Abstract
Overview
While mobile broadcast TV has been a reality in Japan and South Korea for
close to three years now, comparable offers were not introduced in Europe
until 2006. Italy was one of the pioneers, home to three commercial offers
launched consecutively by the country' s top three mobile operators: H3G, TIM
and Vodafone.
If technical and pre-commercial trials using DVB-H, T-DMB and MediaFLO have
multiplied across Europe over the past three years, Italy is currently the
only European country where an actual scale service is on offer. As a result,
on the eve of commercial rollouts in most countries across the continent,
Italy is the focus of everyone' s attention.
- What services are actually being offered, and at what price?
- What role is played by the mobile operators and by the content providers?
- Are 3G and broadcast TV services complements or competitors?
- What are the regulatory and legal implications?
- What changes are expected: technological, commercial, regulatory, in the
area of content and with respect to business models?
- And, finally, how successful is this new market expected to be?
Because the different types of player involved in mobile TV are all looking
for reliable elements that will allow them to clarify their future strategies
and positioning in this market, IDATE aims to answer all of these questions in
its new reported devoted to the mobile TV market in Italy. This report draws
on a large number of interviews with all of the players that are currently
involved in getting this market off the ground.
The report provides readers with a detailed view of the state of the Italian
mobile TV market at the end of 2007, draws lessons from nearly 18 months of
commercial services and delivers growth forecasts for the next three years.
Key questions
- What place will mobile TV be given in telcos' service line-up?
- What links between mobile and fixed TV?
- What viewing patterns appear to be emerging?
- What are the technological limitations?
- What regulatory issues have arisen as a result?
- Does a winning business model exist?
- What are the keys to success in the mobile TV market?
- What is the growth outlook?
Who should read this report?
- Mobile operators
- Comparing positioning strategies
- Analysing business models
- Pinpointing flagship content
- Understanding user expectations
- Broadcasters/Content producers
- Anticipating user behaviour
- Understanding telcos' strategies
- Assessing market value
- Identifying core formats
- Network operators
- Understanding telco and media company needs
- Equipment manufacturers
- Pinpointing usage patterns to better anticipate their evolution
- Establishing forecasts of the market' s growth outlook
- National regulatory authorities
- Identifying the issues that have arisen
- Measuring the effectiveness of existing measures
- Investors/analysts
- Understanding all of the issues surrounding mobile TV
- Understanding the relationships between the players along the value chain
- Anticipating the market' s evolution
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