Table of Contents
- 1 Critical decisions are now required to make a success of mobile TV
- 1.1 Operators are taking diverse approaches to mobile TV and video
services, but not all will succeed
- 1.2 Success will depend on the careful design of services, marketing,
technology and the value chain
- 2 Services must bring the appeal of traditional TV to mobile users
- 2.1 Mobile operators are starting to embrace mobile TV and video services
- 2.2 Rapid developments in 3G TV and video services have resulted in
diverse propositions from mobile operators
- 2.3 Conventional TV combines a wide choice of content with the mass
appeal of mainstream TV channels
- 2.4 Mobile TV and video must be suitable for customers in a variety of
usage situations
- 2.5 Mobile TV and video services must fit within technology constraints
- 2.6 Mobile TV and video should be made an important part of 3G service
marketing
- 3 3G will dominate early mobile TV services but has important limitations
- 3.1 3G will carry the vast majority of mobile TV and video services over
the next three years
- 3.2 Success of TV and video on 3G networks demands careful management of
service usage and revenue per Mbyte
- 3.3 Underutilised 3G networks can support high usage in the short term,
but strong take-up could swamp them
- 3.4 Pricing of TV and video on 3G networks must carefully balance
affordability for users with profitability for operators
- 3.5 While Super 3G and 4G are options for the future, broadcasting
technology may be required much sooner
- 4 MBMS will add a valuable broadcasting capability to 3G networks
- 4.1 MBMS overcomes capacity and cost limitations of conventional
point-to-point transmission of TV and video on 3G networks
- 4.2 To succeed with MBMS, mobile operators must develop a small number
of highly popular channels
- 5 Dedicated mobile broadcasting networks could complement or compete with
3G
- 5.1 DVB-H, DMB and MediaFLO are vying for deployment in Western Europe
and the USA
- 5.2 DVB-H will require major investment, and the need for new spectrum
may limit deployment to a small number of markets
- 5.3 DMB is an enhancement of DAB radio and is emerging as a strong
competitor to DVB-H
- 5.4 MediaFLO will be implemented in the USA, but its broader prospects
are uncertain
- 5.5 Fragmented adoption of broadcasting technologies will limit
economies of scale compared to 3G
- 6 Broadcasters and third parties must become increasingly involved
- 6.1 Broadcasters and third parties can add key elements to the value
chain for mobile TV and video services
- 6.2 Mobile operators must carve out their role in the mobile TV and
video value chain using their 3G networks and customers
- 6.3 Pay-TV companies can play an important role and bring in significant
numbers of customers
- 6.4 National broadcasters can bring mainstream content and loyal
customers to mobile TV and video services
- 6.5 Other parties may play an important role in providing aggregation,
editorial services and technical support
- 6.6 A variety of value chains will emerge
- 7 Success of mobile TV and video requires nine key ingredients
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