For Consumer Product Strategy Professionals

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	March 31, 2008 The Mobile Content Value Chain Evaluating the Impact of New Entrants by Thomas Husson with Ian Fogg, Mark Mulligan, Nick Thomas

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Executive Summary

New entrants (e.g., Apple, Google, Yahoo!) and existing players (particularly handset manufacturers) are launching aggressive content strategies. In doing so, they disrupt the mobile content value chain, which was dominated by mobile operators until now.

Key Questions

• What impact are new entrants having on the mobile content ecosystem?
• What share of mobile advertising revenues will Internet players take?
• How should mobile operators react to shifts in the value chain?

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