excluding P2P Messaging), 2003 - 2008 8-21
Figure 8.13: Worldwide Operator Voice & Data Revenue ($m), 2003 - 2008 8-22
Figure 8.14: Worldwide Data Service Revenues ($m) by Application, 2003 - 2008 8-23
Figure 8.15: Worldwide Data Service Revenue Growth Trends by Application, 2003 - 2008 8-24
Figure 8.16: Total Data Service Revenues ($m) by Region, 2003 - 2008 8-25
Figure 8.17: Mobile Data Service Revenues, Share by Region, 2003 8-26
Figure 8.18: Mobile Data Service Revenues, Share by Region, 2008 8-27
Figure 8.19: Worldwide Total Mobile Data Service Revenues by Player, 2003 - 2008 8-27

9 – Conclusions 9-1

Appendix 1 – Mobile Distribution & Retail Industry Survey A1-1
Figure A1.1: Profile of Survey Respondents, by Industry Sector A1-1
Figure A1.2: Profile of Respondents, by Location of Headquarters A1-2
Figure A1.3: Profile of Respondents, by Area of Work A1-2
Figure A1.4: Profile of Respondents by Level of Knowledge of Market A1-2

List of Tables

1 - Executive Summary……………………………………………………………………………………… … 1-1
Table 1.1: Top Five Revenue Drivers 2003 - 2008 1-7
Table 1.2: Mobile Services Market Evolution 1-11
Table 1.3: Mobile Subscribers by Region, 2003 - 2008 1-14
Table 1.4: Mobile Subscribers by Sector, 2003 - 2008 1-14
Table 1.5: Mobile Subscribers by Technology, 2003 - 2008 1-15
Table 1.6: Mobile Data Users by Region, 2003 - 2008 1-15
Table 1.7: Worldwide Operator Voice & Data Revenue ($m), 2003 - 2008 1-16
Table 1.8: Worldwide Data Service Revenues ($m) by Application, 2003 - 2008 1-17
Table 1.9: Total Data Service Revenues ($m) by Region, 2003 - 2008 1-19
Table 1.10: Worldwide Total Mobile Data Service Revenues by Player, 2003 - 2008 1-20

2 – Market Overview 2-1
Table 2.1: World Totals , 2000 - 2003 2-2
Table 2.2: Mobile Handsets by Technology, 2000 - 2003 (%) 2-2
Table 2.3: Europe, 2000 - 2003 2-10
Table 2.4: European Handset Market by Technology, 2000 - 2003 (%) 2-11
Table 2.5: North America, 2000 - 2003 2-16
Table 2.6: North American Handset Market by Technology, 2000 - 2003 (%) 2-16
Table 2.7: Verizon Wireless Financial Results 2-18
Table 2.8: Verizon Wireless KPIs 2-19
Table 2.9: Verizon Wireless SMS Tariffs (US$) 2-20
Table 2.10: South America, 2000 - 2003 2-26
Table 2.11: South American Handset Market by Technology, 2000 - 2003 (%) 2-26
Table 2.12: Asia Pacific, 2000 - 2003 2-27
Table 2.13: Asia Pacific Handset Market by Technology, 2000 - 2003 (%) 2-28
Table 2.14: Japan, 2000 - 2003 2-30
Table 2.15: i-mode Charges 2-32
Table 2.16: i-mode Packet Transmission Charges (approx. ¥) 2-32
Table 2.17: Japanese Handset Market by Technology, 2000 - 2003 (%) 2-35
Table 2.18: China, 2000 - 2003 2-36
Table 2.19: Chinese Handset Market by Technology, 2000 - 2003 (%) 2-36
Table 2.20: Africa/Middle East, 2000 - 2003 2-38
Table 2.21: Africa/Middle East Handset Market by Technology, 2000 - 2003 (%) 2-38

3 – Strategic Issues 3-1
Table 3.1: Categories of Software Piracy 3-21
Table 3.2: Selected DRM Standards and Technological Development Groups 3-25
Table 3.3: Partnership Scenarios for Content Developers 3-37

4 – Market Segmentation 4-1
Table 4.1: Traditional Characteristics of Consumer vs. Business Users 4-2
Table 4.2: Far EasTone Bravo Portal Subscribers 4-4
Table 4.3: Retail Evolution 2003 - 2008 (%) 4-5
Table 4.4: Top Five Traffic Drivers 2003 - 2008 4-45
Table 4.5: Top Five Revenue Drivers 2003 – 2008 4-46

5 – Business and Revenue Models 5-2
Table 5.1: Evolution of Billing Systems 5-2
Table 5.2: Buongiorno Content Created for Telecom Italia Mobile 5-5
Table 5.3: Most Widely Used Revenue Model 5-14
Table 5.4: Reverse Billing – Content Provider Revenue Share 5-15
Table 5.5: Comparison of European and Asian Models 5-16

6 - Key Performance Indicators 6-1
Table 6.1: Asia Pacific Aggregate ARPU (US$), 2003 - 2008 6-12
Table 6.2: Rest of Asia Pacific Aggregate ARPU (US$), 2003 - 2008 6-14
Table 6.3: Japan Aggregate ARPU (US$), 2003 - 2008 6-15
Table 6.4: China Aggregate ARPU (US$), 2003 - 2008 6-16
Table 6.5: Africa/ Middle East Aggregate ARPU (US$), 2003 - 2008 6-17
Table 6.6: North America Aggregate ARPU (US$), 2003 - 2008 6-18
Table 6.7: South America Aggregate ARPU (US$), 2003 - 2008 6-19
Table 6.8: Europe Aggregate ARPU (US$), 2003 - 2008 6-21

7 – Roadmaps 7-1
Table 7.1: Mobile Services Market Evolution 7-2
Table 7.2: i-mode Guidelines – Core Technical Requirements 7-5
Table 7.3: Mobile Market in Italy 2003 (m subs) 7-6
Table 7.4: Libero Portal MMS Content 7-6
Table 7.5: SK Telecom Key Performance Metrics 7-13
Table 7.6: SK Telecom NATE Pricing 7-15
Table 7.7: SK Telecom Wireless Internet Sales and ARPU 7-15 ZPT01

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