World demand for mobile downloads is set to triple in the next 12 months, creating a €7.6 billion global market for mobile content, according to international research by LogicaCMG.

The UK has 60 million mobile phone users, and is home to the largest mobile phone company in the world.

It is also birthplace to mobile competition and choice.

European market is growing fast too

Europe has the world's largest mobile handset market, with over 144 million sold last year.

That’s an increase of 19 per cent on 2003, according to a new International Data Corporation survey (June 2005).

UK market highly receptive

UK consumers are becoming widely recognised as being ‘early adopters’.

There is real enthusiasm for all things digital as well as receptive attitude towards consuming new technology.

So it's hardly surprising then, that 'content', the information and data carried over the vast mobile networks, is becoming the next big thing in the UK.

"This [LogicaCMG] survey proves that a substantial market for mobile content exists, with great opportunities for mobile operators worldwide," says Paul Gleeson, chief operating officer at LogicaCMG global telecoms.

New content markets open up

Aside from ringtones and SMS, music, gaming, TV and information are the big four content segments opening up right now.

"Mobile phone users are starting to experiment with their phones' capabilities but, drawing a parallel with the popular SMS experience, it is clear that the service needs to be simple, safe and intuitive from initial browsing through to payment and download." says Gleeson

Mobile music spending increases

Research by PricewaterhouseCoopers (PwC) shows that European expenditure on mobile music, including digital downloads and ringtones, rose 5.7 per cent during 2004, the first gain in five years.

PwC goes as far as to say that mobile music 'will be the driver behind the music industry'.

According to PwC, in Europe, the Middle East and Africa, mobile music accounted for 10 per cent of the market in 2004 and will constitute nearly a third of total spending on recorded music in 2009.

Mobile music spending will be approximately $6.4 billion in 2009, a 33.9 per cent compound annual increase.

The same research shows the total spend on ringtones was $37.8 million in 2004. By 2009, PwC forecasts that will skyrocket to reach $3.4 billion.

So what's triggering this mobile wave?

Vincent Kavanagh, managing director of Sea Level Consulting, believes the mobile content wave in the UK is primarily being driven by the youth market.

"Where we are now, and perhaps the strongest point, is in the general acceptance of mobile content," Kavanagh said.

"The ringtone phenomenon is just an incredible, high value mobile content marketplace. The acceptance and penetration of that type of content is huge."

Business rises to the challenge

New companies are setting up to exploit this massive mobile content potential, firms such as Bango, Monstermob, Smart BizChannel, Surfkitchen and Volantis.

Other international players such as Motricity, AOL, Reuters, Virgin and the BBC all now have dedicated mobile content management personnel eager to plug in their rich content into the multimedia mobile revenue streams.

Do you want more proof that mobile content is hot?

We can tell you that mobile guru and former Orange CEO and chairman of Carphone Warehouse plc Hans Snook is leaving the stability and security of the corporate world to head up a fledgling mobile content startup.

And while it may not be to everyone's auditory taste, the 'Crazy Frog' (a UK ringtone that was a chart hit) may well have helped spawn the next wave in mobile.