Mobile Entertainment:
Juniper Research Overview: Adult content has proven to be a consistent driver of new technology adoption over the last two decades, and this report explores how mobile adult content is now being introduced to the mobile platform via text, voice, images and video. This sector is widely tipped to lead the mobile entertainment revolution, exploiting its huge success in the fixed internet world, and leveraging a vast pool of available content and a vast pool of mobile users across the world. This report provides market analysis, forecasts and opinion regarding the market opportunity between the years 2004 and 2009 and covers the five key regions of the world. Author details Dr Windsor Holden
Market Study February 2005
Mobile Adult Content: Text, Images & Video 
Executive Summary
1. Technology
2. The Opportunity for Mobile Entertainment
3. Mobile Adult Content
4. Hurdles & Regulation
5. Billing
(114 pages)
List of Figures
List of Tables
List of Forecasts
Glossary
Executive Summary
Introduction
Projections
Sector Focus
The Opportunity
What Mobile Brings
Convenience
Ideal Target Market
Mobile Penetration Rates
Technology
Billing
What Types of Services
Text Based Adult Services
Images
Video
What the Mobile Adult Market is Worth
The Hurdles
1. Technology
Introduction
2G (Second Generation)
SMS
Mobile Origination (MO) SMS
Mobile Terminated (MT) SMS
Premium Rate SMS (PRSMS)
The SMS Value Chain
MMS
How MMS Works
When MMS Does Not Work
MMS Services
MMS Information Services
MMS Entertainment Services
MMS Customisation Services
Other MMS Services
WAP
2.5G
2.5G and Mobile Video
The i-mode Alternative
i-mode structure
Japanese i-mode & Wireless Internet Growth
European i-mode Handsets
2.75G – EDGE
3G
Languages, Platforms and Technologies
Java and J2ME
BREW
Other Relevant Technologies
MP3
MP4
MIDI
2. The Opportunity for Mobile Entertainment
Introduction
What is Wireless Entertainment?
The Growth of the Mobile Market
Global Cellular Subscriber Market
Top 10 Mobile Operators by Subscriber Base
World’s Largest Countries, Population and Mobile Users
Asia Pacific Cellular Market Growth Forecasts
European Cellular Market Growth Forecasts
US Cellular Market Growth Forecasts
North America
South America
Rest of World Cellular Market Growth Forecasts
Global Cellular Subscriber Forecasts
Regional Forecasts
2.5G & 3G Subscribers
The Market for Mobile Entertainment
3. Mobile Adult Content
Content Providers & Content Publishers
Playboy
Hustler
Private
PhoneBox Entertainment
PalmStories
Netcollex
Symbios
MP Media
Voooyeur/Tooothing (Enquire)
Wapple (SugarCum)
Pocket-xxx
Partners
Naked News
MoMoMate
The Operators
The UK
Europe
The US
Asia
The Aggregators
Media Convergence
Marketing
The Market for Adult Text-Based Mobile Content
Mobile Adult Text-Based Content Users
Mobile Adult Text-Based Download Traffic
Adult Text-Based Mobile Download Revenues
Adult Text-Based Mobile ARPU
The Market for Rich-Media Adult Mobile Downloads
Rich-Media Adult Mobile Content – User Downloads
Rich-Media Adult Mobile Content Traffic
Rich-Media Adult Mobile Content Revenues
Rich-Media Adult Mobile ARPU
PDAs
The Total Market for Adult Based Mobile Content
4. Hurdles & Regulation
Hurdles
Public Perception
Device Limitations
Spam
Regulation of Adult Services
The UK Model
Independent Mobile Classification Body (IMCB)
ICSTIS
Internet Watch Foundation (IWF)
Outside the UK
International Self-Regulation
Pan-European Legislation
Directive 95/46/EC: Processing Personal Data and the Protection of Privacy
The E-Commerce Sector Data Protection Directive (2002/58/EC)
The Distance Selling Directive (97/7/EC)
5. Billing
Introduction
Mobile Billing Market Drivers
Security, Privacy and Anonymity
Case Study: bango.net
Qpass
Cross Network Support for Billing
Building Portals
Third Party Access to Portals
Bi-Directional Billing
Profitability
Billing Types
Interactive Voice Response (IVR) Based Billing
Standard SMS
Standard Browsing
Premium Rate SMS (PRSMS)
Premium browsing
Premium Rate Multimedia Messaging (PRMMS)
Stored Value Accounts
Via the SIM
Card Swipes
M-wallets
The Next Generation of Billing Mechanisms
Heading for Billing Overload?
