全球DVB-H行動電視服務市場

Abstract

Mobile TV will be successful. DVB-H is the one technology that has gained headway in Europe and the US, but various alternatives remain. Questions still remain about demand, cost-effectiveness, user' s willingness to pay and handset design. With an industry move towards various FMC services, is the technology and formats currently in place for mobile TV, the most effective?

Rather, the service is likely to be a stepping stone to a broader, more complete mobile multimedia experience and convergence. This is just one of the findings of our brand new DVB-H Mobile TV Services - Demand, Handsets, Analysis & Forecasts to 2012.

Key questions linger such as:

• Will Qualcomm be able to use their technological muscle to guarantee the success of their MediaFlo system?
• Will Placeshifting TV offer a more user friendly system?
• If DMB is so successful in South Korea maybe we should just copy it?
• So who is actually going to watch? What sex, what age and what will they watch?
• Is advertising going to be the only profitable Mobile TV segment?
• Is the industry ready for a peer-to-peer format which will inevitably grow?

Samsung & LG currently have the greatest number of TV compatible models available, essentially due to working in the Korean and Japanese markets. Will they be able to transfer this knowledge successfully to the North American and European markets? If they can and a TV handset becomes an essential purchase (whether accessed or not), then their strengths within the 3 major technologies (DVB-H, DMB, MediaFLO) may hit Nokia and other manufacturers hard. Will Nokia' s new launches have the commercial break through that they hope? The cost does certainly begin to reach affordable levels with Nokia pitching it at $480.

If handsets are to deal on-going with mobile TV then they must continuously answer technical problems such as:

• 1.High Power Consumption
• 2.Memory must improve to support the high buffer requirements of the mobile TV.
• 3.User Interface Design must appeal to end users while not increasing handset size greatly
• 4.Processing Power must improve to support intense TV applications

The new report "DVB-H Mobile TV Services - Demand, Handsets, Analysis & Forecasts to 2012" details how with unclear standards and even more confused pricing models the success of Mobile TV is far from guaranteed.

Mobile TV has the potential to become a success in the non-voice segment. In this 180+ page report you will learn how advertising can be integrated into the Mobile TV environment cost-effectively for the operator, broadcaster and ultimately the user.

Why You Need To Buy This Report:

With charts, tables, figures and analysis this report provides insight into the services, pricing and business model of mobile operators that have already launched TV, as well as providing ' best and worst case' subscriber and revenue forecasts up until 2012. The report gives an overview of the Mobile TV market in its current and future form, the technology behind the services and the various solutions offered by the leading vendors. The challenges facing the industry are discussed and recommendations to help this service to reach its full potential are also provided.

Methodology

The information contained in this report is from primary industry sources. This includes one-on-one interviews with companies, with governmental bodies and academic insitutions. Analysis has also been drawn from company reports, whether annual financial returns or white papers.

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Table of Contents

1. Introduction

• 1.1 The mobile TV concept
  • Chart 1.1: Global mobile data revenues 2006-2012
• 1.2 Defining mobile TV
• 1.3 Focus of this report
• 1.4 Executive Summary

2. Overview

• 2.1 Convergence of mobility and broadcasting
  • Figure 2.1: Internet-led technology convergence
  • Chart 2.1: Mobile penetration rates in selected countries
  • 2.1.1 Mobiles and TV are already successful bedfellows
    • Chart 2.2: TV generated SMS and MMS, 2002-2007
    • Chart 2.3: SMS TV revenue, 2002-2007
• 2.2 Digital TV is a catalyst for mobile TV
  • Table 2.1: Digital TV penetration by European country, 2006
• 2.3 The DTV landscape in Asia-Pacific
  • Chart 2.4: Number of households with digital TV in Asia-Pacific, 2005 and 2012
  • Table 2.2: Digital TV penetration in Asia Pacific region, Q1 2006
• 2.4 The first steps of mobile digital TV
  • 2.4.1 TVMobile
    • Table 2.3: TVMobile viewer numbers by time of the day
    • Table 2.4: TVMobile advertising spot buy rates
    • Figure 2.2: Overview of TV mobile digital TV network infrastructure and platforms
  • 2.4.2 Terrestrial Broadcasting Tokyo Pilot Project
    • Table 2.5: Tokyo Pilot phase 2 outline - video transmission
    • Table 2.6: Tokyo Pilot phase 2 experiment outline - EPG/data transmission
• 2.5 Is Mobile TV still an important topic?
• 2.6 Why push for mobile TV services?
  • Chart 2.5: Time spent watching TV
  • 2.6.1 Mobile operator objectives with mobile TV
    • 2.6.1.1 Higher revenue
  • 2.6.2 Increased acquisition
  • 2.6.3 Lower churn

