Abstract
The delivery of TV is undergoing one of the biggest transformations in its
history, driven by technological innovation and changing consumer habits. Over
the next few years, the entire broadcast market will make the push from analog
broadcast to digital services. The transition from analog free-to-air (FTA)
services - such as those received over an aerial - to digital terrestrial
television (DTT) and free satellite will be a major leap forward for providing
digital TV to the public. IPTV is one of the latest digital TV platforms to
emerge and in this report we examine the market for IPTV in detail. The
Emerging TV Models report also examines another emerging TV platform: mobile
TV. For both TV models, we examine the market drivers that gave rise to them,
the impact of their arrival on existing services and providers, their likely
market growth and the future development of both sectors. Throughout, we draw
on case studies and best practices of success stories to highlight leading
vendors in both industries; in addition,the final chapter examines the vendor
landscape in closer detail. Although very different in scope and offering,
what' s clear for both emerging TV models is that they have disrupted the
traditional order and are not going away any time soon.
Table of Contents
Executive summary
- The new broadcast landscape
- Mobile TV
- IPTV
- Establishing a revenue model
- Vendor landscape
Chapter 1 - Introduction
- Definitions
- Digital pay-TV (DTV)
- Digital terrestrial TV (DTT)
- Internet Protocol TV (IPTV)
- Internet TV
- Mobile broadband
- Mobile Internet
- Mobile TV
- Video on demand
Chapter 2 - The new broadcast landscape
- The emergence of new delivery models
- The drive towards digital TV services
- Broadband adoption
- Shake-up in consumer viewing habits
- TV viewing has undergone a seismic shift
- Consumers are increasingly attracted to alternative online entertainment
channels
- Content producers exploit new channels for distribution to expand
audience reach
- Consumers look to the mobile phone for entertainment
- Competition and innovation
- Broadcasters and content producers give strong investment to new channels
- Non-traditional competitors enter into the sector through white label
services
- Development of mobile TV standards
- Resistors to future success
- Broadband development
- Monetising new digital TV platforms
Chapter 3 - Mobile TV
- Defining mobile TV
- Mobile TV audiences
- Growth opportunities
- Current take-up of value-add services
- Delivering mobile TV content
- What to watch
- Live or on-demand content?
- Case study: mobile TV in action in Japan
- Mobile TV offerings in Japan
- Mobile TV providers
- The role of the mobile operator
- External threats
- Barriers to widespread adoption of mobile TV
- The mobile TV revenue model
- Market immaturity
- Availability of content
- User experience
Chapter 4 - IPTV
- Summary
- Introduction
- IPTV adoption
- Drivers behind IPTV
- Faster broadband speeds
- Increased competition in the sector
- Growth in digital TV
- Regional demand for IPTV
- IPTV delivery
- IPTV supply chain
- Vendor strategies
- IPTV infrastructure providers
- Market positioning
- IPTV technology offerings
- Future outlook
- IPTV service providers
- The business case
- Service bundles
- In search of differentiation
- Video on demand as a differentiator
- HDTV as a differentiator
- Quality of experience
- Beyond broadcast
- Finding a niche market
- Challenges in rolling out IPTV services
- Challenges facing technology vendors:
- Challenges facing service providers:
Chapter 5 - Establishing a revenue model
- Mobile TV
- Will people pay?
- Pricing models
- Flat-rate subscriptions
- Pay per use
- Pay per view
- Making money from content
- New wholesale broadcast model
- Mobile advertising
- Consumer views on mobile advertising
- The impact of the economic downturn
- Recommendations for operators
- The likely operator model for monetising mobile TV
- IPTV
- Drivers behind IPTV advertising
- The advertising opportunity
- Challenges to IPTV advertising
- Scale and reliability are a must
- People and processes
- Accountability and measurement
- Regulation
- Revenue sharing
- Selling IPTV advertising
- Dynamic insertion of targeted ads
- On-demand ad insertion
- Ad tagging
- Dedicated advertising channels
- Search and auctions
- T-commerce
Chapter 6 - Vendor landscape
- Vendors in the mobile TV sector
- Vendor analysis
- Nokia
- O2
- Vodafone
- Orange
- China Mobile
- Alcatel-Lucent
- Qualcomm
- Vendors in the IPTV sector
- A competitive market
- Vendor analysis: IPTV service providers
- Vendor analysis: IPTV technology providers
- Alcatel-Lucent
- Cisco
- Harmonic
- Microsoft
- Motorola
- SeaChange
- Ericsson
- Sezmi
- Intel
List of Figures
- Figure 2.1: Global DSL subscriber numbers (000s), 2007-2012
- Figure 2.2: Consumers demand for control over TV content
- Figure 3.3: Mobile phone take-up continues to grow 2007-2013
- Figure 3.4: The mobile phone remains primarily a communication device for
consumers globally
- Figure 3.4: Digital TV platform uptake (households in millions), 2007-2012
- Figure 4.5: Europe sees a higher take-up of IPTV than the US
- Figure 5.6: How much will consumers pay for blockbuster films on their
mobile phone?
- Figure 5.7: Consumer willingness to view ads in return for free films on
their mobile phone
- Figure 5.8: How mobile content services fit into ad-funded model
List of Tables
- Table 4.1: Digital TV platform uptake (households in millions), 2007-2012
- Table 4.2: Vendors introducing video-specific features
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