Mobile TV Broadcasting

Executive summary

1. Introduction - The next step in the evolution of television

2. Broadcast network technologies

• 2.1 Introduction
• 2.2 Streaming over mobile networks
• 2.3 MBMS and TDtv
• 2.4 DAB-based technologies: T-DMB, S-DMB, DAB-IP
  • 2.4.1 Leading market: South Korea
  • 2.4.2 T-DMB trial and deployment activities
• 2.5 DVB-based technologies: DVB-H and DVB-SH
  • 2.5.1 Leading market: Italy
  • 2.5.2 DVB-H trial and deployment activities
• 2.6 MediaFLO
  • 2.6.1 Leading market: US
  • 2.6.2 MediaFLO trial and deployment activities
• 2.7 ISDB-T (OneSeg)
• 2.8 A-VSB
• 2.9 Satellite solutions
  • 2.9.1 DVB-SH (DVB-H+)
  • 2.9.2 S-DMB
• 2.10 Video on demand

3. Contents and consumption

• 3.1 General observations
  • 3.1.1 Consumer behaviour
  • 3.1.2 Content preferences
• 3.2 Europe
  • 3.2.1 Italy: Europe' s biggest consumers
  • 3.2.2 France: 400,000 users connect to million times per month via PC and mobile
  • 3.2.3 Spain: Users access news and complain about battery time
  • 3.2.4 UK: Four hours per month in 20-minute sessions
  • 3.2.5 Germany: MI FRIENDS - users take time to get hooked and develop habits
• 3.3 United States
• 3.4 Asia Pacific
  • 3.4.1 Japan: Popular service but unclear business model
  • 3.4.2 South Korea: 1 million viewers paying for S-DMB
  • 3.4.3 South Korea: Quick uptake of T-DMB thanks to free service

4. Challenges for mobile TV

• 4.1 A new TV concept
• 4.2 Lack of standardised tests
• 4.3 Frequency allocation
• 4.4 Harmonization and roaming
• 4.5 The handset
• 4.6 The tuner
• 4.7 Deployment costs
• 4.8 Lack of operator interest
• 4.9 Rights issues
• 4.10 Competition from other devices

5. Business models and strategies

• 5.1 Unicast or broadcast
• 5.2 Business models
  • 5.2.1 Broadcasters
  • 5.2.2 Content aggregators
  • 5.2.3 Mobile operators
  • 5.2.4 Revenue flows
• 5.3 Content innovation
  • 5.3.1 Differentiation
  • 5.3.2 Interactivity
  • 5.3.3 User-generated contents
  • 5.3.4 Case study: TU Media, South Korea
• 5.4 Revenue models
  • 5.4.1 Conditional access: subscriptions and pay-per-view
  • 5.4.2 Free access: advertising

6. Case studies

• 6.1 Europe
  • 6.1.1 UK: Vodafone considering how to serve possible mass-market
  • 6.1.2 UK: BT ditches one customer, one phone-service after one year
  • 6.1.3 Italy: 3 Italia controlling both mobile and TV networks
  • 6.1.4 Italy: Cooperation to share infrastructure costs and resources
  • 6.1.5 Germany: DMB' s first launch in Europe alongside DVB-H development
  • 6.1.6 France: Orange offers TV on Internet and mobile
  • 6.1.7 Finland: Digital radio over DVB-H
• 6.2 United States
  • 6.2.1 MobiTV: Content aggregator for mobile and wireless access
  • 6.2.2 Modeo: Service provider dropping mobile TV after trial
  • 6.2.3 Sprint: Pushing video services in many forms
  • 6.2.4 Verizon Wireless: Going with FLO
  • 6.2.5 AT&T: Late to market
  • 6.2.6 T-Mobile: Amassing spectra to start broadband media services
• 6.3 Asia Pacific
  • 6.3.1 Japan: MBCo failed with dedicated portable TV but others keep trying
  • 6.3.2 Japan: Mobile operators providers counting on meta usage
  • 6.3.3 South Korea: DMB services popular, but not making money

7. Conclusions and market forecast

• 7.1 It is a brand new world
• 7.2 Regulations
• 7.3 Technology
• 7.4 Business models and strategies
• 7.5 Content and usage
• 7.6 Market forecasts

Glossary

• Figure 1.1: The evolution of mobile TV media
• Figure 2.1: Comparison of downlink data capacity demanded per user by services
• Figure 2.2: Evolution of DMB
• Figure 2.3: T-DMB technical overview
• Figure 2.4: Comparison of S-DMB and T-DMB
• Figure 2.5: Milestones for T-DMB development in South Korea
• Figure 2.6: T-DMB business model
• Figure 2.7: Technical overview comparison of T-DMB and DVB-H
• Figure 3.1: Key results from some European mobile TV trials
• Figure 3.2: Preferred occasions for watching mobile TV
• Figure 3.3: Average viewing time by day of the week (August 2005)
• Figure 3.4: Top five programs and contents for mobile TV
• Figure 3.5: Moments for watching S-DMB mobile TV
• Figure 3.6: South Korean T-DMB licensees and channel line-up
• Figure 3.7: Moments for watching T-DMB mobile TV
• Figure 3.8: Popular programming among Korean DMB viewers
• Figure 4.1: South Korean T-DMB licensees and channel line-up
• Figure 4.2: Analogue TV switch off year in Europe by country
• Figure 4.3: Examples of mobile-TV enabled handsets
• Figure 4.4: DVB-H versus DMB-T cost comparison
• Figure 5.1: Strategic options for deploying mobile TV
• Figure 5.2: The mobile TV value chain
• Figure 5.3: Examples of roles played by broadcasters in the mobile TV value chain
• Figure 5.4: Examples of aggregator led business models for mobile TV
• Figure 5.5: Examples of roles played by operators in the mobile TV value chain
• Figure 5.6: Example of revenue flows generated by fee-based mobile TV services
• Figure 5.7: Architecture of an interactive voting service
• Figure 5.8: Original channel lineup for TU Media' s S-DMB service
• Figure 5.9: Pricing examples for mobile TV (September 2007)
• Figure 5.10: Examples of revenue models for mobile TV
• Figure 6.1: Samsung SCH-u620 MediaFLO enabled handset
• Figure 6.2: Subscriber uptake for S-DMB and T-DMB (South Korea Q1-2006- Q1-2007)
• Figure 6.3: TU Media investment plan for 2005- 2010
• Figure 7.1: Mobile TV market forecast, by region (Worldwide 2007- 2012)