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市場調查報告書
義大利行動電視市場
The Italian Mobile TV Market
| 出版商 |
IDATE |
| 出版日期 |
2007年12月 |
商品編碼 |
60338 |
| 內容資訊 |
英文 45 pages |
| 價格 |
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本報告已在2011年11月23日停止出版。
Abstract
Overview
While mobile broadcast TV has been a reality in Japan and South Korea for
close to three years now, comparable offers were not introduced in Europe
until 2006. Italy was one of the pioneers, home to three commercial offers
launched consecutively by the country' s top three mobile operators: H3G, TIM
and Vodafone.
If technical and pre-commercial trials using DVB-H, T-DMB and MediaFLO have
multiplied across Europe over the past three years, Italy is currently the
only European country where an actual scale service is on offer. As a result,
on the eve of commercial rollouts in most countries across the continent,
Italy is the focus of everyone' s attention.
- What services are actually being offered, and at what price?
- What role is played by the mobile operators and by the content providers?
- Are 3G and broadcast TV services complements or competitors?
- What are the regulatory and legal implications?
- What changes are expected: technological, commercial, regulatory, in the
area of content and with respect to business models?
- And, finally, how successful is this new market expected to be?
Because the different types of player involved in mobile TV are all looking
for reliable elements that will allow them to clarify their future strategies
and positioning in this market, IDATE aims to answer all of these questions in
its new reported devoted to the mobile TV market in Italy. This report draws
on a large number of interviews with all of the players that are currently
involved in getting this market off the ground.
The report provides readers with a detailed view of the state of the Italian
mobile TV market at the end of 2007, draws lessons from nearly 18 months of
commercial services and delivers growth forecasts for the next three years.
Key questions
- What place will mobile TV be given in telcos' service line-up?
- What links between mobile and fixed TV?
- What viewing patterns appear to be emerging?
- What are the technological limitations?
- What regulatory issues have arisen as a result?
- Does a winning business model exist?
- What are the keys to success in the mobile TV market?
- What is the growth outlook?
Who should read this report?
- Mobile operators
- Comparing positioning strategies
- Analysing business models
- Pinpointing flagship content
- Understanding user expectations
- Broadcasters/Content producers
- Anticipating user behaviour
- Understanding telcos' strategies
- Assessing market value
- Identifying core formats
- Network operators
- Understanding telco and media company needs
- Equipment manufacturers
- Pinpointing usage patterns to better anticipate their evolution
- Establishing forecasts of the market' s growth outlook
- National regulatory authorities
- Identifying the issues that have arisen
- Measuring the effectiveness of existing measures
- Investors/analysts
- Understanding all of the issues surrounding mobile TV
- Understanding the relationships between the players along the value chain
- Anticipating the market' s evolution
Table of Contents
1. Methodology and Definitions
2. The Big Picture: the Italian TV and Mobile Markets
- 2.1. The Italian Mobile Telecommunication Services Market at a glance
- 2.2. The Italian Television Market
3. Regulatory and Legal Issues
- 3.1. The current regulatory framework for Mobile TV in Italy
- 3.1.1. Provision of the network for Mobile TV
- 3.1.2. Broadcasting of digital TV programmes over mobile terminals
- 3.1.3. Provision of services related to Mobile TV
- 3.2. The EU proposal for a new Audiovisual Media Services Directive
- 3.3. Copyright issues on the use of digital content on Mobile TV
- 3.4. Other legal issues related to Mobile TV
4. The Italian Mobile TV Competitive Scenario
- 4.1. MNO Mobile TV Strategies
- 4.1.1. 3 Italia
- 4.1.2. TIM
- 4.1.3. Vodafone Italy
- 4.2. A Comparative Analysis of MNO Mobile TV Offerings
- 4.2.1. Content
- 4.2.2. Mobile TV Service Pricing
5. The Mobile TV Value Chain
- 5.1. Main Players
- 5.1.1. Extending the Value Chain: the Automobile Industry
- 5.2. Current Mobile TV Business Model
- 5.3. Mobile TV Usage Patterns and Business Implications
- 5.4. The potential role of Mobile Advertising
6. The Italian Mobile TV Market
- 6.1. The Market Model and its Main Assumptions
- 6.2. The Italian Mobile TV Market Size
List of Tables & Figures
- Table 1: Breakdown of TV households in Italy by segment
- Table 2: Main types of linear and non-linear services available in Italy
- Table 3: Main services covered by the AVMS Directive
- Table 4: DVB-H Mobile TV offerings by MNO
- Table 5: The mobile TV market in Italy in the optimistic scenario
- Table 6: The mobile TV market in Italy in the conservative scenario
- Figure 1: Mobile TV: a market at the intersection of television and
telecommunications markets
- Figure 2: Mobile services revenues by segment
- Figure 3: TV services revenue breakdown
- Figure 4: Organisation of the mobile TV value chain
- Figure 5: The relationship between Mediaset and TIM on the mobile TV market
- Figure 6: Revenue Model - Content only
- Figure 7: Revenue Model - Content and Network
- Figure 8: Audience shares of the main TV channels of the H3G mobile service
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