Mobile TV in Japan

Executive summary

In a nutshell

Key messages

Introduction to mobile TV in Japan

• Mobile terrestrial analogue TV
• Mobile satellite digital TV
• Video services over the 3G network
• Mobile terrestrial digital TV

Regulatory environment

• The government has actively driven the digitalisation of broadcasting
• Current regulation has sidelined mobile operators

What is 1Seg?

• Technical overview
• Service offering

Performance so far

• Adoption of 1Seg-enabled devices
• Usage pattern
• Usage data for the interactive data service

Business model

• The main players: broadcasters
• Role of mobile operators

Operator strategies

• 1Seg: a great retention tool
• MNOs' alliances with broadcasters

Future development

• Usage of 1Seg will increase, but there is room for premium services

• Figure 1: MBSAT satellite jointly owned by Japan and Korea
• Figure 2: Devices for Moba-Ho! service
• Figure 3: Segmentation of ISDB-T
• Figure 4: Images of typical 1Seg display
• Table 1: 1Seg devices in Japan
• Figure 5: Accumulated shipments of 1Seg-enabled handsets (millions)
• Figure 7: Split of 1Seg device types