3. Technical focus

• 3.1 Digital technology and standards behind TV on mobile phones
  • Table 3.1: Standards and their characteristics for digital terrestrial TV broadcasting
  • Figure 3.1: World mobile TV deployment
• 3.2 DVB
  • Figure 3.2: Technical choices for a mobile operator
  • 3.2.1 DVB-H
    • Figure 3.3: DVB-H signal architecture
  • 3.3.1 DVB-H specification
• 3.4 IPDC
  • Figure 3.4: Using IP datacast technology to make TV mobile
  • 3.4.1 IP Datacast Forum
  • 3.4.2 Differences between terrestrial and mobile digital TV
    • Table 3.2: Technology comparison between fixed digital TV and mobile phone TV
  • 3.4.3 DVB Project
• 3.5 MBMS
  • Figure 3.5: Delivery of DVB-TV services via UMTS
  • 3.5.1 Using cellular for mobile Itv
• 3.6 DAB
• 3.7 ISDB-T
  • Figure 3.6: Functional block diagrams of an ISDB-T receiver
• 3.8 ATSC
  • Figure 3.7: ISDB-T segments, modulation and transfer rate
• 3.9 OFDM
  • Table 3.3: COFDM characteristics
  • 3.9.1 BST-COFDM
• 3.10 MPEG-4 AVC/H.264
  • Chart 3.1: Coding efficiency comparison
  • Table 3.4: MPEG-2 vs MPEG-4 comparison
  • Table 3.5: Technical and licensing comparison of video codecs for broadcasting on mobile devices
• 3.11 DMB
  • 3.11.1 DMB versus DVB-H
• 3.12 MediaFLO
• 3.13 TDTV
  • 3.13.1 TDTV trial in the UK
• 3.14 Placeshifting TV
  • 3.14.1 Slingbox

4. Handsets

• Chart 4.1: Mobile handset shipments, 2007-2012
• Table 4.1: Examples of current mobile TV handsets
• 4.1 Integrating TV functionality into mobile handsets
  • Table 4.2: Technical requirements for receiving terrestrial digital TV on mobile phones
  • Figure 4.1: Digital TV handset design architecture
• 4.2 Screen resolution
• 4.3 User input and interactive menus
• 4.4 Device integration costs
• 4.5 Multi technology mobile TV chips
• 4.6 Vendor devices and strategies
  • 4.6.1 Nokia
    • 4.6.1.1 Nokia N92
      • Table 4.3: Key features of the N92
    • 4.6.1.2 Nokia N77
      • Image 4.1: Nokia N77
    • 4.6.1.3 Nokia predications for DVB-H handset market
  • 4.6.2 Samsung
    • 4.6.2.1 SCH-M220 - the first broadcast TV handset
    • 4.6.2.2 SGH-P900 and SGH-P910
      • Image 4.2: SGH-P900
      • Table 4.4: SGH-P900 key specifications
      • 4.6.2.2.1 Other 2006 3GSM releases
    • 4.6.2.3 SGH-P930
      • Image 4.3: SGH-P930
    • 4.6.2.4 SCH-U620
    • 4.6.2.5 SCH-B600
  • 4.6.3 LG
    • 4.6.3.1 LG-U900
      • Image 4.4: LG-U900
    • 4.6.3.2 LG KU950
    • 4.6.3.3 LG VX9400
  • 4.6.4 Sony Ericsson
    • 4.6.4.1 Work with Sony
    • 4.6.4.2 Sony Ericsson Bravia
  • 4.6.5 Motorola
    • 4.6.5.1 Z8
      • Image 4.5: Z8
    • 4.6.5.2 MS800
• 4.6. HTC
• 4.7 TV handset forecasts
  • Chart 4.2: Mobile digital TV handset shipments, 2007-2012
  • Chart 4.3: TV-phone shipments by region, 2005 and 2009

5. Vendor solutions

• 5.1 Samsung
  • 5.1.1 New Samsung chipset?
• 5.2 The world' s first DVB-H modulator
• 5.3 Toshiba
• 5.4 Broadcom / Sand Video
• 5.5 DiBcom
• 5.6 Microtune
• 5.7 Imagination Technologies
• 5.8 Siemens
• 5.9 SCM Microsystems
• 5.10 TI

6. Issues to consider

• 6.1 Copyright protection
  • 6.1.1 Digital Rights Management and content protection
    • Figure 6.1: Buying rights for DRM protected content
  • 6.1.2 The role of clearinghouses
  • 6.1.3 Is protection needed?
    • Figure 6.2: Copyright protection for broadcasting to home television
    • Figure 6.3: Copyright protection for mobile broadcasting
• 6.2 Legal complications
• 6.3 Selling the idea of mobile TV to broadcasters
• 6.4 Spectrum Issues
  • Table 6.1: Applicable frequencies for mobile TV
• 6.5 Will TV-phone users have to pay licence fees?
  • 6.5.1 Regulating content
• 6.6 Overcoming industry cynicism
• 6.7 Battery life and screen size issues

