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Market Research Report
Mobile Video Services - A Five-Year Global Market Forecast
| Published by |
Pyramid Research, Inc. |
| Published |
June, 2009 |
Product code |
90428 |
| Content info |
86 Pages, 55 Exhibits |
| Price |
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Mobile Video Services - A Five-Year Global Market Forecast published by Pyramid Research, Inc. in June, 2009. This report consists of 86 Pages, 55 Exhibits and the price starts from US $ 2490.
Abstract
Description
Video is increasingly making its way into the mobile space across developed
and emerging markets. The availability of improved devices and networks
combined with the prevalence of multimedia as an essential form of
entertainment are all contributing to a higher level of adoption and spending
on mobile video services. Pyramid Research estimates that the global number of
users paying for mobile video services directly delivered to their handsets
will grow five-fold between 2008 and 2014 to surpass 534m at the end of the
period.
In this report, Pyramid Research analyzes the adoption and revenue opportunity
for mobile video services, which include paid video clips, music videos, TV
episodes, TV programming and movies. We analyze operators' strategies through
seven country case studies: Brazil, Chile, China, India, Italy, Japan and the
US.
Key findings include:
- Netbooks are a strategic tool for MNOs and OEMs alike, until the global
economy recovers and users are ready - and able to afford - to migrate to
more sophisticated devices.
- Mobile video is developing at a rapid pace around the world: Pyramid
Research forecasts that the number of global mobile video subscriptions will
grow to 534m in 2014, reaching a penetration rate of 8.5% of total mobile
subscriptions, up from the current 2.5% level.
- Asia-Pacific will be a crucial component of the mobile video opportunity.
Already markets such as Japan, Hong Kong and South Korea lead in terms of
mobile video penetration of subscriptions, but we also expect important uptake
in India in the next five years.
- European markets, led by the region' s most advanced mobile video market,
Italy, will also undergo major expansion.
Key Questions Answered
- What are the revenue and user base potentials of the primary mobile TV
business models?
- How important will mobile video be in terms of overall growth in mobile
data and mobile application revenue?
- How do linear and non-linear mobile video services differ across markets?
- How do the mobile video opportunities in various geographical regions
compare?
- Which types of mobile video services work in which markets?
- In the various countries examined, how rapidly will users adopt 3G+
networks?
- Where have factors such as regulatory restraints, M&A and partnering been
especially important, and why?
- What are the available mobile video/TV services in the markets analyzed in
the report?
Target audience
Mobile operators
This report will help you develop and refine an effective mobile video
strategy as well as identify new approaches to provisioning, pricing and
content. It provides comparisons through case studies of a diverse set of
emerging and developed markets, including the largest and most advanced ones
globally. This will allow you to evaluate your market opportunity and
benchmark your own tactics and performance.
Vendors
Identify and assess the opportunities for including mobile video and TV
capabilities in your handsets and other equipment. Identify prospective
customers whose needs match your strengths. This report will help you develop
and evaluate the strategies that will position you to take effective advantage
of upcoming developments in one of the most exciting mobile application fields.
Content providers
Discover your third-screen opportunity by exploring the market close-up, from
an operator perspective. Learn what drives usage and where operators are
placing their bets. This report will help you identify best practices and
develop effective strategies for selling video content through the operator
channel in diverse international markets.
Investors
Assess the key drivers of mobile video and TV services, examine the business
models currently available in markets and anticipate future developments. This
report offers you a thorough understanding of where mobile video services fit
into the overall markets for mobile services. Use this analysis to learn who
is best positioned for success, to identify opportunities and to assess
upcoming opportunities in the overall mobile markets.
Companies mentioned in this report:
- Amazonia
- Alltel
- Aloha Partners
- America Movil
- Apple
- AT&T
- BBC World
- Bharti Airtel
- Bharti Tele-Venture
- Brasil Telecom
- Bharat Sanchar Nigam Ltd (BSNL)
- Carrefour (MVNO)
- Central China TV
- China Mobile
- China Netcom
- China Telecom
- China Tietong
- China Unicom
- Claro Chile
- Claro Brasil
- CNN
- Comcast Communications
- Coop (MVNO)
- Crown Castle
- Discovery Communications
- Entel PCS
- H3G Italia
- Hiwire
- HTC
- Hulu
- Hutchinson Essar
- Hutchinson Telecommunications International
- Idea Cellular
- KDDI
- Mahanagar Telephone Nigam Ltd (MTNL)
- Mediacom
- MobiTV
- Modeo
- Movistar
- Movistar Chile
- MTV
- MTN South Africa
- MTNL
- NET Servicos
- NTT Docomo
- Nokia
- Oi
- Qualcomm
- Poste Italiane
- Rede Globo
- Reliance Communications
- Reliance Mobile
- Research in Motion (RIM)
- Shanghai Media Group
- Sky
- Sling Media
- Softbank
- Sony
- Sprint-Nextel
- Tata Teleservices
- Telecom Italia Mobile
- Telefonica
- Telefonica Chile
- Telefonica CTC
- Telemar
- Telemig
- Terra Networks
- T-Mobile USA
- Verizon Communications
- Verizon Wireless
- Virgin Mobile
- Vimeo
- Vivo Participacoes
- Vodafone Essar
- Vodafone Italia
- VTR
- Wind Telecomunicazioni
- YouTube (Google)
Methodology
Competition for viewers' attention and spending on video content is nothing
less than fierce, providing them with multiple options for accessing content.
