Most media execs believe mobile will lead future revenue growth

Fifty-three percent of media and entertainment executives believe the mobile platform will emerge as their primary source of revenue growth over the next three years, according to global management consulting firm Accenture's Fourth Annual Global Content Study. Among more than 100 senior leaders and decision-makers spanning broadcasting, publishing, film, portal, gaming and music, most told Accenture they believe a multi-platform approach to content distribution will optimize future revenue growth--despite the economic downturn, 69 percent said their companies increased spending in their digital supply chains in 2009 to more effectively deliver compelling content across multiple platforms. In addition, Accenture reports that 86 percent of respondents listed content production and innovation--including customization across platforms--as the most important new capability afforded by digital technology; distribution and access management, especially to wireless networks, followed at 64 percent.

Media execs also admitted to Accenture they are pushing for more direct engagement with consumers in large part because they fear cross-sector competition from the likes of telecommunications providers, Internet players, consumer electronics firms, retailers and other new market entrants. Sixty percent of respondents said fear of cross-sector competition is the major catalyst behind their investment in digital technology--47 percent cited declining business demand, and 40 percent pointed to structural changes in the media industry.

For more on the Accenture survey:
- read this release

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