7. Global markets and deployments

• 7.1 Regional overview
• 7.2 Japan and Korea
  • 7.2.1 Mobile digital TV via satellites
    • Figure 7.1: Satellite DMB network structure
  • 7.2.2 DMB consortium business plans
    • Chart 7.1: DMB Consortium ownership
    • Figure 7.2: Satellite consortium business plan
  • 7.2.3 Regulatory and other hurdles
    • Table 7.1: Regulatory environment and regulations related to business approval
• 7.3 Japan
  • Charts 7.2, 7.3 and 7.4: Demand for mobile TV in Japan by age and gender
  • 7.3.1 1seg
    • 7.3.1.1 Problems with 1seg
    • 7.3.1.2 1seg prospects
  • 7.3.2 DoCoMo
    • 7.3.2.1 DoCoMo and 1seg
    • 7.3.2.2 DoCoMo mobile TV partnerships
• 7.4 South Korea
  • Chart 7.5: Korean mobile subscribers over 3G networks
  • 7.4.1 T-DMB services
  • 7.4.2 TU Media
    • Chart 7.6: TU Media subscriber growth
    • Chart 7.7: TU Media subscription costs
• 7.5 Australia: Optus
• 7.6 Thailand: AIS
• 7.7 Vietnam
• 7.8 Europe
  • 7.7.1 Finland
    • 7.7.1.1 Finland IPDC trials
      • Table 7.2: IPDC technology SWOT analysis
      • Chart 7.8: Finland mobile TV trial questions
    • 7.7.1.2 Digita and Nokia TV launch
  • 7.7.2 Albania
  • 7.7.3 Italy
    • 7.7.3.1 3 Italy
    • 7.7.3.2 Vodafone Italy
    • 7.7.3.3 TIM
  • 7.7.4 Germany
    • 7.7.4.1 DVB-H trials
  • 7.7.5 Sweden
  • 7.7.6 UK
    • 7.7.6.1 Virgin Mobile
    • 7.7.6.2 Arqiva and O2
    • 7.7.6.3 Sky TV and Qualcomm
  • 7.7.7 Norway
• 7.8 US
  • 7.8.1 Verizon
    • Table 7.3: Verizon Mobile TV service plans
  • 7.8.2 AT&T / Cingular
  • 7.8.3 Modeo
    • 7.8.3.1 DVB-H future in the US?

8. Analysis and forecasts

• Chart 8.1: 3G network launches worldwide, Q4 2001-Q2 2005
• 8.1 New opportunities and the mobile TV value chain
  • Figure 8.1: IP datacast business ecosystem and value chain
  • 8.1.1 Content providers
  • 8.1.2 Content aggregators
  • 8.1.3 IPDC service operator
  • 8.1.4 Broadcast network operators
  • 8.1.5 Telecoms network operators
  • 8.1.6 Telecoms service operators
  • 8.1.7 Handset manufacturers
  • 8.1.8 Consumers
• 8.2 Can mobile TV suceed in Europe?
  • Chart 8.2 Mobile phone owners in selected European countries who endorse the idea of mobile TV
• 8.3 The business case for mobile TV
  • 8.3.1 Pay monthly or pay as you watch?
  • 8.3.2 Advertising
    • Chart 8.3: Daily media consumption in selected countries
    • 8.3.2.1 How will mobile TV advertisements work?
  • 8.3.3 Interactivity
  • 8.3.4 Importance of pricing
    • Chart 8.4: Main reasons given for giving up on mobile TV and video
• 8.4 Mobile TV content services
  • Chart 8.5 Preference of mobile TV channels in Finland
  • Chart 8.6: Preference of mobile TV channels in Sweden
  • Chart 8.7: Preference of mobile TV channels in the UK
  • 8.4.1 Electronic Service Guide (ESG)
    • Chart 8.8: The amount of use of additional services during VTT' s mobile TV trial
  • 8.4.2 Value-added services
• 8.5 Market demand and usage patterns
  • Chart 8.9: Mobile TV log-ins by time of day
  • 8.5.2 News, entertainment or movies?
  • 8.5.3 Mobile TV consumption by location and time of day
    • Chart 8.10: Mobile TV subscribers, 2007-2012
• 8.6 Revenues
  • Chart 8.11: Revenues from mobile TV, 2007-2012
• 8.6.1 Revenue sharing
• 8.7 Pricing models
  • Table 8.1: Possible pricing scenarios
• 8.8 Customer targets and segmentation
  • Chart 8.12: Mobile phone ownership by age
  • Table 8.2: Likely mobile TV usage scenarios of different age groups
  • 8.8.1 Learning from the video download market
  • 8.8.2 Handset penetration is not a pre-requisite market driver
• 8.9 Will mobile TV cannibalise video-service revenues?
  • Table 8.3: Cost per MByte for different mobile networks
  • 8.9.1 Streaming vs broadcasting
  • 8.9.2 Complementary or competitive?
• 8.10 Conclusion

