Opportunities and Pitfalls in the Mobile Broadcast TV Market, 2006

Opportunities and Pitfalls in the Mobile Broadcast TV Market, 2006 - 2012 (Review Report)

Product Type: Market Research Report
Published by: Datamonitor
Published: March 2007
Product Code: R313-21332

Description

Introduction

This brief addresses the adoption of mobile broadcast TV in North America, Europe and Asia-Pac. Datamonitor considers that there will be notable opportunities in the sector, despite the fact that the initial hype of subscriber growth might not be met.Scope

Outlines key trends in the mobile broadcast TV sector including recent launches, trails and dynamics that are affecting the adoption of the service. Highlights

different mobile broadcast TV business models, service flows and revenue streams including broadcast led, MNO led and wholesale approaches. Outlines benefits and challenges with each different bearer technology including DVB-H, MediaFLO, DAB-IP and DMB-T. Outlines mobile broadcast TV subscription growth from 2006 - 2012 in 22 countries across Europe, North America and Asia-Pac.Highlights

Datamonitor considers that there are significant barriers for mass adoption for mobile broadcast TV and that addressing these issues will be fundamental for the growth of the service. Barriers include spectrum allocation, device functionality and competition from alternative entertainment sources. Broadcast video content will have to adapt to the mobile environment. These changes will be driven by both user consumption habits and the functionality of the handsets themselves. Datamonitor considers that the repurposing of content will be essential in adding value to services and further promoting mass adoption. Datamonitor predicts at the end of 2006 there were around 4.4 million mobile broadcast TV subscribers. This subscriber base is forecasted to grow to c65.6 million in 2010 and c155.6 million by 2012 with a CAGR of 66.2%.Reasons to Purchase

Gain insight into key challenges facing the widespread implementation and adoption for mobile broadcast TV services. Understand different bearer technologies and the challenges and benefits with each including power consumption and spectrum capacity demands. Access forecasts for service uptake and revenue potential in both mature and developing markets.

