Video Ringtones 2006-2011

Renating revenues and extending the product life cycle

Publication Date	October 2006
Publisher	Visiongain
Product Type	Report
Pages	74
ISBN Number	not applicable
Product Code	VIS00006

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Summary

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Brand new report just published announces leading developments in video ringtones and video downloads.

Ringtones are the second most popular data service behind SMS, with expected revenues of $4.95 billion in 2006. However, revenues from monophonic and polyphonic ringtones are in decline and overall ringtone revenues will start to decline by 2008. So how can you replace this lost revenue? This report tells you. Video ringtones can spur new growth but only one independent, unbiased voice can inform you how to succeed. Order this report now.

Ringtones are purchased more for the personalisation of the handset and identity created for the user than for pure musical content. Video ringtones, the latest evolution of the ringtone genre, will enhance this theme of personalisation by providing visual images alongside audio. What other challenges are faced? Is the market ready for video ringtones? Buy this report to understand more.

Why you need to order this report today

Achieve financial success through the potential of video ringtones
Focus your developments on delivering the right content now
Overcome the technical challenges facing video ringtones
Partner with the right people and who will be best for you
Target the right market from the beginning to maximize revenue
Find out what applications are currently available from rivals
Successfully manage the licensing of the premium content
Make your content a new revenue generator for you today

Content providers, such as Jamba and its Crazy Frog ringtone originally drove the success of ringtones. Mobile operators did not react quickly enough to this success, missing out on the revenue generated through ringtones. Major players wont make that mistake again, so you must react immediately. Competition for revenue through ringtones will be higher, with content owners such as record labels and TV studios likely to utilise services You cannot afford to miss out.

The report looks at the success of Chaku-Motion in Japan and analyses the major deployments elsewhere in the mobile world. We also look at the some of the most important players in the promotion of video ringtones, including handset vendors and content providers. The report provides analyses of the future strategy for video ringtones, including pricing, sales channels and the different types of video ringtone content that has the potential to be successful. Do you want to be the person who missed out on the opportunities in video ringtones? No I didn't think so. So order today.

This report offers a comprehensive analysis of the future video ringtones market, detailing its major players, drivers and barriers. It critically assesses the benefits promised by video ringtones and outlines issues that players across the value chain need to consider when outlining their strategies in this space. The report identifies key market trends and charts the market's evolution through 2011. Order it immediately.

