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논문 기본 정보
- 자료유형
- 연구보고서
- 저자정보
- 발행연도
- 2004.10
- 수록면
- 38 - 60 (23page)
이용수
초록· 키워드
오류제보하기
Traditionally ubiquity has been the unique characteristic of broadcasting. Electro-magnetic waves overcome natural and artificial barriers and transmitted to everywhere within the range. The emergence of transistor radio sets enabled the audience to receive the signal from any place and made broadcasting truly ubiquitous at both transmission and reception ends.
Owing to the invention of mobile phones by Motorola in 1983, ubiquity became the characteristic of person to person telecommunications. A much faster rate of adopting mobile phones worldwide, than a radio set, has convinced us that ubiquity is more useful quality in telecommunication than in the mass media.
Recently technologies of mobile media in general, and of mobile phones in specific combined with those of IT(Information Technologies) have advanced to the level of providing audio-visual services, messaging services, and wireless internet services. This has made it possible a truly ubiquitous environment on mobile communication.
Ubiquitous environment will progress toward four major stages; (1) Convenient service environment enables the connection to a network any time and any place, (2) A multi-functional terminal guarantees flexibilities in usage, (3) Network capabilities make it possible that many users have access to network without interruption, and (4) Network security is provided so that users are protected from invasion of privacy. In short ubiquitous environment in the future will overcome temporal and spatial barriers, overcome barriers in connecting user to anything available, expand the capacity and stability of networks.
Mobile media content can be defined as content and services delivered on mobile media such as mobile phones, PDA, and others. For this "mobile data application" has been the term more commonly used in Europe and North America, Mobile media content can be segmented in various ways. The content can be consumer or business oriented. The content can also be segmented to person-to-person, person-to-machine or machine-to-machine communication.
Based on the function of mobile media content, it can be categorized as communication-centric, transaction-centric or content-centric. Communication-centric. the essence of this type of mobile media content is to enable the communication between two people, two machines, or between a machine and a person over a mobile network. Transaction-centric. the essence of the content is the conclusion of a transaction over the mobile network. This content relate to the field of m-commerce. Content-centric. the essence of this type is to deliver content over a mobile network to a person.
In 2002 KIPA(Korea IT industry Promotion Agency) officially announced the classification of mobile media content after surveying various classification schemes and world mobile media content markets. KIPA classified mobile media content as four categories as mobile information, mobile entertainment, mobile game, and mobile communication. One of the most prestigious internet site on mobile communication in Korea lists as many as 84 kinds of mobile media content(www.kmobile.co.kr).
Along with technological and commercial dimensions, the industrial structure of mobile media content is organized as in <Figure 3>. Industrial sectors related to the content are listed lower right hand side, and they are explained below;
Service provision can be sub-divided into technical and commercial service provision. The technical side deals with the operational support services (billing, user localisation, etc.), whereas the commercial side deals with the market facing aspects of service provision (distribution channels, brand name, etc.). Content aggregation concerns the development and maintenance of the primary interface for the delivery of content over mobile devices. In that role, content aggregators often take the role of packaging individual information sources and content into a bouquet that is sold to customers. Application development and provision handle the development of applications for use on mobile devices (applications such as games) or the development of applications that allow the delivery of content in a format that adds value to the end-user (news alerts). Content provision deals with the production of content that is distributed over mobile devices. This means that content providers are responsible for the creation of ideas, the organization of production and the delivery. Portals or content aggregators are responsible for developing and maintaining the primary interface for the delivery of services over mobile devices. In that role, they will often take the role of packaging individual information sources and applications into a bouquet that will be provided to customers.
The mobile content industry is regarded as one of the fast growing market. The potential for growth is enormous as it opens up for new market for the existing media content and also it creates new content products for its own market. The size of the market in Korea was estimated as ＼258 billion in 2002 with the penetration of a little over 32 million mobile phones. The size of the market is projected as high as two billion Won in 2005.
The major products are ringing tones, game, mobile VOD and now they are expanding to animation, cartoons, and movies. In 2003, character/ringing tones are the most popular(32.8% of market share), followed by game(18%), location/traffic/travel(6.3%), moving pictures(6.1%), broadcasting/entertainment/sports(4.5%).
Japanese mobile industry, according to the study conducted in Japan, will grow from 40% to 5 times depending on the division of industry, between 2005 to 2010〈Figure 5〉.
The results of SWOT analyses are summarized in 〈Table 10〉. The strengths of the mobile media content are first its flexibility of repurposing existing content and at the same time creating new ones. Secondly, with the exception of producing products with entertainment values, the production costs are relatively cheap. Thirdly, it can utilize already highly penetrated mobile phones.