Table of Contents

DATAMONITOR VIEW
CATALYST
SUMMARY
METHODOLOGY
EXECUTIVE SUMMARY: Introduction; The mobile broadcast TV market 2007 (Market Focus); The mobile broadcast TV value chain (Strategy Focus); The mobile broadcast TV format war (Technology Focus); Databooks
THE MOBILE BROADCAST TV MARKET 2007 (MARKET FOCUS): Summary; Video content becomes an integral part of handset functionality; Mobile phone growth is escalating - particularly in Asia-Pac; What is mobile broadcast television?; Consumers desire multifunctional audio-visual handsets; Live services provide mixed messages regarding potential adoption habits; Trials aim to make the jump to live services in a variety of markets during 2007; DVB-H set to have the strongest foothold in Europe with services already deployed; 3 Italia illustrates strong adoption despite missing subscriber targets; Virgin Mobile and BT Movio mobile broadcast service has lackluster responses from consumers; DigitAlb launch free DVB-H service to consumers in Albania; North America begins to go live in 2007 with Verizon and AT&T; Asia-Pac is an increasingly complicated and diverse mobile broadcast market; Japan and South Korea shows strong mobile broadcast growth; Barriers for adoption could hinder the uptake of mobile broadcast TV services; Spectrum capacity remains a hindrance for adoption - although not as much as originally expected; Certain device constraints still need to be overcome; Competition from alternative content sources is the biggest issue for adoption; Consumer education is the most important issue - you need to see it to believe it; Asia-pacific set to continue dominance of mobile broadcast TV usage; Strong growth expected - but not as quickly as first thought; Asia-Pacific expected to have the most subscribers by 2012; Germany is expected to be Europe's largest market with Italy not far behind by 2012; USA expected to be the largest national market by 2012; China expected to be the largest Asia-Pacific market by 2012; Market outlook for mobile broadcast TV remains positive - but with reservations
THE MOBILE BROADCAST TV VALUE CHAIN (STRATEGY FOCUS): Summary; Content providers aim for cross-platform distribution and to expand audiences; Multiple content distribution looks to expand audience reach and brand through innovative delivery; Mobile broadcast TV has unique time and place usage habits; Mobile broadcast TV highlights a potential 'new primetime' for content viewing; Consumers watch mobile broadcast TV services on-the-go but also, surprisingly, at home; Repurposing content will be essential to promote service adoption; Mobile network operators look to add value to their network and generate revenue; Change and path dependency: creating positive network externalities through mobile broadcast TV; Revenue generation is not considered as the primary driver for mobile broadcast TV adoption; Interactivity through SMS and MMS could generate revenue for mobile broadcast TV players; Global mobile broadcast TV revenue is expected to show substantial growth until 2012; Mobile broadcast TV can be implemented through a variety of business models; Outlining different business models: assessing revenue streams and services flows; Broadcast led approaches will be particularly attractive to free-to-air services; Mobile operator led business models creates the MNO as a potential broadcaster; Wholesale business models offer less risk for MNOs and broadcasters; Subscription models will be the primary business model initially; Advertising models has potential as long as ROI is met and a large subscriber base is established; Potential opportunities for players in a limited market
