demmobileme

ConclusionThebook'Leveragingmobilemedia.
Cross-mediastrategyandinnovationpoli-cyformobilemediacommunication'analyzestheinuenceofmobilecommu-nicationsasanemergingdistributionchannelfortheprovisionofmediacon-tentandservicesonthemediaindustry.
Ittakestwodifferentviewpointsonpo-tentialleversforthedevelopmentsofthemediaindustryandmobilemedia:fromacorporatestrategypointofviewitassessesthepotentialsforanextensionofcross-mediastrategies;fromapublicpolicypointofviewthebookinvesti-gatesdemandsandrequirementsforaninnovationpolicythatfostersinnova-tioninmobilemediamarketsandcomprisesthreecentralelements:competi-tionpolicy,consumerprotectionandprivacy,andintellectualpropertyrights.
Thediscussionabouttheextensionofcross-mediastrategiesisbasedontheanalysisofthesocialuseofmobilecommunications.
Itacknowledgesthetech-nologicalopportunitiesandconstraintsofmobilepersonaldevicesandnextgenerationwirelessnetworks.
Withinthisframework,itdevelopsademand-ori-entedfederatedapproachtowardstheintegrationofmobilemediawithexistingcross-mediastrategiesbyaskinghowtotranslatethesocialuseofmobilecom-municationsintocompetitivestrategyformediacompanies.
Auser-driveninnovationparadigmunderliesthediscussionofthedesignofinnovationpoliciesformobilemedia.
Itaskshowtofosteruser-driveninnova-tionandaimsatidentifyingpotentialbottlenecksandleveragesformobileme-diadevelopment.
1SummaryofthemajorndingsMobilemediamarketsofferanumberofincentivesformediacompaniestoen-terorexpandtheirengagementwithinthem.
Paidcontentrevenues,whichareobtainedstraightfromtheuserofferinterestingrevenuepotentialformobilemediaasdolicensingrevenuesinthecontextofmultiplecontentutilizationstrategies.
Licenseescanbemobileoperators,handsetmanufacturers,oremerg-ingmobilecontentplayers.
Yet,theuncertaintyovercustomerdemandremainshigh.
Inordertoovercomebarriersofuncertainty,auser-orientedapproachtoinnovationdevelopmentthatisbasedonthesocialuseofmediaandICTsanduserinnovationnetworksasanemerginginnovationparadigminnetwork-ori-entedsocietiesissuggested.
226ConclusionTheconstraintsofmobiledevicesandthenumeroustechnological,econom-ic,andpoliticalchallengesofthemigrationtonextgenerationnetworksdonotsuggestanear-termprovisionofmassmediacontentdeliveredtomobilehand-sets.
However,thenewcharacteristicsofthemobilecommunicationssystemsuchasconnectivity,locationexibility,andthehybridizationofthepublicandthepersonalsphereofferanumberofemergingusagecontextsandusagerea-sons.
Contrarytomanyexpectations,thestationaryuseofmobilecommunica-tionsisastrongreasonforusageduetothedirectconnectiontoaperson,nottoalocation.
Butalsomobileandcaptiveusersituationslendthemselvestotheuseofmobilemedia.
Thesocialuseofmobilecommunications,predominantlyamongyoungpeo-ple,iscloselyconnectedwiththeconstructionofamobileidentityinsocialnet-works.
Theself-identityconstructofGIDDENS(1991)isusedtoanalyzethecrea-tionofself-narrativeswiththesupportofSMSandMMSmessagingservicesandpotentiallywithmoreadvancedmobilemediaoffers.
Butalsotheimpulsiveac-cesstotrustedmediabrandsoffersnewopportunitiesformediacompanies.
However,aninsurancemodelofmobilemediadeliverythatonlydisruptsmo-bileusersincasesofbreakingnewsoremergenciesmaybeanalternativetocon-siderinoppositiontoattemptstobuildnewhabituationpatternsformobileme-dia,e.
g.
viathedailySMSorMMSmediacontentdelivery.
Cross-mediastrategies,classiedintomobilemarketingsupport,marketde-velopment,andmarketdiversicationofcross-mediastrategies,canextendtheirscopewithnewmobilecontentandservices.
