A new analysis of the global mobile payments opportunity
forecasts that 2.1billion mobile subscribers will "pay by mobile" for digital
goods downloaded to their mobile phones by 2013. Juniper Research defines
digital goods as music (ringtones and full tracks), tickets, TV, user-generated
content, infotainment and games - in fact any content bought by phone and
delivered to the phone.
A region by region analysis by Juniper Research found that there is a
significant growth opportunity not only for mobile payment systems, software,
support and consultancy services vendors, but also for mobile operators to
increase their ARPU as transaction frequencies accelerate.
Report author Howard Wilcox stated
digital content goods and services are becoming basic 'must haves' -
particularly in the sub 35 age group. Devices like the iPhone - even in
its 3G incarnation - are undoubtedly contributing to consumer awareness and
usage of mobile music services. People who are 15 to 20 today will expect to
buy directly with their phones and will drive this market over the next few
years."
Highlights from the report include
• Users are forecast to make at least two payment transactions per month for
digital goods by 2013
• Nearly half of all mobile phone users will have bought digital goods at least
once with their phones by 2013
• The two leading regions (Western Europe and Far East & China) will
account for over 50% of the total digital goods gross transaction market value
by 2013.
Howard Wilcox continued
transaction sizes will remain in the $3-$5 bracket a sufficient number of users
will be using their mobiles to buy music, games, tickets, infotainment and the
other digital goods sufficiently often to see gross transaction value grow nearly
seven fold by 2013."
The report also focuses on purchases of physical goods - ranging from gifts to
household goods to electronics - via the mobile web. It provides six year
regional forecasts of mobile payments for digital & physical goods,
providing data on subscriber take-up, transaction sizes and volumes as well as
detailed case studies from companies pioneering in this market. Juniper
Research interviewed 37 senior executives across a wide range of vendors and
operators.
Whitepapers and further details of the study, 'Mobile Payment Markets
Digital & Physical Goods 2008 - 2013' can be freely downloaded from
www.juniperresearch.com.