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The key market drivers will be:
*the increasing availability of 3G services
and support for high quality video;
*the globalisation of sport personalities
and club support;
*improved flow of digital sports rights
for mobile distribution.
Bruce
Gibson, research director at Juniper Research
said, "These drivers apply to many
types of leisure and information content,
but none more so than sports content. There
is a great opportunity for content owners,
application service providers and operators
to exploit sport content over the mobile
channel in innovative ways, now that the
technology barriers are diminishing".
However he goes on to issue a warning -
"This will only happen if everyone
in the value chain pays attention to detail.
End user experience in some markets of mobile
sports content services built around the
2006 Fifa World Cup, has not been consistently
good. Many new users of sports services
have been disappointed with the quality
of the deliverable and may never buy again.
First impressions count for a lot and particularly
with time sensitive content like goal alerts
and replays, the first experience has to
be good to generate repeat business."
Sports,
leisure and information is a vast area and
comprises many different types of content
and mobile service, from celebrity wallpapers,
mobile comics and video "mobisodes"
to financial information services, child
tracking and personal navigation services.
Those applications and services that will
show fastest growth over the next few years
will be those that develop the most added
value from advanced network technologies
and those that can move from "presenting
facts" to "providing entertainment".
Community applications with a high amount
of graphic user generated content will be
particularly successful as they have the
added advantage of low cost content acquisition,
the report says.
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