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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.

Table Of Contents

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

Table of contents


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 CSPsandnbsp;


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 modelsandnbsp;


Figure 7: Video (fixed and mobile) value chain


Figure 8: Description of the video value chain business models, players, characteristics and differentiationsandnbsp;andnbsp;


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 analysisandnbsp; ranking definitions [Source: Analysys Mason, 2015]


Figure 22a-i: Main Mobile CMD and CDN vendor analysisandnbsp; [Source: Analysys Mason, 2015]

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