[雙語翻譯]手機游戲外文翻譯--手機游戲行業(yè)挑戰(zhàn)和政策影響（英文）

1、Mobile gaming: Industry challenges and policy implicationsClaudio Feijoo a,n, Jose ´-Luis Go ´ mez-Barroso b, Juan-Miguel Aguado c, Sergio Ramos aa Universidad Polite ´cnica de Madrid—CeDInt, Campus de Mon

2、tegancedo, Pozuelo de Alarco ´n, 28223 Madrid, Spain b Universidad Nacional de Educacio ´n a Distancia, Spain c Universidad de Murcia, Spaina r t i c l e i n f oAvailable online 4 January 2012Keywords:Mobile ga

3、mingMobile content and applicationsGaming industryMobile ecosystema b s t r a c tMobile games are a prime example of a successful mobile application and demonstratethe increasing range of platforms for the media and ente

4、rtainment industries. Againstthis convergent background, this paper introduces the basic features of the mobilegaming market and its industrial ecosystem together with its main actors and activities.The focus of the pape

5、r lies in the challenges ahead for the evolution of mobileapplications into a potentially dominant game platform and the possible disruptionsalong this road. The deep personal relationships between users and their mobile

6、 devicesare considered to further explore the link between mobile games, players’ strategiesand pending techno-economic developments. The paper concludes with a brief discus-sion of some policy options to assist with the

7、 development of this domain.& 2011 Elsevier Ltd. All rights reserved.1. IntroductionApplications for mobile devices are an outstanding example of the convergence between electronic communications and the media and en

8、tertainment industries. Convergence usually implies major expectations of new businesses based on the opportunities of an unexplored domain as well as the practical difficulties in transforming existing markets and under

9、standing new preferences of users. This is the case for mobile gaming. In fact, the appeal and opportunities of this market are attracting innovators, entrepreneurs and many old and new industry players. Together, these

10、groups are re- shaping this industry. There has also been some academic interest in the field of mobile gaming (or, more appropriately, in mobile entertainment) during the last decade. However, the available literature h

11、as adopted either the social media perspective or the game design perspective. A holistic view is still lacking, specifically in view of the recent developments in mobile gaming. There is very recent academic interest in

12、 mobile platforms, in the development of mobile applications on these platforms, and in the videogame industry in general. References provided throughout the text present some of the most relevant contributions with rega

13、rd to mobile gaming. However, the authors consider the specific mobile gaming perspective to be insufficiently addressed thus far. This paper provides an overview of the status and future prospects of mobile gaming, with

14、 a view toward possible policy options that may target this area. Its main aim is to provide some direction for further academic research on this timely topic. The methodology used in this study is based on desk research

15、 of the available literature and the data provided by the industry, complemented by a small survey conducted in 2010 to verify the status of the domain from the users’ perspective.Contents lists available at SciVerse Sci

16、enceDirectURL: www.elsevier.com/locate/telpolTelecommunications Policy0308-5961/$ - see front matter & 2011 Elsevier Ltd. All rights reserved.doi:10.1016/j.telpol.2011.12.004n Corresponding author.E-mail addresses: c

17、feijoo@cedint.upm.es (C. Feijoo), jlgomez@cee.uned.es (J.-L. Go ´ mez-Barroso), jmaguado@um.es (J.-M. Aguado).Telecommunications Policy 36 (2012) 212–221distribute games to mobile players. Other popular games, like

18、The Sims, provided additional game content to be downloaded to mobile phones. From 2007 on, a number of development studios decided to focus exclusively on mobile devices instead of porting existing console or PC games.

