Abstract
Mobile TV will compete for consumers' time with other mobile applications,
such as games and communication (voice and text, person to person or group).
If MNOs are not benefiting directly from Mobile TV revenues, then they stand
to lose out, not only in respect of new revenues but also in respect of a
significant proportion of their existing revenues.
Mobile TV is critical to MNOs for two key reasons:
- If Mobile TV is inevitable and the MNOs do not lead its development, then
they stand to lose their current exclusivity of relationship with the
network-connected mobile consumer, which would inevitably lead to
marginalization and loss of share of wallet.
- Mobile TV represents a true "blue ocean" opportunity, as defined by
Professors W. Chan Kim and Renee Mauborgne of INSEAD (red oceans are
established markets with defined boundaries and stained by the "blood" of
price wars and lack of innovation, while blue oceans represent entirely new
demand, with no set rules, unpolluted by competition).
However, many MNOS are only now starting to develop their mobile TV strategy
and currently rely on GPRS or 3G networks for video services, due as much to
lack of available spectrum, licences and delivery solutions as to the lack of
developed strategy. At the moment, most are only selling short clips or
"re-routing" regular TV broadcasts through the wireless network, making heavy
use of the rare bandwidth resource, and potentially limiting users' enjoyment.
In all respects, the pioneering experiences detailed in this report must form
a major input to any MNO's strategy development and planning for entry into
the Mobile TV market and, as stated above, any MNO that has long term
ambitions to remain a key player in the delivery of network-based services to
mobile consumers must have a tenable Mobile TV strategy.
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