Fournewmobilemediacate-goriesaredeveloped:interpersonalcommunication,interactiveplay,informa-tionsearch,andcollectiveparticipatorymobilemedia.
Thesemobilemediacat-egoriescanbecomeintegratedintoexistingcross-mediastrategiesviathecrea-tionofmeta-narratives.
Themainfunctionsofmobilemediainanintegratedapproachrelatetoeithermicro-coordination,usingthemobilephoneasare-motecontroldevice,orrelationshipmanagementwithinsocialnetworks.
Socialnetworkscanserveascomplementorsinmediacompanies'mobilemediavaluenet.
Inthisscenario,mobileusersevolveintodistributorsofmobilemediaofferswhenittstheirlifestylechoiceandwhenitsupportstheirself-narrativecrea-tionintheirsocialnetworks.
Further,cross-mediastrategiescandevelopintocross-networkstrategieswhenmediacompaniesbegintodeliveroneserviceacrossavarietyof(wireless)networksincludingcellular,wirelessLAN,anddig-italbroadcastnetworks.
Networkchoicecanbebasedonconsumerpreferencesandcanbeexecutedviaapersonalrouter.
Theprotabilityofmobilemediaoffersisachallengingissueformediacom-paniessincemanyplayersinthemobilemediavaluenetcontributetothevaluecreationprocessand,therefore,wanttobecompensated.
Inthenegotiationsforrevenuesharingmodelsbetweenmobileoperatorsandmediacompanies,how-ever,theremaybeashiftinbargainingpowertowardsmediacompaniesduetotheircompetenciesinattractingmassaudienceswiththeirstrongmediabrands;moreoverhandsetmanufacturerswhoareercelycompetingfordifferentiationincreasethedemandformobilemedia.
Mobileoperatorsfaceincreasingcompe-1Summaryofthemajorndings227titionformobiledatarevenuesfromMVNOsincellularnetworks,throughWLANprovidersandduetoDVB-Hdevelopments.
Mediacompanies,ontheotherhand,canexploittheirbrandstrengthstoattractmassaudiencesandsig-nalcredibilityandorientation.
Innovationpolicyformobilemediathatintendstostrengthenbottom-upin-novationapproachesanduser-driveninnovationsfostersuserchoiceandisin-tendedtobuilduserexperimentationwithmobilemedia.
Thispolicyapproachwillrequireopenaccesspoliciestomobileplatforms,portals,andcontent,forexamplewithregardtoopenaccesstohandsetswithoutnewSIMlockpolicies;freechoiceofthemobileportal;andopportunitiestoforward,contextualizeormanipulatemobilecontent.
Pricingofmobiledatainretailmarketsisanessen-tialpreconditionfortheextentofuserexperimentation.
Inthatcontextitishelpfulthatinterconnectionchargesinwholesalemarkets,e.
g.
inthemobileter-minationandinternationalroamingmarkets,maybecomesubjecttoregulatoryintervention.
Regulationof2Gterminationratesmaypotentiallyfoster3Gmo-biledatainnovation.
Mediacompaniesshouldbeinterestedinlowinterconnec-tionchargessinceitincreasestheirpotentialprotmargins.
Thedesignofnewspectrumregimes,suchasanincreaseinfrequenciesded-icatedtounlicensedspectrumthatallowsuser-controlledenvironmentsaswellasmoreexibleuseoflicensedspectrumviasecondaryspectrummarkets,pro-videsmorechoiceformediacompaniestodecideontheverticalintegrationoftheirmobilemediaengagements.
Yet,inthedesignofpotentialmobilemediainnovationcommons,intellectualpropertyrightsbecomethemostessentialle-verformediacompanies.
Patentingandlicensingpoliciesintheupstreammo-bilemediavaluechainandDRMpoliciesinthedownstreammobilemediavaluechainarekeytofurthermobilemediadevelopment.
Flexibleuseofmobileme-diamaybecomebenecialformediacompanieswhentheyconsidercustomerprotabilityacrossdifferentmedia.
Mediacompanieswillfacenewopportuni-tiesforcross-mediaaudienceowsandcross-mediarevenueowswhentheytakeadvantageofnetworkexternalitiesfromtheircustomers'socialnetworksandallowformulti-deviceuseandsharingofmediacontentbylooseningmo-bileSIMlockmeasuresandmobileDRMrequirements.
