Product Type: Market Research Report
Published by: TelecomView
Published: February 2007
Product Code: R650-7Description Mobile TV has emerged as the next major mobile application. Nearly every 3G mobile service in operation today includes a Mobile TV service. The business analysis in this report found that this is a cost effective way to start a service but is only one element in building a profitable Mobile TV service. This report examines the broadcast, multicast, and satellite alternatives and defines how each of them may be used to extend a Mobile TV strategy to address a mass market. One surprising conclusion was that WiMAX is a strong technology choice for creating a monolithic mass market Mobile TV service.
Mobile TV services require a significant investment by mobile operators, broadcasters, and content providers to create profitable services. This report identifies the technology and business strategies that will be required to build profitable services in a full range of markets.
This 130 page report identifies the strategies that the leading mobile operators are using for their Mobile TV strategies. In includes the leading Mobile TV services in Europe, Asia, and North America. It is clear that a new set of companies such as Qualcomm’s MediaFLO USA and Crown Castle’s Modeo in the U.S. as well as RAI the national broadcaster in Italy will provide Mobile TV broadcast services through the mobile carriers. This report discusses the strategies of these companies and evaluates the business issues that they face.
The report also discusses the strategies and business case for the various kinds of content providers that create, aggregate, or otherwise offer content for Mobile TV services. This includes companies such as MobiTV in the U.S. and ROK in the UK that can deliver a set of Mobile TV channels ready for transmission over a mobile network.
The report also discusses the regulatory issues that face Mobile TV service providers and the technologies that are available to them. The business case analysis and the global forecast in this report are based on these technical and regulatory constraints.
The business case compares the profitability of 3G, multicast, broadcast, and satellite technologies. It found that each of these technologies has its place depending on the stage of development and the timing of the Mobile TV service.
The forecast section includes global and regional forecasts for the services as well as the infrastructure equipment and terminals required to support Mobile TV services. The regional breakdown is Asia Pacific, North America, Western Europe, and the Rest of the World, which includes Eastern Europe, the Middle East and Africa, and Latin America.
Who Should Buy This Report?
�� Mobile operators
�� Company executives
�� Mobile TV broadcast operators
�� Marketing/product managers
�� Mobile system manufacturers
�� Network planners
�� Mobile handset manufacturers
�� Engineering managers
�� Broadcast systems companies
�� Venture capitalists
�� Video systems companies
�� Investors
Table of Contents 1 Executive Summary
1.1 Introduction
1.2 Global Regulation
1.3 Mobile TV Technologies
1.4 Market Strategies
1.5 Business Case Scenarios
1.6 Mobile TV Market Forecast
1.7 Conclusions & Recommendations
2 Mobile TV Regulation
2.1 Introduction
2.2 Europe
2.3 North America
2.4 Asia-Pacific
2.5 Digital Dividend
3 Technology Strategies
3.1 Overview
3.2 3G and WiMAX Technologies
3.3 Broadcast Technologies
3.4 Satellite Technologies
3.5 Selecting a Mobile TV Technology
4 Mobile Operator Strategies
4.1 Overview
4.2 3G Strategies
4.3 Terrestrial Broadcast Strategies
4.4 Satellite Only Strategies
4.5 Hybrid Strategies
5 Content Strategies
5.2 Mobile TV Broadcast Networks
5.3 Content Producers
6 Business Case Scenarios
6.1 Mobile TV Value Chain
6.2 Business Case for 3G Mobile TV Services
6.3 Business Case for Broadcast Mobile TV Services
6.4 Choosing a Mobile TV Technology
