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

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

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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