Alsoifmobilecommu-nications'mainfunctionwithinanintegratedcross-mediaapproachreferstomicro-coordination,anopenandexibleapproachtomobileintellectualprop-ertyrightswillbeintheinterestofmediacompanies.
Inthesearchofanswersaboutthedesignofcross-mediastrategiesandinno-vationpolicyforleveragingmobilemediathereareevenmorequestionsthatareemerging.
Forinstance:Cross-mediaprotability:Mobilemediaofferswillonlystay(orbecome)anin-terestingstrategicoptionwhentheyleadtoanincreaseinprotability.
Thesug-gestedcross-mediaintegrationdemandstostartassessingcross-mediaprota-bilityratherthanaseparateviewabouttheprotabilityofonemediachannelonly.
Thismayposeorganizationalchallengestomediacompanies,forexample228Conclusionwhenprotcentersintheirmanagementstructureareorganizedaccordingtospecicmediachannels.
Parallelmediausagebehaviour:Mobilemediacanbeusedinparalleltowatch-ingtelevisionorsurngonlinemediacontent.
Nexttothistimebudgetdimen-sion,parallelmediausecanrefertousingmultiplepartsofamediabrandmeta-narrative,i.
e.
usingaTVprogramsSMSchatwhilewatchingtheprogram.
Par-alleluseofmassmediaaswellasparalleluseofmassmediaandinterpersonalcommunicationsisaninterestingeldofmediausethatstillneedssomebasicresearch.
Cross-networkservicemodels:Theideaofseamlessmediadeliverypossibilitiesusingcomplementarystrengthsofxedandwirelessnetworksiscompelling.
Yet,manyopenquestionsremainsuchaswhomaybecomeacross-networkISP;paymentcontractsinthecaseofdeliveryfailuresacrossnetworks;DRMsystemdesignandcontentusagerightsacrossnetworks;privacyissuesinthecaseofpersonalautomatedagents;andintendedmediabreaksaspotentialsecuritycomponents.
IPRandprivacypolicies:Mediacompanies'questtosecurecontrolovertheirmobilecontentraiseanumberofpublicpolicyconcernsincludingthedesignofmobileDRMsystems.
Particularlyinthecaseofmobilemediathereareavarietyofopportunitiestomonitorusers,viathedatageneratedbymobileoperators,e.
g.
informationonlocationandonpurchasedmobilecontentitems,orviatheDRMsystem.
Thus,thequestionemergesabouthowmediacompaniesshoulddealwiththeseconcernsinthelightoftheirinteresttobrokerthisinformationtoadvertisers.
Thedesignofappropriateprivacypolicyissuesisanimportantissueinthelongrunsincemobileusersmayboycottorabandonmobilecontentserviceswhentheyleadtonuisanceandprivacyintrusion.
Manymorequestionsregardingmobilemediaprovisionariseconcerningtech-nologicalissuessuchasbatterypowerasanewbottleneckofmobiledevices,orchallengesofvoice-basednavigation;economicissuessuchastheneedformoreresearchonmobileinformationeconomicsandtheircharacteristicsandspecif-ictraitsinrelationtootherdigitalmedia;socialissuessuchasmobilemediausebyuserswhoactivelychoosenottousetheInternet;policyissuessuchaslicens-ingpoliciesofupstreamindustrydevelopmentthataffectmediacompaniesbusinessmodels;orquestionsonsector-specicversusconvergenceregulationandthedesignofinstitutionsformobilemediaregulation.
Thisbookhassuggestedinvariouschaptersthatthemobilephonewillevolveintoaremotecontrolandsteeringdeviceformediaconsumptionincross-me-diaoffersandthatmobilemediadesignshouldfocusthesocialappropriationofmobilephonesintoeverydaylife.
ThisapproachimpliesthatassumptionsaboutmobileusersbrowsingtheInternetorwatchingvideosviamobilephonesarecommonmisconceptionsbymobileoperators.
Yet,mobileusersinthenextdec-2Outlook229ademayinfactdosimilarthingsbutindifferentwaysthananticipated.
