Mobile TV Broadcasting is a comprehensive report analysing the
evolution of television for mobile devices. This strategic research report
from Berg Insight provides you with 150 pages of unique business intelligence
and expert commentary on which to base your business decisions.
This report will allow you to:
Learn from the experience of commercial mobile TV services in South
Korea and Japan.
Identify key success factors for launching mobile TV services.
Understand the preferences and consumption patterns of mobile TV
viewers.
Grasp the relationships between the key players in the value chain.
Recognise differences and commonalities of traditional and mobile
television.
Evaluate the results of mobile TV trials on key markets.
This report answers the following questions:
What is the current status for mobile TV in Europe, North America and
Asia-Pacific?
Which are the main technologies for mobile TV broadcasting and who is
adopting them?
How does the consumption of mobile TV content differ from that of regular
TV?
What are the main challenges facing prospective providers of mobile TV?
Which are the most successful business models and strategies?
Why has South Korea become the most advanced market for mobile TV?
What are the experiences from the first years of commercial services in
Asia-Pacific?
Table of Contents
Executive summary
1. Introduction - The next step in the evolution of television
2. Broadcast network technologies
2.1 Introduction
2.2 Streaming over mobile networks
2.3 MBMS and TDtv
2.4 DAB-based technologies: T-DMB, S-DMB, DAB-IP
2.4.1 Leading market: South Korea
2.4.2 T-DMB trial and deployment activities
2.5 DVB-based technologies: DVB-H and DVB-SH
2.5.1 Leading market: Italy
2.5.2 DVB-H trial and deployment activities
2.6 MediaFLO
2.6.1 Leading market: US
2.6.2 MediaFLO trial and deployment activities
2.7 ISDB-T (OneSeg)
2.8 A-VSB
2.9 Satellite solutions
2.9.1 DVB-SH (DVB-H+)
2.9.2 S-DMB
2.10 Video on demand
3. Contents and consumption
3.1 General observations
3.1.1 Consumer behaviour
3.1.2 Content preferences
3.2 Europe
3.2.1 Italy: Europe' s biggest consumers
3.2.2 France: 400,000 users connect to million times per month via PC
and mobile
3.2.3 Spain: Users access news and complain about battery time
3.2.4 UK: Four hours per month in 20-minute sessions
3.2.5 Germany: MI FRIENDS - users take time to get hooked and develop
habits
3.3 United States
3.4 Asia Pacific
3.4.1 Japan: Popular service but unclear business model
3.4.2 South Korea: 1 million viewers paying for S-DMB
3.4.3 South Korea: Quick uptake of T-DMB thanks to free service
4. Challenges for mobile TV
4.1 A new TV concept
4.2 Lack of standardised tests
4.3 Frequency allocation
4.4 Harmonization and roaming
4.5 The handset
4.6 The tuner
4.7 Deployment costs
4.8 Lack of operator interest
4.9 Rights issues
4.10 Competition from other devices
5. Business models and strategies
5.1 Unicast or broadcast
5.2 Business models
5.2.1 Broadcasters
5.2.2 Content aggregators
5.2.3 Mobile operators
5.2.4 Revenue flows
5.3 Content innovation
5.3.1 Differentiation
5.3.2 Interactivity
5.3.3 User-generated contents
5.3.4 Case study: TU Media, South Korea
5.4 Revenue models
5.4.1 Conditional access: subscriptions and pay-per-view
5.4.2 Free access: advertising
6. Case studies
6.1 Europe
6.1.1 UK: Vodafone considering how to serve possible mass-market
6.1.2 UK: BT ditches one customer, one phone-service after one year
6.1.3 Italy: 3 Italia controlling both mobile and TV networks
6.1.4 Italy: Cooperation to share infrastructure costs and resources
6.1.5 Germany: DMB' s first launch in Europe alongside DVB-H development
6.1.6 France: Orange offers TV on Internet and mobile
6.1.7 Finland: Digital radio over DVB-H
6.2 United States
6.2.1 MobiTV: Content aggregator for mobile and wireless access
6.2.2 Modeo: Service provider dropping mobile TV after trial
6.2.3 Sprint: Pushing video services in many forms
6.2.4 Verizon Wireless: Going with FLO
6.2.5 AT&T: Late to market
6.2.6 T-Mobile: Amassing spectra to start broadband media services
6.3 Asia Pacific
6.3.1 Japan: MBCo failed with dedicated portable TV but others keep
trying
6.3.2 Japan: Mobile operators providers counting on meta usage
6.3.3 South Korea: DMB services popular, but not making money
7. Conclusions and market forecast
7.1 It is a brand new world
7.2 Regulations
7.3 Technology
7.4 Business models and strategies
7.5 Content and usage
7.6 Market forecasts
Glossary
List of Figures
Figure 1.1: The evolution of mobile TV media
Figure 2.1: Comparison of downlink data capacity demanded per user by
services
Figure 2.2: Evolution of DMB
Figure 2.3: T-DMB technical overview
Figure 2.4: Comparison of S-DMB and T-DMB
Figure 2.5: Milestones for T-DMB development in South Korea
Figure 2.6: T-DMB business model
Figure 2.7: Technical overview comparison of T-DMB and DVB-H
Figure 3.1: Key results from some European mobile TV trials
Figure 3.2: Preferred occasions for watching mobile TV
Figure 3.3: Average viewing time by day of the week (August 2005)
Figure 3.4: Top five programs and contents for mobile TV
Figure 3.5: Moments for watching S-DMB mobile TV
Figure 3.6: South Korean T-DMB licensees and channel line-up
Figure 3.7: Moments for watching T-DMB mobile TV
Figure 3.8: Popular programming among Korean DMB viewers
Figure 4.1: South Korean T-DMB licensees and channel line-up
Figure 4.2: Analogue TV switch off year in Europe by country
Figure 4.3: Examples of mobile-TV enabled handsets
Figure 4.4: DVB-H versus DMB-T cost comparison
Figure 5.1: Strategic options for deploying mobile TV
Figure 5.2: The mobile TV value chain
Figure 5.3: Examples of roles played by broadcasters in the mobile TV
value chain
Figure 5.4: Examples of aggregator led business models for mobile TV
Figure 5.5: Examples of roles played by operators in the mobile TV value
chain
Figure 5.6: Example of revenue flows generated by fee-based mobile TV
services
Figure 5.7: Architecture of an interactive voting service
Figure 5.8: Original channel lineup for TU Media' s S-DMB service
Figure 5.9: Pricing examples for mobile TV (September 2007)
Figure 5.10: Examples of revenue models for mobile TV
