Strand Consult Says Labels Should Look to Ringtones

Quoth Strand:

Most record companies are barking up the wrong tree by focusing on Internet lawsuits that they hope will help to maintain their traditional business. But their traditional business of selling music on CD's through retailers is on a downhill roller coaster ride and there is nobody at the brakes.
Record Companies are seeing their turnover from CD sales decrease by up to 15% a year, while in some countries, the sales of blank CD's is now exceeding the sales of recorded CD's. Latest figures show a global market value for overpriced ringtones at $1.5 billion. A market that the record companies are spending fortunes on promoting the artists that consumers enjoy and then buy a ringtone with. The only trouble is that the record companies are only getting a tiny royalty from the sale of a ringtone featuring say the theme from an artists new single, while footing the marketing cost and seeing their CD sales decrease. It is the mobile operator or often a small third party company that actually sells the ringtone and earns the revenue.

....Two of our latest reports "How to make money on mobile services " and "The Korean Mobile Market, a window to 3G" both point towards that users will spend much more money that they are today, when high-speed java based mobile phones with colour screens are available. In Korea, they have had a "3G" market for nearly 2 years with these types of phones and users are spending on average 5 times as much on new mobile services, than they did with 2G monochrome terminals and sms based services. Music is already among these new services and has a huge potential if there is an ongoing development of innovative services evolving around the music offerings. In our report "How to make money on mobile services " which focuses on how the European market for mobile services will develop up to 2005, the market for audio and video based mobile services will grow steadily in the coming years - reaching a value of Euro 1.2 billion in 2005. But that figure is based on that the content providers and the mobile operators form partnerships - the mobile operators need to understand that they must offer attractive revenue and business models - and the record companies need to look forward on how to offer their music and music videos in entertaining and innovative mobile service packages.

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Article Author: Eric Olsen

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