The Single Billing Dashboard
Geotargetting
Geomorphing
Security
Public Key Infrastructure (PKI)
Digital Signatures
Billing Laws and Regulations
Existing Premium Rate Service (PRS) Rules and Regulations
Other Relevant UK Laws
E-money Directive
Who to Turn to for Help
The Mobile Payment Forum
The Mobile Payment Services Association (MPSA)
NACHA
Cellular Market Growth
Asia Pacific Cellular Market Growth Forecasts
European Cellular Market Growth Forecasts
North American Cellular Market Growth Forecasts
South American Cellular Market Growth Forecasts
Rest of World Cellular Market Growth Forecasts
Mobile Entertainment Market
Total Mobile Entertainment Revenues Split By Region ($m)
Total Revenues from Adult Mobile Content ($m) Regional Forecast
Global Cellular Subscriber Forecasts (m)
Global 2.5G/3G Subscriber Forecasts (m)
Text-Based Adult Mobile Content
% Mobile Phone Users Who Download Adult Text-Based Mobile Content (m) Regional Forecast
Mobile Phone Users Who Download Adult Text-Based Mobile Content (m) Regional Forecast
Average Number of Adult Text-Based Downloads by Mobile User per Year Regional Forecast
Total Number of Adult Text-Based Downloads per Adult Mobile Users per Year (m) Regional Forecast
Average Price ($) Paid per Adult Text-Based Mobile Download Regional Forecast
Total Revenues from Adult Text-Based Mobile Content ($m) Regional Forecast
ARPU for Adult Text-Based Mobile Content ($). Regional Forecast
Rich-Media Adult Mobile Content
% of Mobile Phone Users Who Download Rich-Media Adult Mobile Content Regional Forecast
Mobile Phone Users Who Download Rich-Media Adult Mobile Content (m). Regional Forecast
Average Number of Rich-Media Adult Downloads by Adult Mobile Users per Year Regional Forecast
Total Number of Rich-Media Adult Downloads by Mobile Users per Year (m) Regional Forecast
Average Price ($) Paid per Rich-Media Adult Mobile Download Regional Forecast
Total Revenues from Rich-Media Adult Mobile Content ($m) Regional Forecast
ARPU for Rich-Media Mobile Adult Content ($) Regional Forecasts
List of Figures
All forecasts cover 2004 – 2009.
Figure ES1: Adult Mobile Content Revenues as a Percentage of Total Mobile Entertainment Revenues
Figure 1: The SMS Value Chain
Figure 2: T-Mobile’s Video News Application Launched in July 2003
Figure 3: Selection of Picture Phones (Orange SPV OE100, Nokia 7250i, Sagem MYX6)
Figure 4: Examples of WAP Phones: Sharp GX10i & Panasonic GD87
Figure 5: UK WAP Page Impressions, 2002-2004 (m)
Figure 6: i-mode Structure
Figure 7: Japanese Wireless Internet Growth, 1999-2004
Figure 8: Japanese i-mode and Wireless Internet Growth, 1999-2004
Figure 9: i-mode Users & Cellular Subscribers, September 2004
Figure 10: European i-mode Handsets: Mitsubishi M341i and NEC n31i
Figure 11: EDGE Handsets: Nokia 6600 & Motorola T725
Figure 12: Global 3G Subscriber Base, June 2004
Figure 13: MP3 Phones: Nokia 6230, Motorola V300, SonyEricsson P900
Figure 14: Nokia 3510 Mobile Phone
Figure 15: Cellular Subscribers, By Region, 1999-2003 (m)
Figure 16: Top 10 Mobile Operators by Subscriber Base, September 2004
Figure 17: World’s Largest Countries, Population and Mobile Users, 2003 (m)
Figure 18: Asia Pacific Cellular Market Growth Forecasts
Figure 19: European Cellular Market Growth Forecasts
Figure 20: North American Cellular Market Growth Forecasts
Figure 21: South American Cellular Market Growth Forecasts
Figure 22: Rest of World Cellular Market Growth Forecasts
Figure 23: Global Cellular Subscriber Forecasts(m)
Figure 24: Global 2.5G/3G Subscriber Forecasts (m)
Figure 25: Total Mobile Entertainment Revenues Split By Region ($m)
Figure 26: PalmStories Screenshot
Figure 27: XXXProvider.Net Videoclip
Figure 28: Pocket-xxx Screenshots (Pocket PC)
Figure 29: Hutchison 3 "Top Shelf" Screenshot
