Abstract
Television is already a mass media and is also currently made available through the Internet Protocol (IP). Marrying the two most popular services in the world may sound like a great idea but there are still several issues which must be carefully addressed before mobile TV becomes a safe investment.
Who is going to pay for the network deployment? What will be the underlying business model? Are appropriate regulation policies necessary? How new regulation may affect the market? What are the opportunities for mobile operators, broadcasters and content owners? There are currently no straight answers to those questions but several options exist. They must be deeply investigated in order to make appropriate decisions for mobile TV to become successful. The purpose of this report is to offer an understanding of the fundamental aspects of the mobile TV market past present and future with regards to the technology choice and local context. This report also analyses the mobile TV market from the views of different players in the value chain.
Key findings:
- The mobile TV market will be worth over � 4.4bn in 2011 in Asia, North America and Western Europe combined
- Subscription business models will dominate, generating more than 90 per cent of revenues in 2011
- The most impressive growth will be experienced in North America where the broadcast mobile TV market is set to grow by 350 per cent between 2008 and 2010.
- A key obstacle to overcome is the lack of spectrum and appropriate regulation
- Although free to air services drive customer growth in Asia, the business model lacks proven monetisation methods, therefore undermining its deployment in other markets.
- Mobile TV will generate more revenues than mobile music and mobile games combined
- In Europe, mobile TV will represent 27 per cent of total pay TV subscriptions.
In the report:
- Forecasts of mobile TV subscriptions, viewings and consumer revenues to 2011
- Background of technology standards and spectrum.
- Overview of the current state of the market.
- Analysis of the regulation impact on mobile broadcast TV deployments.
- Review and history of business models for unicast and broadcast mobile TV services.
- Description and comparison of value chain structures.
- Market sizes by technology and business models.
- Analysis of the impact of mobile TV on the TV and mobile content industries.
- Comparison of mobile TV ARPU with other pay TV platforms.
- Analysis of the major key players in the industry including mobile operators, broadcasters, technology enablers and service providers.
- Data profile for each of the leading markets in Asia, North America and Europe
Table of Contents
- Executive summary
- Introduction
- Delivery methods and consequences
- Delivery mechanisms: Niche or mass market?
- Broadcast Technology Overview
Current state of the market
- Unicast services were first to deploy
- Broadcast brings a second life to mobile TV
- Europe and Asia lead the pack
Regulation: a confused picture
- Regulatory responsibility
- Competition policy
- Spectrum allocation
- Technology choice
- Ideal regulatory framework
Business models for consumers
- Unicast: More than two years experience
- Subscription: Increasing ARPU and
- consumer loyalty
- Pay per view: A real struggle for adoption
- Pay per day: The provisional alternative
- to pay per view
- Bundling: Driving TV and data usage
- Free to air: Far from being ad-funded
- Different business models may coexist
Value chain: who is going to lead?
- General structure: Same players, different roles.
- Taking hold of the value chain: Who' s got the strength?
- Value chain models
Around the world in 13 graphs
- Europe
- North America
- Asia
- Global perspective
Mobile TV in different contexts
- The TV context: Europe case study
- The mobile content context
- Company profiles
- Mobile Fernsehen Deutschland (MFD)
- T-Systems
- Mediaset
- Vodafone
- 3 Italia
- TU Media
- Qualcomm
- HiWire
- KPN Broadcast
- MobiTV
- BSkyB
- Services Summary
- Regional Data
- Country Profiles
- Glossary
Tables and Charts
- IExecutive summary
- Introduction
Delivery methods and consequences
- Unicast
- Broadcast
- Technology choice by frequency domain
Current state of the market
- Cumulative service launches
- Mobile broadcast TV market
- 2006 consumer revenues
Regulation: a confused picture
- Regulation authority per company type
- Mobile TV regulation by country
Business models for consumers
- Revenue share per business model for Unicast TV
- Vodafone: A fragmented pricing structure
- Unicast TV subscription forecasts for Europe
- Broadcast TV subscription forecasts for Europe
- Time-based pricing
- PPV forecasts for unicast mobile TV
- PPD forecasts
- Percentage of free mobile
- TV subscriptions
- Asian mobile TV penetration rate by business model
Value chain: who is going to lead?
- Value chain overview
- Broadcaster and mobile operator control over the value chain
- Competitive operator-led value chain
- Competitive broadcaster-led value chain
- Cooperative wholesaler-led value chain
- Cooperative operator-led value chain
- Cooperative broadcaster-led value chain
Around the world in 13 graphs
- European mobile TV revenues
- Total mobile TV revenues by country
- 2006 mobile TV revenue share by country
- 2011 mobile TV revenue share by country
- North American mobile TV revenues
- Asian mobile TV revenues
- Global mobile TV market
- Global mobile TV revenues by delivery platform
- Global mobile TV revenues by business model
- Global mobile TV revenues by region in 2011
- Global unicast mobile TV revenues by region in 2011
- Global broadcast mobile TV revenues by region in 2011
- Yearly ARPU by region in 2011
Mobile TV in different contexts
- European TV revenues per platform
- European TV subscriptions per platform
- European TV subscriptions per platform in 2006
- European TV subscriptions per platform in 2011
- Yearly European ARPU by TV platform
- Yearly European ARPU by TV platform compared to average across platforms
- Global mobile content revenues by type
- Mobile content revenue split by typein 2006
- Mobile content revenue split by type in 2011
Company profiles
- 3 Italia DVB-H mobile TV users
- TU Media mobile TV subscriptions
- Qualcomm Strategic Initiatives (QSI) key investments
- MobiTV subscribers
- Sky mobile TV addressable market
Services Summary
- Broadcast services
- Unicast services
Regional Data
- Europe
- North America
- Asia
- Mobile TV market by region
Country Profiles
- Mobile TV country profile: France
- Mobile TV country profile: Germany
- Mobile TV country profile: Italy
- Mobile TV country profile: Japan
- Mobile TV country profile: South Korea
- Mobile TV country profile: Spain
- Mobile TV country profile: UK
- Mobile TV country profile: US
Glossary
