Mobile TV has emerged as the next major mobile application. Nearly every 3G mobile service in operation today includes a Mobile TV service. The business analysis in this report found that this is a cost effective way to start a service but is only one element in building a profitable Mobile TV service. This report examines the broadcast, multicast, and satellite alternatives and defines how each of them may be used to extend a Mobile TV strategy to address a mass market. One surprising conclusion was that WiMAX is a strong technology choice for creating a monolithic mass market Mobile TV service.
Mobile TV services require a significant investment by mobile operators, broadcasters, and content providers to create profitable services. This report identifies the technology and business strategies that will be required to build profitable services in a full range of markets.
This 130-page report identifies the strategies that the leading mobile operators are using for their Mobile TV strategies. In includes the leading Mobile TV services in Europe, Asia, and North America. It is clear that a new set of companies such as Qualcommfs MediaFLO USA and Crown Castlefs Modeo in the U.S. as well as RAI the national broadcaster in Italy will provide Mobile TV broadcast services through the mobile carriers. This report discusses the strategies of these companies and evaluates the business issues that they face.
The report also discusses the strategies and business case for the various kinds of content providers that create, aggregate, or otherwise offer content for Mobile TV services. This includes companies such as MobiTV in the U.S. and ROK in the UK that can deliver a set of Mobile TV channels ready for transmission over a mobile network.
The report also discusses the regulatory issues that face Mobile TV service providers and the technologies that are available to them. The business case analysis and the global forecast in this report are based on these technical and regulatory constraints.
The business case compares the profitability of 3G, multicast, broadcast, and satellite technologies. It found that each of these technologies has its place depending on the stage of development and the timing of the Mobile TV service.
The forecast section includes global and regional forecasts for the services as well as the infrastructure equipment and terminals required to support Mobile TV services. The regional breakdown is Asia Pacific, North America, Western Europe, and the Rest of the World, which includes Eastern Europe, the Middle East and Africa, and Latin America.
Who Should Buy This Report?
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· Mobile operators
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· Company executives
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· Mobile TV broadcast operators
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· Marketing/product managers
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· Mobile system manufacturers
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· Network planners
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· Mobile handset manufacturers
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· Engineering managers
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· Broadcast systems companies
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· Venture capitalists
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· Video systems companies
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· Investors
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Table of Contents
1. Executive Summary
1.1 Introductionm
1.2 Global Regulation
Table 1-1: Analog TV Switch off
1.3 Mobile TV Technologies
Table 1-2: Mobile TV Technologies
1.4 Market Strategies
Table 1-3: Mobile TV Services
1.5 Business Case Scenarios
1.6 Mobile TV Market Forecast
Figure 1-1: Mobile TV Subscribers by Network
Figure 1-2: Broadcast Mobile TV Subscribers by Region
Figure 1-3: Broadcast Mobile TV Service Revenue by Region
1.7 Conclusions & Recommendations
1.7.1 Conclusions
1.7.2 Recommendations
2. Mobile TV Regulation
2.1 Introduction
2.2 Europe
2.2.1 European Union
2.2.2 Italy
2.2.3 UK
2.2.4 Germany
2.2.5 France
2.3 North America
2.4 Asia-Pacific
2.5 Digital Dividend
Table 2-1: Analog TV Switch off
3. Technology Strategies
3.1 Overview
3.2 3G and WiMAX Technologies
3.2.1 Unicast 3G and WiMAX Technologies
Table 3-1: 2G, 3G and WiMAX Technologies
3.2.2 Multicast 3G and WiMAX Technologies
3.3 Broadcast Technologies
Table 3-2: Mobile TV Broadcast Spectrum Options
Table 3-3: Broadcast Mobile TV Services and Trials
3.3.1 DVB-H
3.3.2 MediaFLO
3.3.3 Other Mobile TV Broadcast Technologies
3.4 Satellite Technologies
3.5 Selecting a Mobile TV Technology
Figure 3-2: Unicast versus Broadcast
4. Mobile Operator Strategies
4.1 Overview
4.1.1 Technical Choices for Mobile Operators
4.1.2 Business Choices for Mobile Operators
4.1.3 Choosing a Strategy
Figure 4-1: Mobile Operator TV Service Strategies
4.2 3G Strategies
4.2.1 Cingular
4.2.2 O2
4.2.3 Orange
4.2.4 PCCW
4.2.5 Sprint
4.3 Terrestrial Broadcast Strategies
Table 4-2: Terrestrial Broadcast Only Mobile TV Services
4.3.1 KDDI au
4.3.2 NTT DoCoMo
4.3.3 T-Mobile
