Europe : A rapid expansion in mobile content, allied to a sharp increase in 2.5G and 3G handset adoption, will combine to deliver global mobile entertainment revenues of more than US$59 billion by 2009, according to a new report from Juniper Research.

But while adult content – frequently heralded as mobile’s “killer app” – will generate healthy revenues of nearly US$2.2 billion by the end of the decade, the key drivers of mobile content are expected to be gambling and games, with their respective markets worth US$19.3 billion and US$18.5 billion respectively by 2009.

According to report author Dr Windsor Holden, “Lotteries are ubiquitous in many countries, and if you start launching lotteries on mobile handsets than you're tapping into a form of gambling in which the majority of adults indulge on a weekly basis, while sports betting and casinos are also high-revenue businesses.”

Dr Holden added that mobile games were also beginning to generate substantial revenues, while sales in emerging markets – with little or no established PC or games console base – were particularly encouraging.
Other findings from the report include:
• The mobile entertainment market will reach US$17.6 billion in 2005, up by 71% on 2004
• After gambling (33%) and games (31%), the most popular entertainment services in 2009 will be music (16%) and sports (8%)
• Ringtones – which currently account for 31% of the mobile entertainment market – will contribute no more than 8% by 2009
• The increasing adoption of non-voice services in the US and Canada will push North American revenues to US$11.3 billion in 2009, up from just over US$1 billion in 2004.