TECHNOLOGIES TO watch - Consumer Electronics Association

More documents

Recommendations

Info

32Pricing could be another acceptance challenge facing wirelessgaming decks. Initially, the price points for these emergingmobile gaming devices (expected close to $300) could keeppenetration low. But subsidies, either from carriers or softwarepublishers, could bring prices down to levels that appeal to abroader audience. However, considering the price and availabilityof other mobile gaming solutions, some industryobservers question whether sufficient demand exists in the U.S.market (at least at present) to support these devices. A StrategyAnalytics forecast predicts wireless gaming decks likely willremain a niche player on the global scene – accounting for onlyabout four percent of the expected 704 million cellular deviceunits sold worldwide in 2008. By comparison, other cellulardevices such as phones that include music, video or camerafeatures could comprise 40 percent of cellular device sales by2008.Wireless Game Development EvolvingMobile games are diversionary compared to the immersivequalities of their computer and console-based cousins. Thedevelopment, marketing and distribution of wireless games inthe coming years could make or break the business. Apart fromthe networks, devices and standards, it boils down to thegames themselves and the value consumers place on them.The business model for creating and selling wireless games isbeginning to resemble the computer and console game segments.Wireless game developers such as Blue Heat,Centerscore and Nuvo Studios are partnering with publishersincluding JAMDAT and Gameloft to take their games to market.Some companies like Sorrent and Red Mercury are producingand marketing their own content. Well-known publishersof computer and console games like Sega and THQ arebeginning to create mobile games for wireless devices. Andother top game companies like Electronic Arts, Activision andAtari are starting to license their content for mobile games.Interest in New Wireless Devices AmongRespondents with a Mobile Lifestyle“Very” or “Somewhat”InterestedCombo wireless phone, pager and PDA 49%A wireless phone with a built in GPS 39%A wireless phone that couldsynchronize with a PCA wireless phone with a builtin digital cameraA wireless phone that you canupload/download from the InternetA PDA that could upload/downloadfi l es fr o m the I nt ernetA wireless phone on whichyou could view video footageSource: CEA Consumer Research, Mobility Needs Study, August 200240%33%31%30%26%mass market and a large variety of games should be available.Mobile games can be downloaded electronically or come oncartridges or media cards. Downloadable mobile games aregenerally simplistic in nature and are relatively cheap (andsometimes free). Mobile games on cartridges are usually brandedgames that carry higher price tags.Development of mobile games (especially for cell phones) canbe a challenging proposition, considering the inherently smallscreen sizes, wide variation in button configurations, multipleformats and limited development budgets. But resources existto aide the development community. Consider the annualAssembly event held in Finland, co-sponsored by HP,GameFederation and Nokia, where developers come togetherfor four consecutive days to program games and party.Red Mercury, a key developer of Palm-based games, saysmobile game software should be designed to appeal to the5 TECHNOLOGIES TO watchOCTOBER 2003
Marketing Mobile Games and Other IssuesIn terms of distribution and sales, models vary across the differentmobile gaming segments – ranging from retail off-theshelfsoftware for portable game consoles to downloadable trialgames for cell phones with the option to purchase within 30days or the game locks you out. Most experts agree thatregardless of platform or device, the pay-per-game modelholds the best hope for success.Scott Corley, Red Mercury’s founder, says not to expect aglittering marketing campaign for most mobile games – therevenues just aren’t there. Corley says advertising via word-ofmouthis sometimes the best a developer can expect for thesesimple, off-brand mobile games. Analysts agree, stating thatbranded games that are available via download or cartridge, willhave the highest profit potential. In some cases, marketing plansfor branded games can almost be commensurate with advertisingand