9. Conclusions and recommendations

• 9.1.1 Increased number of deployments
• 9.1.2 Handsets
• 9.1.3 Spectrum issues
• 9.1.4 Fragmented model
• 9.1.5 How to price mobile TV
• 9.1.5.1 Advertising
• 9.1.6 Challenge to operators
• 9.1.7 Do people really want mobile TV?
• 9.1.8 Conclusion
• 9.2 Recommendations
  • 9.2.1 For mobile operators:
  • 9.2.2 For handset manufacturers
  • 9.2.3 For technology vendors
  • 9.2.4 For Broadcasters

Organisations Listed

• 3GPP
• 3G Sweden
• Advanced Info Service (AIS)
• Association of Terrestrial Digital Broadcasting
• BBC
• Broadcast Mobile Convergence (BMCO)
• BSkyB
• Casio
• Centre for Electrotechnical Standards (CENELEC)
• Cismundus
• CJ Media
• CNN
• Crédit Lyonnais Private Equity
• Czech TV
• Dai Nippon Printing
• Denso
• DiBcom
• Digita
• Digital Television Group
• DVB Project
• Electronics and Telecommunications Research Institute (ETRI)
• European Broadcasting Union
• European Conference of Postal and Telecommunications Administrations (CEPT)
• ETSI
• Eurotel
• FCC
• FM Tokyo
• France Telecom R&D
• Fuji TV
• Fujitsu
• Hitachi
• Hutchison Whampoa
• IBLabs
• Idetic
• IEEE
• Imagination Technologies
• Infineon Ventures
• Integrated Technology
• Intel
• IMTC
• IP Datacast Forum
• ITU
• Japan Broadcasting Corporation
• Kane
• Kansai Electric Power Co
• KDDI
• KDDI R&D Laboratories
• Keio University
• Kiss FM Finland
• Korea Broadcasting System (KBS)
• KISDI
• Korea Meteorological Administration
• Korea Telecom
• Korea Telecom Freetel (KTF)
• Korean Broadcasting Commission (KBC)
• LG Electronics
• Manx Telecom
• Maspro Denkoh
• Matsushita
• MBN
• MediaCorp TV
• Microsoft
• Ministry of Information and Communication (MIC)
• Ministry of Public Management, Home Affairs, Posts and Telecommunications (MPHPT)
• Ministry of Transport and Communications
• Mitsubishi
• Motorola
• Motorola Ventures
• MPEG-4 Industry Forum
• MTV
• Munhwa Broadcasting Corp (MBC)
• National Council for the Promotion of Terrestrial Digital Broadcasting
• NEC
• Nelonen
• NHK Science & Technical Research Laboratories
• Nippon TV
• NMS
• Nokia
• NTL
• NTT Commware
• NTT Data
• NTT DoCoMo
• NTV
• O2
• Ofcom
• ONE
• On-Media
• Open Mobile Alliance (OMA)
• Optus
• Osaka Chamber of Commerce
• Osaka Industry Association
• Panasonic
• Pentec & Curitel
• Philips
• Philips Research Laboratories
• Popwire
• ProTelevision
• Qualcomm
• Radio Regulatory Council
• Radiocommunication Technology Association
• Radiolinja
• RadioScape
• RAI
• RealNetworks
• RTT Oy
• Samsung
• Samsung Electronics Research Institute
• Sand Video
• Sanyo
• SCM Microsystems
• Seoul Broadcasting System (SBS)
• Sharp
• Siemens
• SK Telecom
• Snapstream
• Society of Motion Picture and Television Engineers
• Sony
• Sony Ericsson
• Space Communications Corporation
• Space System Loral
• Sprint PCS
• TBS
• TDF
• Telecommunications Advancement Organisation of Japan
• Telecommunications Satellite Corporation
• TeliaSonera
• TIM
• T-Mobile
• Toshiba
• Toyota
• T-Systems
• TU Media
• TV Asahi
• TV Cultura
• Universal Studios Deutschland
• Virgin Mobile USA
• Visionik
• Vodafone
• VTT Information Technology
• Walt Disney
• World Wide Web Consortium (W3C)
• Yagi Antenna
• Yahoo! Japan
• Yomiuri Television Entertainment Co
• YTN