MEF forecasts 24% mobile media market growth in 2010

BARCELONA, Spain--Mobile media executives anticipate 24 percent industry growth in 2010 to $36 billion, a more conservative estimate than the 33 percent market growth execs forecast a year ago, according to the Mobile Entertainment Forum's annual Business Confidence Index, compiled by global advisory firm KPMG and released here at the 2010 Mobile World Congress event. Despite growing market caution, mobile leaders anticipate direct consumer revenues will rise from 46 percent to 73 percent, with games and applications representing the most promising new revenue opportunities.

"While the industry has had to adapt to the challenges of the global economic downturn, reducing annual growth projections, there is optimism in the rise of applications, which look set to drive the industry forward as it continues towards recovery," said  KPMG director of digital content Mark Harding in a prepared statement. "Respondents now expect the value chain that develops, sells and delivers applications to account for 21 percent of revenue streams for the next quarter and the majority expect this to be incremental revenue. Considering applications stores only came about 18 months ago, this is a significant development, showing consumers' willingness to embrace and consume mobile content."

The MEF survey adds that the southern hemisphere is now leading mobile entertainment growth: Central and South America now represent 7 percent of worldwide revenues, up from 2 percent a year ago, while Africa and the Middle East are reponsible for 10 percent of revenues, increasing from 4 percent a year earlier. Asia Pacific also edged up from 9 percent to 12 percent, while both North America and Western Europe experienced market share declines.

For more on the MEF study:                                                                        
- read this release

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