InGer-many,onepotentialanalogytoUMTSdevelopmentmaybetherise,develop-ment,anddecayofBTX.
Introducedin1977attheIFABerlinandcommerciallylaunchedin1980someeconomichistorianscharacterizethetechnologythatcombinedtelephoneandTVsetsasthe'dressrehearsal'foronlineshopping,tele-banking,chat,ande-mail.
Ifnothingelseitsuggeststhatitwillbeworth-whiletofollowthedevelopmentsofhybridmobilemediaservices.
2OutlookChangesinthemediaarereectedbychangesinsocietywhenthefrontiersofthemediaareshiftedandviceversa.
1)Thegreatercontextofthedevelopmentofthemediaundertheinuenceofmobilecommunications,thus,hastoaskfortheinterrelationshipsbetweenchangesinmediaandsociety(S-2.
1).
Italsohastoconsiderwhatthediscussedmediaeconomic,mediamanagerial,andmediapoliticalargumentsontheprovisionofmobilemediamayimplyforthedirec-tionoffutureresearchagendas(S-2.
2).
2.
1Mobilemediaanditsdiscontents:towardsanomadicsocietyArgumentsontheimplicationsofmobilemediaonourchangingsocietyarecontroversial.
Somescholarsarguethatwehavebecomenomadsagain.
SLOTER-DIJK(2001)emphasizesthataneo-nomadicsocietyisnotaboutthecommutebe-tweensummerandwinterpastures,butaboutaccessoptions.
Thinkingincate-goriesofportfoliosandstockismigratingtoanewthinkingincategoriesofop-tions.
2)GROEBEL(2005)alsoenvisionstheemergenceofanoptionsocietyundertheinuenceofmobilecommunicationsandmobilemedia.
3)HORX(2001)de-pictsanomadicsocietyinwhichpeopleincreasinglyspendtimeintransitorybuildingsandspacessuchasairportlounges,trainstations,ormeansoftrans-portation.
4)LVY(1997),ontheotherhand,postulatesthatnomadismtodayischaracterizedbythechangesofscientic,technological,economic,andmentallandscapesthatarousemovementevenwhenpeoplearenotmoving;inhisun-derstandingofnomadism,thespaceoftoday'snomadsisnotgeographicterri-torybutthespaceofknowledge,skills,andthoughts,theyarenotfollowingherdsbuttheevolutionofmankind,andtheyreinventthemselvesascollective.
5)Regardlessofthisvarietyofvisionsonsocietaldevelopmentandthenotionofanomadicsocietyonepotentialanalogytonomadsmaybecomeessentialfortheprovisionofmobilemedia:nomadsareleavingtracesoftheirmovements:1SeeSilverstone(1999),p.
146;McQuail(2000),pp.
4.
2SeeSloterdijk(2001),pp.
199.
3SeeGroebel(2005).
4SeeHorx(2001),p.
105.
5SeeLévy(1997),pp.
10.
230Conclusionanimaltracesofherdsthataremovingfromwaterholetowaterhole,fromonefertileareatothenext.
6)Wirelessnomadsareleavingdigitaltracesoftheirmovementsaswell,incyberspacebutincreasinglyalsointherealworld.
Privacyanddataprotectionconcernsbecomeincreasinglyevidentaswirelessnomadsdonothaveachoicetoblurtheirtraces.
Theinuenceofmobilemediaontheevolutionofsocietydoesnotindicaterevolutionarychanges,butcanbeseeninthegeneralevolutionoftheinformationsociety;yet,amoreprofoundanalysisofsocieties'potentialdiscontentsisneededthatabstractsfromsimpleanalogiestonomadism.
2.
2FutureresearchagendaTheanalysisofthedevelopmentofmobilemediamaypavethewayforabroaderdiscussionofdigitalmediaeconomicsandthepoliticaleconomyofdigitalme-dia.
Theeconomicsofdigitalmediadeliverycandiffersubstantiallyfordifferentxedandwirelessnetworksandaffectmediadesign,creation,andproduction,mediabundlingandpricing,andmediadistributionfromasupply-sideper-spectiveandmediaselection,adoption,andconsumptionfromademand-sideperspective.