On the contrary, low penetration rate of mobile phones with the capacity of displaying highly advanced services is pointed as an weakness. The mobile content industry faces another weakness that new applications and services are yet to be completed and consequently a customer's response to the new products are uncertain.
Opportunities include the fact that a variety of statistics indicates the fast growing market for the mobile content. Another positive signal shows the fact that people switches their phone rather frequently, at least in Korea, and high end phones are growing in numbers in the market and consumers' hands.
A foreseeable threat is that the competition among mobile content providers grows faster than ever, and this may lower the profitability of each player. Another threat is the decline of advertisement market and subsequently the growth of market will be slow when it depends upon pay services heavily.
As far as production of mobile content is concerned, the content-centric mobile content resembles the characteristics of existing media content. The content of newspapers, magazines, radio television and motion pictures can be duplicated and repackaged with little efforts on mobile media. If this is the case the issue here is to what extent the mobile media content ought to be similar to or different from the existing media content in its form and subject matter.
On this issue a fallacy that the mobile content must be completely different from the existing one in its form and subject matter has been found in the discussions of the mobile content in Korea. In reality mobile media are simply extending the existing media geographically. The context in which the user receives and utilizes the mobile content may be different from that of existing media, but it does not mean that the structure and nature of preferences the users have toward the existing media change when they use mobile media. On June and Fimm services, pay services SKT and KT respectively provided on mobile phones, the content about popular entertainers and programs with successful track record on the existing media have drawn more attention than short dramas exclusively produced for mobile phones.
As for the production techniques, the following points have been widely accepted and agreed. (1) the screen size is small, thus, (2) close up shots and title inserts are effective. (3) the user has difficulty in concentrating on the mobile content due to environmental distractions. (4) the length of the content must be short.
In order to compensate for small screen size, the narrative should be direct, the dialogue should be short, and exaggeration in directing is recommended. On the other hand, the point that the mobile media is being used under more environmental distractions is debatable. The level of distraction depends on where and when it is being used. On airplane, for instance, feature length motion pictures are being viewed with a relatively low level of distraction.
The programming issues of mobile content are valid only in broadcast like services. In broadcasting, programs are scheduled on a temporal dimension and transmitted in real time. Even in broadcasting, however, the programming power has been shifted from the programmer to the audience. Programmers have limited power, for instances, on what and when the viewer watch on PPV and VOD services. In many cases, the programming of mobile content will be performed on a different dimension as in what programs to aggregate, how to repackage, and what type of channels to bundle to provide for the users.
Owing to the invention of mobile phones by Motorola in 1983, ubiquity became the characteristic of person to person telecommunications. A much faster rate of adopting mobile phones worldwide, than a radio set, has convinced us that ubiquity is more useful quality in telecommunication than in the mass media.
Recently technologies of mobile media in general, and of mobile phones in specific combined with those of IT(Information Technologies) have advanced to the level of providing audio-visual services, messaging services, and wireless internet services. This has made it possible a truly ubiquitous environment on mobile communication.
Ubiquitous environment will progress toward four major stages; (1) Convenient service environment enables the connection to a network any time and any place, (2) A multi-functional terminal guarantees flexibilities in usage, (3) Network capabilities make it possible that many users have access to network without interruption, and (4) Network security is provided so that users are protected from invasion of privacy. In short ubiquitous environment in the future will overcome temporal and spatial barriers, overcome barriers in connecting user to anything available, expand the capacity and stability of networks.
Mobile media content can be defined as content and services delivered on mobile media such as mobile phones, PDA, and others. For this "mobile data application" has been the term more commonly used in Europe and North America, Mobile media content can be segmented in various ways. The content can be consumer or business oriented. The content can also be segmented to person-to-person, person-to-machine or machine-to-machine communication.
Based on the function of mobile media content, it can be categorized as communication-centric, transaction-centric or content-centric. Communication-centric. the essence of this type of mobile media content is to enable the communication between two people, two machines, or between a machine and a person over a mobile network. Transaction-centric. the essence of the content is the conclusion of a transaction over the mobile network. This content relate to the field of m-commerce. Content-centric. the essence of this type is to deliver content over a mobile network to a person.
In 2002 KIPA(Korea IT industry Promotion Agency) officially announced the classification of mobile media content after surveying various classification schemes and world mobile media content markets. KIPA classified mobile media content as four categories as mobile information, mobile entertainment, mobile game, and mobile communication. One of the most prestigious internet site on mobile communication in Korea lists as many as 84 kinds of mobile media content(www.kmobile.co.kr).
