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市場調查報告書
行動電視策略
Strategies for Mobile TV
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Abstract
Introduction
This report provides a comprehensive view of the global status of Mobile TV.
It examines how Mobile TV has evolved to date, reviews its status in major
national markets, and discusses the marketing challenges currently being faced
by the different players in the ecosystem. It then designs a “go to market”
strategy framework that considerably improves the chances of success for a
Mobile TV launch.
Features and benefits
- Provides a comprehensive status review of the Mobile TV market, and
insight into the marketing challenges faced by struggling Mobile TV
initiatives.
- Identify new market trends and understand how to design successful Mobile
TV marketing initiatives.
- Analyze where FMCG marketing strategies fail and how high technology
marketing science should be applied.
- Address the key critical questions related to the development and roll out
of go to market strategies for Mobile TV.
Highlights
Although mainstream Pay TV operators are in the best position to drive the
Mobile TV business, most Mobile TV initiatives worldwide have actually been
driven by mainstream FTA TV operators or mobile network operators. There is a
general lack of appreciation that Mobile TV is a paradigm in its own right
that is different from mainstream TV.
Mobile TV is a high technology product that requires high technology marketing
techniques to design its “go to market” strategy. Its promoters have
altogether ignored this aspect of Mobile TV and have gone about applying FMCG
strategies that are typically designed for mass consumer commodities, failing
to build up traction in the marketplace.
As a portable “on the go” solution, Mobile TV will be watched in places where
viewers are more likely to seek “entertaining companionship”. But being of
personal nature, it may be watched anywhere and it is foreseen that Mobile TV
will also find a place on desks, whether in homes or offices.
Your key questions answered
- What are the key philosophical differences between mainstream “Living Room
TV” and Mobile TV?
- How has the global Mobile TV market evolved, and what does the future hold
for it?
- What are the key challenges in designing a successful got to market
strategy for Mobile TV?
- Why should FMCG marketing strategy not be applied to emerging technologies
such as Mobile TV? What is HTM Science and how should it be applied?
- How can free to air and Pay TV business models be synergized to design a
Mobile TV “cash cow”?
Table of Contents
About the author
EXECUTIVE SUMMARY
- Introduction
- Mobile TV: a status review
- Regional developments in Mobile TV
- Content and programming design
- Go to market strategy framework for Mobile TV
- Key questions answered
- Conclusion and recommendations
Introduction
- Conceptualizing and defining Mobile TV
- Mobile TV is a personal TV
- “On the go” usage model
- Mobile TV and mainstream TV are reverse paradigms
- Business drivers, objectives, and scope of the report
- Scope and objectives
- Who is this report for?
- Defining the Mobile TV value chain
- Device manufacturer / supplier
- Content provider
- Content aggregator
- Broadcaster
- Advertiser
- Mobile broadcast network operator (MBNO)
- Mainstream TV FTA operator
- Mobile network operator (MNO)
- Mobile Pay TV operator
- Customer facing service provider
- Viewer / Listener
Mobile TV: a status review
- Market evolution
- Analog and digital broadcast
- Mobile streaming
- Technologies
- Unicast vis-a-vis broadcast
- Newer concepts challenging traditional concepts
- Broadcast technologies - terrestrial
- Broadcast technologies - satellite
- Broadcast - emerging technologies
- Mobile streaming
Regional developments in Mobile TV
- Africa
- African market dynamics and analysis
- Asia
- Asian market dynamics and analysis
- China
- Japan
- Korea
- Europe
- European market dynamics and analysis
- France
- Germany
- Russia
- UK
- North America
- North American market dynamics and analysis
- USA
- South America
- South American market dynamics and analysis
- Argentina
- Brazil
Content and programming design
- Characterizing content for Mobile TV
- Audio and video
- Duration
- Entertainment
- Information
- Compulsiveness
- Content strategy design considerations
- Strategy design considerations
- Program attribute framework
- Content suitability for Mobile TV
- Music and music video
- News
- Weather
- Discussion on social issues
- Humor
- Cartoons
- Short movies
- Feature films
- Documentary films
- Social and professional events
- Adult content
Go to market strategy framework for Mobile TV
- High technology marketing concepts
- What is high technology marketing?
- Why high technology marketing?
- How is high technology marketing different from FMCG marketing?
- High technology marketing: framework of “go to market” strategy models
- Technology adoption lifecycle
- Disruptive innovations
- Network effect
- The law of convergence dynamics
- Conscious-subconscious model
- Application of the conscious-subconscious model to marketing
- High technology marketing strategy framework
- Positioning
- Critical assessment
- Recommendation
- Value chain and business model
- Critical assessment
- Understanding the strengths of players in the Mobile TV value chain
- Qualifying market players to participate in Mobile TV' s value chain
- Recommendations
- Strategic partnerships
- Critical analysis
- Recommendation
- Programming design
- Critical analysis
- Recommendation
- Purchase and usage
- Critical analysis
- Recommendation
- Pointed solution
- Critical analysis
- Recommendation
- Device cost
- Critical analysis
- Recommendations
- Content monetization
- Critical analysis
- Recommendations
- Promotion to launch and afterwards
- Critical analysis
- Recommendations
- Device design & broadcasting network
- Critical analysis
- Recommendation
- Key high technology marketing models
- Disruption
- Crossing the chasm
- Network effect
- Application of the high technology marketing strategy framework to Mobile
TV
- Mantra#1: Synergize
- Mantra#2: Harmonize
- Mantra#3: Focus
- Mantra#4: Verticalize
- Mantra#5: Challenge and disrupt
- Mantra#6: Ecologize
Key questions answered
- Summary
- Introduction
- What are the philosophical and other differences between mainstream TV and
Mobile TV?
