Abstract
Television is already a mass media and is also currently made available
through the Internet Protocol (IP). Marrying the two most popular services in
the world may sound like a great idea but there are still several issues which
must be carefully addressed before mobile TV becomes a safe investment.
Who is going to pay for the network deployment? What will be the underlying
business model? Are appropriate regulation policies necessary? How new
regulation may affect the market? What are the opportunities for mobile
operators, broadcasters and content owners? There are currently no straight
answers to those questions but several options exist. They must be deeply
investigated in order to make appropriate decisions for mobile TV to become
successful. The purpose of this report is to offer an understanding of the
fundamental aspects of the mobile TV market past present and future with
regards to the technology choice and local context. This report also analyses
the mobile TV market from the views of different players in the value chain.
Key findings:
- The mobile TV market will be worth over ¬ 4.4bn in 2011 in Asia, North
America and Western Europe combined
- Subscription business models will dominate, generating more than 90 per
cent of revenues in 2011
- The most impressive growth will be experienced in North America where the
broadcast mobile TV market is set to grow by 350 per cent between 2008 and
2010.
- A key obstacle to overcome is the lack of spectrum and appropriate
regulation
- Although free to air services drive customer growth in Asia, the business
model lacks proven monetisation methods, therefore undermining its deployment
in other markets.
- Mobile TV will generate more revenues than mobile music and mobile games
combined
- In Europe, mobile TV will represent 27 per cent of total pay TV
subscriptions.
In the report:
- Forecasts of mobile TV subscriptions, viewings and consumer revenues to
2011
- Background of technology standards and spectrum.
- Overview of the current state of the market.
- Analysis of the regulation impact on mobile broadcast TV deployments.
- Review and history of business models for unicast and broadcast mobile TV
services.
- Description and comparison of value chain structures.
- Market sizes by technology and business models.
- Analysis of the impact of mobile TV on the TV and mobile content
industries.
- Comparison of mobile TV ARPU with other pay TV platforms.
- Analysis of the major key players in the industry including mobile
operators, broadcasters, technology enablers and service providers.
- Data profile for each of the leading markets in Asia, North America and
Europe
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