The in-depth study is backed up with pertinent research from interviews with key industry players and focuses on one of the industry's most important debates: how will the sharing of non-messaging mobile content revenues evolve by 2012, and who is likely to retain what portion of those revenues? To answer these questions, this forward looking report explores three different business model scenarios: Dumb pipe; On-portal; and Smart pipe, while providing a crucial analysis of the various strategic options available to optimise organisational profitability.

Key Questions Answered In the Report:
- What will be the size of the non-messaging mobile content (NMMC) market by 2012?
- How will the sharing of NMMC revenues evolve by 2012?
- What types of business models will emerge for NMMC?
- Which types of mobile content service provider are likely to profit most from the NMMC market by 2012?
- How will the type of business model affect the size of revenues available to NMMC providers?
- What types of business-to-business or wholesale revenue models will generate the highest revenues by 2012?
- Which types of user-centric value configuration will be most important by 2012?