With the study ”MeM – Winning in Mobile eMarkets” at the beginning of 2000, the TIME labs Research Center @ Diebold already identified the topic ”Mobile Markets” and described the resulting trends and consequences for the most diverse sectors of industry. The real hype began globally with the awarding of the UMTS licenses, for which six licensees in Germany paid almost DM 100 billion at auction. However, after many visions of the future had been swapped and the first frenzy of enthusiasm had subsided, the same old question suddenly recurred: how can you make money out of mobile phones (especially with the heavy burden of the license and network architecture costs)?

Basically you can make money on the mobile Internet if the provided content is attractive and generates individual added value. Business models based on this requirement must focus the situation- and location-based specifics of mobile markets. This is where the media and entertainment companies are the center of interest, because nobody understands better than they do, how to generate and aggregate content and bundle it in attractive saleable packages for all types of output media and target groups.

In the first place this study should support media firms in becoming aware of mobile media markets, and recognizing and seizing the chances they offer for their own firms. At the same time, however, it is also directed at all the other players in the mobile value chain (mobile telecommunications firms, mobile phone manufacturers, mobile enablers etc.), in that it indicates interfaces and possible forms of co-operation. Chapter 2 begins this by describing the general basic conditions in the media industry in the digital age. Chapter 3 then deals with the definition and the characteristics of mobile media markets, and core Chapter 4 follows with an analysis of possible mobile content and exposition of attractive and successful business models. The strategic basic conditions encountered by media firms and the migration routes they can take to the ”Mobile Publisher” are described in Chapter 5. Finally, Chapter 6 explains the implications of a mobile involvement for media firms. Chapter 7 gives the prospects for future media usage with the vision of a ”Personal Net-work”.

We hope that the reader will achieve two aims with this study:

1. He will understand what mobile media markets are, how they function and what impact these changes will have on their own firm and its product portfolio.

2. He will obtain an important basis for making the earliest possible start on developing own mobile business strategies. Sincere thanks here to all the colleagues who have made a major contribution to the success of this study with their support and ideas.

Marc Ziegler and Bernd Adam, April 2001