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The Mobile content management and delivery: business and technical strategies for mobile video

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Mobile video continues to represent an increasing proportion of content consumed on LTE networks, but mobile communications service providers (CSPs) are failing to maximise the revenue potential of this trend. This report explains why mobile video is important for CSPs and focuses on three areas that CSPs should consider as part of their mobile content management and delivery (MCMD) strategy: monetisation, technical solutions and content.

About this report
 Executive summary
 LTE and smart devices are driving mobile video consumption and CSPs are at risk of not being ready to completely monetise this opportunity
 CSPs should consider three key areas in order to boost their relevance to mobile video subscribers and thereby increase margins
 Recommendations
 Mobile video monetisation opportunitites
 Mobile smart devices and high-speed LTE connectivity will drive and sustain demands for mobile video services
 First-generation MCMD solutions targeted CSP application stores and will need changes to be suitable for the mobile video market
 The (mobile) video value chain is complex, but CSPs have an opportunity to assert themselves using a mixture of business models
 CSPs should focus on being a channel for short, critical and trending mobile video content that is likely to lead to affiliate sales conversions
 CSPs must create and drive demand for mobile video services and use a push–pull strategy to increase ARPU by up to 40%
 MCMD optimisation and monetisation solutions need mobile-specific enhancements
 Ideally, a CMD solution should be able to serve converged fixed and mobile networks, but mobile has specialised optimisation requirements
 Basic caching is insufficient for content quality in mobile networks because of the lack of bandwidth and uncertainty of the air interface
 Clientless optimisation asserts CSPs in the value chain and avoids the 10% cost overhead to develop and maintain multi-device client apps
 Virtualisation provides an option for cost-effective (~30% less) and manageable end-to-end mobile video optimisation for clientless delivery
 CSP monetisation platforms need more functional diversity and dexterity with subscriber profiling analytics at the core
 In-browser JavaScript mobile content injection could be the best option because it is non-intrusive and provides an improved user experience
 The mobile CMD and CDN vendor landscape is fragmented; vendors are enhancing their solutions to provide more monetisation capabilities
 Having the right content is important
 CSPs need to deliver the right, live mobile content to the right consumers over an optimal content delivery channel for success
 About 10% is the right amount of unique content that CSPs need to own to attract, retain and upsell subscribers; unique varies by country
 CSPs can acquire ‘unique’ content via four basic business models that do not require costly content creation
 Appendix: vendor analysis
 Definitions for ratings and analysis of the main mobile content management and delivery (MCMD) and CDN vendors
 About the author and Analysys Mason


List Of Figures

Figure 1: Requirements for, and potential benefits of, a successful mobile content management delivery strategy for CSPs 
 Figure 2: Mobile video traffic on cellular networks and mobile data revenue from smartphones and USB modems, worldwide, 2013–2018
 Figure 3: CSP business and technical requirements to enable them to differentiate in the mobile video value chain
 Figure 4: Drivers for mobile video in the next 5 years
 Figure 5: Changes needed for MCMD for enabling a mobile video environment
 Figure 6: Video (fixed and mobile) business models 
 Figure 7: Video (fixed and mobile) value chain
 Figure 8: Description of the video value chain business models, players, characteristics and differentiations  
 Figure 9: Trends that attract mobile CSPs to the video market, worldwide, 2014
 Figure 10: Potential ARPU increase from mobile video services for CSPs in developed and developing markets
 Figure 11: Overview of end-to-end convergent (fixed and mobile) video architecture identifying key MCMD and CDN components
 Figure 12: Intelligent software technologies solutions to augment caching and address mobile video optimisation challenges
 Figure 13: Key drivers and inhibitors for clientless optimisation, and main optimisation technology requirements
 Figure 14: Mobile-edge computing mobile content management and delivery, and CDN use cases [Source: ETSI MEC ISG Introductory Technical White Paper, 2014]
 Figure 15: Key functional requirements of mobile marketing solutions
 Figure 16: Flash Networks’ clientless contextual JavaScript injection solution by delivery model
 Figure 17: Ecosystem of major vendors to provide the new MCDM and CDN solutions
 Figure 18: Mobile content for CSPs to own
 Figure 19: Popular content that is suitable for Tier 1 CSPs to ‘own’, by selected countries and regions
 Figure 20: Fundamental business models for CSPs to acquire ‘unique’ content
 Figure 21: Main mobile CMD and CDN vendor analysis  ranking definitions [Source: Analysys Mason, 2015]
 Figure 22a–i: Main Mobile CMD and CDN vendor analysis  [Source: Analysys Mason, 2015]


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Reports Details

Published Date : May 2015
No. of Pages :42
Country :Global
Category :Telecommunications
Publisher :Analysys Mason Limited
Report Delivery By :Email
Report Delivery Time :12 to 24 hours after placing the order.

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