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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


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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