As portable DVD players and MP3 players proliferate, video content reaches
beyond the television and becomes widely available in non-linear formats. The
Internet is another major force behind the growth of digital entertainment:
Widespread access to broadband in homes, offices and schools has extended
video to PCs and laptops, and viewing downloaded or streamed content - live
or recorded - is becoming commonplace for many. Advanced mobile services are
yet another factor pushing the development of digital entertainment. Mobile
data usage is exploding, and the mobile hanset is becoming a form of computing
device, creating demand for content for its so-called third screen.
Following the same adoption trends as digital music, mobile video is flowing
from several sources. Some of the delivery channels circumvent the involvement
of mobile operators, including:
- Side-loaded files that come from a personal computer or another device.
These files typically originate from Internet sites or from users' personal
media or video cameras.
- Content streamed over the mobile network.
- Content downloaded over the mobile network.
- Content broadcast on a secondary network that requires an on-board
receiver, used for mobile TV.
Table of Contents
- Table of contents
- Table of exhibits
- Acronyms and abbreviations
- Companies mentioned in this report
- Executive summary
- Section 1: Methodology
- Section 2: Trends in mobile video services
- Adoption forecasts - global trends
- Adoption forecasts - regional highlights
- Global revenue forecasts
- Operator strategies around mobile video services
- tion 3: Country analysis
- 3.1 Brazil
- With mainly unicast services available, Brazilian operators are
relying on 3G to reach mobile audiences with video .Overview of the mobile
telecom market in Brazil
- The mobile video/TV opportunity in Brazil: Regulatory situation
- Operator strategies for mobile video/TV
- Evaluation of mobile video/TV services by Brazilian mobile operators
- Brazil market outlook
- 3.2 Chile
- Chile has the market foundation and competitive environment for mobile
video services to flourish in the near future .
- Overview of the mobile telecom market in Chile
- The mobile video/TV opportunity in Chile: Regulatory situation
- Operator strategies for mobile video/TV
- Evaluation of mobile video/TV services by Chilean mobile operators
- Chile market outlook
- 3.3 China
- Operators are pushing mobile video/TV services with aggressive pricing
via unicast and competing with free-over-the-air systems
- Overview of the mobile telecom market in China
- The mobile video/TV opportunity in China: Regulatory situation
- Operator strategies for mobile video/TV
- Evaluation of mobile video/TV services by Chinese mobile operators
- China market outlook
- 3.4 India
- In anticipation of 3G licenses, operators in India move into mobile TV
- Overview of the mobile telecom market in India
- The mobile video/TV opportunity in India: Regulatory situation
- Operator strategies for mobile video/TV
- Evaluation of mobile video/TV services by Indian mobile operators
- India market outlook
- 3.5 Italy
- Innovative mobile operators put Italy' s mobile TV/video services at
the top of the list
- Overview of the mobile telecom market in Italy
- The mobile video/TV opportunity in Italy: Regulatory situation
- Operator strategies for mobile video/TV
- Evaluation of mobile video/TV services by Italian mobile operators
- Italy market outlook
- 3.6 Japan
- Mobile video and TV are taking off in Japan, but free broadcast
services create new challenges for operators
- Overview of the mobile telecom market in Japan
- The mobile video/TV opportunity in Japan: Regulatory situation
- Operator strategies for mobile video/TV
- Evaluation of mobile video/TV services by Japanese mobile operators
- Japan market outlook
- 3.7 US
- A highly competitive US marketplace drives a multipronged approach to
mobile video
- Overview of the mobile telecom market in the US
- Competitive environment
- The mobile video/TV opportunity in the US: Regulatory situation
- Operator strategies for mobile video/TV
- Evaluation of mobile video/TV services by US mobile operators
- US market outlook
- Related resources
Table of Exhibits:
- Exhibit 1: Simplified competitive landscape showing viewer' s attention and
spending on video content
- Exhibit 2: Mobile video delivery mechanisms
- Exhibit 3: Breakdown of mobile subscriptions by geographical region, 2008
