report

Understanding Mobile - Untapped Opportunities and Hidden Challenges

Driven by a society that wants instant gratification, 24-hour access and portability above all else, consumers have forever changed entertainment.

As the term mass media threatens to become obsolete, the time has come to engage and start a one-to-one dialog through the only medium that is always on, and never leaves their side - the mobile phone.

The audience for mobile exceeds broadcast TV, the web, and cable in sheer numbers and functionality. There are currently 2.3 billion mobile phones in the world, with which the average person spends 10-15 hours per day. On top of that the mobile channel offers the most personalized user experience yet, with rich media, personalization and interactive capabilities available anytime, anywhere.

But it's complicated - dozens of mobile operators and network configurations; hundreds of devices with a variety of media formats; and numerous channels of distribution with different business models. Overcoming these hurdles is tough.

In this report, Nellymoser will show you how to successfully overcome the hurdles of going mobile and staying there, by focusing on the following:

• Mobile market overview - Beyond the hype
• Selecting content and defining your service - Overview of technology enablers
• Content and service delivery - Fragmentation and maximizing distribution
  
• Driving usage and revenue - Best practices for successful mobile services

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