Emergingfertileresearchareasformediaeconomicslieinastrongerintegra-tionofNewInstitutionalEconomics(NIE),industrialdynamics,andpoliticaleconomy.
UndertheassumptionofasymmetricinformationdistributionNIEanalysestransactioncosts,principleagentrelationships,andthedesignofcon-tracts.
7)Formediaeconomics,theseaspectsarerelevantforfurtheranalysisofmediarm'shierarchicaldesignundertheinuenceofdigitisationaswellasmarkettransactionprocessesinthemediaindustrythatisdynamicallyshapedbydigitisationandnetworkeconomics.
8)Mediaindustryevolutioncanbeas-sessedusingnewresearchframeworksfromindustrialdynamicssuchasthesystemsofinnovationframework.
Intheresearchtraditionofevolutionaryeco-nomicsthisframeworkstrivestoovercominginitialdiscussionsonconvergingindustriesandofferstheanalysisoforganizationsandinstitutionsinstead.
9)Emergingpolicydevelopmentsinmediaaswellastelecommunicationpolicycanbenetfromthecontributionsofpoliticaleconomics.
Thisresearchareadeals,amongotherthings,withquestionsontheextentandtypeofpublicgoodprovision,thesizeandformofredistributiveprograms,orcomparativepoliticsindemocraticinstitutions.
10)Fortheanalysisofdigitalmediaeconomicsthefo-cusshifttothepoliticaleconomyoffersafreshlookonthetensionbetweentheprovisionofprivateandpublicmediagoods;nancingmediaproductionsand6SeeLévy(1997),p.
1767SeeforexamplePicot,Reichwald,andWigand(2003).
8SeeforexampleZerdicketal.
(2004).
9SeeforexampleEdquist(2003b);Malerba(2004).
10SeeforexamplePerssonandTabellini(2002).
Kieferalsosuggeststofurtherintegrateinsightsfrompoliticaleconomyintomediaeconomicresearchframeworks,seeKiefer(2001),pp.
38.
2Outlook231allocatingrightstoaccessandusage;andtheroleofthemediainademocraticsociety.
Whereascompetitivestrategyhasfoundrepercussionsintheevolvingmediaeconomicsandmediamanagementliterature11)andcontributestosharpentheoutlinesofthisacademiceld,theaforementionedareasofeconomicresearchstilloffermanyopportunitiesformediaeconomicstondgreateracceptanceandtheycancontributetoleveragingmediaeconomicsasanessentialdisciplineinbothmediacommunicationsaswellaseconomicsandbusinessmanagement.
Theanalysisofmobilemediainthisbookattheintersectionofmediaeconom-ics,mediamanagement,andmediaandtelecommunicationpolicymayofferamodestapproachinaligningsomeelementsoftheseacademicelds.
Yet,there-latedresearchspaceiswideopenandoffersabroad,interesting,andchallengingarrayofresearchquestionsonthedevelopmentofthemedia.
11SeeforexampleSjurts(1996);GoldhammerandZerdick(1999);Meckel(1999);SchumannandHess(1999b);KarmasinandWinter(2000b);WolfandSands(2000);Siegert(2001);Hass(2002);Zerdicketal.
(2000);Mueller-Kalthoff(2002b);Picard(2002);Zerdicketal.
(2004).
FiguresFigureI-1:Deviceandtransmissiondelimitationsforanarrowdenitionofmobilemedia8FigureI-2:Structureofthebook11FigureA-1:Typologyofmobilerevenueforms16FigureB-1:Classicationofmobiledevices.
56FigureC-1:Aspectsofthemobileidentityandpotentialimplicationsformobilemediause94FigureC-2:Activity-andbelief-basedmobilecommunities101FigureC-3:Potentialimplicationsofthesocialuseofmobilecommunicationsfortheprovisionofmobilemedia115FigureD-1:StructureofchapterD122FigureD-2:Systemofobjectivesofcross-mediaextensionsontomobileplatforms126FigureD-3:Systematizationofcross-mediastrategiesandtheirmobileextensions132FigureD-4:Typologyofmobilemediacategories142FigureD-5:Differentiationofformatsformobilecontentandservicecategories143FigureD-6:Cross-networkservicedelivery165FigureD-7:Themobilemediavaluechain173FigureD-8:Playersandrolesinthemobilevaluenet176FigureE-1:Threemodelsofmobilecontentdistribution195FigureE-2:AnalysisofexternalandinternalfactorsforMVNOdecisionsofmediacompanies214TablesTableI-1:Mobilitydimensionsandmovingentities4TableA-1:Productdimensionssusceptibletoversioningformobilemedia26TableA-2:Selectedexamplesformobilelicensingoptionsinthemediaandentertainmentindustry28TableA-3:Selectedexamplesforuser-generatedmobilecontent49TableB-1:Evaluationofmobilepersonaldevices58TableB-2:Characteristicsofdifferentwirelessnetworks74TableB-3:Mobilemediadeliverymodelsfromatemporalperspective.
