|
市場調查報告書
網路電視市場：寬頻網路帶動的影像服務
IPTV: broadcasting over broadband
|
本報告已在2011年07月19日停止出版。
數位電視市場的變化十分顯著。除了數位有線、數位地上波、衛星播送以外，第四種數位電視服務即為網路電視（IPTV）。不過，網路電視在流通上存在著重大障礙。
長於多種領域市場調查分析的英國專業市調公司Datamonitor Corporation（總公司：倫敦），發行了一本針對網路電視市場體系予以調查、分析、並做出預測的報告書"IPTV：broadcasting over broadband"。
報告書內容包括影響網路電視潮流與研發的主要課題分析、技術研發的狀況調查、網路是否適合數位電視、通訊業者期待的獲利等等，並附 23 幅圖表，概略編排如下：
1.摘要
2.序論
3.市場分析
- 序論
- 主要事項
- 數位電視市場第四根支柱出現了？
- 何謂 IPTV？與 PCTV 的差異
- 網路電視提供的大範圍服務
- 網路電視技術概要
- 網路電視引起何種關注？
- 壓縮技術與硬體成本
- 寬頻網路
- Cable 的「Triple Play」對策
- 視訊服務可提升 ARPU 並鞏固顧客
- 服務改善
- 不透明的商業模式與成本因素是發展的障礙
4.競爭分析
- 序論
- 主要事項
- 網路電視開始引起大型通訊企業的注意
- 技術供應商積極尋求打入網路電視的市場機會
- 網路電視用戶 2007 年底預計達到 1700 萬
- 網路電視營業額預計在 2007 年底達到 75 億美金
- 總結：根據價值鏈的市場機會
Overview
Introduction
The landscape for digital TV services is changing rapidly. While digital cable, digital terrestrial and satellite services continue to develop across Europe, there are signs that broadband networks will emerge as a significant fourth platform for DTV services. However, significant obstacles still prevent IPTV from becoming a mass-market proposition in the short term.
Scope
- Analyzes the key issues and trends influencing the development of the IPTV sector.
- Examines the technological developments that have helped to make IPTV a more attractive proposition for service providers.
- Considers how IPTV fits into the wider digital TV sector, and how existing operators can benefit from the deployment of these services.
Report Highlights
Interest in the IPTV sector has increased significantly over the past 12 months. The timing of this increased interest in IPTV services is stimulated by a combination of technological improvements and increasing commercial pressures.
Datamonitor believes that around 15 million households will be accessing IPTV services by the end of 2007 - a significant increase over the 600,000 homes accessing these services at the end of 2003. Global revenues from the sector will exceed $7.5 billion in 2007.
Reasons to Purchase
- Recognize the benefits IPTV presents in enabling linear broadcast, iTV and on-demand services to drive revenue growth.
- Understand the factors that will affect the timing and nature of IPTV deployments.
- Identify the role of IPTV services within existing digital TV strategies.
Table of Contents
CHAPTER 1 EXECUTIVE SUMMARY
- Introduction
- Market context
- IPTV: what it is, and what it isn't
- IPTV can provide a broad range of services
- IPTV technology overview
- What is driving interest in the IPTV sector?
- Business model uncertainty and high costs hinder rollout
- Competitor dynamics
- IPTV starts to attract the interest of major operators
- Technology providers actively pursuing IPTV opportunities
- IPTV will reach 15 million households by the end of 2007
- Summary: opportunities across the value chain
CHAPTER 2 INTRODUCTION
- What is this report about?
- How to use this report
CHAPTER 3 MARKET CONTEXT
- Introduction
- Key findings
- The emergence of a fourth platform for digital TV?
- A platform that faces significant challenges
- IPTV: what it is, and what it isn't
- IPTV can provide a broad range of services
- IPTV technology overview
- A combination of multicasting and unicasting is essential
- What is driving interest in the IPTV sector?
- Improved compression and reduced hardware costs drive IPTV
- Hardware is improving, while costs are falling
- Increasing uptake of broadband makes IPTV a possibility
- Telcos need to respond to cable's triple-play threat
- Offering video services can help to boost ARPU and reduce churn
- Existing operators seek to extend reach and improve services
- Business model uncertainty and high costs hinder rollout
- IPTV is relatively new and untested
- Deployment costs are still high, but falling
- Telcos do not have the content relationships required for pay-TV
- Can the market support four digital TV technologies?
CHAPTER 4 COMPETITIVE DYNAMICS
- Introduction
- Key findings
- IPTV starts to attract the interest of major operators
- FastWeb shows the benefits of deploying a fiber-based service
- France sees a flurry of activity
- Telefónica's TV over ADSL service nearing launch
- Rumors abound that BT is set to enter the UK TV sector
- Asia Pac a hotbed of development
- Independent phone companies quick off the mark in US
- Incumbent telcos in a strong position for IPTV?
- Technology providers actively pursuing IPTV opportunities
- Partnering for success
- Microsoft TV aims to gain a foothold in the IPTV sector
- IPTV will reach 15 million households by the end of 2007
- Europe will lead the way once the market settles
- IPTV revenues will reach $7.5 billion in 2007
- Summary: opportunities across the value chain
CHAPTER 5 APPENDIX
- Definitions
- Research methodology
- Future readings
- 2003 reports
- 2004 reports
- SPP writing team
- How to contact experts in your industry
List of Tables
-
Table 1: Number of broadband lines in western Europe, end-Sept 2003
-
Table 2: Incremental costs per IPTV subscriber ($)
-
Table 3: European digital TV installed base by platform, 2002-2007
-
Table 4: FastWeb's residential ARPU boosted by video services
-
Table 5: Provision of pay channels significantly increases video ARPU
-
Table 6: Global IPTV households, 2003-2007
-
Table 7: IPTV households by region, 2003-2007
-
Table 8: IPTV revenues by region, 2003-2007
List of Figures
-
Figure 1: Top-level IPTV systems architecture
-
Figure 2: Global IPTV households, 2003-2007
-
Figure 3: Top-level IPTV systems architecture
-
Figure 4: TV-quality video still requires significant bandwidth
-
Figure 5: Compression technology developments have boosted the potential of IPTV services
-
Figure 6: Number of broadband lines in western Europe, end-Sept 2003
-
Figure 7: Cable operators and telcos are providing an increasingly similar range of services
-
Figure 8: Offering video services can substantially boost ARPU for telcos
-
Figure 9: Incremental costs per IPTV subscriber ($)
-
Figure 10: European digital TV installed base by platform, 2002-2007
-
Figure 11: FastWeb's residential ARPU boosted by video services
-
Figure 12: Provision of pay channels significantly increases video ARPU
-
Figure 13: Global IPTV households, 2003-2007
-
Figure 14: IPTV households by region, 2003-2007
-
Figure 15: IPTV revenues by region, 2003-2007
|