- Should a Mobile TV piggy back on another application?
- What are the business models available, and which is preferred?
- B2B
- B2C
- What is the preferred business model to design a "cash cow"?
- How can a customer facing service provider deliver an appropriate value to
the user during each phase of the user life cycle?
- How do you build a tangible value proposition?
- How do you ensure rapid uptake and increased usage?
- What would it take for the audience to relate themselves to the program?
- What are the key considerations that must be factored into content
monetization strategy?
- Compulsiveness
- Low cost
- Tangibility
- Billing
- What role does mainstream TV content play in the customer lifecycle of a
Mobile TV viewer?
- How do you build up a large subscriber base on market entry?
- How can you strategize Mobile TV' s navigation across the Chasm?
- What are the strategic market entry considerations for Mobile TV?
- How can Mobile TV be disruptive?
Conclusion and recommendations
- Market challenges and inhibitors
- Lack of consumer interest
- Alternative streamed solutions provide competition
- New media solutions have fragmented audiences
- Growth in regional markets
- Japan and Korea
- China and the rest of Asia
- Europe
- The US
- Africa
- Mobile TV service evolution
- Feature enhancement
- Device type
- Program availability
- Where Mobile TV promoters are faltering
- Mobile TV will evolve as “Radio Plus”
- Go to market recommendations
- Apply radio' s content programming strategy to establish a compulsive
relationship with viewers
- Do not simulcast during major viewing hours unless it is a live event
- Pointedly position Mobile TV on a specific need
- Do not position Mobile TV on a horizontal market
- Minimize barriers to the adoption of receiving devices
- Do not piggy back Mobile TV on a mobile phone
- Factor in technology conservativeness
- Align network roll out with marketing strategy
- Position Mobile TV to be disruptive
- Consider Pay TV as the preferred model for monetizing content
- Customer facing service provider best positioned to drive the value chain
- Purchase and usage are two different paradigms: establish different
value propositions
- Establish an ecosystem to increase ARPU, build loyalty and minimize churn
TABLES
- Table: Broadcast Mobile TV subscribers by region (m), 2009-13
- Table: Broadcast Mobile TV subscribers in Africa (000s), 2009-13
- Table: Broadcast Mobile TV subscribers in Asia (m), 2009-13
- Table: Broadcast Mobile TV subscribers in Europe (000s), 2009-13
- Table: Mobile TV status in major European markets
- Table: Mobile streaming related activities in Russia
- Table: Mobile streaming related activities in the UK
- Table: Broadcast Mobile TV subscribers in the US (000s), 2009-13
- Table: Broadcast Mobile TV subscribers in South America (000s), 2009-13
- Table: Mobile streaming related activities in Argentina
- Table: Mobile streaming related activities in Brazil
- Table: Music and music video - suitability for Mobile TV
- Table: News - suitability for Mobile TV
- Table: Weather - suitability for Mobile TV
- Table: Discussion on social issues - suitability for Mobile TV
- Table: Humor - suitability to Mobile TV
- Table: Cartoons - suitability for Mobile TV
- Table: Short movies - suitability for Mobile TV
- Table: Feature films - suitability for Mobile TV
- Table: Documentary films - suitability for Mobile TV
- Table: Social and professional events - suitability for Mobile TV
- Table: Adult content - suitability for Mobile TV
- Table: Differences between high technology and FMCG marketing
- Table: Differences between consumer visionaries and pragmatists
- Table: Strengths of TV and mobile network operators in the Mobile TV value
chain
- Table: Mainstream TV FTA operators strengths and weaknesses
- Table: Mainstream Pay TV operators strengths and weaknesses
- Table: Mobile network operators strengths and weaknesses
- Table: Encouraging Mobile TV purchase
- Table: Encouraging Mobile TV usage
- Table: Disruptive potential - how Mobile TV meets consumer demands
- Table: How incumbent entertainment offerings meet consumer demands
- Table: Recommended Mobile TV targets - train and bus commuters
- Table: Differences between mainstream and Mobile TV
FIGURES
- Figure: On the go model for Mobile TV - typical journeys and levels of
control over environment
- Figure: Players in the broadcast Mobile TV value chain
- Figure: The general mobile content consumption chain
- Figure: Global broadcast Mobile TV subscribers (m), 2009-13
- Figure: Broadcast Mobile TV subscribers in Africa (000s), 2009-13
- Figure: Broadcast Mobile TV subscribers in Asia (m), 2009-13
- Figure: Broadcast Mobile TV subscribers in Europe (000s), 2009-13
- Figure: Broadcast Mobile TV subscribers in the US (000s), 2009-13
- Figure: Broadcast Mobile TV subscribers in South America (000s), 2009-13
- Figure: The technology adoption lifecycle
- Figure: Mobile FTA value chain with advertising
- Figure: The Mobile Pay TV value chain with advertising as an additional
revenue stream
- Figure: The broadcast Mobile TV value chain - roles in current deployments
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