An Insight into U.S. Mobile Social Networking Markets

《An Insight into U.S. Mobile Social Networking Markets》简介：

　　This Frost & Sullivan research service titled An Insight into U.S. Mobile Social Networking Markets provides an overview of the major trends and expected developments in the market in 2008; and provides market forecasts. In this research, Frost & Sullivan's expert analysts thoroughly examine the following markets: on-deck U.S. mobile social networking, mobile advertising, and mobile social networks.

　　Operator Support Drives Adoption of Mobile Social Networking Services

　　Social networking within the mobile ecosystem was one of the most discussed topics during 2007. The concept is fast catching on in the United States as all tier-I and tier-II operators now offer social networking application. For example, while AT&T offers the Rabble and MySpace applications (among others), Verizon Wireless offers applications such as PeepsNation. Mobile social networking services also represent an additional revenue opportunity for operators, who typically charge a monthly subscription amount for access to social networking applications. Support from mobile operators is expected to directly impact application discoverability, provide marketing support, and drive growth in the U.S. mobile social networking markets.

　　However, a fairly large percent of users remain unaware of the possibilities for mobile social networking. This is expected to remain a challenge in the U.S. mobile social networking markets until operators start proactively promoting mobile social networking - similar to the mobile banking opportunity in the United States, which acquired a major boost when operators started offering mobile banking applications on-deck. "Controlling the high churn in paid-for mobile social networking services is an additional challenge for U.S. mobile operators," notes the analyst of this research service. "Frost & Sullivan’s research indicates that the churn rate for these services is in the range of 8 to 12 percent."

　　Mobile Advertising Presents an Additional Revenue Opportunity in the Social Networking Ecosystem

　　Mobile advertising can help subsidize the cost of accessing mobile social networks. This is especially true for off-deck mobile social networking providers, who rely on mobile advertising as their primary revenue model. Several mobile advertising initiatives have already been implemented in the U.S. mobile social networking markets. For example, Millennial Media has entered into an agreement with Fox Interactive Media to serve advertising across Fox properties, including MySpace. At present, the cost per thousand impressions (CPMs) for mobile social networks (especially off-deck) is lower than the industry average. However, they can be expected to rise, as better targeting models evolve in mobile social networking.

　　As for the pricing models, subscription-based pricing is expected to be the prime pricing model for mobile social networking services. This is especially true for on-deck mobile social networking services launched by the U.S. mobile operators - be it providing access to online communities or working with solution providers to offer access to mobile-only communities. "Going forward, Frost & Sullivan expects the penetration of social networking services to increase considerably during the forecast period," says the analyst. "More than 10 million unique subscribers are expected to use on-deck mobile social networking services at the end of the forecast period and when combined with off-deck users, the number could be even higher."

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