THE MOBILE BROADCAST TV FORMAT WAR (TECHNOLOGY FOCUS): Summary; Effective video management is essential for mobile broadcast TV services; Traditional broadcast communications providers expanding into the mobile broadcast TV environment; The generic mobile broadcast TV infrastructure value chain; The physical creation of content remains similar to most broadcast services; Mobile broadcast service management: advantaging from scalable solutions; Scalable and content agnostic solutions are increasingly important; Competing bearer technologies provide different challenges and benefits for providers; DAB derivative solutions are currently available across the globe; Spectrum availability is already present for DAB derivative solutions in most regions; Time to market is one of the biggest benefits for DAB derivative solutions; Challenges for DAB derivative solutions include network infrastructure elements and receiver performance; MediaFLO provides a potential walled garden approach for mobile broadcast TV services; MediaFLO technologies look for UHF, VHF and L-Band spectrum capacity; FLO offers benefits through guaranteed spectrum space and greater channel capabilities; A closed environment might prove detrimental in the long-run; DVB-H service provides an open solution based from traditional digital broadcasting technology; Spectrum capacity issues remain and issue in some markets for DVB-H services; DVB-H technology benefits from open standards and strong commercial backing; Spectrum remains a particular challenge - particularly in US service deployment; Growing potential for unified mobile broadcast TV systems in the future; Open standards are the way forward for mobile broadcast TV adoption; Promoting interoperability: Qualcomm's Universal Broadcast Model (UBM) chip; Consumers are technology agnostic
THE MOBILE BROADCAST TV MARKET: SUBSCRIBER NUMBERS, 2006 - 2012 (DATABOOK): Introduction; Mobile broadcast TV subscribers in North America, 2006 - 2012; Mobile broadcast TV subscribers in the USA, 2006 - 2012; Mobile broadcast TV subscribers in Canada, 2006 - 2012; Mobile broadcast TV subscribers in Europe, 2006 - 2012; Mobile broadcast TV subscribers in Benelux, 2006 - 2012; Mobile broadcast TV subscribers in France, 2006 - 2012; Mobile broadcast TV subscribers in France, 2006 - 2012; Mobile broadcast TV subscribers in Germany, 2006 - 2012; Mobile broadcast TV subscribers in Spain, 2006 - 2012; Mobile broadcast TV subscribers in the UK, 2006 - 2012; Mobile broadcast TV subscribers in the Nordics, 2006 - 2012; Mobile broadcast TV subscribers in Italy, 2006 - 2012; Mobile broadcast TV subscribers in the New EU 10, 2006 - 2012; Mobile Broadcast TV subscribers in RoE, 2006 - 2012; Mobile broadcast TV subscribers in RoWE, 2006 - 2012; Mobile broadcast TV subscribers Asia-Pac, 2006 - 2012; Mobile broadcast TV subscribers in China, 2006 - 2012; Mobile broadcast TV subscribers in Japan, 2006 - 2012; Mobile broadcast TV subscribers in Malaysia, 2006 - 2012; Mobile broadcast TV subscribers Singapore, 2006 - 2012; Mobile broadcast TV subscribers in Hong Kong, 2006 - 2012; Mobile broadcast TV subscribers in India, 2006 - 2012; Mobile broadcast TV subscribers in South Korea, 2006 - 2012; Mobile broadcast TV subscribers in New Zealand, 2006 - 2012; Mobile broadcast TV subscribers in Australia, 2006 - 2012
THE MOBILE BROADCAST TV MARKET: SUBSCRIPTION REVENUE NUMBERS, 2006 - 2012: Introduction; Mobile broadcast TV subscription revenue in North America, 2006 - 2012; Mobile broadcast TV subscription revenue in the USA, 2006 - 2012; Mobile broadcast TV subscription revenue in Canada, 2006 - 2012; Mobile broadcast TV subscription revenue in Europe, 2006 - 2012; Mobile broadcast TV subscription revenue in Benelux, 2006 - 2012; Mobile broadcast TV subscription revenue in France, 2006 - 2012; Mobile broadcast TV subscription revenue in Germany, 2006 - 2012; Mobile broadcast TV subscription revenue in Spain, 2006 - 2012; Mobile broadcast TV subscription revenue in the UK, 2006 - 2012; Mobile broadcast TV subscription revenue in the Nordics, 2006 - 2012; Mobile broadcast TV subscription revenue in Italy, 2006 - 2012; Mobile broadcast TV subscription revenue in the New EU 10, 2006 - 2012; Mobile Broadcast TV subscription revenue in RoE, 2006 - 2012; Mobile broadcast TV subscription revenue in RoWE, 2006 - 2012; Mobile broadcast TV subscription revenue Asia-Pac, 2006 - 2012; Mobile broadcast TV subscription revenue in China, 2006 - 2012; Mobile broadcast TV subscription revenue in Japan, 2006 - 2012; Mobile broadcast TV subscription revenue in Malaysia, 2006 - 2012; Mobile broadcast TV subscription revenue Singapore, 2006 - 2012; Mobile broadcast TV subscription revenue in Hong Kong, 2006 - 2012; Mobile broadcast TV subscription revenue in India, 2006 - 2012; Mobile broadcast TV subscription revenue in South Korea, 2006 - 2012; Mobile broadcast TV subscription revenue in New Zealand, 2006 - 2012; Mobile broadcast TV subscription revenue in Australia, 2006 - 2012