Figure 30: Mobile Phone Users Who Download Adult Text-Based Mobile Content (m) Regional Forecast
Figure 31: Average Number of Adult Text-Based Downloads by Mobile User per Year Regional Forecast
Figure 32: Total Number of Adult Text-Based Downloads per Adult Mobile Users per Year (m) Regional Forecast
Figure 33: Total Revenues from Adult Text-Based Mobile Content ($m). Regional Forecast
Figure 34: ARPU for Adult Text-Based Mobile Content ($) Regional Forecast
Figure 35: Total Mobile Phone Users Who Download Rich-Media Adult Mobile Content (m). Regional Forecast
Figure 36: Average Number of Rich-Media Adult Downloads by Adult Mobile Users per Year. Regional Forecast
Figure 37: Total Number of Rich-Media Adult Downloads by Mobile Users per Year (m) Regional Forecast
Figure 38: Total Revenues from Rich-Media Adult Mobile Content ($m) Regional Forecast
Figure 39: ARPU for Rich-Media Mobile Adult Content ($) Regional Forecasts
Figure 40: Total Revenues from Adult Mobile Content ($m) Regional Forecast
Figure 41: The Bango Interface
Figure 42: WAP Browse and Buy vs TXT Response
Figure 43: Leveraging the Banking Infrastructure
Figure 44: Main Components of Public Key Infrastructure
List of Tables
All forecasts cover 2004 – 2009.
Table ES1: Hurdles for the Adult to Mobile Sector
Table 1: Japanese i-mode and Wireless Internet Growth, 1999-2004
Table 2: i-mode Users & Cellular Subscribers, September 2004
Table 3: Global 3G Subscriber Base, June 2004
Table 4: Cellular Subscribers, By Region, 1999-2003 (m)
Table 5: Top 10 Mobile Operators by Subscriber Base, September 2004
Table 6: World’s Largest Countries, Population and Mobile Users, 2003 (m)
Table 7: Asia Pacific Cellular Market Growth Forecasts
Table 8: European Cellular Market Growth Forecasts
Table 9: North American Cellular Market Growth Forecasts
Table 10: South American Cellular Market Growth Forecasts
Table 11: Rest of World Cellular Market Growth Forecasts
Table 12: Global Cellular Subscriber Forecasts (m)
Table 13: Global 2.5G/3G Subscriber Forecasts (m)
Table 14: Total Mobile Entertainment Revenues Split By Region ($m)
Table 15: Korean Mobile Adult Revenues By Operator 2002-2004
Table 16: % Mobile Phone Users Who Download Adult Text-Based Mobile Content (m) Regional Forecast
Table 17: Mobile Phone Users Who Download Adult Text-Based Mobile Content (m) Regional Forecast
Table 18: Average Number of Adult Text-Based Downloads by Mobile User per Year Regional Forecast
Table 19: Total Number of Adult Text-Based Downloads per Adult Mobile Users per Year (m) Regional Forecast
Table 20: Average Price ($) Paid per Adult Text-Based Mobile Download Regional Forecast
Table 21: Total Revenues from Adult Text-Based Mobile Content ($m) Regional Forecast
Table 22: ARPU for Adult Text-Based Mobile Content ($). Regional Forecast
Table 23: % of Mobile Phone Users Who Download Rich-Media Adult Mobile Content Regional Forecast
Table 24: Mobile Phone Users Who Download Rich-Media Adult Mobile Content (m). Regional Forecast
Table 25: Average Number of Rich-Media Adult Downloads by Adult Mobile Users per Year Regional Forecast
Table 26: Total Number of Rich-Media Adult Downloads by Mobile Users per Year (m) Regional Forecast
Table 27: Average Price ($) Paid per Rich-Media Adult Mobile Download Regional Forecast
Table 28: Total Revenues from Rich-Media Adult Mobile Content ($m) Regional Forecast
Table 29: ARPU for Rich-Media Mobile Adult Content ($) Regional Forecasts
Table 30: Total Revenues from Adult Mobile Content ($m) Regional Forecast
Table 31: Bango Number Prices (per annum)
Table 32: The Three Principles of PRSMS
Table 33: How Digital Signatures Allow Security Services to be Applied to Billing Information
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