Product overview
Market research indicates strong latent demand for mobile TV and video, and early take-up of services in some markets shows the potential to translate this into high take-up and usage. However, the opportunity presents substantial challenges relating to the technology platform, business model and content acquisition; operators face the challenge of delivering the services that mobile users want at an affordable price, and still making a profit. Although 3G achieves substantial improvements in throughput, capacity and cost per Mbyte compared with 2G, TV and video services can consume substantial network resource and yield lower revenue per Mbyte than other services. Several mobile players, including Nokia and Vodafone, are experimenting with digital TV broadcast platforms as a complementary technology for the delivery of these services, and a number of mobile handsets in Japan and South Korea already incorporate broadcast TV receivers. A further challenge for mobile operators is
acquiring, packaging and branding attractive video content, which often comes at a very high price. Mobile operators face a diverse set of potential suppliers ranging from well established broadcasters and film studios to numerous independent sources and a number of emerging video content aggregators. Given the potential of TV and video services it is critical for mobile operators to establish the right technology evolution path and to forge early relationships with the right content and broadcast players. This report identifies key factors in achieving success with mobile TV and video services.
TV and Video Services on a Mobile Phone: the killer application for 3G? answers your key questions:
- What is the market opportunity for mobile TV and video services? What are the key challenges for operators and broadcasters to address this market?
- How are mobile operators addressing the 3G video services market today? What services and business models are being introduced?
- How will advances in cellular technology (e.g. HSDPA) change the fundamental business case for mobile TV and video services?
- What are the alternatives to 3G for the delivery of mobile TV and video services? What scope is there for integration with DVB-T, DVB-H or satellite TV?
- What are the key factors in the business model for successful mobile TV and video services? What is the potential revenue per Mbyte for mobile video? How significant are content costs?
- What actions can be taken now to secure a strong position in the mobile video market?
Who should read this report?
- Mobile operators: understand the market and business model for mobile TV and video and the implications for 3G technology and service portfolios. Understand the need for relationships with broadcasters and broadcast technology integration requirements
- TV broadcasters: understand the capabilities and limitations of 3G technology for delivery of TV and video services and partnership opportunities with mobile operators
- Handset and equipment vendors: understand the factors shaping the technology platform for delivery of mobile TV and video services
- Investors: understand the importance of mobile TV and video in the 3G service portfolio and the potential impact on technology evolution
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