Broadcast Mobile TV

Published by: IDATE

Published: Nov. 1, 2008 - 80 Pages

Table of Contents

1. Introduction

1.1. World perspective of broadcast mobile TV services

1.2. Mobile broadcast distribution technologies

1.2.1. Terrestrial mobile broadcast solutions

1.2.2. Hybrid satellite/terrestrial mobile technologies

2. Value chain models for broadcast mobile TV

2.1. Fee-based model structured around mobile operators

2.1.1. Framework of the model

2.1.2. Characteristics of the model

2.1.3. Strengths of the model

2.1.4. Weaknesses of the model

2.1.5. Anticipated changes and consequences

2.1.6. Model’s impact on the value chain

2.2. Free-to-air model structured around broadcasters: Japanese and South Korean examples

2.2.1. Framework of the model

2.2.2. Main characteristics of the model

2.2.3. Strengths of the model

2.2.4. Weaknesses of the model

2.2.5. Anticipated changes and consequences

2.2.6. Model’s impact on the value chain

2.3. The cooperative model: Austria

2.3.1. Framework of the model

2.3.2. Main characteristics of the model

2.3.3. Strengths of the model

2.3.4. Weaknesses of the model

2.3.5. Anticipated changes and consequences

2.3.6. Model’s impact on the value chain

3. Eight key points on broadcast mobile TV

3.1. A free service accompanied by advertising is highly favourable for developing usage…

3.2. … but does not ensure service profitability in the short term

3.3. The basic package must be commercialised via a low-cost model

3.4. Regulators may introduce a regulatory framework that favours market development

3.5. Agreements between major broadcasters and mobile operators are essential

3.6. The interest of mobile TV essentially resides in the take-up of fixed network programmes

3.7. Broadcast mobile TV needs 3G

3.7.1. Not insignificant role of completing coverage

3.7.2. A return link for interactive services

3.8. Other terrestrial mobile broadcast solutions: suitable alternatives to DVB-H?

3.8.1. DVB-T

3.8.2. DVB-SH

4. Market forecasts and conclusion

4.1. Modelling assumptions

4.2. Operating account of a simulcast generalist channel

4.2.1. With the free model

4.2.2. With the fee-based model

4.3. Operating account of a new mobile channel

4.3.1. With the free model

4.3.2. With the fee-based model

4.4. Operating account of a simulcast thematic channel

4.5. Operating account of a premium channel

4.6. Operating account of mobile operators

4.6.1. With the free model

4.6.2. With the fee-based model

4.7. Conclusion

List of Tables

Table 1 Terrestrial mobile broadcast solutions

Table 2 Hybrid satellite/terrestrial mobile broadcast solutions

Table 3 Comparison of fee-based mobile TV solutions

Table 4 Examples of mobile DVB-H handsets subsidised by 3 Italia

Table 5 Examples of interactive services

Table 6 Providers of Italian mobile operators’ DVB-H solutions

Table 7 Model’s impact on players in the sector

Table 8 Operators of mobile TV solutions

Table 9 Comparison of mobile TV solutions in Japan and South Korea

Table 10 Editors’ investments and advertising receipts from T-DMB in South Korea

Table 11 Model’s impact on players in the sector

Table 12 Schedule for deploying Austria’s DVB-H Mobile TV service

Table 13 Price of the Nokia N77 DVB-H handset in Austria

Table 14 DVB-H mobile TV solutions in Austria

Table 15 Model’s impact on players in the sector

Table 16 Revenue assumptions for a simulcast generalist channel with the free model

Table 17 Cost assumptions for a simulcast generalist channel with the free model

Table 18 Operating account of a simulcast generalist channel with the free model

Table 19 Revenue assumptions for a simulcast generalist channel with the free model without handset subsidies

Table 20 Operating account of a simulcast generalist channel with the free model without handset subsidies

Table 21 Revenue assumptions for a simulcast generalist channel with the free model with slower extension of coverage

Table 22 Cost assumptions for a simulcast generalist channel with the free model with slower extension of coverage

Table 23 Operating account of a simulcast generalist channel with the free model with slower extension of coverage

Table 24 Revenue assumptions for a simulcast generalist channel with the fee-based model

Table 25 Operating account of a simulcast generalist channel with the fee-based model

Table 26 Revenue assumptions for a simulcast generalist channel with the fee-based model without Operator 2.55

Table 27 Operating account of a simulcast generalist channel with the fee-based model without Operator 2

Table 28 Revenue assumptions for a simulcast generalist channel with the fee-based model with a higher subscription rate

