Mobile TV and Mobile Video,2nd Edition :A Complete 360-degree Analysis

Table of Contents

Executive Summary

1. Mobile TV Industry Overview

• 1.1 Report Scope
• 1.2 Market Introduction
• 1.3 Mobile Television and Fixed-Mobile Convergence
  • 1.3.1 Wired and Mobile TV: Same Application, Different Rules
• 1.4 Stakeholders: Roles and Drivers
  • 1.4.1 The Cellular Service Provider and Operator
  • 1.4.2 The Mobile TV Aggregator
  • 1.4.3 The Broadcast Network Operator
  • 1.4.4 The Advertiser
  • 1.4.5 The Broadcaster
  • 1.4.6 The Content Creator
  • 1.4.7 The Satellite Operator
  • 1.4.8 The Cable Operator and MSO
  • 1.4.9 The End User
  • 1.4.10 The Handset Manufacturer
• 1.5 Review of Mobile TV Standards and Technologies
  • 1.5.1 Broadcast: In-Band and Out-of-Band
    • 1.5.1.1 DVB-H
    • 1.5.1.2 MediaFLO
    • 1.5.1.3 ATSC M/H
    • 1.5.1.4 T-DMB
    • 1.5.1.5 ISDB-T
    • 1.5.1.6 CMMB
    • 1.5.1.7 Traditional TV in Handsets: Analog and Digital
  • 1.5.2 Unicast and Multicast: 3G and 4G
  • 1.5.3 Satellite
    • 1.5.3.1 DVB-SH
    • 1.5.3.2 S-DMB

2. Market Analysis

• 2.1 Lessons Learned from Current Broadcast and Unicast Mobile TV Services
• 2.2 Spectrum and Regulation: The Television Analog Switch Off
• 2.3 Fixed-Mobile Service Convergence and Options for Telcos, Cablecos and Satellite Operators
• 2.4 Trends Shaping the Future of Mobile TV
  • 2.4.1 Mobile TV "Platformization" for Service Aggregation and Delivery
    • 2.4.1.1 Broadcast Mobile TV Platformization
    • 2.4.1.2 Unicast Mobile TV Platformization
  • 2.4.2 The Effects of UGC and Web-Mobile Social Networking
  • 2.4.3 The Cell Phone OS Battle: Symbian, Google Android, Apple, Microsoft
  • 2.4.4 The Engaging Mobile TV Ad: From Passive to Active, from Ratings to Click-to-View
    • 2.4.4.1 Trends in Internet Advertising
    • 2.4.4.2 Trends in Broadcast and Cable Advertising
    • 2.4.4.3 Prospects for Mobile TV Advertising
  • 2.4.5 Horizontal Cross-Platform Advertisement: Cable Project Canoe Case
  • 2.4.6 Openness vs. Gatekeeping: Opportunity Windows
  • 2.4.7 Network Neutrality and the Content Place-Shifting Paradigm
  • 2.4.8 Off-Deck and On-Deck Advertisements
  • 2.4.9 Mobile Data ARPU Trends
  • 2.4.10 The Lean-Forward Mobile User and the Internet Generation
  • 2.4.11 Handsets "PC-ization"
• 2.5 The Economics of Mobile TV Distribution: Scalability and Personalization Issues, from Content Head to Tail
  • 2.5.1 Broadcast and Unicast
  • 2.5.2 Wi-Fi, Micro-SD and Docking Side-Loading and Dis-intermediation
• 2.6 Broadcast Business Model Analysis
  • 2.6.1 Broadcaster- Led Model
  • 2.6.2 Mobile Operator-Led Model
  • 2.6.3 Aggregator Wholesale-Led Model
  • 2.6.4 Satellite-Terrestrial Hybrid Model
• 2.7 Bottom Line

3. Regional Mobile TV Analysis and Forecasts

• 3.1 Forecast Methodology
  • 3.1.1 Methodology Elements
  • 3.1.2 Definition of Rating Elements
• 3.2 Global Market
  • 3.2.1 Key Trends
  • 3.2.2 Global Mobile TV Subscriber Forecast
  • 3.2.3 Service Revenues Forecast
  • 3.2.4 Handset Sales Forecast
• 3.3 North America
  • 3.3.1 Key Trends and Players
  • 3.3.2 Market Forecasts
• 3.4 Latin America
  • 3.4.1 Key Trends and Players
  • 3.4.2 Market Forecasts
• 3.5 Europe
  • 3.5.1 Key Trends and Players
  • 3.5.2 Market Forecasts
• 3.6 Middle East and Africa
  • 3.6.1 Key Trends and Players
  • 3.6.2 Market Forecasts
• 3.7 Asia and Australasia
  • 3.7.1 Key Trends and Players
  • 3.7.2 Market Forecasts

List Of Exhibits

• Ex. 1.1 Mobile TV Influencers
• Ex. 1.2 Mobile TV and Mobile Video Development Roadmap
• Ex. 1.3 Korea T-DMB versus S-DMB and Advertisement Revenues
• Ex. 1.4 S-DMB versus Television Viewing in Korea
• Ex. 1.5 Smartphones and Features
• Ex. 1.6 Out-of-band Broadcast Mobile TV Network Diagram
• Ex. 1.7 In-band Broadcast Mobile TV Network Diagram
• Ex. 1.8 DVB-H Frame Structure
• Ex. 1.9 Digital TV Spectrum Allocation
• Ex. 1.10 ISDB-T Channel, Segment and Program Allocation
• Ex. 1.11 Cellular 3G Mobile TV Network Diagram
• Ex. 1.12 Terrestrial-Satellite Hybrid Broadcast Mobile TV Network Diagram
• Ex. 1.13 DVB-SH Frequency Range
• Ex. 1.14 Hybrid Satellite-Terrestrial Network Diagram
• Ex. 1.15 The DVB-SH 5-6 dB Advantage

