This report analyses supplier opportunities around content lifecycle management (CLM) tools and platforms for supporting mobile digital content services.

Ovum’s research shows that many mobile operators are now reappraising the platforms needed to support their content services. In particular, there is increased interest in developing more integrated CLM processes for digital content. This is being driven by greater emphasis on customer care from marketing groups, the emergence of advertising-supported content and the delivery of multi-channel content services.

These changes offer renewed hope and new challenges to those suppliers that are able to build, or contribute to, broad-based CLM platforms.

Table of contents

Key messages

What is content lifecycle management?
The role of CLM in mobile
Silo proliferation has been a challenge for CLM
End-to-end CLM processes remain the exception
Do broad, end-to-end CLM solutions exist?
Drivers of CLM consolidation
Complexity favours managed and hosted services
Customer care focus brings marketing and IT together
Advertising is a major incentive for CLM consolidation
Content-driven FMC will be a driver for CLM consolidation
The advanced guard
Established suppliers have the opportunity to capitalise
Recommendations

Table of figures

Figure 1 Basic CLM processes for digital content
Figure 2 A selection of managed content service contracts with mobile operators
Figure 3 CLM processes are replicated across application silos
Figure 4 Primary targets for CLM process consolidation
Figure 5 Advertising insertion across multiple content applications