80TableD-1:Selectedexamplesformobileself-promotionofmediaorganizations.
133TableD-2:Selectedmobilebillingandpaymentoptions156TableD-3:Selectedexamplesformobilenarrativesaspartofcross-mediameta-narratives160TableD-4:Exampleofacross-mediauseforeventinformationinJapan160TableD-5:Cooperationsforjointmobileserviceprovision174TableD-6:Selectedexamplesforhandsetmanufacturers'interestinmobilemedia182Abbreviations2GSecondGenerationMobileNetworkorService2.
5GSecondGenerationEnhancedMobileNetworkorService3GThirdGenerationMobileNetworkorService3GPPThirdGenerationPartnershipProjectACAAustralianCommunicationsAuthorityARPUAverageRevenuePerUserASPApplicationsServiceProviderBTXBildschirmtextCDMACodeDivisionMultipleAccessCLICallingLineIdenticationCPPCallingPartyPaysCRSCustomerReservationSystemDRMDigitalRightsManagementDVB-HDigitalVideoBroadcasting-HandheldDVB-TDigitalVideoBroadcasting-TerrestrialEPGElectronicProgramGuideETSIEuropeanTelecommunicationsStandardsInstituteEDGEEnhancedDataRatesforGSMEvolutionFCCFederalCommunicationCommissionFOMAFreedomofMultimediaAccessGDPGrossDomesticProductGPRSGeneralPacketRadioServiceGPSGlobalPositioningSystemGSMGlobalSystemforMobileCommunicationsGRXGPRSRoamingExchangeHLRHomeLocationRegister238AbbreviationsHSCSDHighSpeedCircuitSwitchedDataHTMLHypertextMarkupLanguageICTInformationandCommunicationTechnologyIEEEInstituteofElectricalandElectronicsEngineersIMInstantMessagingIMEIInternationalMobileEquipmentIdentityIMT-2000InternationalMobileTelecommnications,ThirdGenerationofStandardsApprovedbyITUIPInternetProtocolIPRIntellectualPropertyRightsIPv6InternetProtocolVersion6ISPInternetServiceProviderITUInternationalTelecommunicationUnionIWFInterWorkingFunctionLANLocalAreaNetworkMCFMobileContentForumMMSMultimediaMessagingServiceMPHPTMinistryofPublicManagement,HomeAffairs,PostsandTelecommunications(Japan)MNOMobileNetworkOperatorMPEGMovingPicturesExpertsGroupMVNOMobileVirtualNetworkOperatorNATNetworkAddressTranslatorNIENewInstitutionalEconomicsODTRIrishOfceoftheDirectorofTelecommunicationsRegulationOFTELOfceofTelecommunications(UK)PANPersonalAreaNetworkPDAPersonalDigitalAssistantPKIPublicKeyInfrastructureQoSQualityofServiceRegTPRegulatoryAuthorityforTelecommunicationandPosts,GermanyRPPReceivingPartyPaysSIMSubscriberIdentityModuleSMPSignicantMarketPowerSMSShortMessageServiceAbbreviations239TLDTopLevelDomainTVTelevisionUMTSUniversalMobileTelecommunicationsSystemVJVideoJockeyVoIPVoiceoverIPWANWideAreaNetworkWAPWirelessApplicationProtocolWiFiWirelessFidelityWHOWorldHealthOrganizationWIMWAPIdentityModuleWIPOWorldIntellectualPropertyOrganizationWTOWorldTradeOrganizationReferencesAaker,DavidA.
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