APPENDIX: Definitions; Further reading; Ask the analyst
List of Tables: Table 1: Mobile broadcast TV subscribers in North America, 2006 - 2012; Table 2: Mobile broadcast TV subscribers in the USA, 2006 - 2012; Table 3: Mobile broadcast TV subscribers in Canada, 2006 - 2012; Table 4: Mobile broadcast TV subscribers in Europe, 2006 - 2012; Table 5: Mobile broadcast TV subscribers in Benelux, 2006 - 2012; Table 6: Mobile broadcast TV subscribers in France, 2006 - 2012; Table 7: Mobile broadcast TV subscribers in Germany, 2006 - 2012; Table 8: Mobile broadcast TV subscribers in Spain, 2006 - 2012; Table 9: Mobile broadcast TV subscribers in the UK, 2006 - 2012; Table 10: Mobile broadcast TV subscribers in the Nordics, 2006 - 2012; Table 11: Mobile broadcast TV subscribers in Italy, 2006 - 2012; Table 12: Mobile broadcast TV subscribers in the New EU 10; Table 13: Mobile Broadcast TV subscribers in RoE, 2006 - 2012; Table 14: Mobile broadcast TV subscribers in RoWE, 2006 - 2012; Table 15: Mobile broadcast TV subscribers Asia-Pac, 2006 - 2012; Table 16: Mobile broadcast TV subscribers in China, 2006 - 2012; Table 17: Mobile broadcast TV subscribers in Japan, 2006 - 2012; Table 18: Mobile broadcast TV subscribers in Malaysia, 2006 - 2012; Table 19: Mobile broadcast TV subscribers Singapore, 2006 - 2012; Table 20: Mobile broadcast TV subscribers in Hong Kong, 2006 - 2012; Table 21: Mobile broadcast TV subscribers in India, 2006 - 2012; Table 22: Mobile broadcast TV subscribers in South Korea, 2006 - 2012; Table 23: Mobile broadcast TV subscribers in New Zealand, 2006 - 2012; Table 24: Mobile broadcast TV subscribers in Australia, 2006 - 2012; Table 25: Mobile broadcast TV subscription revenue in North America, 2006 - 2012; Table 26: Mobile broadcast TV subscription revenue in the USA, 2006 - 2012; Table 27: Mobile broadcast TV subscription revenue in Canada, 2006 - 2012; Table 28: Mobile broadcast TV subscription revenue in Europe, 2006 - 2012; Table 29: Mobile broadcast TV subscription revenue in Benelux, 2006 - 2012; Table 30: Mobile broadcast TV subscription revenue in France, 2006 - 2012; Table 31: Mobile broadcast TV subscription revenue in Germany, 2006 - 2012; Table 32: Mobile broadcast TV subscription revenue in Spain, 2006 - 2012; Table 33: Mobile broadcast TV subscription revenue in the UK, 2006 - 2012; Table 34: Mobile broadcast TV subscription revenue in the Nordics, 2006 - 2012; Table 35: Mobile broadcast TV subscription revenue in Italy, 2006 - 2012; Table 36: Mobile broadcast TV subscription revenue in the New EU 10; Table 37: Mobile Broadcast TV subscription revenue in RoE, 2006 - 2012; Table 38: Mobile broadcast TV subscription revenue in RoWE, 2006 - 2012; Table 39: Mobile broadcast TV subscription revenue Asia-Pac, 2006 - 2012; Table 40: Mobile broadcast TV subscription revenue in China, 2006 - 2012; Table 41: Mobile broadcast TV subscription revenue in Japan, 2006 - 2012; Table 42: Mobile broadcast TV subscription revenue in Malaysia, 2006 - 2012; Table 43: Mobile broadcast TV subscription revenue Singapore, 2006 - 2012; Table 44: Mobile broadcast TV subscription revenue in Hong Kong, 2006 - 2012; Table 45: Mobile broadcast TV subscription revenue in India, 2006 - 2012; Table 46: Mobile broadcast TV subscription revenue in South Korea, 2006 - 2012; Table 47: Mobile broadcast TV subscription revenue in New Zealand, 2006 - 2012; Table 48: Mobile broadcast TV subscription revenue in Australia, 2006 - 2012
