Abstract
While voice, messaging, music and Internet are increasingly adopted across
both fixed and mobile contexts, television remains the last of the classic
entertainment/communication consumer applications yet to make the jump from
fixed to mobile in a big way. Not surprisingly, mobile television (MoTV) is
considered "The Next Killer App" in mobile, after music.
However, with only a few exceptions in Asia and Europe, the user adoption and
the monetization of MoTV have so far been elusive. Predictions have not fully
materialized despite mobile phone penetration expanding beyond expectations
and operators' willingness to introduce new applications that drive margins
and data ARPU.
Mobile TV and mobile video are challenging applications with complex
ecosystems and evolving business cases shaped by a number of converging
conditions. Factors affecting MoTV include advertisement accountability and
new metrics development, terrestrial-wireless cross-platform service bundling,
broadcasters' erosion in traditional advertisement income, spectrum vacated by
television digitization and changing consumer behavior. Thus, growth in mobile
TV services appears to hinge on the gradual alignment of a number of
conditions taking place simultaneously in mobile, broadcast, advertisement and
Internet that will empower the lean-forward characteristics of the mobile user
and encourage use and monetization in new ways, not necessarily transferable
from past traditional experiences.
This completely updated NSR study takes a 360-degree view on the converging
telecom and entertainment environment and analyzes business and technology
trends that affect the evolution of this exciting emerging application in each
region.
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