• Ex. 2.1 Regional Trends for Mobile TV Spectrum and Regulation
• Ex. 2.2 Digitization Plans in Europe
• Ex. 2.3 Digital TV Penetration Scenario in Europe
• Ex. 2.4 Evolution of Demand for Mobile TV and Mobile Video
• Ex. 2.5 Multi-Platform Mobile TV Ecosystem
• Ex. 2.6 Free-to-Air versus Subscription Users Take-up
• Ex. 2.7 Qualcomm MediaFLO Service Delivery Platform
• Ex. 2.8 2008 Nokia Awards for Application Developers
• Ex. 2.9 Android OS Architecture
• Ex. 2.10 Typical Cost to Transport 1 MegaByte of Traffic over Various Mobile Networks
• Ex. 2.11 Mobile Video Use on Various Devices
• Ex. 2.12 Mobile Video Use Demographics
• Ex. 2.13 Broadcast vs. Unicast Mobile Video Distribution
• Ex. 2.14 Broadcast vs. Unicast Traffic Determination Based on Content Popularity
• Ex. 2.15 Common Cellular Applications, Bandwidth and Revenues
• Ex. 2.16 Revenue per Megabyte for the Various Mobile Services (Logarithmic Scale)
• Ex. 2.17 Broadcaster-Led Mobile TV Model
• Ex. 2.18 Mobile Operator-Led Mobile TV Model
• Ex. 2.19 Aggregator Wholesale-Led Mobile TV Model

• Ex. 3.1 Mobile TV User Forecast Methodology
• Ex. 3.2 Broadcast Mobile TV Revenue Forecast Methodology
• Ex. 3.3 Unicast Mobile TV Revenue Forecast Methodology
• Ex. 3.4 Handset Sales Calculation and Reference Ratios
• Ex. 3.5 Rating Elements for Subscription-based Broadcast Mobile TV
• Ex. 3.6 Rating Elements for FTA-based Broadcast Mobile TV
• Ex. 3.7 Rating Elements for Subscription-based Unicast Mobile TV
• Ex. 3.8 Rating Elements for Transaction-based Unicast Mobile TV
• Ex. 3.9 Mobile TV Growth Factors Calculation
• Ex. 3.10 Global Mobile TV Users, by Region and Type of Network
• Ex. 3.11 Broadcast-Only Mobile TV Users, by Region
• Ex. 3.12 Unicast-Only Mobile TV Users, by Region
• Ex. 3.13 Broadcast AND Unicast Mobile TV Users, by Region
• Ex. 3.14 Total Mobile TV Users, by Region
• Ex. 3.15 Global Mobile TV Service Revenues, by Region and Type of Network
• Ex. 3.16 Mobile TV Subscription Revenues, by Region
• Ex. 3.17 Mobile TV Advertisement Revenues, by Region
• Ex. 3.18 Mobile TV Transactional Revenues, by Region
• Ex. 3.19 Total Mobile TV Revenues, by Region
• Ex. 3.20 Global Mobile Handset Sales, by Region and Type of Handset
• Ex. 3.21 Mobile Phone Handset Sales, by Region
• Ex. 3.22 3G Handset/Smartphone Sales, by Region
• Ex. 3.23 Broadcast Mobile TV-enabled Handset Sales, by Region
• Ex. 3.24 North America Mobile TV Market- Users, Revenues and Handset Sales
• Ex. 3.25 Mobile TV Users- North America
• Ex. 3.26 Mobile TV Revenues- North America
• Ex. 3.27 Hybrid Satellite-Terrestrial Broadcast Mobile TV Users- North America
• Ex. 3.28 Broadcast Mobile TV-enabled Handset Sales- North America
• Ex. 3.29 Latin America Mobile TV Market- Users, Revenues and Handset Sales
• Ex. 3.30 Mobile TV Users- Latin America
• Ex. 3.31 Mobile TV Revenues- Latin America
• Ex. 3.32 Hybrid Satellite-Terrestrial Broadcast Mobile TV Users- Latin America
• Ex. 3.33 Broadcast Mobile TV-enabled Handset Sales- Latin America
• Ex. 3.34 Europe Mobile TV Market- Users, Revenues and Handset Sales
• Ex. 3.35 Mobile TV Users- Europe
• Ex. 3.36 Mobile TV Revenues- Europe
• Ex. 3.37 Hybrid Satellite-Terrestrial Broadcast Mobile TV Users- Europe
• Ex. 3.38 Broadcast Mobile TV-enabled Handset Sales- Europe
• Ex. 3.39 Middle East & Africa Mobile TV Market- Users, Revenues and Handset Sales
• Ex. 3.40 Mobile TV Users- Middle East & Africa
• Ex. 3.41 Mobile TV Revenues- Middle East & Africa
• Ex. 3.42 Hybrid Satellite-Terrestrial Broadcast Mobile TV Users- Middle East & Africa
• Ex. 3.43 Broadcast Mobile TV-enabled Handset Sales- Middle East & Africa
• Ex. 3.44 Asia & Australasia Mobile TV Market- Users, Revenues and Handset Sales
• Ex. 3.45 Mobile TV Users- Asia & Australasia
• Ex. 3.46 Mobile TV Revenues- Asia & Australasia
• Ex. 3.47 Hybrid Satellite-Terrestrial Broadcast Mobile TV Users- Asia & Australasia
• Ex. 3.48 Broadcast Mobile TV-enabled Handset Sales- Asia & Australasia