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市場調查報告書
車上電視/影片服務市場商機
TV and Video Services on a Mobile Phone: the killer application for 3G?
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本報告已在2011年07月19日停止出版。
依市場調查數據顯示，消費者對於車上電視及影片服務的需求提高，從既有市場所提供的服務中，簽約者與利用率的大幅上升足可證明此類需求的提升。然而，這也意味著技術者需直接面對操作平台、商業模式以及內容等相關問題，而且如何在提高利潤的前提下，以消費者認定的適當價格來提供相關服務等，也是業者現在面臨的問題。
在通訊與新興媒體的調查與諮詢方面已有佳績的英國調查公司Analysys Ltd.〈總公司：劍橋〉，針對車上電視/影片服務的3G市場商機相關資料進行調查、分析，並發行了調查報告書“TV and Video Services on a Mobile Phone: the killer application for 3G?”。
本報告書內容包括：車上電視/影片服務市場商機、技術者與播放業者須直接面臨的主要課題、現在的3G影片服務市場中，車上通訊技術者所提供的服務與商業模式、因技術發展所造成之影響 ，以及3G替代技術等。內容目錄概述如下。
0. 摘要
1. 車上電視&影片服務所創造出的3G網路技術商機
2. 車上電視&影片提供市場需求擴張
- 從TV與收費TV的收益中，顯示出TV於消費者市場上擁有強大的力量
- 3G簽約數量低迷情況下衍生出的3G TV解決方案
3. W-CDMA最適合短小但昂貴的影音短片設備
- W-CDMA網路限制與影音短片的提供
- 高價影音短片的容量限制可在Mbyte的收益與價值間取得平衡
4. 將車上電視&影音短片格式特殊化之技術開發的必要性
- W-CDMA與影片播放技術的改良為市場收益與3G影音服務的關鍵
- 替代3G宏蜂窩的必要性
- 替代播放技術的必要性
- 行動裝置開發
- 各種不同市場技術監測
- 技術補強
Product overview
Market research indicates strong latent demand for mobile TV and video, and early take-up of services in some markets shows the potential to translate this into high take-up and usage. However, the opportunity presents substantial challenges relating to the technology platform, business model and content acquisition; operators face the challenge of delivering the services that mobile users want at an affordable price, and still making a profit. Although 3G achieves substantial improvements in throughput, capacity and cost per Mbyte compared with 2G, TV and video services can consume substantial network resource and yield lower revenue per Mbyte than other services. Several mobile players, including Nokia and Vodafone, are experimenting with digital TV broadcast platforms as a complementary technology for the delivery of these services, and a number of mobile handsets in Japan and South Korea already incorporate broadcast TV receivers. A further challenge for mobile operators is
acquiring, packaging and branding attractive video content, which often comes at a very high price. Mobile operators face a diverse set of potential suppliers ranging from well established broadcasters and film studios to numerous independent sources and a number of emerging video content aggregators. Given the potential of TV and video services it is critical for mobile operators to establish the right technology evolution path and to forge early relationships with the right content and broadcast players. This report identifies key factors in achieving success with mobile TV and video services.
TV and Video Services on a Mobile Phone: the killer application for 3G? answers your key questions:
- What is the market opportunity for mobile TV and video services? What are the key challenges for operators and broadcasters to address this market?
- How are mobile operators addressing the 3G video services market today? What services and business models are being introduced?
- How will advances in cellular technology (e.g. HSDPA) change the fundamental business case for mobile TV and video services?
- What are the alternatives to 3G for the delivery of mobile TV and video services? What scope is there for integration with DVB-T, DVB-H or satellite TV?
- What are the key factors in the business model for successful mobile TV and video services? What is the potential revenue per Mbyte for mobile video? How significant are content costs?
- What actions can be taken now to secure a strong position in the mobile video market?
Who should read this report?
- Mobile operators: understand the market and business model for mobile TV and video and the implications for 3G technology and service portfolios. Understand the need for relationships with broadcasters and broadcast technology integration requirements
- TV broadcasters: understand the capabilities and limitations of 3G technology for delivery of TV and video services and partnership opportunities with mobile operators
- Handset and equipment vendors: understand the factors shaping the technology platform for delivery of mobile TV and video services
- Investors: understand the importance of mobile TV and video in the 3G service portfolio and the potential impact on technology evolution
Contents
0 Summary
1 Mobile TV and video offers real potential for 3G network operators
2 Evidence grows for strong latent demand for mobile TV and video services
- 2.1 TV usage and pay-TV revenues demonstrate the powerful force of TV in the consumer market
- 2.2 '3G TV' may be the antidote to slow 3G take-up
3 W-CDMA is best suited to short, premium-priced video clips
- 3.1 Limitations of W-CDMA networks and handsets constrain the ability to deliver TV and video services
- 3.2 Limited volumes of premium-priced video clips can achieve a balance between revenue per Mbyte and affordability
4 Technology developments are needed for intensive mobile TV and video
- 4.1 W-CDMA HSDPA and advances in video coding are key to enhancing the profitability and quality of 3G video services
- 4.2 Alternatives to 3G macrocells will be required to support extensive delivery of TV or video to mobile phones
- 4.3 Alternatives to broadcasting technology also need to be considered
- 4.4 Developments in mobile devices will be key enablers for mobile TV and video services
- 4.5 Mobile operators must carefully monitor the diverse technological approaches across different markets
- 4.6 Technology must be complemented by other critical ingredients to achieve success with mobile TV and video
- Actions
List of figures and tables
- Figure 0.1 Impact of pricing and data rate on revenue per Mbyte for a three-minute video clip
- Figure 2.1 Comparison of time spent using TV, radio, home Internet and mobile phone services per person per day in the USA and the UK
- Figure 2.2: Growth of EV-DO customers in South Korea
- Figure 2.3: Pro rata annual ARPU for SKT, March 2004
- Figure 2.4: Pro rata annual ARPU for KTF, quarter ending June 2004
- Figure 2.5: Split of SKT June data packets by different content types, October 2003
- Figure 2.6: Split of KTF EV-DO packets by different content types, quarter ending June 2004
- Figure 2.7: Split of June hits by different content types, October 2003
- Figure 2.8: TV session lengths in the Finland mobile TV trial
- Figure 2.9: Time spent viewing individual TV programmes in the Finland mobile TV trial
- Table 3.1: Comparison of Mbyte consumption of various service scenarios
- Figure 3.1: Data consumption of typical mobile data services
- Table 3.2: Revenue per Mbyte for example services
- Figure 3.2: Relationship between cost to end users and programme length for high/low video quality and revenue per Mbyte of USD1/0.5
- Table 3.3: SKT June pricing for TV and video-on-demand services, August 2004
- Table 3.4: KTF fimm pricing for TV and video-on-demand services, August 2004
- Figure 3.3: Revenue (per Mbyte and per download) from download of a three-minute 4.5Mbyte video clip from SKT June and KTF fimm, by different types of user, August 2004
- Table 3.5: Examples of 3 video services in the UK
- Table 3.6: Examples of 3G video-clip services in the UK
- Figure 3.4: Impact of pricing and data rate on revenue per Mbyte for a three-minute video clip
- Table 4.1: Broadcasting options for delivery of TV to mobile devices
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