Content

1. Executive Summary
- 1.1 Defining video ringtones
- 1.2 Why is the mobile industry looking at videotones?
  - 1.2.1 Personalisation
  - 1.2.2 Declining revenues from traditional ringtones
  - 1.2.3 Music industry involvement
- 1.3 Current ringtone landscape
- 1.4 Challenges for videotones
2. Introduction
- 2.1 The success of ringtones
  - 2.1.1 A brief history of ringtones
    - 2.1.1.1 Ringtone boost to traditional music sector
  - 2.1.2 Personalisation is key to ringtone success
  - 2.1.3 Ringtone types
    - 2.1.3.1 Monophonic ringtones
    - 2.1.3.2 Polyphonic ringtones
    - 2.1.3.3 Realtones
    - 2.1.3.3.1 Covertones
    - 2.1.3.4 Voicetones
    - 2.1.3.5 Ringback tones
    - 2.1.3.6 Videotones
  - 2.1.4 Ringtone revenues
    - 2.1.4.1 Ringtone market share
    - 2.1.4.2 Current ringtone revenues
    - 2.1.4.2.1 Appeal of ringtones for the mobile and music industries
- 2.2 Methodology
- 2.3 Focus of this report
3. Current landscape
- 3.1 Drivers for videotones
  - 3.1.1 Demand for personalisation
  - 3.1.2 Traditional ringtone revenues will decline
    - 3.1.2.1 Increased value from videotones
- 3.2 Japanese experience
  - 3.2.1 Japan and Chaku-Motion
    - 3.2.1.1 Record label importance for Real and Videotones
    - 3.2.1.2 Chaku-Motion
    - 3.2.1.2.1 Chaku-Motion and digital rights
  - 3.2.2 KDDI and Time Warner Bundling
- 3.3 Videotone activity outside Japan
  - 3.3.1 North American deployments
    - 3.3.1.1 Sprint
    - 3.3.1.1.1 Sprint outsourcing deal
    - 3.3.1.2 Bell Canada
  - 3.3.2 European deployment example
    - 3.3.2.1 Telefonica
    - 3.3.2.1.1 Telefonica deal with Musiwave
  - 3.3.3 Videotone potential in the Indian Market
    - 3.3.3.1 Hutchison Essar Videotones
- 3.4 Other videotone enablers
  - 3.4.1 Nokia
    - 3.4.1.1 Nokia and Time Warner
  - 3.4.2 Palm
  - 3.4.3 Jamba
    - 3.4.3.1 Jamba and News Corp
  - 3.4.4 Content providers
    - 3.4.4.1 Musiwave and Actimagine
    - 3.4.4.2 Bounce Technology
    - 3.4.4.3 Toysoft
    - 3.4.4.4 Munditone
    - 3.4.4.5 SmartphoneWare
- 3.5 Challenges for videotones
  - 3.5.1 Licensing and publishing fees for music
  - 3.5.2 Competition to original videotones
  - 3.5.3 Lack of suitable handsets
  - 3.4.4 Operating system issues
  - 3.4.5 Importance of sound
- 3.5 Current landscape conclusion
4. Future strategy
- 4.1 Videotones' potential due to the popularity of personalisation
- 4.2 How should videotones be priced?
  - 4.2.1 The network cost
  - 4.2.2 Increased production costs due to licensing
  - 4.2.3 Pricing
  - 4.2.4 Music bundling
    - 4.2.4.1 Videotones as promotional work
- 4.3 Revenue share from videotones
- 4.4 Target demographic for videotones
- 4.5 Sales channels for videotones
- 4.6 Non-music videotones
  - 4.6.1 Adult videotones
  - 4.5.2 User generated videotones
  - 4.5.3 Sporting content
  - 4.5.4 Film and TV clips
  - 4.5.5 Made for mobile videotones
    - 4.5.5.1 Animated videotones
- 4.6 Conclusion
5. Conclusions and recommendations
- 5.1 Conclusions
- 5.2 Recommendations
  - 5.2.1 For operators
  - 5.2.2 For content providers
  - 5.2.3 For handset manufacturers
  - 5.2.4 For the music industry
List of Tables
- Table 2.1: Royalty payment requirements for ringtones
- Table 3.1: WAMO Pack contents
- Table 3.3: Handsets available in Europe that support videotones
- Table 4.3: Expected revenue share from videotones
- Table 4.4: Liverpool FC Mobile Services
- Table 4.2: Typical revenue breakdown from a standard ringtone in Europe
- Table 4.1: Profit per videotone after subtracting network costs
- Table 3.2: Sprint Handsets supporting Video Ringers
List of Figures
- Figure 2.1: Evolution of mobile music services
- Figure 4.1: Videotones SWOT Analysis
List of Charts
- Chart 2.1: UK ringtone and CD single revenue comparison, 2005
- Chart 2.2: Korean ringtone and CD single revenue comparison, 2004
- Chart 2.3: World music market by market share, 2005
- Chart 2.4: US ringtone market composition by percentage of revenue share, Q3 2005 and Q2 2006
- Chart 2.5: Global ringtone market value, 2005 and 2006
- Chart 2.6: Typical cost of music download, full track versus ringtone
- Chart 3.1: Percentage increases in revenues from applications allowing personalisation of handsets between 2005 and 2007
- Chart 3.2: Traditional ringtone revenue forecast, 2006-2011
- Chart 3.3: US monophonic and polyphonic ringtone revenues, 2005 and 2009
- Chart 3.4: Cost of ringtones, voicetones and videotones on Bell Mobility, highest and lowest available cost, Q3 2006 in $ Canadian
- Chart 3.5: Orange UK, ringtone versus videotone download price
- Chart 3.6: Label Mobile dominance of the Chaku-Uta market illustrated by percentage of the total market, 2006
- Chart 3.7: Japanese ringtone market revenues, percentage share by ringtone type, 2006
- Chart 3.8: MoviStar Espana ringtone pricing
- Chart 3.9: Daily ringtone downloads in India, Q4 2005-Q2 2006
- Chart 3.10: Videotones as a percentage of total ringtone sales in India, 2006-2009
- Chart 3.11: Jamba revenues in $ millions, 2004-2006
- Chart 3.12: User generated content usage as a percentage of total mobile subscribers, 2006-2011
- Chart 3.13: Video playing handsets forecast, 2006-2011
- Chart 4.1: Cost per MByte for different network technologies
- Chart 4.2: Average cost comparison of a full music download and videotone, North America and Europe
- Chart 4.3: Revenue breakdown for a standard ringtone
- Chart 4.4: Age group breakdown for the top five US ringtones in 2005 by percent of downloads from each age group
- Chart 4.5: Mobile adult content revenue forecast, 2006-2011
- Chart 4.6:
List of Images
- Image 3.1: Treo 750v
Appendices
- Appendix A
  - Lead author's profile
- Appendix B
  - About visiongain
- Appendix C
  - Visiongain report evaluation form Actimagine
Companies Listed
- au/KDDI
- Telefonica / MoviStar
- Toysoft
- Time Warner / Warner Bros.
- Bell Canada
- Bounce Technology
- Disney Mobile
- Hutchison Essar
- IMImobile
- Jamba
- Juice Wireless
- LG
- Mauj
- Microcinema International
- Microsoft
- Mobile Entertainment Forum
- Moderati
- Munditone
- Musiwave / Openwave
- Nokia
- NTT DoCoMo
- Oasys Mobile
- Orange
- Palm
- Samsung
- Sanyo
- SmartphoneWare
- Sprint
- Symbian
- Xing