iPhone shows the way for mobile TV

“The iPhone is set to have a significant impact on the mobile TV market - before mobile broadcasting technologies, such as DVB-H, have been deployed extensively.” Dr Alastair Brydon , Analysys Mason Associate.

Product overview

Many mobile network operators (MNOs) hope to generate revenue from mobile TV and video services, using a combination of 3G and dedicated broadcasting networks (for example, DVB-H or MediaFLO). However, it may take many years for broadcasting networks to be extensively deployed worldwide. The iPhone can already offer TV and video services, without the use of either mobile broadcasting networks or 3G/HSPA, and challenges widely held assumptions about how to deliver a compelling mobile TV proposition to consumers. Building on the very latest market data and consumer research, this report considers the impact that the iPhone will have on the emerging mobile TV market and discusses the lessons that it brings.

The initial take-up of the iPhone has been constrained, primarily by Apple' s market entry strategy. The report considers how this strategy is likely to change and the effect that this will have on the development of the global market for mobile TV. The report examines the strengths and weaknesses of key features of the iPhone and its services, including the innovative use of sideloading and WLAN; the increasing availability of TV and video content from a variety of sources; the evolving capabilities of iPhone devices; and the pricing models being adopted worldwide. It identifies the actions that Apple (and other mobile handset vendors), MNOs and TV broadcasters need to take in order to maximise the short-term opportunities from the iPhone, or to remain competitive with iPhone services.

• What impact is the iPhone having on the mobile TV industry, and what impact could it have?
• What has been the take-up of the iPhone so far, and what have been the effects of limited geographical scope and mobile operator exclusivity?
• What future strategies will be adopted by Apple, and what will effect will they have on iPhone penetration worldwide?
• What does the latest consumer research tell us about the use of the iPhone for mobile TV and video services?
• What service elements are needed to deliver a compelling mobile TV and video proposition, and what are the strengths and weakenesses of the iPhone and its current services?
• How can the iPhone deliver mobile TV and video content, without requiring mobile broadcasting capability or 3G?
• What TV and video content is available worldwide for the iPhone, and how will this develop?
• What are the roles of iTunes, YouTube and catch-up TV services offered by broadcasters, DVD ripping and Slingbox?
• How does iPhone service bundling and pricing help to support mobile TV, and what improvements are needed?
• What improvements to the iPhone handset and iPhone services are required to further enhance mobile TV and video services?
• What actions should Apple (and other mobile handset vendors), mobile operators and broadcasters take to seize opportunities for the iPhone, or remain competitive with it?

• Mobile network operators: senior executives, business planners and network planners, to help them fundamentally review their mobile TV strategies, and understand the short-term opportunities or threats from iPhone services
• Handset vendors: senior executives and product managers, to assess the potential impact of the iPhone on the mobile TV market worldwide
• Analysts and investors: to understand the impact that the iPhone will have on the mobile TV market.