SPI Infoamtion

Chapter 1 Introduction
1.1 Executive summary
1.2 Mobile advertising
1.3 Mobile content funded by mobile advertising
1.4 The focus of this report

Chapter 2 What mobile content?
Chart 1 Bango mobile content sales 2006-2007
2.1 Which mobile content is most appropriate
2.2 Mobile TV and video
Chart 2 Mobile TV handset penetration comparisons
2.2.1 Subscriber take up
Chart 3 Mobile TV trends
2.2.2 Prospective impact
2.2.3 Live video streaming
2.2.4 Mobile ad funded TV and video
2.3 Mobile MMS
2.3.1 Converged handsets
2.3.2 Subscriber reach
2.4 Mobile social networking
Table 1 Examples of social networks on the mobile
2.4.1 Global phenomenon
2.4.2 Potential improvements and impact
2.4.3 Exclusively mobile social networks
2.4.4 LBA
2.4.5 Messaging
2.5 Ringtones
2.5.1 Target market base
2.6 Music
2.6.1 iTunes competitors
2.6.2 Market base
2.7 Mobile search
2.7.1 Revenue
2.7.2 Ad funded models
2.7.3 Killer app
2.8 Mobile games
2.8.1 Market base
2.9 Mobile content growth
2.10 Conclusion

Chapter 3 Implications of mobile ad funded content
3.1 Mobile operators
3.1.1 Opex
3.1.2 CAPEX
3.1.3 Ad funded MVNO
3.1.4 Mobile subscriber reach and contact
3.1.5 Network management versus content management
3.1.6 Off portal versus on portal
3.1.7 Mobile operator case studies
3.1.7.1 3 UK
3.1.7.2 Vodafone
3.1.7.3 Orange
3.1.7.4 Cellcom
3.2 Mobile handset vendors
3.3 Mobile advertisers
3.4 Mobile content providers
3.4.1 Adult content
3.4.2 Mobile magazine
3.4.3 Audio
3.4.4 Visual
3.4.5 Market leaders
3.4.6 What will be best suited to being ad funded?
3.5 Mobile subscribers
3.5.1 Mobile ad funded content benefits to mobile subscribers
Table 2 Benefits and detriments of ad funded mobile content to mobile subscribers
3.5.2 Targeted advertisements
3.5.3 Free content
3.6 Mobile advertising
3.6.1 Targeted audience
3.6.2 Size of market base
3.6.3 Target market
Table 3 Mobile ad funded content market trends
3.7 Conclusion

Chapter 4 Global market reach of mobile ad funded content
4.1 Developed markets
4.1.1 Target market segments
4.2 Advertisers using the platform
4.3 Emerging markets
4.3.1 Reduction in end user costs
Chart 4 Cost reducing mobile data usage
4.4 Click through rate
4.5 Age demographic
Chart 5 Age trends in mobile content
4.6 Best content
4.7 Mobile content standards
4.7.1 3GSM
4.7.2 4G and LTE
4.7.3 WiMAX
4.7.4 Mobile TV standards
4.8 Location aware advertising
4.9 Conclusion

Chapter 5 Mobile ad funded content available
5.1 Ad funded MVNO
5.1.1 Blyk
5.1.1.1 Blyk strategy
5.1.1.2 Drawbacks to strategy
5.1.1.3 Blyk branding
Table 4 Examples of Blyk case studies
5.1.1.4 Future for Blyk
5.1.2 Xero mobile
5.1.3 MOSH mobile
5.1.4 Ümobile
5.2 Mobile ad funded social network
Chart 6 Ad funded content in mobile social networks
5.2.1 M3 Mobile
5.2.2 itsmy.com
5.3 Greystripe
5.4 Mobile ad funded TV
5.5 Mobile ad funded content providers
5.5.1 Pitch/Play Phone
5.5.2 Myxer
5.5.3 innerActive Smart Media
Table 5 InnerActive Smart Media advertisers include
5.6 Greystripe
Chart 7 Trends in mobile internet users
Chart 8 Branding and advertising in ad funded mobile content

Chapter 6 Branding and advertising in ad funded mobile content
6.1 Branding examples
6.1.1 Blyk: Penguin books
Table 5 Blyk’s Penguin campaign stats
6.1.2 Greystripe: New Line Cinema
6.2 Market demographic
6.3 Display of mobile advertisements
6.4 Who will buy ad funded mobile content
6.4.1 What will mobile subscribers want from ad funded mobile content?
6.5 Conclusion

Chapter 7 Market potential
7.1 Mobile advertising spend
Chart 9 Mobile ad spend forecast
7.2 The market landscape in 2013
7.3 Market demographics in 2013
7.4 Advertisers
7.5 Content in 2013
Table 6 Ad funded mobile content SWOTs

Chapter 8 Conclusions and recommendations
8.1 Mobile content providers
8.2 Mobile advertisers
8.3 Mobile operators
8.4 Mobile handset manufacturers