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Research and Markets: Mobile Content and Applications in Emerging Markets: Operator Strategies.

DUBLIN -- Research and Markets ( has announced the addition of the "Mobile Content and Applications in Emerging Markets: Operator Strategies" report to their offering.

Although the mobile content and applications market is currently small, it has significant potential to drive emerging market operator non-voice revenues and ARPU. This study, part of a three report series, outlines our analysis and advice for emerging market operators to ensure their mobile content and applications strategies are successful.

Key Topics Covered:

* Executive summary

* Setting the scene

* In search of data and content revenues

* Segmentation

* Current segmentation approaches: oversimplified

* The broad approach to segmentation

* Layering granularity over the top

* Paid versus free services

* Meeting the aspirations of different age groups

* Segmentation by sustainability needs

* Segmentation by working life needs

* Segmentation by health and educational needs

* Marketing and pricing strategies

* Step change required

* Simplicity in service experience

* Easy-to-understand pricing

* Aim for multiple revenue streams

* Needs-based, targeted promotions

* Intuitive search and discovery

* Automated processes

* Continuous learning and refinement

* Managing the content ecosystem

* Operators must wisely use value chain dominance

* The rise of device vendors and application stores

* Device vendor app stores pushing into emerging markets

* A threat, but not enough to disintermediate operators

* Many device players have a wider agenda

* High revenue cuts stifle content and applications

* Operator application store strategies in emerging markets

* Leading operators pursue own-brand app store strategy

* Strong cards to play in the application store space

* Plan now how to stand out when competition kicks in

* Look before you leap - plenty of other options to explore

For more information visit

Source: Ovum
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Publication:Business Wire
Geographic Code:4EUIR
Date:Nov 5, 2010
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