Description
This is a presentation about electronic arts mobile gaming.
Electronic Arts Mobile
EA Mobile 2007 Update
• Fiscal Year 2007 Revenue Breakdown*:
5
• Fiscal 2007 NI Change*: $236M->$76M
* Source: Electronics Arts (ERTS) 2007 Annual Reports (Form 10-K)
Ecosystem: Video Gaming
Content Provider Middleware Consumer
Game Publishers
Console Makers
Game Developer
Broadband Provider
Retailer
Ecosystem: Mobile Phone Gaming
Cell Phone Vendors
Content Provider
Game Publisher
Game Developer
Consumer Mobile Carriers
VISOR
Value Proposition
1. Provide entertainment anytime and anywhere Could be easily purchase through wireless environment Could allow multiple users interaction
Revenue
1. Game downloading
2. 3.
2. Service subscription “The problem is: the input and the device is still too slow, even on simple 3. In-game Advertisement games. The reaction time of the little four-way controller and your character...the lag is still enough to where you couldn't play the game very well.” Cost Interface 1. 2. 3. Game developer studio - Richard Carrier Server maintenance 1. UI is inconvenient (small screen, Garriott (a.k.a. Lord British, Creator of Ultima Online) small pad, bad audio output, bad computation ability)
Organizing Model
1. 2. 3. Game developer studio Game publisher Service Carrier
Service Platform
1. 2. Different Cell Phone OS Different Carrier and wireless Protocol
Strategic Issues & Choices
1) Biz Model / Revenue Sources
– – – Selling Game Titles
• Heterogeneity – Supporting multiple platforms is crucial Mobile Internet Connectivity: Ubiquitous?
Harvesting Subscription Fees?
•
In-Game Advertisement?
2) What strategy can EA mobile implement? 3) Alliance and Partnerships
– – Brand Phone Vendors Carriers
Mobile Phone Gaming Value Chain
3rd-party Game Developers System Integration Advertisers
Codevelo pment/ Co-Mkt
Channe l/Server Colocation
Create Mkt-Pull
Chip Vendors
ODMs
Phone Vendors
Carriers Users
Recommendations
• Preloading Game Downloaders in new phones
– Working closely with Brand phone manufacturers
• Revising Service Platform User Interfaces
– Streamlining purchasing process
• Supporting more Platforms
– Incorporating cross-platform technology (J2ME etc.)
doc_479990170.ppt
This is a presentation about electronic arts mobile gaming.
Electronic Arts Mobile
EA Mobile 2007 Update
• Fiscal Year 2007 Revenue Breakdown*:
5
• Fiscal 2007 NI Change*: $236M->$76M
* Source: Electronics Arts (ERTS) 2007 Annual Reports (Form 10-K)
Ecosystem: Video Gaming
Content Provider Middleware Consumer
Game Publishers
Console Makers
Game Developer
Broadband Provider
Retailer
Ecosystem: Mobile Phone Gaming
Cell Phone Vendors
Content Provider
Game Publisher
Game Developer
Consumer Mobile Carriers
VISOR
Value Proposition
1. Provide entertainment anytime and anywhere Could be easily purchase through wireless environment Could allow multiple users interaction
Revenue
1. Game downloading
2. 3.
2. Service subscription “The problem is: the input and the device is still too slow, even on simple 3. In-game Advertisement games. The reaction time of the little four-way controller and your character...the lag is still enough to where you couldn't play the game very well.” Cost Interface 1. 2. 3. Game developer studio - Richard Carrier Server maintenance 1. UI is inconvenient (small screen, Garriott (a.k.a. Lord British, Creator of Ultima Online) small pad, bad audio output, bad computation ability)
Organizing Model
1. 2. 3. Game developer studio Game publisher Service Carrier
Service Platform
1. 2. Different Cell Phone OS Different Carrier and wireless Protocol
Strategic Issues & Choices
1) Biz Model / Revenue Sources
– – – Selling Game Titles
• Heterogeneity – Supporting multiple platforms is crucial Mobile Internet Connectivity: Ubiquitous?
Harvesting Subscription Fees?
•
In-Game Advertisement?
2) What strategy can EA mobile implement? 3) Alliance and Partnerships
– – Brand Phone Vendors Carriers
Mobile Phone Gaming Value Chain
3rd-party Game Developers System Integration Advertisers
Codevelo pment/ Co-Mkt
Channe l/Server Colocation
Create Mkt-Pull
Chip Vendors
ODMs
Phone Vendors
Carriers Users
Recommendations
• Preloading Game Downloaders in new phones
– Working closely with Brand phone manufacturers
• Revising Service Platform User Interfaces
– Streamlining purchasing process
• Supporting more Platforms
– Incorporating cross-platform technology (J2ME etc.)
doc_479990170.ppt