Mobile TV: Strategies, Business Models & Technologies - 4th edition

Published by: Informa Media and Telecom

Published: Nov. 1, 2008

Table of Contents

C H A P T E R 1

E X E C U T I V E S U M M A R Y

Launch failures

Value chain

Figure 1.1: Mobile TV value chain

Revenue growth

Figure 1.2: Mobile TV revenues by region, 2007-2013

Major trends

Figure 1.3: Global mobile TV revenue split, 2007-2013

C H A P T E R 2

M A R K E T O V E R V I E W A N D T R E N D S

Mobile TV definition and segmentation

Digital TV overview

Digital TV penetration

Figure 2.1: Global digital TV household composition, by region,

Figure 2.2: Global split of TV households by delivery system, by region, 2012

Figure 2.3: Global IPTV homes as a percentage of TV households, by reion, 2006-2012

Mobile TV drivers and barriers

Figure 2.4: Mobile TV key market drivers and barriers

Market drivers

Renewed interest in TDtv

Low cost of chipsets

Figure 2.5: Cost of mobile TV chipsets forecast, 2006-2012

Analog growth

Figure 2.6: Selected markets digital switch-off dates

Major sporting occasions

Advertising-based model gaining traction

Europe-wide backing for DVB-H

Service-neutral airwaves

Emerging markets growth

Broadcaster backing of DVB-T

Market barriers

Handset availability

Figure 2.7: Nokia N

Standards fragmentation

Consumer apathy over mobile TV

High cost of deployment

Availability of spectrum

Lack of proven business model

Increased use of alternative technologies

Lack of open standards

The value chain

Figure 2.8: Mobile TV value chain

Content providers

TV broadcasters

Contents

III

The BBC

Aggregators

Figure 2.9: MobiTV delivery platform

Mobile operators

Handset providers

Figure 2.10: Samsung mobile TV handset

Figure 2.11: Mobile broadcast TV device classes

Chipset providers

Figure 2.12: Mobile TV advanced baseband IC

Advertisers

MobiTV

FreeBe TV

Regulations and structure of mobile broadcast TV

Licensing

Regulatory authorities

Public service broadcasting

Charging for public service content

Mobile TV standards

Figure 2.13: Digital mobile broadcast TV network standards comparison

Standardization progress in DVB-H

Electronic Service Guide

Service protection and purchase

C H A P T E R 3

M O B I L E T V U S E R B E H A V I O R

User surveys

Telegent China survey

Free-to-air mobile TV a high utility feature

User experience and quality play key role in adoption

Telegent 2008 Olympic Games survey

Universal McCann survey

Figure 3.1: Global average: usage of mobile features in the past six months

Figure 3.2: Global average: which content are you most likely to pay for?

Figure 3.3: Global average: opinion on mobile advertising formats

Figure 3.4: Global average: contents consumers want to receive free from advertisers

Informa UK survey

Figure 3.5: UK: how much would you pay for mobile TV?

Nokia Finland pilot study

Motorola study

QuickPlay Media study

MarketAgent study

Figure 3.6: Reasons for using mobile TV

Nokia research

Flexibility, independence and comfort

Enhanced personal and intimate viewing experience

Seeking time and location-sensitive information

Filling empty time

Creating personal or bespoke content

Mobile intimacy, networking, fandom and boosting love life

How will people use mobile TV?

IV

How is the content and format of television likely to change?

What will people watch?

Where and when will viewers watch mobile TV?

Who will use mobile television?

C H A P T E R 4

M O B I L E T V S C E N A R I O A N A L Y S I S A N D B U S I N E S S M O D E L S

Scenario analysis

Streaming TV becomes predominant technology

Figure 4.1: Selected streaming mobile TV services

DVB-H becomes the de facto mobile TV broadcasting technology

Figure 4.2: Nokia multi delivery solution

Mobile TV becomes a non revenue generating service

Analog becomes the driver for mobile TV growth in emerging markets

Operators revert to DVB-T

Broadcasters bypass mobile operators

Business models

Figure 4.3: Selection of current launched DVB-H services and business models

Subscription or ad-funded mobile TV

Figure 4.4: Advantages and disadvantages of different business models

C H A P T E R 5

T E C H N O L O G Y O V E R V I E W A N D T R E N D S

Content delivery options

Unicast

Multicast

Broadcast

Mobile TV technology overview

Figure 5.1: Mobile broadcast technology groups

Figure 5.2: Performance of key technologies

Terrestrial-based systems

DVB-T

DVB-H

WiMAX and DVB-H

Combining DVB-H and IP datacasting

Figure 5.3: Network diagram of combined IP DVB-H architecture

ISDB-T

Figure 5.4: Specification of Japanese terrestrial digital broadcasting using ISDB-T