Along with technological and commercial dimensions, the industrial structure of mobile media content is organized as in <Figure 3>. Industrial sectors related to the content are listed lower right hand side, and they are explained below;
Service provision can be sub-divided into technical and commercial service provision. The technical side deals with the operational support services (billing, user localisation, etc.), whereas the commercial side deals with the market facing aspects of service provision (distribution channels, brand name, etc.). Content aggregation concerns the development and maintenance of the primary interface for the delivery of content over mobile devices. In that role, content aggregators often take the role of packaging individual information sources and content into a bouquet that is sold to customers. Application development and provision handle the development of applications for use on mobile devices (applications such as games) or the development of applications that allow the delivery of content in a format that adds value to the end-user (news alerts). Content provision deals with the production of content that is distributed over mobile devices. This means that content providers are responsible for the creation of ideas, the organization of production and the delivery. Portals or content aggregators are responsible for developing and maintaining the primary interface for the delivery of services over mobile devices. In that role, they will often take the role of packaging individual information sources and applications into a bouquet that will be provided to customers.
The mobile content industry is regarded as one of the fast growing market. The potential for growth is enormous as it opens up for new market for the existing media content and also it creates new content products for its own market. The size of the market in Korea was estimated as ＼258 billion in 2002 with the penetration of a little over 32 million mobile phones. The size of the market is projected as high as two billion Won in 2005.
The major products are ringing tones, game, mobile VOD and now they are expanding to animation, cartoons, and movies. In 2003, character/ringing tones are the most popular(32.8% of market share), followed by game(18%), location/traffic/travel(6.3%), moving pictures(6.1%), broadcasting/entertainment/sports(4.5%).
Japanese mobile industry, according to the study conducted in Japan, will grow from 40% to 5 times depending on the division of industry, between 2005 to 2010〈Figure 5〉.
The results of SWOT analyses are summarized in 〈Table 10〉. The strengths of the mobile media content are first its flexibility of repurposing existing content and at the same time creating new ones. Secondly, with the exception of producing products with entertainment values, the production costs are relatively cheap. Thirdly, it can utilize already highly penetrated mobile phones.
On the contrary, low penetration rate of mobile phones with the capacity of displaying highly advanced services is pointed as an weakness. The mobile content industry faces another weakness that new applications and services are yet to be completed and consequently a customer's response to the new products are uncertain.
Opportunities include the fact that a variety of statistics indicates the fast growing market for the mobile content. Another positive signal shows the fact that people switches their phone rather frequently, at least in Korea, and high end phones are growing in numbers in the market and consumers' hands.
A foreseeable threat is that the competition among mobile content providers grows faster than ever, and this may lower the profitability of each player. Another threat is the decline of advertisement market and subsequently the growth of market will be slow when it depends upon pay services heavily.
As far as production of mobile content is concerned, the content-centric mobile content resembles the characteristics of existing media content. The content of newspapers, magazines, radio television and motion pictures can be duplicated and repackaged with little efforts on mobile media. If this is the case the issue here is to what extent the mobile media content ought to be similar to or different from the existing media content in its form and subject matter.
On this issue a fallacy that the mobile content must be completely different from the existing one in its form and subject matter has been found in the discussions of the mobile content in Korea. In reality mobile media are simply extending the existing media geographically. The context in which the user receives and utilizes the mobile content may be different from that of existing media, but it does not mean that the structure and nature of preferences the users have toward the existing media change when they use mobile media. On June and Fimm services, pay services SKT and KT respectively provided on mobile phones, the content about popular entertainers and programs with successful track record on the existing media have drawn more attention than short dramas exclusively produced for mobile phones.
As for the production techniques, the following points have been widely accepted and agreed. (1) the screen size is small, thus, (2) close up shots and title inserts are effective. (3) the user has difficulty in concentrating on the mobile content due to environmental distractions. (4) the length of the content must be short.
In order to compensate for small screen size, the narrative should be direct, the dialogue should be short, and exaggeration in directing is recommended. On the other hand, the point that the mobile media is being used under more environmental distractions is debatable. The level of distraction depends on where and when it is being used. On airplane, for instance, feature length motion pictures are being viewed with a relatively low level of distraction.
The programming issues of mobile content are valid only in broadcast like services. In broadcasting, programs are scheduled on a temporal dimension and transmitted in real time. Even in broadcasting, however, the programming power has been shifted from the programmer to the audience. Programmers have limited power, for instances, on what and when the viewer watch on PPV and VOD services. In many cases, the programming of mobile content will be performed on a different dimension as in what programs to aggregate, how to repackage, and what type of channels to bundle to provide for the users.
목차
Abstract
1. 서론: 유비쿼터스 환경의 대두와 모바일 콘텐츠
2. 모바일 콘텐츠의 유형과 특성
3. 모바일 콘텐츠 산업구조와 시장예측
4. 모바일 콘텐츠의 제작과 편성
5. 결론: 모바일 콘텐츠의 현황과 미래
참고문헌
부록 1. 모바일 콘텐츠 분류표 모바일 콘텐츠 분류표 (출처 : K-Mobile, 2004)
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