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Mobile users are demanding more "erotic" entertainment as industry analysts forecast a surge in growth in the industry.

Analysts Juniper Research expect the worldwide mobile adult content market to be worth $3.3bn by 2011, up from its current level of $1.4bn, and a significant increase on forecasts by Informa Telecoms and Media last year which predicted a market value of $2.3bn by 2010.

Europe is considered the most lucrative market, according to the Juniper study, with the Asia Pacific region the next most valuable to the industry.

A total of $14.5bn in revenue is expected to be generated by the adult mobile content sector over the next five years with Europe accounting for 39 per cent revenue over this period. The study estimates that video-based services will account for over 70 per cent of revenue in the mobile adult content market by 2011.

"Adult content business models have succeeded in other major delivery media: print, cinema, DVD, PPV TV etc. There is no reason why the mobile channel should not be equally profitable for adult content industry players," Juniper Research research director Bruce Gibson said.

"The mobile channel will provide a different way of presenting adult content to traditional delivery channels and will reach new audiences. Mobile is about fun and instant gratification. I think the biggest opportunity is at the casual and softer end of the adult market, [such as] lads in pubs sharing a video clip after a few pints and people looking for a bit of fun when they have spare time to kill etc, not the hard core stuff," he said.

Earlier this month Respond Mobile, a British-based firm that provides adult mobile content, announced the launch of a pan-European service called Rhythm TV. This service will edit content from adult entertainment television stations such as XXX TV and 100 per cent Babes to suit the shorter viewing habits of mobile users. The service is scheduled for launch in January.

Copyright © 2006, ENN

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