Abstract
Overview
TV has been described as the "75-year-old killer application." In a context
where Mobile network operators (MNOs) are looking for the few applications
which will finally accelerate 3G adoption, it is understandable that Mobile TV
would draw so much attention. Still, the question remains: Could Mobile TV be
the application that finally lifts 3G? The answer is hardly certain. This
Report examines the business case for Mobile TV from the Mobile operator's
perspective, assessing underlying technologies, the place of the MNO in the
value chain, the optimal revenue models, the role of advertising, and the
overall revenue opportunity for MNOs. We also build the case for future Mobile
TV revenue generation through a case study analysis of current Mobile video
services.We ask (and provide answers to) the following questions:
Can broadcast Mobile TV rescue 3G?
If operators are thinking of Mobile TV as an application that will act as a
catalyst for 3G adoption, then it may be just what they're looking for.
Can unicast carry Mobile TV?
Unicast is already carrying Mobile TV, but as subscribers grow so will the
need to shift to a broadcast solution.
Which technologies are most likely to take off?
All Mobile TV standards currently being rolled out are likely to gain
traction, although some will become more ubiquitous than others.
Which broadcast Mobile TV model is optimal for a mobile carrier?
The optimal model for Mobile TV is one that enables operators to provide
broadcast Mobile TV with existing spectrum.
Does Mobile TV need the MNO? How acute is the risk of disintermediation?
In the short term, the quickest route to Mobile TV ubiquity is via mobile
handsets.
How will MNOs make money from Mobile TV?
For operators, much will depend on the cost of content, the amount that
subscribers will pay, the level of Mobile TV uptake, and the scope of the
value chain they own. It is entirely possible that MNOs will see very low and
even zero margins directly from Mobile TV subscriptions.
What is the Mobile TV revenue opportunity?
Surveys indicate that Mobile TV will be a popular service with subscribers.
Particularly in cases where surveys are based on service pilots, end user
feedback has generally detailed over 60 percent of participants would pay for
Mobile TV services.
Mobile Network Operators
This report will help you understand the technology and content challenges
that await a Mobile TV launch. Use our Mobile TV growth scenarios and
forecasts to size the market opportunity, as well as our Case Studies to
assess best practices and develop your go-to-market strategy.
Content Creators - Producers
This report will help you evaluate new market opportunities and develop
strategies to increase revenue and viewership of your content.
Broadcasters Aggregators:
This report will help you evaluate the impact of the new technology and
analyze the competition to develop an offensive growth strategy.
Vendors
This report will help you understand market dynamics and assess the needs of
both Mobile TV carriers and content providers. Use our Mobile TV forecasts to
develop sales plans and identify key market opportunities
Target Audience
Mobile Network Operators
This report will help you understand the technology and content challenges
that await a Mobile TV launch. Use our Mobile TV growth scenarios and
forecasts to size the market opportunity, as well as our Case Studies to
assess best practices and develop your go-to-market strategy.
Content Creators - Producers
This report will help you evaluate new market opportunities and develop
strategies to increase revenue and viewership of your content.
Broadcasters - Aggregators:
This report will help you evaluate the impact of the new technology and
analyze the competition to develop an offensive growth strategy.
Vendors
This report will help you understand market dynamics and assess the needs of
both Mobile TV carriers and content providers. Use our Mobile TV forecasts to
develop sales plans and identify key market opportunities
Case Studies Included:
Verizon Wireless TU Media 3 Italia Vodafone UK Reliance IndiaMobile
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