With global mobile service revenue stagnating and 5G on the horizon mobile operators need to evaluate their role in content and entertainment. Key drivers for content bundling in tariffs includes churn avoidance, boosting stickiness in mature markets, upselling users to higher priced tariffs and monetizing premium content. However, the majority of MNOs have stepped back in fear of fierce competition from over-the-top services. In this report Strategy Analytics examines the key trends of operators in content, including the approaches of AT&T, Bharti Airtel, China Mobile, Orange, Reliance Jio, Telefonica, Turkcell and Verizon, among others.  Clients to the Wireless Media Strategies services can access the full report here.

2.1     The Mobile Content and Entertainment Opportunity in Context 5

2.2     Mobile Operator Content Objectives  6

2.3     The Mixed Impact of Operator Content Initiatives  7

3.1     Content services  11

3.1.1       Competing versus co-operating with OTTs in content services  13

3.1.2       Content Rights  14

3.2     Cross-selling Drives Immediate Value for Quad play  15

3.3     Application-Centric Tariffs on the Rise  15

3.4     Content-Bundled Tariffs Remain Fashionable  17

3.4.1       Own versus Third-Party Service Bundling  18

3.5     Content Ecosystem Enablement 19

3.6     Future opportunities in content 20

3.7     AT&T and Verizon Demonstrate Leadership in Content 20