media efforts currently seen for many console games.Because branded games, especially the cartridge variety, aregenerally more elaborate and detailed, you can expect to paymore for these games – in some cases almost as much as a consolegame. Instat/MDR Senior Analyst Eric Mantion suggeststhat pricing for mobile games should be in-line with the functionthey serve. “Mobile and wireless games provide us with adiversion, opposed to the immersive experience of today’scomputer and console games,” said Mantion. “I find it unlikelythat consumers will be willing to pay equally for both.”On the public policy front, one issue facing the games industrythat could eventually affect the mobile games business is a possiblemove by Congress to enact a law making it a crime to sella mature-rated game as designated by the EntertainmentSoftware Rating Board (ESRB) to anyone under the age of 18.Some state legislatures also are considering similar laws.However, the ESA, along with leading retail and gamedevelopment groups, has challenged these efforts. Consideringa large share of the growth in the mobile gaming segment willcome from younger age groups, this developing issue is one towatch.Rear Seat Entertainment – Gaming onFour WheelsAt present, the connection between mobile video electronicsand gaming applications is limited to plug-n-play consoleentertainment for rear-seat occupants. And the overall marketfor rear-seat entertainment systems is still embryonic. But earlysigns suggest that this segment could soon develop into a fullfledgedmobile gaming market through the convergence ofmobile video electronics (rear-seat video screens) and in-vehicletelematics. Mobile video electronics include rear ceilingmounted displays, floor consoles or screens installed in theheadrest of the front seats. Also available are system-in-a-bagsolutions that hang from the back of the front seats. Already,several vehicle manufacturers offer mobile video electronics asoptional equipment. And factory shipments of mobile videoelectronics to the aftermarket for this segment look promising.CEA market research shows Audiovox, Kenwood, Sony andPioneer as some of the early manufacturers to enter thisemerging product segment.Automotive telematics is the wireless exchange or delivery ofcommunication, information and other content between theauto and/or occupants and external sources. About 10 percentof all vehicles sold in the U.S. come with some form of telematicstoday, according to the Telematics Research Group. Thesesystems are mostly used by front-seat occupants for information,communication and navigation. Telematics ResearchGroup explains most current entertainment systems in therear-seat are not telematics because they do not have two-waycommunications capabilities. But the trend is to add communicationscapabilities to entertainment systems usually by providinga link to an embedded or integrated mobile phone. Theresulting communications capability transforms today’s mobileentertainment solutions into interactive entertainment systems.Considering the growing wireless gaming trend in theU.S. Forget the magnetic board games, this will keep the kidsoccupied on those long family trips.33OCTOBER 20035 TECHNOLOGIES TO watch
Page 3 and 4: TECHNOLOGIES TOwatchFIVE TECHNOLOGI
Page 6 and 7: THE OVER-RIDING NOTION IS FOR A PC,
Page 8 and 9: 6Convincing Consumers: Digital Cont
Page 10 and 11: EXPERTS ARGUE THAT A NEW BREED OF C
Page 12 and 13: 105 TECHNOLOGIES TO watchOCTOBER 20
Page 14 and 15: 12Public Wi-Fi Hot Spots WorldwideL
Page 16 and 17: PARKS ASSOCIATES FOUND THAT WIRELES
Page 18 and 19: 16“Wi-Fi is happening,” said Da
Page 20 and 21: 18CEA’s Wireless InitiativesRetai
Page 22 and 23: IN 1999, TWO SILICON VALLEY COMPANI
Page 24 and 25: 22So, the DVR industry has a diffic
Page 26 and 27: BLU-RAY IS A NEW DISC TECHNOLOGY TH
Page 30 and 31: 28Quick Facts About Gamers43 percen
Page 32 and 33: 30bandwidth dilemma by using data p
Page 36 and 37: 34Ready to Get Your Game On?Mobile
Page 38 and 39: NOW HIGH-RESOLUTION AUDIO IS POISED
Page 40 and 41: 38tronics needed to turn a TV into
Page 42 and 43: 40from a home PC for TV display via
Page 44 and 45: CONGRESS HAS APPROVED THE SPENDINGO
Page 46 and 47: 44and remote vital-sign monitoring

TECHNOLOGIES TO watch - Consumer Electronics Association

Create successful ePaper yourself

Delete template?

Save as template?