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Market Research Report
Broadcast TV to mobile - A solution looking for a problem?
| Published by |
Datamonitor |
| Published |
December, 2005 |
Product code |
35289 |
| Content info |
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| Price |
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This publication has been discontinued on July 19, 2011.
Abstract
Overview
Introduction
The latest frontier of convergence is the broadcasting of TV content to mobile
phones. Today, consumers are able to download short video clips over 2.5G and
3G networks, but in the next few years broadcast networks and next-generation
handsets will be deployed which will enable consumers to watch broadcast TV on
their mobile phone screens.
Scope
- The report describes the technological aspect of broadcast TV to mobile.
It analyzes the transmission standards and reviews the required technology.
- This reports analyzes the content of mobile TV services which are likely
to be broadcast and provides an overview of trials across the world.
- This reports provides an outlook of broadcast to mobile TV revenue until
2009.
Report Highlights
There are three different technologies fighting it out to be the standard for
mobile TV broadcast technology: DVB-H, DMB and MediaFLO. DMB is the only
technology currently being used in commercial services. Each technology has
its own pros and cons, but in global market share terms Datamonitor expects
DVB-H to be the long-term leader.
Datamonitor is concerned by some of the astronomical forecasts currently in
the market place from a variety of groups with regards the growth prospects
for broadcast TV to mobile services. With radio spectrum rights, a crucially
significant factor, as yet still unresolved, the planned commercial launches
could yet be halted.
Reasons to Purchase
- Understand how the broadcast to mobile TV market has developed and is
going to develop.
- Discover the challenges mobile operators in particular have to overcome.
- Get to know Datamonitor's market forecast for broadcast TV to mobile
revenue from 2004 until 2009.
Table of Contents
- CHAPTER 1 EXECUTIVE SUMMARY
- Introduction
- Market context
- Mobile video services already exist, but not efficient for TV
- World domination battle: DMB vs DVB-H vs MediaFLO
- Spectrum allocation a critical stumbling-block
- Substantial requirements placed on handsets
- Content security is critical to business models
- Customer focus
- Choice of content is key
- Content has to be short(er)
- Pay for premium content
- It will be used to "kill time"
- Problems for commuters on the tube and in cars
- Live in South Korea, trials in most markets
- Conservative outlook for broadcast TV to mobile
- CHAPTER 2 INTRODUCTION
- What is this report about?
- Who is the target reader?
- How to use this report
- CHAPTER 3 MARKET CONTEXT
- Introduction
- Key findings
- The broadcast TV to mobile value chain
- Many mobile devices, but mobile phone the key market
- Mobile video offerings already exist
- Mobile networks not developed for TV broadcasting
- How to implement broadcast to TV mobile television
- A new broadcast network is required
- A new transmission system
- World domination battle: DMB vs DVB-H vs MediaFLO
- DVB-H
- Outlook: expected to be the market leader in medium and longer-term
- European dominance
- Digital Multimedia Broadcasting (DMB)
- Outlook: early lead unlikely to continue in the long term
- MediaFLO
- Twice the channel count, or half the infrastructure cost of DVB-H
- Outlook: promising, despite the slow start
- FLO's dominance of the US market is likely to go almost unchallenged
- ISDB-T
- Outlook: limited to Japan
- Preference for open standards
- Spectrum allocation - a problem for MediaFLO and DVB-H
- Europe facing expensive L-band networks
- Spectrum allocation the main stumbling-block for services
- MBMS - too little, too late
- Substantial requirements placed on handsets
- Content security is critical to business models
- Not just protection, but also control
- Protecting the content
- Limited OMA support
- An extra step in the production chain
- What content protection technology?
- Little change to the billing technology
- CHAPTER 4 CUSTOMER FOCUS
- Introduction
- Key findings
- Content: mobile TV content has still to be developed
- Choice of content is key
- Mobile TV content has to be short(er)
- Successful 3G services provide valuable lessons
- Mobisodes - successful short content
- The Big Brother approach: special content is high in demand
- Exclusive deals remain an option
- MVNOs - another way forward?
- New content providers to enter the market
- Advertising has to become more interactive
- Rights and regulations need to be overcome
- Content rights should be easily settled
- Operators will not have to enforce watershed for public broadcast
content
- Pricing It is not yet clear whether mobile TV will pay off
- Bundled options are the only way forward
- Option 1: flat fee for unlimited TV access
- Option 2: pay-per-view
- Option 3: charge per minute
- Option 4: two-tier pricing model
- Business model - the last hurdle before success
- Mobile operators will have to foot the bill
- Basic calculation stresses necessity for a convincing business model
- Handsets need to be subsidized
- Audience: new usage patterns, certain demographic groups
- 'Time to kill' will make mobile TV successful
- Broadcast TV to mobile appeals to young people
- Early trials showing promising results
- Case study: key takeaways from the Finnish trial
- Content: broad selection of channels was available
- Audience: more than half had high hopes for mobile TV
- Audience: viewing patterns and content of interest
- Next steps in Finland
- Further trials are under way
- UK: O2 vs Orange = DVB-H vs 3G
- Mobile TV trials in Italy and Switzerland in 2006
- South Korea - mobile TV successfully introduced?
- Conservative outlook for broadcast TV to mobile
- 68.5m global subscribers by 2009, revenues of $5.5 billion
- Restrained expectations for broadcast TV to mobile
- CHAPTER 5 APPENDIX
- Supplementary data
- Definitions
- Future readings
- Relevant links
- SPP writing team
- How to contact experts in your industry
- List of Tables
- Table 1: Key features of S-DMB and T-DMB
- Table 2: The pros and cons of MBMS for broadcast TV-to-mobile
- Table 3: Back-of-the-envelope calculation for mobile operator "X"
- Table 4: T-DMB vs S-DMB
- Table 5: Global handset shipments (in millions)
- Table 6: Regional split of broadcast TV to mobile subscriber forecast
- Table 7: Subscribers split by broadcast technology standard
- Table 8: Mobile TV revenue (in $m)
- Table 9: Global handset shipments (in millions)
- Table 10: Asia-Pacific handset shipments (in millions)
- Table 11: EMEA handset shipments (in millions)
- Table 12: Americas handset shipments (in millions)
- List of Figures
- Figure 1: Simplified broadcast TV to mobile value chain
- Figure 2: Global broadcast TV to mobile subscribers (millions)
- Figure 3: Simplified broadcast TV to mobile value chain
- Figure 4: Portable video devices
- Figure 5: Expandable screen on a mobile phone
- Figure 6: The technology for TV on the go has arrived
- Figure 7: Favorite mobile TV content in Finnish mobile TV trial
- Figure 8: Mobisodes E60 seconds - "24 Conspiracy"
- Figure 9: Big Brother's mobile portal for the UK
- Figure 10: Orange's Star Wars approach
- Figure 11: Nokia's TV-enabled mobile phone
- Figure 12: Formula 1 - premium service
- Figure 13: TV-enabled mobile phones
- Figure 14: Mobile TV usage pattern
- Figure 15: New opportunity: TV while commuting
- Figure 16: Finnish trial sample distribution by age group
- Figure 17: Some of the DVB trials around the world
- Figure 18: Finnish mobile TV consortium
- Figure 19: Finnish trial: channel line-up
- Figure 20: Does mobile TV have future potential?
- Figure 21: Mobile TV was mainly used to fill free time
- Figure 22: O2's Oxford, UK trial channel line-up
- Figure 23: Orange TV channel line-up
- Figure 24: DMB-enabled mobile phone
- Figure 25: Global mobile TV revenue (in $m)
- Figure 26: Mobile TV revenue by region (in $m)
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