6.5 Business Case for Content Producers
6.6 Business Case for Advertisers
6.7 Business Case Assumptions
7 Market Forecast
7.1 Forecast Methodology
7.2 Global Forecast
7.3 Asia Pacific
7.4 Western Europe
7.5 North America
7.6 Rest of the World
8 Mobile TV Winners and Losers
8.1 Overview
8.2 Mobile Operators
8.3 Mobile TV Broadcast Networks
8.4 Mobile TV Satellite Networks
8.5 Content Producers
8.6 Advertisers
9 Appendix I: Companies in this Report
10 Appendix II: Glossary
11 Vendor Profiles
11.1 3Vision
11.2 Alcatel
11.3 DiBcom
11.4 Ericsson
11.5 Harris Corporation
11.6 IPWireless
11.7 LogicaCMG
11.8 mBlox
11.9 Nokia
11.10 Nortel
11.11 Thomson
11.12 UDCast
Table of Figures
Figure 1 1: Mobile TV Subscribers by Network
Figure 1 2: Broadcast Mobile TV Subscribers by Region
Figure 1 3: Broadcast Mobile TV Service Revenue by Region
Figure 3 1: RAI's DVB-H Broadcast Network Architecture
Figure 3 2: Unicast versus Broadcast
Figure 4 1: Mobile Operator TV Service Strategies
Figure 4 2: Korea Telecom
Figure 5 1: Interactivity and Groups Adds Value
Figure 6 1: Mobile TV Value Chain
Figure 6 2: Subscribers Required for Breakeven for 3G Mobile TV at 5 Years
Figure 6 3: Penetration Rates Require for Breakeven at 5 Years
Figure 6 4: Cost per Subscriber for 3G Mobile TV at 5 Years
Figure 6 5: Metro Area Breakeven Points for Mobile TV Broadcast Networks
Figure 6 6: U.S. National Breakeven Points for Mobile TV Broadcast Networks
Figure 6 7: Penetration Rates Required at Breakeven
Figure 6 8: Scalability vs. Investment in Mobile TV Networks
Figure 6 9: Five Year Mobile TV Network Costs
Figure 7 1: Mobile TV Introduction Timeline
Figure 7 2: Mobile TV Subscribers Unicast/Multicast versus Broadcast
Figure 7 3: Mobile TV Subscribers by Region
Figure 7 4: Mobile TV Subscribers, Terrestrial versus Satellite
Figure 7 5: Broadcast Mobile TV Subscribers by Technology
Figure 7 6: Unicast/Multicast Mobile TV Subscribers in Asia-Pacific, by Country
Figure 7 7: Broadcast Mobile TV Subscribers in Asia-Pacific, by Country
Figure 7 8: Broadcast Mobile TV Subscribers in Asia-Pacific, by Technology
Figure 7 9: Unicast/Multicast Mobile TV Subscribers in Western Europe, by Country
Figure 7 10: Broadcast Mobile TV Subscribers in Western Europe, by Country
Figure 7 11: Broadcast Mobile TV Subscribers in Western Europe, by Technology
Figure 7 12: Unicast/Multicast Mobile TV Subscribers in North America, by Country
Figure 7 13: Broadcast Mobile TV Subscribers in North America, by Country
Figure 7 14: Broadcast Mobile TV Subscribers in North America, by Technology
Figure 7 15: Unicast/Multicast Mobile TV Subscribers in RoW, by Region
Figure 7 16: Broadcast Mobile TV Subscribers in RoW, by Region
Figure 7 17: Broadcast Mobile TV Subscribers in RoW, by Technology
Figure 8 1: Cumulative Net Revenue to Mobile TV Operators
Figure 8 2: Mobile TV Content Provider Revenue
Figure 11 1: Alcatel Mobile TV Concept
Figure 11 2: MBMS Architecture
Figure 11 3: Nokia Mobile TV Approach
Figure 11 4: Nokia N92 Mobile TV Device
Figure 11 5: Rich Media Vision from Nortel
Table of Tables
Table 1 1: Analog TV Switch off
Table 1 2: Mobile TV Technologies
Table 1 3: Mobile TV Services
Table 2 1: Analog TV Switch off
Table 3 1: 2G, 3G and WiMAX Technologies
Table 3 2: Mobile TV Broadcast Spectrum Options
Table 3 3: Broadcast Mobile TV Services and Trials
Table 4 1: 3G Mobile TV Services
Table 4 2: Terrestrial Broadcast Only Mobile TV Services
Table 4 3: Satellite Only Based Mobile TV Services
Table 4 4: TU Media’s Demographic Details
Table 4 5: Service Providers Offering 3G and Terrestrial Broadcast Mobile TV
Table 5 1: Mobile TV Broadcast Networks
Table 6 1: Business Case Assumptions for 3G and WiMAX Technologies
Table 6 2: Business Case Assumptions for Broadcast Technologies
Table 9 1: Companies Consulted for this Report
Table 11 1: Vendors Interviewed for this report
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