Table of Contents for Ringtones: Past Present and Future Volume 2
1 CONSUMER PROPOSITION
1.1 UNDERLYING VALUE1.1.1 Differences between ringtones and songs
1.1.2 Personalisation
1.2 PRICING
1.2.1 Trend 1: Erosion of the premium for mobile-based song downloads
1.2.2 Trend 2: Increase in the mean pricing of online-based song downloads
1.2.3 Trend 3: Convergence of realtone and online music prices
2 RINGTONE MARKETING
2.1 MARKET SEGMENTATION
2.2 SAME-CATEGORY SEGMENTATION
2.2.1 Same-brand segmentation
2.2.2 Generalisation to Realtones
2.3 MUSIC MARKETING
2.3.1 Buy-in from label marketing and promotion (M&P)
Mindset
Lack of infrastructure
Unfamiliarity with format
2.3.2 Shift from mobile-focussed to music-focussed marketing
2.4 RINGTONE MARKETING IN THE FUTURE
2.4.1 Role of record labels
2.4.2 Competitive advantage
Economies of scale
Economies of scope
Control of product
3 INDUSTRY STRUCTURE AND VALUE CHAIN
3.1 CONVERGENCE
3.1.1 Devices
3.1.2 Channels
3.1.3 Markets
3.2 RECORD LABELS
3.2.1 Definitely not business as usual…
3.2.2 And then a pleasant surprise: realtones
Content ownership
Preferential access to prime retail channels
Leverage of existing assets
Marketing
3.2.3 Actions being taken by labels to assert themselves in the value chain
Tactic 1
Tactic 2
Tactic 3
Tactic 4
Tactic 5
Tactic 6
Tactic 7
Tactic 8
Tactic 9
3.3 MUSIC PUBLISHERS
3.3.1 Publishing royalty rates
3.3.2 Unauthorised combined licenses
3.4 MOBILE CONTENT COMPANIES
3.4.1 Trend 1: Market consolidation
3.4.2 Trend 2: Market fragmentation
3.4.3 Mobile content aggregators
3.4.4 Mobile solutions providers (MSPs)
3.4.5 Mobile content brands
Is a mobile content brand mainly about retailing or content?
Analysis: royalty-free content
3.5 MOBILE OPERATORS
3.5.1 Off-carrier distribution
Cost
Portal placement
Portal search
Direct relationships between music sites and fans
3.5.2 Avoidance of carrier payment mechanisms
Example: Apple’s iTunes Music Store
Carrier blockage
The mobile content distribution oligopoly: real or imagined, fair or unfair?
