Mobile TV & Video: Access Market or Content Market?: Industry Report

Mobile TV & Video: Access Market or Content Market?

Product Type: Market Research Report
Published by: IDATE
Published: January 2007
Product Code: R221-165

Description

More and more mobile TV and video services are coming on the market, spurred by mobile operators’ drive to promote 3G services and step-up subscriber migration, and enabled by the allocation of mobile broadcasting licences.

Although the technical (3G network capacity) and legal (spectrum access) challenges appear to have been pinpointed, if not resolved, operators are nevertheless adopting a wide variety of strategies in their offers, favouring either video on demand or live TV, channels on a per-unit basis or in packages.

Feedback from pioneer rollouts and trials reveal a real interest on the part of consumers, depending on the billing model, and the services’ ability to satisfy their growing appetite for individualised consumption, both at home and when on the move.

As a result, other outlets for mobile TV and video are emerging as the mobile phone is incorporated into the digital home (downloads from the PC to the mobile, retransmission of broadcast services), and so by-passing the use of networks, while the growing popularity of video communities could well give “editorialised” video a run for its money.

More significant still, at a time when households’ electronic communication consumption is becoming increasingly accesscentric, so robbing content of its value, questions are being raised over video and TV services’ economy, as free and for-pay models go head to head, combined with uncertainties over the added revenues that mobile TV might generate, and the lingering conflict between remuneration for access or remuneration for content.

Table of Contents

1. Introduction: the mobile TV and video environment: 1.1. Video consumption broadens; 1.2. Buoyancy in digital content demand; 1.3. Emerging mobile services; 1.4. Television market reaches maturity
2. Directions being taken by mobile TV and video offers: 2.1. Video on cellular networks; 2.2. Video on mobile broadcast networks; 2.3. Handsets: a digital-home item; 2.4. Is the industry moving towards network specialisation?
3. Video Offers on mobile handsets: an overview: 3.1. MNO offers; 3.2. Content-based MVNO; 3.3. "Off-portal" offers; 3.4. Broadcast offers; 3.5. Positioning of mobile TV and video offers; 3.6. Rate-plan models
4. Initial lessons learned from feedback on mobile television offers: 4.1. Consumption scenarios; 4.2. Time distribution of viewings; 4.3. Frequency and duration of viewing sessions; 4.4. Types of offers consumers want; 4.5. Tests come to a close: Consumers’ intentions to subscribe; 4.6. Cost of the service; 4.7. Consumer profiles
5. New emerging services: 5.1. Interactive TV on mobile; 5.2. Mobile and video communities; 5.3. Mobile PVR
6. Recent shifts on the mobile video value chain: 6.1. Case studies; 6.2. Lessons to be learned from the mobile video value chain
7. Markets for mobile television: medium-term development scenarios: 7.1. Scope of the mobile TV market; 7.2. Service segmentation; 7.3. Changes in pricing models, by service; 7.4. 3G versus broadcasting: areas of competition and complementarity; 7.5. Revenue streams and business models; 7.6. Market forecasts and revenue streams, by operator; 7.7. Forecasts: Germany; 7.8. Forecasts: Spain; 7.9. Forecasts: France; 7.10. Forecasts: Italy; 7.11. Forecasts: United Kingdom; 7.12. Lessons to be learned from the forecasts: what is the market potential for mobile TV and video?; 7.13. Can broadcast mobile television services ever be profitable?
List of figures and tables: Figure 1: The appeal of "client/server" content among French teenagers; Figure 2: Methods of broadcasting to mobile terminals; Figure 3: Distribution of users tested in London and Oxford according to average duration of mobile TV viewing sessions; Figure 4: Age distribution among mobile TV and video consumers in the United States; Figure 5: Scope of the mobile television market; Figure 6: Medium-term segmentation of mobile TV services; Figure 7: Predominant pricing models for mobile television and video; Figure 8: Scenario for competition between 3G and broadcast services; Figure 9: Scenario for cooperation between 3G and broadcast services; Figure 10: Germany - Forecast summary; Figure 11: Spain - Forecast summary; Figure 12: France - Forecast summary; Figure 13: Italy - Forecast summary; Figure 14: United Kingdom - Forecast summary; Table 1: Share of content in ICT spending in French households; Table 2: Advertising market distribution of mass media in 2005 and 2008; Table 3: Summary of 3G and broadcast offers; Table 4: Changes in the mobile TV and video market - Germany - Scenario; Table 5: Changes in the mobile TV and video market - Germany - Scenario; Table 6: Changes in the mobile TV and video market - Germany - Scenario; Table 7: Changes in the mobile TV and video market - Germany - Summary of scenarios; Table 8: Changes in the mobile TV and video market - Spain - Scenario; Table 9: Changes in the mobile TV and video market - Spain - Scenario; Table 10: Changes in the mobile TV and video market - Spain - Scenario; Table 11: Changes in the mobile TV and video market - Spain - Summary of scenarios; Table 12: Changes in the mobile TV and video market - France - Scenario; Table 13: Changes in the mobile TV and video market - France - Scenario; Table 14: Changes in the mobile TV and video market - France - Scenario; Table 15: Changes in the mobile TV and video market - France - Summary of scenarios; Table 16: Changes in the mobile TV and video market - Italy - Scenario; Table 17: Changes in the mobile TV and video market - Italy - Scenario; Table 18: Changes in the mobile TV and video market - Italy - Scenario; Table 19: Changes in the mobile TV and video market - Italy - Summary of scenarios; Table 20: Changes in the mobile TV and video market - United Kingdom - Scenario; Table 21: Changes in the mobile TV and video market - United Kingdom - Scenario; Table 22: Changes in the mobile TV and video market - United Kingdom- Scenario; Table 23: Changes in the mobile TV and video market - United Kingdom - Summary of scenarios; Table 24: Profitability of a broadcast television service

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