As wireless voice service becomes increasingly commoditized in the US, and subscriber growth cools off, carriers are looking to non-voice applications and services in an attempt to keep revenues growing. How will this shift affect the market over the next few years? Many analysts are not optimistic.
Attention: Advertising Agencies, Marketers, Telecoms, Entertainment, Information, Sports, Music and Movie Producers.
The Mobile Spending report looks at the wireless industry in the US at a critical transition point.
Currently, growth in US sales of non-voice wireless services is hindered by carriers' "walled garden" approach to mobile application sales, as well as related and unresolved programming and digital rights issues. In addition, slow rollout of 3G networks means wireless carriers will not be able to call on non-voice services to offset revenue losses in the competition for voice subscribers.
Until 3G networks are more widely available, US wireless carriers will have to be creative and deploy a range of revenue-boosting solutions. By the end of the decade, however, non-voice services will be making a significant contribution to wireless carriers' revenue.
Key questions the Mobile Spending report answers:
- How much do US consumers spend on non-voice applications?
- What are the constraints on this spending and will they disappear in time?
- Are US wireless carriers right to focus on marketing non-voice services now or should they wait?
- What is the size of the projected mobile advertising market?
- Ringtones will be how big?
- How does the US Mobile market compare to other worldwide markets?
- And many more…
eMarketer Reports—On-Target and Up-to-Date
The Mobile Spending report aggregates the latest data from international marketing, technology and telecommunications researchers with eMarketer numbers, projections and analysis to provide the information you need to make the right business decision – every time.
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As wireless voice service becomes increasingly commoditized in the US, and subscriber growth cools off, carriers are looking to non-voice applications and services in an attempt to keep revenues growing. How will this shift affect the market over the next few years? Many analysts are not optimistic.
Executive Summary
US Mobile Data Revenues, by Type, 2006-2010 (billions)
Issues & Questions
The eMarketer View
Key eMarketer Numbers: Mobile Spending
The Mobile Spending Environment
Mobile Advertising and Marketing Spending in the US, 2005 & 2009 (millions)
Mobile Phone Subscribers and Penetration in the US, 2005-2010 (millions and % of total population)
Snapshot of the US Voice, Video, Data and Mobile Markets, 2005
US Mobile Service Revenues*, 2001-2005 (billions)
US Mobile Data Revenues, by Category, 2009 (billions and % of total revenue)
Spending Categories
Messaging
US Consumer Mobile Messaging Application Revenues, by Type, 2009 (billions and % market share)
Availability, Usage and Interest in Mobile Phone Features among US Adult Mobile Phone Owners, December 2005-February 2006 (% of respondents in each group)
US Wireless Revenues, by Segment, 2005 & 2006 (millions and % increase vs. prior year)
Most Frequently Used Mobile Phone Features in the US, October 2005 & February 2006 (% of respondents)
Entertainment
US Consumer Mobile Entertainment Application Revenues, by Type, 2009 (billions and % market share)
US Ringtone Revenues, 2003, 2004 & 2009 (millions)
US Mobile Game Revenues, 2004, 2005 & 2008 (millions)
US Mobile Video Services Revenues, 2004 & 2009 (millions)
Information
Mobile Content and Applications Used by Mobile Subscribers in the US, May 2006 (thousands and % of mobile subscribers)
Mobile Phone Function that Consumers in Select Countries Will Use Most Often in the Future, February-March 2006 (% of respondents)
Mobile Content Adoption among US Mobile Phone Subscribers*, by Age, 2005 (% of respondents in each group)
3G and the Future
US 3G* Subscribers, 2005 & 2008
Mobile Data Share of Mobile Services Revenues Worldwide, by Region, 2001, 2002 & 2005
Related Information and Links
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Suggested Keywords for eStat Database
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As wireless voice service becomes increasingly commoditized in the US, and subscriber growth cools off, carriers are looking to non-voice applications and services in an attempt to keep revenues growing. How will this shift affect the market over the next few years? Many analysts are not optimistic.
CTIA-The Wireless Association
eMarketer
Frost & Sullivan
IDATE
International Data Corporation (IDC)
J.D. Power and Associates
JupiterResearch
M:Metrics, Inc.
Nokia
Piper Jaffray & Co.
Robert H. Smith School of Business, University of Maryland
Rockbridge Associates, Inc.
Telecommunications Industry Association (TIA)
visiongain
Yankee Group