CMMB

STiMi

T-DMB

DMB in Europe

DMB technical benefits

DAB-IP

MediaFLO

Figure 5.5: MediaFLO deployment using forward link only (FLO)

Qualcomm talks to Nokia

ATSC-MH

Satellite-based systems

V

S-DMB

DVB-SH

Figure 5.6: DVB-SH network architecture

Enhanced cellular networks

3.5G/4G increase capacity

Figure 5.7: Mobile network generations and timeframes

Figure 5.8: Comparisons of key evolutionary technologies

Figure 5.9: Next generation services relative to bandwidth

MBMS

UMTS FDD MBMS solutions

CMB

Broadcast multicast services (BCMCS)

Digital rights management (DRM)

Conditional access vendors

SIM card security

Nokia attempts to impose content rules

Disruptive technologies

Mobile IPTV

Timeshifting

Placeshifting

Figure 5.10: Slingbox architecture

Sideloading

HDTV

C H A P T E R 6

M O B I L E T V L A U N C H C A S E S A N D V E N D O R P R O F I L E S

Launch cases

DMB in South Korea

T-DMB

S-DMB

Figure 6.1: South Korean mobile TV subscriptions, 2H05-1H

DMB2.0

DVB-H in New York

AT&T launches MediaFLO in the US

Figure 6.2: The LG Vu

Mobile 3.0 in Germany

T-Mobile in Germany

3 Italia launches DVB-H

Movio in the UK

Figure 6.3: Simplified schematic of BT Movio

NTT DoCoMo in Japan

Figure 6.4: Sharp’s cycloid display

DVB-H in Austria

Vendor profiles

Nokia

Products and services

Combined DVB-H & IP Datacasting

Figure 6.5: Nokia IP network structure

Air interface

VI

Figure 6.6: Nokia air interface

Devices

Figure 6.7: Nokia N771

Figure 6.8: Nokia N921

Strategy

Launches and commercial activity

Nokia advertising initiatives

Outsourcing strategy

NextWave Wireless

MXtv

Orange and T-Mobile launch TDtv

TDtv base station

TDtv INC

Dual mode WCDMA/TDtv handsets

Qualcomm

Qualcomm talks to Nokia

Expansion of MediaFLO outside the US

C H A P T E R 7

F O R E C A S T S

Introduction

Global mobile TV users and handset shipments

Figure 7.1: Global mobile TV broadcast and streaming users forecast by technology, 2007-2013

Figure 7.2: Global mobile TV broadcast handset shipments forecast by technology, 2007-2013

Global mobile TV revenues

Figure 7.3: Global mobile TV revenues forecast by region, 2007-2013

Figure 7.4: Global mobile TV revenue split forecast, 2007-2013

Global mobile TV users by technology

Analog mobile TV users

Figure 7.5: Global analog mobile TV users forecast by region, 2007-2013

DVB-T mobile TV users

Figure 7.6: Global DVB-T users forecast by region, 2007-2013

DVB-H mobile TV users

Figure 7.7: Global DVB-H users forecast by region, 2007-2013

ATSC-MH mobile TV users

Figure 7.8: North America, ATSC-MH users forecast, 2007-2013

T-DMB mobile TV users

Figure 7.9: Global T-DMB users forecast by region, 2007-2013

Cellular multicast mobile TV users

Figure 7.10: Global cellular multicast users forecast by region, 2007-2013

ISDB-T mobile TV users

Figure 7.11: Global ISDB-T users forecast by region, 2007-2013

MediaFLO mobile TV users

Figure 7.12: Global MediaFLO users forecast by region, 2007-2013

Hybrid satellite mobile TV users

Figure 7.13: Global hybrid satellite users forecast by region, 2007-2013

Streaming mobile TV users

Figure 7.14: Global streaming mobile TV users forecast by region, 2007-2013

G L O S S A R Y

Abstract

• In-depth analysis of key trends affecting the sector - such as spectrum allocation
• Key forecasts reflecting lack of uptake of key technologies such as MediaFlo
• Detailed look at individual success cases such as South Korea and Japan
• Detailed insight into content
• Brand new analysis of value chain with particular emphasis on operators and broadcasters
• More analysis of business models and pricing strategies
• Detailed research into cellular based broadcast technologies reflecting the way the market has moved since the last edition

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