Mobile TV - South Korean Market Case Study

Mobile TV - South Korean Market Case Study published by Mobile Market Development Ltd in March, 2006. This report consists of 32 PAGES and the price starts from US $ 3133.

Introduction

Abstract

Mobile TV will compete for consumers' time with other mobile applications, such as games and communication (voice and text, person to person or group). If MNOs are not benefiting directly from Mobile TV revenues, then they stand to lose out, not only in respect of new revenues but also in respect of a significant proportion of their existing revenues.

Mobile TV is critical to MNOs for two key reasons:

• If Mobile TV is inevitable and the MNOs do not lead its development, then they stand to lose their current exclusivity of relationship with the network-connected mobile consumer, which would inevitably lead to marginalization and loss of share of wallet.
• Mobile TV represents a true "blue ocean" opportunity, as defined by Professors W. Chan Kim and Renee Mauborgne of INSEAD (red oceans are established markets with defined boundaries and stained by the "blood" of price wars and lack of innovation, while blue oceans represent entirely new demand, with no set rules, unpolluted by competition).

However, many MNOS are only now starting to develop their mobile TV strategy and currently rely on GPRS or 3G networks for video services, due as much to lack of available spectrum, licences and delivery solutions as to the lack of developed strategy. At the moment, most are only selling short clips or "re-routing" regular TV broadcasts through the wireless network, making heavy use of the rare bandwidth resource, and potentially limiting users' enjoyment.

In all respects, the pioneering experiences detailed in this report must form a major input to any MNO's strategy development and planning for entry into the Mobile TV market and, as stated above, any MNO that has long term ambitions to remain a key player in the delivery of network-based services to mobile consumers must have a tenable Mobile TV strategy.

Table of Contents

1. Overview

2. Introduction

3. Digital Multimedia Broadcasting

• 3.1 Background4
• 3.2 Satellite DMB (S-DMB)5
• 3.3 Terrestrial DMB (T-DMB)6
• 3.4 Satellite DMB vs. Terrestrial DMB8

4. Main players in DMB

• 4.1 Mobile TV Leadership
• 4.2 Industry consortia
  • 4.2.1 TU Media
  • 4.2.2 Mobile Broadcasting Corporation (MBCo)
• 4.3 Mobile Network Operators
  • 4.3.1 SK Telecom
  • 4.3.2 KTF and LG Telecom
• 4.4 T- DMB licensees
  • 4.4.1 T-DMB Licence Award
  • 4.4.2 KBS
  • 4.4.3 SBS
  • 4.4.4 MBC
  • 4.4.5 YTN-DMB
  • 4.4.6 U1
  • 4.4.7 K-DMB
• 4.5 Governmental bodies
  • 4.5.1 Korean Broadcasting Corporation (KBC)
  • 4.5.2 Ministry of Information and Communication (MIC)

5. Devices

• 5.1 Overview
  • 5.1.1 Differences in Devices
  • 5.1.2 Handset Subsidies
• 5.2 S-DMB
• 5.3 T-DMB

6. Content and Promotion

• 6.1 S-DMB Content
  • 6.1.1 The Retransmission Issue
  • 6.1.2 Channels
  • 6.1.3 Usage Patterns
• 6.2 T-DMB Content

7. Business Model Perspectives

• 7.1 General Figures
• 7.2 The S-DMB Business
• 7.3 The T-DMB Business

8. Conclusions & Recommendations

• 8.1 Conclusions
• 8.2 Recommendations to MNOs

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