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Mobile Video/Broadcast TV Market Assessment: Will Operators Get the Picture Right?

Published by: Yankee Group

Published: Nov. 15, 2006 - 36 Pages


Table of Contents


I. Introduction

II. Global Mobile Video/Broadcast TV Market Status

US Market Analysis

Europe Market Analysis

Japan and Korea

III. Operator Decision-Making3

Content—Styles, Genres and Branding

Content—Format

Driving Content Innovation

Monetizing Mobile TV

Business Models

Content and Price Rather than Network Technologies Will Determine Success

IV. Conclusions and Recommendations

Recommendations

V. Further Reading

Abstract

Mobile operators worldwide are wrestling with how to harness the potential of 3G and various broadcast technologies to generate new revenue streams from video. However, it is a highly complex proposition and there are many issues that need to be resolved, including:
  • Will there be user demand for video services?
  • What will be the most appealing content?
  • How should video/TV be priced and packaged?
  • What are the broadcast technology options and which is the best choice?
There are no clear-cut answers to many of these questions. However, there are certainly some early cues in mobile and from consumption of video/TV on other platforms that offer some guidance.

Historical growth and Yankee Group end-user research reveal that there is certainly untapped global demand for mobile video/TV services. By 2010, Yankee Group expects that the combined mobile video/TV market opportunity will top $11 billion. This represents approximately 2% of the total market (and 7% of the data and nearly 20% of the total infotainment market). This includes both per-event streams and downloads, and monthly subscription services (both unicast and broadcast), and takes into account penetration of enabling technologies.

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