19、Since 2008, the model has become stable. Browsing from mobile devices and downloading from application stores are becoming the standard way to consume mobile games. Due to the diffusion of handsets and the increasing aff

20、ordability of mobile data plans, the mobile platform reaches wider demographics than ever and offers ample space for the adaptation of existing games and the development of new types of games. Mobile devices are already

21、a viable alternative to other gaming platforms.5In addition to this broad market base, mobile games can make intensive use of the competitive advantages of the mobile platform, such as complete ubiquity (availability at

22、any time and any place), the highest level of personalisation (while maintaining close contact with social networks), and, looking into the future, context awareness (with location as a current and main example). Therefo

23、re, the mobile gaming scenario is no longer that of a delayed or modest extension of console or PC games. Rather, mobile gaming is a distinct user experience with a number of unexplored avenues.3. Supply side of mobile g

24、aming3.1. Actors in the arena: the mobile ecosystemThere are a number of different methodologies to explore the supply side of mobile content and applications. Among the most relevant approaches are the modelling of the

25、business model in detail (Bouwman, Faber, Haaker, Kijl, & Reuver, 2008), the inclusion of dynamics to improve the understanding of the evolution of business models (Eaton, Elaluf- Calderwood, & Sorensen, 2010) an

26、d conceptualising the relationships to establish an e-business model (Osterwalder & Pigneur, 2010). This article follows the ecosystem approach (Fransman, 2007), a more general theory that is nevertheless able to sim

27、ultaneously capture the technical, economic and institutional relationships in an emergent domain that is not yet mature enough for proper modelling with more specialised methods. Therefore, this method is better suited

28、to identify potential policy measures. The general ecosystem of the mobile industry is introduced in Feijo ´o, Maghiros, Abadie, and Go ´mez-Barroso (2009). The adaptation for mobile gaming is presented in Fig.

29、 1. As seen in the figure, the mobile gaming ecosystem follows the conventional three-stage model for digital mass consumption: (1) creation/production/publishing, (2) delivery/distribu- tion/access and (3) use/consumpti

30、on/interaction. The figure also highlights the activities in the software game industries that are independent of mobile games (white boxes), the elements that are directly connected to or necessary for mobile games (pal

31、e grey boxes) and the new – and generally non-existent – activities that may be required for next-generation mobile games (dark grey boxes). In comparing the main players of the software games industry, it can be said th

32、at in the mobile domain, the market relevance of game publishers – the key player in other gaming platforms – is counterbalanced by the relevance of mobile operators, handset suppliers and application store providers. It

33、 is obvious from the number of activities required to develop and market a mobile game that the structure of the ecosystem is complex. From the perspectives of developers and publishers, putting a mobile game onto the ma

34、rket involves more steps than other gaming platforms. In a typical scenario, mobile games must match a quintuple layer of technical specifications: type of device, operating system in the device, applications in the devi

35、ce that could be connected with the game, features of the technologies used in the network infrastructure and implementations of support systems, including portals, application stores, platforms, business models or billi

36、ng. In addition, there may be other specifications related to user profiles and/or contexts. In the mobile domain, the first three layers mentioned offer a multiplicity of possibilities not found in other gaming environm

37、ents, such as video consoles or on-line games.3.2. Power struggle inside the ecosystem: mobile platformsAny successful mobile service provision requires the cooperation of different players in each of the stages shown. T

38、herefore, integrating as many activities as possible or, at least, maintaining control of them is a rational step toward decreasing the transaction costs. This is the platformisation of the mobile ecosystem, in which the

39、 main players attempt to group together, in a loose or tight scheme, all of the required roles for a common set of hardware, software and other techno-economic specifications. Each of these platforms is seeking new reven

40、ues from the combination of mobile content and applications with their portfolio of products and services. Mobile games are included in these portfolios. Consequently, how platforms evolve is presently one of the key ele

41、ments in understanding mobile gaming industry trends. The current success of mobile platforms implies a clash of business models and cultures. Content and application providers intend the network to be neutral and a mere

42、 system of transport and distribution, whereas operators attempt to5 The Information Solutions Group (2011) shows the results of a survey from January 2011 with 2425 UK and US online panellists. When asked toidentify whi

43、ch gaming-enabled device they played games on most often, 44% cited their phones, ahead of videogame consoles (21%) and computers(30%). Smartphone owners are by far the most avid mobile gamers: 93% of smartphone owners s