本報告已在2011年07月19日停止出版。
由於現在已經正式邁入 3G 技術及數位地面傳播電視的時代，因此一般認為行動電話將在電視節目的接收終端上扮演極為重要的角色。儘管如此，在使用方法的開發、廠商定位、導入服務及商業型態等方面上，依舊存在一些不確定的因素。
歐洲情報通信技術的代表技術中心 IDATE（總公司:法國），調查與分析行動取向電視市場，並有系統地出版綜合報告書 “Cellular TV / Mobile TV: Fad or mass market?”。
此報告書在下面的內容裡，除了說明行動取向電視傳播技術的概要、短期•中期•長期性開發動向；也分析內容通路的影響、行動取向語音影像服務開發的動向、企業策略；另外，也探討價值鏈的定位及市場課題等。
1. TV 與行動電話技術
- 基本技術
- 各式行動影像解決方案
- 行動網絡的串流影像解決方案
- 電視傳播解決方案（地面傳播與衛星）
2. 實現行動影像服務提供的裝置升級
- 行動裝置的基本結構
- 行動裝置的性能提高
- 新數位媒體行動終端的例子（Nokia 7700）
3. 行動＆可攜式裝置：服務與使用
- 行動終端的影像內容服務
- 電視服務的現況
- 可攜式電視開發
- 行動影像服務的使用動向
4. 廠商策略
- 行動電話市場的成長
- 語音影像的使用動向變化
- 通信領域與語音影像領域的整合（通信廠商、內容供應商）
- 價值鏈分析
5. 成長藍圖
Existing technologies
- technologies that enable the broadcast and reception of TV content on mobile devices
- expected short, medium and long-term developments, and their impact on content distribution
Existing audiovisual services
- services for portable and mobile devices in the development or planning stage
- potential use of devices and services
- player strategies, level of involvement, positioning in the value chain
Challenges
- elements of convergence between TV services and mobile (or cellular) reception devices
- digital terrestrial TV (cellular reception, embedded TV...), new services tied to 3G/UMTS
Presentation
Although mobiles - in the age of 3G and DTT - should become the terminal par excellencefor receiving television programmes, many uncertainties still remain: developments in usage, operator repositioning, adapting services and business models.
Mobile TV: "natural" marriage of the telecom and audiovisual sectors
- Telecom operators: is the current prominence of video services in mobile operators offers indicative of a future mass market?
- Content providers: digitisation of terrestrial networks enables the emergence of dedicated services on mobile and portable devices.
A host of technical choices giving way to questions over adapting services to actual forms of use
- In what ways do cellular and broadcast networks complement one another?
- Simulcasting or the creation of dedicated mobile programmes?
- Which business models for which services?
Scenarios
Establishing user consumption scenarios for new mobile video services, factoring in:
- Technical solutions, existing and future equipment and content
- Mobile TV viewing situations
Table of Contents
1/ TV AND MOBILE TELEPHONY
Basic technical principles
- Different compression techniques
- Chief audio codecs, MPEG-2, MPEG-4, MPEG-4 AVC or MPEG-4 part 10 or H.264, proprietary standards, video and mobile telephony codecs, initiatives launched by the 3GPP and other mobile industry associations, codecs supported by the leading mobile streaming platforms
- Digital terrestrial broadcasting to mobiles
- DVB-T and DVB-H in Europe and beyond, the ATSC in the United States, ISDB-T in Japan, terrestrial and satellite DMB (Digital Multimedia Broadcasting) in South Korea and Japan
Presentation of the different mobile video solutions
- Streaming video solutions on mobile networks
- Underlying principle, general architecture of streaming platforms, leading mobile streaming solutions providers
- TV broadcasting solutions (terrestrial and satellite)
- Network architecture, radio and satellite-based mobile TV initiatives
2/ UPGRADING DEVICES TO ENABLE MOBILE VIDEO SERVICES
General architecture of a mobile device
Enhancing mobile devices performance
- Integrated circuits, microprocessors, memory, batteries, screen, UHF-VHF components, satellite, operating systems
Example of a new multimedia mobile handset: the Nokia 7700
3/ MOBILE AND PORTABLE DEVICES: SERVICES AND USES
Video content services on mobile handsets
- Mobile video download services
- Downloading, chief technical mobile video access solutions, a broad content offering tailored to mobility, business models, examples of offers marketed outside Europe