List of Figures: Figure 1: Mobile subscribers including pre-pay, 2006-2012; Figure 2: Simplified model for mobile video consumption; Figure 3: Crossroads of mobile broadcast TV; Figure 4: Global mobile broadcast TV subscribers, 2006 - 2012; Figure 5: Regional comparison of mobile broadcast TV subscribers, 2006 - 2012; Figure 6: European mobile broadcast subscribers, 2012; Figure 7: United States mobile broadcast TV subscribers, 2006 - 2012; Figure 8: Major Asia-Pac market comparison for mobile broadcast TV subscribers , 2006 - 2012; Figure 9: Simplified value chain of players in the mobile broadcast TV sector; Figure 10: 2006 02 & Arqiva Oxford Trial Results: Average service use by time of day; Figure 11: 2006 02 & Arqiva Oxford Trial Results: Average service use by location; Figure 12: Conservative forecast for mobile broadcast TV revenue, 2006 - 2012; Figure 13: Broadcast led mobile broadcast TV business model; Figure 14: Mobile network operator led mobile broadcast TV business model; Figure 15: Wholesale mobile broadcast TV led business model; Figure 16: Simplified downstream mobile broadcast TV infrastructure value chain; Figure 17: Overview of major mobile broadcast bearer technologies; Figure 18: Qualcomm's FLO network components; Figure 19: Time slicing through a DVB-H system; Figure 20: Mobile broadcast TV subscribers in North America, 2006 - 2012; Figure21: Mobile broadcast TV subscribers in the USA, 2006 - 2012; Figure22: Mobile broadcast TV subscribers in Canada, 2006 - 2012; Figure 23: Mobile broadcast TV subscribers in Europe, 2006 - 2012; Figure 24: Mobile broadcast TV subscribers in Benelux, 2006 - 2012; Figure 25: Mobile broadcast TV subscribers in France, 2006 - 2012; Figure 26: Mobile broadcast TV subscribers in Germany, 2006 - 2012; Figure 27: Mobile broadcast TV subscribers in Spain, 2006 - 2012; Figure 28: Mobile broadcast TV subscribers in the UK, 2006 - 2012; Figure 29: Mobile broadcast TV subscribers in the Nordics, 2006 - 2012; Figure 30: Mobile broadcast TV subscribers in Italy, 2006 - 2012; Figure 31: Mobile broadcast TV subscribers in the New EU 10; Figure 32: Mobile Broadcast TV subscribers in RoE, 2006 - 2012; Figure 33: Mobile broadcast TV subscribers in RoWE, 2006 - 2012; Figure 34: Mobile broadcast TV subscribers Asia-Pac, 2006 - 2012; Figure 35: Mobile broadcast TV subscribers in China, 2006 - 2012; Figure 36: Mobile broadcast TV subscribers in Japan, 2006 - 2012; Figure 37: Mobile broadcast TV subscribers in Malaysia, 2006 - 2012; Figure 38: Mobile broadcast TV subscribers Singapore, 2006 - 2012; Figure 39: Mobile broadcast TV subscribers in Hong Kong, 2006 - 2012; Figure 40: Mobile broadcast TV subscribers in India, 2006 - 2012; Figure 41: Mobile broadcast TV subscribers in South Korea, 2006 - 2012; Figure 42: Mobile broadcast TV subscribers in New Zealand, 2006 - 2012; Figure 43: Mobile broadcast TV subscribers in Australia, 2006 - 2012; Figure 44: Mobile broadcast TV subscription revenue in North America, 2006 - 2012; Figure45: Mobile broadcast TV subscription revenue in the USA, 2006 - 2012; Figure46: Mobile broadcast TV subscription revenue in Canada, 2006 - 2012; Figure 47: Mobile broadcast TV subscription revenue in Europe, 2006 - 2012; Figure 48: Mobile broadcast TV subscription revenue in Benelux, 2006 - 2012; Figure 49: Mobile broadcast TV subscription revenue in France, 2006 - 2012; Figure 50: Mobile broadcast TV subscription revenue in Germany, 2006 - 2012; Figure 51: Mobile broadcast TV subscription revenue in Spain, 2006 - 2012; Figure 52: Mobile broadcast TV subscription revenue in the UK, 2006 - 2012; Figure 53: Mobile broadcast TV subscription revenue in the Nordics, 2006 - 2012; Figure 54: Mobile broadcast TV subscription revenue in Italy, 2006 - 2012; Figure 55: Mobile broadcast TV subscription revenue in the New EU 10; Figure 56: Mobile Broadcast TV subscription revenue in RoE, 2006 - 2012; Figure 57: Mobile broadcast TV subscription revenue in RoWE, 2006 - 2012; Figure 58: Mobile broadcast TV subscription revenue Asia-Pac, 2006 - 2012; Figure 59: Mobile broadcast TV subscription revenue in China, 2006 - 2012; Figure 60: Mobile broadcast TV subscription revenue in Japan, 2006 - 2012; Figure 61: Mobile broadcast TV subscription revenue in Malaysia, 2006 - 2012; Figure 62: Mobile broadcast TV subscription revenue Singapore, 2006 - 2012; Figure 63: Mobile broadcast TV subscription revenue in Hong Kong, 2006 - 2012; Figure 64: Mobile broadcast TV subscription revenue in India, 2006 - 2012; Figure 65: Mobile broadcast TV subscription revenue in South Korea, 2006 - 2012; Figure 66: Mobile broadcast TV subscription revenue in New Zealand, 2006 - 2012; Figure 67: Mobile broadcast TV subscription revenue in Australia, 2006 - 2012

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