Opportunities and Pitfalls in the Mobile Broadcast TV Market, 2006

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

Published Date: March 2007

Published By: Datamonitor

Page Count: 100

Order Code: R313-21332

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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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