- Mobile streaming video services
- Development conditioned by mobile operators technical choices, new programme distribution channel, adapted tariffs, the early days of mobile streaming video, live streaming initiatives on mobile
- Mobile TV broadcasting services
- analogue terrestrial mobile TV, digital terrestrial mobile TV, mobile broadcasting via satellite, network convergence for mobile TV broadcasting
State of development of embedded TV services
Making TV portable
Mobile video services consumption
- Swift renewal of the base of deployed handsets
- A supply market
- Increasing possible applications
- Delayed and on-demand video consumption
- Rise in average monthly spending on mobile data services
4/ PLAYER STRATEGIES
Growth of the mobile telephony world
- One person = one mobile phone
- Gradual migration of the handset base
- Growing prominence of mobile data services
Changes in audiovisual consumption patterns
- Growing trend towards owning several devices
- which goes hand in hand with an increasing number of channels on offer
- Slight rise in average viewing time
- Consumers increasingly willing to pay for TV services
- and to access content on the internet.
The "natural" marriage of the telecom and audiovisual sectors
- Telecom operators
- Prime objective: to increase per subscriber revenues, close collaboration with content publishers, a core asset: controlling sport broadcasting rights, comple mentary aspects of cellular and terrestrial broadcasting networks, 2.5G/3G and
- .4G networks, the high cost of subsidising devices, growing cooperation with hardware manufacturers
- Content providers
- Finding new markets, avoiding exclusivity, increasing viewing time, simulcasting versus adapting content, broadcasting versus downloading, copyright protection
Analysis of the value chain
- Relationship between telecom operators, content providers and equipment manufacturers
- The search for value: control the content or control the subscriber?
- Role sharing or integration of the entire chain?
5/ GROWTH SCENARIOS
Scenario creation: key trends
- Technical solutions
- The content, streams and business models
- The equipment
- The user and mobile TV viewing situations
Presentation of sample applications
- "The portable screen" as an alternative to a second TV set, and to PVRs (Personal Video Recorder)
- "Transitional or extra mobile" and mobile PVRs
- "The entertainment mobile" and "The utilitarian mobile"
- "The Game Boy mobile"
- "Distraction TV" and "Collective mobile TV"
Players cited in the report
Telecom operators - Broadcast network operators
- 3/Hutchison
- Bouygues Telecom
- Crown Castle
- Digita
- KDDI
- KTF
- J-Phone
- LG Telecom
- Maxis Communications
- MBCO
- Mobilkom Austria
- Movistar / Telefonica
- NTT DoCoMo
- Optus Mobile
- Orange
- SKT
- Sprint PC
- TDF
- Telecom Italia Mobile
- TeliaSonera
- Teracom
- T-mobile
- T-Systems
- TUMedia
- Vodafone
Hardware manufacturers - Technology providers
- Apple
- Canal+ Technologies
- Casio
- Ericsson
- Envivio
- Emblaze
- Fujitsu-Siemens
- HelloNetworks
- Hitachi
- LG Electronics Matsushita
- Microsoft
- Motorola
- Nokia
- NEC
- Packet Video (Alcatel)
- Panasonic
- Philips
- Real Networks
- STMicroelectronics
- Texas Instruments
- Samsung
- Sanyo
- Sharp
- Sony
- Toshiba
- Wonderphone
Content providers
- AFP
- Alma Media
- Channel 4
- CFN / CNBC
- CNN
- Endemol
- Fashion TV
- ITN
- La7
- MCM
- MTV
- MTV3
- Nelonen
- NHK
- NTN
- n-tv
- Paris Premiere
- RAI
- Reuters
- Sanoma WSOY
- Sky Sports
- Sporever
- Sky PerfecTV
- TVB
- TF1
- Universal Music
- Universal Studios
- Networks Deutschland
- YLE
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