4.4 Satellite Only Strategies
Table 4-3: Satellite Only Based Mobile TV Services
4.4.1 SK Telecom
Table 4-4: TU Mediafs Demographic Details
4.5 Hybrid Strategies
Table 4-5: Service Providers Offering 3G and Terrestrial Broadcast Mobile TV
4.5.1 3 Italy
4.5.2 Korea Telecom
Figure 4-2: Korea Telecom
4.5.3 TIM-Telecom Italia Mobile
4.5.4 Verizon Wireless
4.5.5 Vodafone
5. Content Strategies
5.1.1 User Experience
5.1.2 Personalization
5.1.3 Building Business Models Beyond Advertising
Figure 5-1: Interactivity and Groups Adds Value
5.1.4 User Demand & Tariffs
5.2 Mobile TV Broadcast Networks
Table 5-1: Mobile TV Broadcast Networks
5.2.1 Araqiva
5.2.2 Eutelsat
5.2.3 Hiwire
5.2.4 MobiTv
5.2.5 MediaFLO USA
5.2.6 Mediaset
5.2.7 MFD
5.2.8 Modeo (Crown Castle)
5.2.9 RAI
5.2.10 ROK TV
5.3 Content Producers
5.3.1 TV News and Weather Content
5.3.2 Sports Content
5.3.3 TV Entertainment Content
5.3.4 Film Content
5.3.5 User Generated Content
6. Business Case Scenarios
6.1 Mobile TV Value Chain
Figure 6-1: Mobile TV Value Chain
6.2 Business Case for 3G Mobile TV Services
Figure 6-2: Subscribers Required for Breakeven for 3G Mobile TV at 5 Years
Figure 6-3: Penetration Rates Require for Breakeven at 5 Years
Figure 6-4: Cost per Subscriber for 3G Mobile TV at 5 Years
6.3 Business Case for Broadcast Mobile TV Services
6.3.1 Business Case for the Broadcast Operator
Figure 6-5: Metro Area Breakeven Points for Mobile TV Broadcast Networks
Figure 6-6: U.S. National Breakeven Points for Mobile TV Broadcast Networks
Figure 6-7: Penetration Rates Required at Breakeven
6.3.2 Business Case for the Mobile Operator
6.4 Choosing a Mobile TV Technology
Figure 6-8: Scalability vs. Investment in Mobile TV Networks
Figure 6-9: Five Year Mobile TV Network Costs
6.5 Business Case for Content Producers
6.6 Business Case for Advertisers
6.7 Business Case Assumptions
Table 6-1: Business Case Assumptions for 3G and WiMAX Technologies
Table 6-2: Business Case Assumptions for Broadcast Technologies
7. Market Forecast
7.1 Forecast Methodology
7.1.1 Assumptions
7.1.2 Timeline
Figure 7-1: Mobile TV Introduction Timeline
7.2 Global Forecast
Figure 7-2: Mobile TV Subscribers Unicast/Multicast versus Broadcast
Figure 7-3: Mobile TV Subscribers by Region
Figure 7-4: Mobile TV Subscribers, Terrestrial versus Satellite
Figure 7-5: Broadcast Mobile TV Subscribers by Technology
Figure 7-6: Unicast/Multicast Mobile TV Subscribers in Asia-Pacific, by Country
Figure 7-7: Broadcast Mobile TV Subscribers in Asia-Pacific, by Country
Figure 7-8: Broadcast Mobile TV Subscribers in Asia-Pacific, by Technology
7.3.1 China including Hong Kong
7.3.2 Japan
7.3.3 Korea
7.4 Western Europe
Figure 7-9: Unicast/Multicast Mobile TV Subscribers in Western Europe, by Country
Figure 7-10: Broadcast Mobile TV Subscribers in Western Europe, by Country
Figure 7-11: Broadcast Mobile TV Subscribers in Western Europe, by Technology
7.4.1 France
7.4.2 Germany
7.4.3 Italy
7.4.4 UK
7.4.5 Rest of the Region
7.5 North America
Figure 7-12: Unicast/Multicast Mobile TV Subscribers in North America, by Country
Figure 7-13: Broadcast Mobile TV Subscribers in North America, by Country
Figure 7-14: Broadcast Mobile TV Subscribers in North America, by Technology
7.5.1 Canada
7.5.2 USA
7.6 Rest of the World
Figure 7-15: Unicast/Multicast Mobile TV Subscribers in RoW, by Region
Figure 7-16: Broadcast Mobile TV Subscribers in RoW, by Region
Figure 7-17: Broadcast Mobile TV Subscribers in RoW, by Technology
8. Mobile TV Winners and Losers
8.1 Overview
8.2 Mobile Operators
8.2.1 Recommendations for Mobile Network Operators
8.3 Mobile TV Broadcast Networks
8.3.1 Conclusions and Recommendations
8.4 Mobile TV Satellite Networks
8.4.1 Conclusions and Recommendations
8.5 Content Producers
Figure 8-2: Mobile TV Content Provider Revenue
8.5.1 Conclusions and Recommendations
8.6 Advertisers
8.6.1 Conclusions and Recommendations
9. Appendix I: Companies in this Report
Table 9-1: Companies Consulted for this Report
10. Appendix II: Glossary
11. Vendor Profiles
11.1 3Vision
11.1.1 Company
11.2 Alcatel
11.2.1 Company
11.2.2 Mobile TV Products and Strategy
Figure 11-1: Alcatel Mobile TV Concept
11.2.3 Market View
11.3 DiBcom
11.3.1 Company
11.3.2 Mobile TV Products and Strategy
11.3.3 Market View
11.4 Ericsson
11.4.1 Company
11.4.2 Mobile TV Products and Strategy
11.4.3 Market View
11.5 Harris Corporation
11.5.1 Company
11.5.2 Mobile TV Products and Strategy
11.5.3 Market View
11.6 IPWireless
11.6.1 Company
11.6.2 Mobile TV Products and Strategy
Figure 11-2: MBMS Architecture
11.6.3 Market View
11.7 LogicaCMG
11.7.1 Company
11.7.2 Mobile TV Products and Strategy
11.7.3 Market View
11.8 mBlox
11.8.1 Company
11.8.2 Mobile TV Products and Strategy
11.8.3 Market View
11.9 Nokia
11.9.1 Company
11.9.2 Mobile TV Products and Strategy
Figure 11-3: Nokia Mobile TV Approach
Figure 11-4: Nokia N92 Mobile TV Device
11.9.3 Market View
11.10 Nortel
11.10.1 Company
11.10.2 Mobile TV Products and Strategy
Figure 11-5: Rich Media Vision from Nortel
11.10.3 Market View
11.11 Nortel
11.11.1 Company
11.11.2 Mobile TV Products and Strategy
11.11.3 Market View
11.12 UDcast
11.12.1 Company
11.12.2 Mobile TV Products and Strategy
11.12.3 Market View
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