Rescuing 3G With Mobile TV - Business Models and Monetizing 3G

Table of Contents

Executive Summary

Section 1: Is Mobile TV Ready?

• 1.1 What Mobile TV Will Become
• 1.2 Sizing Up the Standards: Challenges All Around

Section 2: The Mobile TV Business Case: Can Mobile TV Save 3G?

• 2.1 Rescuing 3G: Still Searching for the Killer App
• 2.2 Mobile TV Business Models: Searching for the Right Formula
• 2.3 Value Chain Scenarios and the Impact on Revenues
• 2.4 Does Mobile TV Need the MNO?
• 2.5 Mobile TV Business Model Analysis: Lessons from Case Studies
• 2.6 The Cost of Mobile TV
• 2.7 The Cost Side: Facing the Content Challenge
• 2.8 The Cost Side: Should MNOs Build Broadcast Networks? Section 3: Sizing up the Mobile TV Opportunity
• 3.1 The Demand Side: Summary Review of End User Surveys
• 3.2 Where There Is 3G, Mobile TV Will Follow
• 3.3 The Forecast
• 3.4 Mobile TV: 3G Savior? Case Studies

Appendix: Pyramid Research End User Research - Demand for Mobile TV in Brazil, Russia, India, China, and the UK

List of Exhibits

• Exhibit 1: Unicast Over Cellular Network
• Exhibit 2: Monthly Data Usage per Subscriber
• Exhibit 3: Broadcast Mobile TV Network
• Exhibit 4: Interactivity in Broadcast Mobile TV
• Exhibit 5: Mobile TV Standards and Specifications
• Exhibit 6: Mobile TV Value Chain: Content
• Exhibit 7: Mobile TV Value Chain: Infrastructure
• Exhibit 8: Value Chain: Entities and Their Roles
• Exhibit 9: External Broadcast Network Model
• Exhibit 10: MNO Content Owner Network Model
• Exhibit 11: MNO Broadcaster Model
• Exhibit 12: MVNO Content Network Model
• Exhibit 13: Aggregate Survey Data: Mobile TV Monthly Subscription
• Exhibit 14: Comparison of Current MNO Video Services (Converted to US$)
• Exhibit 15: Cost of Infrastructure Ownership for MNOs
• Exhibit 16: MNO Margins per Mobile TV Subscriber
• Exhibit 17: Propensity to Pay for Mobile TV
• Exhibit 18: Forecast High and Low Levels of Mobile TV Adoption as a Percentage of 3G Subscriptions, 2006- 2010
• Exhibit 19: Global Broadcast Mobile TV Subscribers, 2006- 2010
• Exhibit 20: Global Broadcast Mobile TV Revenues, 2006- 2010
• Exhibit 21: Ratio of Global Unicast to Broadcast Mobile TV Subscriptions, 2006-2010
• Exhibit 22: Total Global Unicast/Broadcast Mobile TV Subscriptions, 2006 - 2010
• Exhibit 23: Technology Market Share, 2010
• Exhibit 24: Broadcast Mobile TV as a Percentage of Global Data Revenues, 2010
• Exhibit 25: Mobile TV MNO Margins
• Exhibit 26: 3G Subscribers as a Percentage of Total Mobile Subscribers
• Exhibit 27: Comparison of Current TV / Video Monthly Pricing, US MNOs
• Exhibit 28: Forecast VCAST Subscribers, 2005 - 2006
• Exhibit 29: MNO Market Share, Italy 2003 - 2005
• Exhibit 30: Mobile Voice and Data ARPUs, 2005
• Exhibit 31: UK Mobile Operator Market Share, 2005
• Exhibit 32: UK Mobile TV Channel Comparison
• Exhibit 33: Vodafone Subscriber Network Transition and the Effect on ARPUs
• Exhibit 34: Mobile TV End User Survey:"Would you subscribe to Mobile TV?"
• Exhibit 35: Mobile TV End User Survey: Price Elasticity for Mobile TV in Brazil
• Exhibit 36: Mobile TV End User Survey: Price Elasticity for Mobile TV in Russia
• Exhibit 37: Mobile TV End User Survey: Price Elasticity for Mobile TV in India
• Exhibit 38: Mobile TV End User Survey: Price Elasticity for Mobile TV in China
• Exhibit 39: Mobile TV End User Survey: Price Elasticity for Mobile TV in the U.K.