and 2014
- Exhibit 4: Subscriptions to 3G+ networks as percentages of total mobile
subscriptions by region, 2008-2014
- Exhibit 5: Global mobile video users and penetration rates, 2008-2014
- Exhibit 6: Mobile video subscriptions by geographical region, in millions,
2008 and 2014
- Exhibit 7: Mobile video subscriptions as a proportion of total mobile
subscriptions, top 15 countries, 2008 and 2014
- Exhibit 8: Global mobile video revenue, and mobile video as a proportion
of total mobile data revenue, 2008-2014
- Exhibit 9: Mobile video revenue by geographical region, 2008 and 2014
- Exhibit 10: Improvements to mobile video and TV services
- Exhibit 11: Examples of linear and non-linear mobile video services across
markets, April 2009
- Exhibit 12: Primary mobile TV business models and their revenue and user
base potentials
- Exhibit 13: Snapshot of mobile video indicators in profiled countries,
2008-2014
- Exhibit 14: Brazil - Macroeconomic and general telecommunications
indicators, 2008-2014
- Exhibit 15: Brazil - Mobile subscriptions by technology generation,
2008-2014
- Exhibit 16: Brazil - Mobile data service subscription penetration of
population, 2008-2014
- Exhibit 17: Brazil - Available mobile video/TV services, March 2009
- Exhibit 18: Brazil - Mobile video users and mobile TV subscriptions,
2008-2014
- Exhibit 19: Brazil - Application revenue breakdown by type of service,
2008-2014
- Exhibit 20: Chile - Macroeconomic and general telecommunications
indicators, 2008-2014
- Exhibit 21: Chile - Mobile subscriptions by technology generation,
2008-2014
- Exhibit 22: Chile - Mobile data service subscription penetration of
population, 2008-2014
- Exhibit 23: Chile - Available mobile video/TV services, March 2009
- Exhibit 24: Chile - Mobile video users and mobile TV subscriptions,
2008-2014
- Exhibit 25: Chile - Application revenue breakdown by type of service,
2008-2014
- Exhibit 26: China - Macroeconomic and general telecommunications
indicators, 2008-2014
- Exhibit 27: China - Mobile subscriptions by technology generation,
2008-2014
- Exhibit 28: China - Mobile data service subscription penetration of
population, 2008-2014
- Exhibit 29: China - Available mobile video/TV services, March 2009
- Exhibit 30: China - Mobile video users and mobile TV subscriptions,
2008-2014
- Exhibit 31: China - Application revenue breakdown by type of service,
2008-2014
- Exhibit 32: India - Macroeconomic and general telecommunications
indicators, 2008-2014
- Exhibit 33: India - Mobile subscriptions by technology generation,
2008-2014
- Exhibit 34: India - Mobile data service subscription penetration of
population, 2008-2014
- Exhibit 35: India - Available mobile video/TV services, March 2009
- Exhibit 36: India - mobile video users and mobile TV subscriptions,
2008-2014
- Exhibit 37: India - Application revenue breakdown by type of service,
2008-2014
- Exhibit 38: Italy - Macroeconomic and general telecommunications
indicators, 2008-2014
- Exhibit 39: Italy - Mobile subscriptions by technology generation,
2008-2014
- Exhibit 40: Italy - Mobile data service subscription penetration of
population, 2008-2014
- Exhibit 41: Italy - Available mobile video/TV services, March 2009
- Exhibit 42: Italy - Mobile video users and mobile TV subscriptions,
2008-2014
- Exhibit 43: Italy - Application revenue breakdown by type of service,
2008-2014
- Exhibit 44: Japan - Macroeconomic and general telecommunications
indicators, 2008-2014
- Exhibit 45: Japan - Mobile subscriptions by technology generation,
2008-2014
- Exhibit 46: Japan - Mobile data service subscription penetration of
population, 2008-2014
- Exhibit 47: Japan - Available mobile video/TV services, March 2009
- Exhibit 48: Japan - Mobile video users and mobile TV subscriptions,
2008-2014
- Exhibit 49: Japan - Application revenue breakdown by type of service,
2008-2014
- Exhibit 50: US - Macroeconomic and general telecommunications indicators,
2008-2014
- Exhibit 51: US - Mobile subscriptions by technology generation, 2008-2014
- Exhibit 52: US - Mobile data service subscription penetration of
population, 2008-2014
- Exhibit 53: US - Available mobile video/TV services, March 2009
- Exhibit 54: US - Mobile video users and mobile TV subscriptions, 2008-2014
- Exhibit 55: US - Application revenue breakdown by type of service,
2008-2014
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