Table of Contents
- CHAPTER 1 EXECUTIVE SUMMARY
- Introduction
- Market context
- Mobile video services already exist, but not efficient for TV
- World domination battle: DMB vs DVB-H vs MediaFLO
- Spectrum allocation a critical stumbling-block
- Substantial requirements placed on handsets
- Content security is critical to business models
- Customer focus
- Choice of content is key
- Content has to be short(er)
- Pay for premium content
- It will be used to "kill time"
- Problems for commuters on the tube and in cars
- Live in South Korea, trials in most markets
- Conservative outlook for broadcast TV to mobile
- CHAPTER 2 INTRODUCTION
- What is this report about?
- Who is the target reader?
- How to use this report
- CHAPTER 3 MARKET CONTEXT
- Introduction
- Key findings
- The broadcast TV to mobile value chain
- Many mobile devices, but mobile phone the key market
- Mobile video offerings already exist
- Mobile networks not developed for TV broadcasting
- How to implement broadcast to TV mobile television
- A new broadcast network is required
- A new transmission system
- World domination battle: DMB vs DVB-H vs MediaFLO
- DVB-H
- Outlook: expected to be the market leader in medium and longer-term
- European dominance
- Digital Multimedia Broadcasting (DMB)
- Outlook: early lead unlikely to continue in the long term
- MediaFLO
- Twice the channel count, or half the infrastructure cost of DVB-H
- Outlook: promising, despite the slow start
- FLO's dominance of the US market is likely to go almost unchallenged
- ISDB-T
- Outlook: limited to Japan
- Preference for open standards
- Spectrum allocation - a problem for MediaFLO and DVB-H
- Europe facing expensive L-band networks
- Spectrum allocation the main stumbling-block for services
- MBMS - too little, too late
- Substantial requirements placed on handsets
- Content security is critical to business models
- Not just protection, but also control
- Protecting the content
- Limited OMA support
- An extra step in the production chain
- What content protection technology?
- Little change to the billing technology
- CHAPTER 4 CUSTOMER FOCUS
- Introduction
- Key findings
- Content: mobile TV content has still to be developed
- Choice of content is key
- Mobile TV content has to be short(er)
- Successful 3G services provide valuable lessons
- Mobisodes - successful short content
- The Big Brother approach: special content is high in demand
- Exclusive deals remain an option
- MVNOs - another way forward?
- New content providers to enter the market
- Advertising has to become more interactive
- Rights and regulations need to be overcome
- Content rights should be easily settled
- Operators will not have to enforce watershed for public broadcast
content
- Pricing It is not yet clear whether mobile TV will pay off
- Bundled options are the only way forward
- Option 1: flat fee for unlimited TV access
- Option 2: pay-per-view
- Option 3: charge per minute
- Option 4: two-tier pricing model
- Business model - the last hurdle before success
- Mobile operators will have to foot the bill
- Basic calculation stresses necessity for a convincing business model
- Handsets need to be subsidized
- Audience: new usage patterns, certain demographic groups
- 'Time to kill' will make mobile TV successful
- Broadcast TV to mobile appeals to young people
- Early trials showing promising results
- Case study: key takeaways from the Finnish trial
- Content: broad selection of channels was available
- Audience: more than half had high hopes for mobile TV
- Audience: viewing patterns and content of interest
- Next steps in Finland
- Further trials are under way
- UK: O2 vs Orange = DVB-H vs 3G
- Mobile TV trials in Italy and Switzerland in 2006
- South Korea - mobile TV successfully introduced?
- Conservative outlook for broadcast TV to mobile
- 68.5m global subscribers by 2009, revenues of $5.5 billion
- Restrained expectations for broadcast TV to mobile
- CHAPTER 5 APPENDIX
- Supplementary data
- Definitions
- Future readings
- Relevant links
- SPP writing team
- How to contact experts in your industry
- List of Tables
- Table 1: Key features of S-DMB and T-DMB
- Table 2: The pros and cons of MBMS for broadcast TV-to-mobile
- Table 3: Back-of-the-envelope calculation for mobile operator "X"
- Table 4: T-DMB vs S-DMB
- Table 5: Global handset shipments (in millions)
- Table 6: Regional split of broadcast TV to mobile subscriber forecast
- Table 7: Subscribers split by broadcast technology standard
- Table 8: Mobile TV revenue (in $m)
- Table 9: Global handset shipments (in millions)
- Table 10: Asia-Pacific handset shipments (in millions)
- Table 11: EMEA handset shipments (in millions)
- Table 12: Americas handset shipments (in millions)
- List of Figures
- Figure 1: Simplified broadcast TV to mobile value chain
- Figure 2: Global broadcast TV to mobile subscribers (millions)
- Figure 3: Simplified broadcast TV to mobile value chain
- Figure 4: Portable video devices
- Figure 5: Expandable screen on a mobile phone
- Figure 6: The technology for TV on the go has arrived
- Figure 7: Favorite mobile TV content in Finnish mobile TV trial
- Figure 8: Mobisodes E60 seconds - "24 Conspiracy"
- Figure 9: Big Brother's mobile portal for the UK
- Figure 10: Orange's Star Wars approach
- Figure 11: Nokia's TV-enabled mobile phone
- Figure 12: Formula 1 - premium service
- Figure 13: TV-enabled mobile phones
- Figure 14: Mobile TV usage pattern
- Figure 15: New opportunity: TV while commuting
- Figure 16: Finnish trial sample distribution by age group
- Figure 17: Some of the DVB trials around the world
- Figure 18: Finnish mobile TV consortium
- Figure 19: Finnish trial: channel line-up
- Figure 20: Does mobile TV have future potential?
- Figure 21: Mobile TV was mainly used to fill free time
- Figure 22: O2's Oxford, UK trial channel line-up
- Figure 23: Orange TV channel line-up
- Figure 24: DMB-enabled mobile phone
- Figure 25: Global mobile TV revenue (in $m)
- Figure 26: Mobile TV revenue by region (in $m)
|
Related Report
|
View Cart
