New research from Valista, a provider of multi-channel merchandising, payments and settlement solutions, reveals that 36% within the mobile industry believe there are significant opportunities in mobile advertising.
Valista added that almost one-fourth show optimism for growth in user-generated mobile content and mobile media.
The survey also revealed surprising results about the role of convergence within the mobile and broadband industries during 2008.
46% of mobile industry insiders surveyed believe that developing business strategies to capitalize on convergence will be the biggest challenge in 2008 – followed closely by declining ARPU at 30%.
A recent report from ABI Research found forecast that total number of mobile TV subscribers will reach 462 million over the next five years (see Mobile TV Subscribers To Number 462m By 2012).
ABI said that it will be driven in large part by the expansion of 3G networks and flat rate plans for mobile video.
Meanwhile, Valista said that within the broadband and cable industry three quarters predict that less than 10% of broadband and cable providers will offer programming over the mobile channel in 2008 – showing that mobile-broadband convergence is still viewed by the industry to be in its early stages.
Almost half of the respondents in the media and entertainment industries believe that the biggest challenge for 2008 is developing new business models for new channels, followed closely with maintenance of advertising revenues at 33%. Only 11% feel that managing and protecting content would be a challenge for 2008.
Fran Heeran, CTO, Valista, said: “The difference in responses between the industries on the topic of convergence signifies the challenges the industries face in developing new business models in the new environment.
“With consumers becoming more and more technology savvy, it is crucial for providers to be able to offer access to content in a variety of channels. It is still to be seen whether 2008 will be the year in which the mobile, broadband, and media and entertainment industries will align their business processes to capitalize on convergence.”
A report published by Juniper Research last week forecast that music, games and mobile TV will be the major contributors to the global entertainment market which will rise from just over $20 billion in 2006 to more than $64 billion by 2012 (see Music, Games And Mobile TV To Grow).
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