According to a new report by Juniper Research, the total value of the global mobile music market is expected to rise to more than $17.5bn by 2012, driven by rental music services and full-track downloads.
Report author Dr Windsor Holden argues that 2007 marked the tipping point as far as mobile music adoption was concerned. Dr Holden cited the publicity surrounding the iPhone launch as one of the reasons for consumer awareness of mobile music services.
However, the Juniper report also argues that current prices for ringtones are unsustainable and that the market for such services may already have peaked in a number of developed markets. Competitive pricing allied to a steady migration to ad-funded and/or self-generated ringtones will lead to a gradual decline in global ringtone revenues.
Other findings from the Juniper report include:
- The China/Far East region will remain the largest regional marketplace for mobile music services, accounting for around 43% of sales per annum over the next five years
- Ringtones, which accounted for 62% of the mobile music market in 2007, will account for just 38% by 2012
- More operators should emulate the Vodafone model and introduce similar subscription-based music rental services
More information from the study “Mobile Music Services: Ringtones, Ringback Tones and Original Recordings (4th edition)” is available from Juniper’s website.