MUMBAI: Juniper Research predicts that the mobile entertainment market is set for a new era of rapid growth as 3G environments become more commonplace, applications built for mobile predominate and more users in the mass market exploit the mobile phone as a multifunctional communications and entertainment device.

The value of the mobile entertainment market, including music, games, TV, sports and infotainment, gambling and adult content is forecast to increase from $17.3 billion in 2006 to nearly $77 billion by 2011, driven by mobile TV, video rich applications and a buoyant Asian market. This may be rapid growth but there are still a number of barriers.

Juniper Research Mobile Entertainment Series principal author commented," The face of mobile entertainment is expected to change significantly over the next five years as next generation mobile services continue to be rolled out around the globe and take up steadily increases. As 3G services become commonplace, sophisticated mobile entertainment products and services can reach the mass market and provide the sort of anywhere anytime entertainment that has been predicted for some time, but not really delivered."

However, he added a note of caution, "Whilst the potential to generate dramatically increased revenues is certainly there, many uncertainties affecting sections of the market still exist and could put a break on growth - the development of legislative environments for mobile gambling and adult content, and the success of broadcast mobile TV trials currently underway or planned, are just two examples." Dramatic changes in service delivery are forecast, but some aspects of market structure will not change. The Asia Pacific region currently provides the largest market for Mobile Entertainment services and contributes over 40% of global revenues. Despite more rapid growth in North America and in developing markets, the Asia Pacific region is forecast to retain its leadership through to 2011, when it will still contribute 37% of global revenues.