VisionGain has predicted that the FIFA 2006 World Cup (Go Australia!) will generate $6.35 billion in revenue in mobile content and services, in the report “World Cup 2006: Scoring with mobile content and services”. “The 2006 football World Cup is seen as an opportunity to promote 3G, yet it will be established content, such as text-based services that will generate the most significant revenue”. This figure is significantly less than the $8.5 billion predicted in August last year by the Wireless World Forum.
After text-based services and ringtones/logos, gambling and games will be the next most profitable World Cup-related content. The release claims that “operators aiming to utilise the tournament’s popularity to push 3G at the expense of more traditional services will miss out”…which is probably true but I doubt any carrier would do that. More likely they’ll push the text services and the ringtone/logo downloads and in addition push 3G services. Even if 3G services make up a small percentage of the revenue generated in the World Cup it’s likely to be a good push for 3G services in general, a good way to introduce them to a new market.
Other types of content mentioned are interactive video messaging, video clips and blogging services. “In addition, the event presents a perfect opportunity for operators to promote “user communities”, which are in this case tied to a particular national team.”
Expect video streaming to be heavily promoted as well, especially highlight clips. And lets not forget photo highlights, which drew complaints from newspapers when they were banned from publishing the images online until an hour after the match to improve the value for the mobile companies.
I think general services will do well, especially if done right — well promoted and the content very easy to buy. I’d also like to see something innovative in mobile content around this event…
Related stories:
–German Unit of O2 Gets Mobile Rights For Football World Cup
–French Mobile Rights Deal For World Cup
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