Reportlinker Adds Telecoms 2020: Digital Content and Advertising

NEW YORK, April 6 /PRNewswire/ -- Reportlinker.com announces that a new market research report is available in its catalogue:

Telecoms 2020: digital content and advertising

http://www.reportlinker.com/p0184559/Telecoms-2020-digital-content-and-advertising.html

By 2020, most of consumer content and applications will be delivered over IP/web-based platforms. This means the coming decade will bring considerably more disruption and significant change to the digital content and advertising landscape. Players with strong brands, significant content and software assets and skills, and strong consumer relationships will succeed. By 2020, telcos that have successfully developed into SMART players will have built a range of digital content subscription services. Equally as important, they will have established sophisticated and valuable databases of consumer information, which can be mined by advertisers in a more integrated and targeted way than today. Search and discovery will be key to enhancing consumer experiences, and interaction and personalisation will be much more embedded.

Executive summary

In a nutshell

Ovum view

Key messages

Telco media convergence is a continuing theme

Content verticals of various types will make their mark

More specialist devices are on the way

Brace yourself for the consumer of the future

Search and discovery take centre stage

New user interface technology impacts applications and the device

Fully immersive environments are still a long way off

Expanding content 'currencies' and business models

Not everything is in the cloud

Ad networks dominate the Internet

Ad inventory loses value to ad metrics and CRM assets

Consumer moderation of the ad message

Building online trust becomes critical

Digital content and advertising in 2020 – the broad view

Industry overview

Ubiquitous access, digital content on tap

A complex, crowded content ecosystem

The device landscape has changed its contours

Major shift of traffic from websites to applications

Advertising industry has been through dramatic changes

On-demand audiences bigger than linear audiences

Market development – core scenario

Recommendations for operators

SMART operators must build a rock solid content foundation

Fine-tune support for a demanding, contradictory consumer base

Aim for a finely balanced business model with multiple revenue streams

Telcos must focus on permission marketing

Set course for most trusted telecoms brand

Think device ecosystems that extend across platforms

Telcos need to develop applications and exploit RIA platforms

SMART players own content or strong content partnerships

Industry structure and player positioning

How it will look by 2020: the content ecosystem

An increasingly crowded, competitive content value chain

Telco media convergence accelerates

Owners of music rights have taken the lion's share of the cake

Pay-TV operators dominate Internet TV

Some content providers move more aggressively into mobile – to become 'virtual mobile operators'

Application stores peak and then consolidation kicks in

Close up on telco positioning in the content ecosystem

Brace yourself for major change

A fork in the road: smart enabler or SMART player?

Becoming a content and media and powerhouse: the SMART player path

Driving upstream revenues, honing downstream content: the smart enabler route

How it will look by 2020: the digital advertising ecosystem

The digital advertising value chain is in a period of disruption

Search market more fragmented

Ad networks and exchanges dominate the Internet

The content and advertising consumer of the future

The world of 2020

Transparency means consumers are increasingly savvy and demanding

Generation Y and Z grow up and set the agenda

BRIC and emerging market consumers assume more influence on the shape of services

Compelling content services and anti-piracy measures combine to reduce piracy

Digital lives become complex and confusing for many people

But some digital adventurers will create their own content portals

Privacy and security take on a new meaning

Attention management: a 2020 solution to consumer distrust

Beware a widening digital content divide

Content and applications

The world of 2020

Search and discovery will be paramount

Greater personalisation and a new generation of personalised devices

Interactivity becomes an intrinsic part of the user experience/interface

Prepare for a new wave of interactivity

Cloud services

The next chapter in the device side of the 2020 content story

Closing the content/applications and the device/user interface gap: enter specialist devices

Smartphones become more general purpose and take on the laptop

Prepare for a revolution in the user interface for digital content

Digital advertising

The world of 2020

A revolution in advertising services and value

Ad metrics bring complete transparency to consumer touch points

Advertising becomes highly viral: consumers moderate the brand message

Engagement is paramount, behavioural targeting the norm

Advertising firmly embedded in content and applications

Digital content and advertising revenues

The world of 2020

A range of 'currencies' come into play, along with complex finely-tuned business models

Free services are pervasive but part of a wider business model

Digital advertising dominates global ad revenues

Advertising spend has shifted further online

Mobile advertising grows but revenues are still modest

Mobile inventory finally moves beyond SMS

List of Tables

Table 1: Market development – core scenario

List of Figures

Figure 1: Digital content value chain: the old guard and challengers

Figure 2: Current telco positioning and revenue flows in the content ecosystem

Figure 3: Telco positioning as a SMART player

Figure 4: Telco positioning as a smart enabler

Figure 5: Digital advertising value chain: the old guard and challengers

Figure 6: The changing face of the consumer

Figure 7: The interactive world of future TV

Figure 8: Core content/application clusters and user requirements

Figure 9: Digital content currencies in 2020

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Telecommunication Services Industry: Telecoms 2020: digital content and advertising

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