Table 29 Operating account of a simulcast generalist channel with the fee-based model with a higher subscription rate

Table 30 Revenue assumptions for a new mobile channel with the free model

Table 31 Cost assumptions for a new mobile channel with the free model

Table 32 Operating account of a new mobile channel with the free model

Table 33 Operating account of a new mobile channel with the free model without handset subsidies

Table 34 Operating account of a new mobile channel with the free model with slower extension of coverage

Table 35 Revenue assumptions for a new mobile channel with the fee-based model

Table 36 Operating account of a new mobile channel with the fee-based model

Table 37 Operating account of a new mobile channel with the fee-based model without Operator 2

Table 38 Operating account of a new mobile channel with the fee-based model with a higher subscription rate

Table 39 Revenue assumptions for a thematic channel with the fee-based model

Table 40 Cost assumptions for a thematic channel with the fee-based model

Table 41 Operating account of a thematic channel with the fee-based model

Table 42 Revenue assumptions for a thematic channel with the fee-based model commercialised by two operators

Table 43 Operating account of a thematic channel commercialised by two operators with the fee-based model

Table 44 Operating account of a simulcast thematic channel with the fee-based model with a higher subscription rate

Table 45 Revenue assumptions for a premium channel with the fee-based model

Table 46 Cost assumptions for a premium channel with the fee-based model

Table 47 Depreciation of a premium channel’s investment in dedicated devices

Table 48 Operating account of a premium channel with the fee-based model

Table 49 Depreciation of a premium channel’s investment in dedicated terminals in the case where 50% of subscribers are equipped

Table 50 Operating account of a premium channel with the fee-based model with an equal share of users equipped with broadcast cell phones and dedicated devices

Table 51 Service penetration assumptions with the free model

Table 52 Cost assumptions for mobile operators with the free model

Table 53 Operating account of Mobile Operator 1 with the free model

Table 54 Operating account of Mobile Operator 2 with the free model

Table 55 Operating account of Mobile Operator 3 with the free model

Table 56 Operating account of Mobile Operator 4 with the free model

Table 57 Revenue assumptions for mobile operators with the fee-based model

Table 58 Cost assumptions for mobile operators with the fee-based model

Table 59 Operating account of Mobile Operator 1 with the fee-based model

Table 60 Operating account of Mobile Operator 2 with the fee-based model

Table 61 Operating account of Mobile Operator 3 with the fee-based model

Table 62 Operating account of Mobile Operator 4 with the fee-based model

Table 63 Revenue assumptions for mobile operators with the fee-based model with a premium channel

Table 64 Operating account of Mobile Operator 1 with the fee-based model with a premium channel

Table 65 Operating account of Mobile Operator 2 with the fee-based model with a premium channel

Table 66 Operating account of Mobile Operator 3 with the fee-based model with a premium channel

Table 67 Operating account of Mobile Operator 4 with the fee-based model with a premium channel

Table 68 Overview of modelling exercises

List of Figures

Figure 1 World perspective of broadcast mobile TV services, with close-ups on Europe, South Korea & Japan 12

Figure 2 Comparison between the ARPU of an average customer and a DVB-H customer

Figure 3 Content providers for broadcast mobile TV in Italy

Figure 4 TV audience market shares in Italy in 2007

Figure 5 Broadcast mobile TV value chain in Italy

Figure 6 Changes in 3 Italia’s DVB-H mobile TV solution

Figure 7 Changes in the number of subscribers to the S-DMB and T-DMB mobile TV services in South Korea 27

Figure 8 Share of cumulative sales for T-DMB receivers in South Korea, by equipment type

Figure 9 Sponsored links on Japan’s terrestrial mobile TV

Figure 10 Business model of the T-DMB service in South Korea

Figure 11 Broadcast mobile TV value chain in Austria

Figure 12 The four applicant projects for the DVB-H licence in Austria

Figure 13 Market shares of Austrian mobile operators in the second half of 2008

Figure 14 Market shares of TV audiences in Austria in 2007

Figure 15 Acceptable rate for an all-inclusive mobile TV service

Abstract

• What key lessons can be learnt from initial feedback on the services already launched?
• What uncertainties still surround the broadcast mobile TV business model?
• What reasons explain the poor success of early fee-based mobile TV solutions?
• Are free services the only guarantee for audience success, as in South Korea and Japan?
• Are commercially-oriented regulations capable of stimulating cooperation between the different players?
• What is the ideal ecosystem for ensuring mobile TV’s development?

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