The Italian Mobile TV Market

1. Methodology and Definitions

2. The Big Picture: the Italian TV and Mobile Markets

• 2.1. The Italian Mobile Telecommunication Services Market at a glance
• 2.2. The Italian Television Market

3. Regulatory and Legal Issues

• 3.1. The current regulatory framework for Mobile TV in Italy
  • 3.1.1. Provision of the network for Mobile TV
  • 3.1.2. Broadcasting of digital TV programmes over mobile terminals
  • 3.1.3. Provision of services related to Mobile TV
• 3.2. The EU proposal for a new Audiovisual Media Services Directive
• 3.3. Copyright issues on the use of digital content on Mobile TV
• 3.4. Other legal issues related to Mobile TV

4. The Italian Mobile TV Competitive Scenario

• 4.1. MNO Mobile TV Strategies
  • 4.1.1. 3 Italia
  • 4.1.2. TIM
  • 4.1.3. Vodafone Italy
• 4.2. A Comparative Analysis of MNO Mobile TV Offerings
  • 4.2.1. Content
  • 4.2.2. Mobile TV Service Pricing

5. The Mobile TV Value Chain

• 5.1. Main Players
  • 5.1.1. Extending the Value Chain: the Automobile Industry
• 5.2. Current Mobile TV Business Model
• 5.3. Mobile TV Usage Patterns and Business Implications
• 5.4. The potential role of Mobile Advertising

6. The Italian Mobile TV Market

• 6.1. The Market Model and its Main Assumptions
• 6.2. The Italian Mobile TV Market Size

• Table 1: Breakdown of TV households in Italy by segment
• Table 2: Main types of linear and non-linear services available in Italy
• Table 3: Main services covered by the AVMS Directive
• Table 4: DVB-H Mobile TV offerings by MNO
• Table 5: The mobile TV market in Italy in the optimistic scenario
• Table 6: The mobile TV market in Italy in the conservative scenario

• Figure 1: Mobile TV: a market at the intersection of television and telecommunications markets
• Figure 2: Mobile services revenues by segment
• Figure 3: TV services revenue breakdown
• Figure 4: Organisation of the mobile TV value chain
• Figure 5: The relationship between Mediaset and TIM on the mobile TV market
• Figure 6: Revenue Model - Content only
• Figure 7: Revenue Model - Content and Network
• Figure 8: Audience shares of the main TV channels of the H3G mobile service