White paper on creativity - ebla center

Chapter 9Italian excellence – Mobile Digital EntertainmentSince the early 1990s, the sales volume of the mobile digital entertainment sector hasgrown at an impressive rate, almost + 50% per annum from 2002 to 2006. In 2006,however, the growth in consumption slowed sharply: there was a rise from 253 millioneuros of sales in 2002 to 903 million in 2005, and 1,031 million euros in 2006. Thevarious types of content used on portable devices range from music (1.5%), video(11%), phone personalisation (30%), games (8%), SMS, MMS and other infotainment(41%).On the international scene, Italy is definitely one of the major consumers of mobilephone content – from ringtones to videos there is a huge market. Music is easier tomonitor – thanks to IFPI data under the entry: “Other content, mobile music (withrights)”, in the Bocconi Report on music for 2007 – and we find that sales totalled 95.1million euros.Table 9.1ONLINEMOBILE1 USA 67% 33%2 Japan 8% 91%3 UK 71% 29%4 South Korea 63% 37%5 Germany 69% 31%6 France 39% 61%7 Canada 58% 42%8 Australia 55% 42%9 China 27% 73%10 Italy 43% 56%Source IFPI, based on first half 2007 Industry revenues“The main international digital markets highlight a split between online music (musicfiles sold on the Internet) and mobile music (content for mobile phones; the IFPIfigures only refer to full track downloads and truetones). While the United States andJapan are the leaders, another top consumer is South Korea with a very advancedmarket from the technological point of view, while the new entry China, like Japan,shows a much stronger preference for using mobile rather than online channels. Italyalso makes a greater use of mobile channels for music consumption, as does France,albeit less markedly. The United States, the United Kingdom and Germany, however,continue to be the markets on which Internet distribution is relatively more important.”(“Economia della musica” in Italia Rapporto 2007, Centro ASK [Art, Science andKnowledge], Università Bocconi: Andrea Ordanini [Co-ordinator] and LorenzoMizzau).WHITE PAPER ON CREATIVITY 218