Emerging IPTV and Mobile TV Models: Market opportunities, challenges and key vendors

Table of Contents

• The new broadcast landscape
• Mobile TV
• IPTV
• Establishing a revenue model
• Vendor landscape

• Introduction

• Definitions
• Digital pay-TV (DTV)
• Digital terrestrial TV (DTT)
• Internet Protocol TV (IPTV)
• Internet TV
• Mobile broadband
• Mobile Internet
• Mobile TV
• Video on demand

• Summary

• Introduction

• The emergence of new delivery models
• The drive towards digital TV services
• Broadband adoption
• Shake-up in consumer viewing habits
  • TV viewing has undergone a seismic shift
  • Consumers are increasingly attracted to alternative online entertainment channels
  • Content producers exploit new channels for distribution to expand audience reach
  • Consumers look to the mobile phone for entertainment
• Competition and innovation
  • Broadcasters and content producers give strong investment to new channels
  • Non-traditional competitors enter into the sector through white label services
• Development of mobile TV standards

• Resistors to future success
• Broadband development
• Monetising new digital TV platforms

• Summary

• Introduction

• Defining mobile TV
• Mobile TV audiences

• Growth opportunities
• Current take-up of value-add services

• Delivering mobile TV content
• What to watch
• Live or on-demand content?

• Case study: mobile TV in action in Japan
• Mobile TV offerings in Japan
• Mobile TV providers
  • NTT DoCoMo
  • KDDI

• The role of the mobile operator
• External threats

• Barriers to widespread adoption of mobile TV
• The mobile TV revenue model
• Market immaturity
• Availability of content
• User experience

• Summary
• Introduction
• IPTV adoption
• Drivers behind IPTV
  • Faster broadband speeds
  • Increased competition in the sector
  • Growth in digital TV
• Regional demand for IPTV

• IPTV delivery
• IPTV supply chain

• Vendor strategies
• IPTV infrastructure providers
  • Market positioning
  • IPTV technology offerings
  • Future outlook
• IPTV service providers
  • The business case
  • Service bundles
  • In search of differentiation
  • Video on demand as a differentiator
  • HDTV as a differentiator
  • Quality of experience
  • Beyond broadcast
  • Finding a niche market

• Challenges in rolling out IPTV services
• Challenges facing technology vendors:
• Challenges facing service providers:

• Summary

• Introduction

• Mobile TV
• Will people pay?
• Pricing models
  • Flat-rate subscriptions
  • Pay per use
  • Pay per view
• Making money from content
  • New wholesale broadcast model
• Mobile advertising
  • Consumer views on mobile advertising
  • The impact of the economic downturn
• Recommendations for operators
• The likely operator model for monetising mobile TV

• IPTV
• Drivers behind IPTV advertising
• The advertising opportunity
• Challenges to IPTV advertising
  • Scale and reliability are a must
  • People and processes
  • Accountability and measurement
  • Regulation
  • Revenue sharing
• Selling IPTV advertising
  • Dynamic insertion of targeted ads
  • On-demand ad insertion
  • Ad tagging
  • Dedicated advertising channels
  • Search and auctions
  • T-commerce

• Summary

• Introduction

• Vendors in the mobile TV sector
• Vendor analysis
  • Nokia
  • O2
  • Vodafone
  • Orange
  • China Mobile
  • Alcatel-Lucent
  • Qualcomm

• Vendors in the IPTV sector
• A competitive market
• Vendor analysis: IPTV service providers
  • AT&T
  • Verizon
  • BT
  • DTV
• Vendor analysis: IPTV technology providers
  • Alcatel-Lucent
  • Cisco
  • Harmonic
  • Microsoft
  • Motorola
  • SeaChange
  • Ericsson
  • Sezmi
  • Intel

• Index

• Figure 2.1: Global DSL subscriber numbers (000s), 2007-2012
• Figure 2.2: Consumers demand for control over TV content
• Figure 3.3: Mobile phone take-up continues to grow 2007-2013
• Figure 3.4: The mobile phone remains primarily a communication device for consumers globally
• Figure 3.4: Digital TV platform uptake (households in millions), 2007-2012
• Figure 4.5: Europe sees a higher take-up of IPTV than the US
• Figure 5.6: How much will consumers pay for blockbuster films on their mobile phone?
• Figure 5.7: Consumer willingness to view ads in return for free films on their mobile phone
• Figure 5.8: How mobile content services fit into ad-funded model

• Table 4.1: Digital TV platform uptake (households in millions), 2007-2012
• Table 4.2: Vendors introducing video-specific features