4 COVERTONES
4.1 CONFLICTING INTERESTS
4.1.1 Interest group 1: mobile content companies
4.1.2 Interest group 2: record labels
4.2 USE OF COVERS IN THE MUSIC INDUSTRY
4.2.1 Original recordings
Covers
Re-mixes and sampling
Other industries
4.2.2 New recordings
4.3 COVER VERSION RINGTONES (COVERTONES)
4.3.1 Production process
4.3.2 Quality and economic viability
4.4 LEGAL POSITION: COVERTONES
4.4.1 Copyright
4.4.2 Passing-off
4.5 ANALYSIS
5 CREATE-YOUR-OWN RINGTONES
5.1 UNAUTHORISED SERVICES
5.1.1 Service operation
5.1.2 Example services
5.1.3 Threats
Mobile operator lock-out
DRM
Unique content
Authorised services
Price erosion
MGM-Grokster – U.S. Supreme Court Hearing
5.2 SELF-CREATION
5.3 AUTHORISED SERVICES
5.4 ANALYSIS
5.4.1 Market size
5.4.2 Off-carrier distribution
Cost
Market reach
6 FROM REALTONES TO DIGITAL SONGS?
6.1 EZ CHAKU-UTA FULL
6.1.1 History
6.1.2 Service description
6.1.3 Consumer response
6.1.4 Key success factors
6.2 MOBILE INTERNET: DOCOMO I-MODE AND VODAFONE LIVE!
6.2.1 Product quality
Vision
Engineering-led
Market-focussed
6.2.2 Market timing
6.2.3 Summary
6.3 IMPLICATIONS FOR MOBILE OPERATORS OUTSIDE JAPAN
List of Figures
|
Figure |
Description |
|
1 |
Differing Views: Technologists and Marketers |
|
2 |
Comparison of Value: Ringtones and Full-length Songs |
|
3 |
Developmental Drivers During Main Life Stages and Correlation With Value Offered by Ringtones and Recorded Music |
|
4 |
Comparative Analysis of Personalisation Attributes Offered by Ringtones Compared With Other Means of Personalisation |
|
5 |
Future Trends in Retail Pricing: Mobile Music, Online Music and Ringtones |
|
6 |
On-going Price Reductions in Realtones: UK, T-Mobile |
|
7 |
Example of Segmentation Within a Category |
|
8 |
Segmentation Within a Brand: Example 1 |
|
9 |
Segmentation Within a Brand: Example 2 |
|
10 |
Hierarchical Segmentation: Categories, Brands and Derivatives |
|
11 |
Differing Marketing Objectives: Record Labels and Music Retailers |
|
12 |
The Changing Nature of Ringtone Marketing |
|
13 |
Integration of Ringtones Into Album Release Process |
|
14 |
Example of Realtones Being Used by Record Label (Warner Music) |
|
15 |
The Music Marketing Process |
|
16 |
Realtone Marketing: Multi-format and Multi-channel Opportunities Available to Record Labels |
|
17 |
Ringtone Retailing Converging with Recorded Music |
|
18 |
Ringtone Categories |
|
19 |
The Way it Used to Be: Ringtone Industry Structure and Value Chain |
|
20 |
The Way it is Now : Ringtone Industry Structure and Value Chain |
|
21 |
Service and Device Convergence: Implication for Operator Music Strategies |
|
22 |
Three Types of Mobile Content Company |
|
23 |
Mobile Service Providers: Various Business Models |
|
24 |
Strategic Options: Mobile Content Aggregators and Record Labels |
|
25 |
Differing Views on Mobile Content Brands |
|
26 |
Mobile Retail Strategy: Various On and Off-carrier Options Available to Merchants |
|
27 |
Examples of Use of Original Recordings and Cover Versions: TV Advertisements |
|
28 |
Examples of Advertisements for Original Realtones |
|
29 |
Examples of Advertisements for Covertones |
|
30 |
General Model: Creation and Transfer of Musical Rights |
|
31 |
Covertones: Forces of Growth and Inhibition |
|
32 |
Operation of Create-your-own Ringtone Services |
|
33 |
Unauthorised Ringtone Creation Service: Example 1 |
|
34 |
Unauthorised Ringtone Creation Service: Example 2 |
|
35 |
Comparison in User Benefits: Ringtone Creation Services and Existing Software Tools |
|
36 |
Use of a Simple Sound Editor to Create a Ringtone |
|
37 |
Examples of Audio File Format Conversion Applications |
|
38 |
Ringtone-Creation Service: Bleep.com |
|
39 |
Authorised Ringtone Creation Services: Reasons for Adoption by Different Players in the Value Chain |
|
40 |
Ringtone Segmentation Framework |
|
41 |
Off-Carrier Mobile Content Delivery Solution |
|
42 |
Typical Song Download Times: KDDI |
|
43 |
KDDI’s Launch Range of CDMA 1X WIN Handsets Compatible with EZ Chaku-uta Full (November 2004) |
|
44 |
Timeline Showing Introduction of Mobile Internet, 3G Services and Chaku-uta in Japan |
|
45 |
Cumulative Downloads Since Launch: Chaku-uta, Chaka-uta Full and iTunes Music Store |
|
46 |
Cumulative Service Revenues Since Launch: Chaku-uta and iTunes Music Store |
|
47 |
Cumulative Downloads and Addressable Market: Chaku-uta and iTunes Music Store |
|
48 |
Growth in Service Penetration: Chaku-uta and iTunes Music Store |
|
49 |
Historical Development and Current Dominance of the Mobile Internet in Japan |
|
50 |
Development of Fixed and Mobile Broadband Access: Japan
|
|
51 |
Penetration of Cellular Mobile Telephony: Japan, U.S., UK, France and Germany Comparison of Two Mobile Internet Offerings: i-mode and Vodafone live! |
|
52 |
Root Cause Analysis Identifying Reasons for i-mode Success |
|
53 |
Relative Penetration of Fixed and Mobile Internet – Japan 1997 to 2003 |
|
54 |
Comparison of Relative Success of i-mode and Vodafone live! |
|
55 |
Relative Consumer Perception of Internet and Digital Music: Japan, UK and U.S. |
|
56 |
Examples of Leading Music Phones |
|
57 |
Not Just Song Downloads Over Mobile: Eight Different Mobile Music Scenarios |
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