Australia - Mobile Media - Mobile TV
Mobile TV was promoted by mobile network operators as they upgraded their networks with 3G and HSPA technologies. The medium was considered by operators as one of the prime benefits of more capable infrastructure, allowing their subscribers to view content on the go. However, the platform has never been found attractive for consumers, despite the introduction of unmetered access and the more widespread availability of LTE networks which have made mobile TV and data streaming less subject to outages and failed connections. MNOs initially failed to develop the right business models which would have delivered the type of content suitable for mobile TV (sports oriented, and shorter clips). It was also uncertain whether customers would want to pay for content at all. However, the popularity of phablets, or devices with screen larger than 5.5 inches, may yet address concerns that mobile TV content was unsuitable for on small screens. In addition, the deployment of new technologies later in 2015, such as out LTE-Broadcast from Telstra, will make the delivery of mobile TV more efficient.
As a result of the growing market share of larger screened devices, data is being consumed at a higher rate. The availability of mobile TV from FOXTEL (Mobile FOXTEL) and the growing popularity of ABC's iView platform, as well as similar catch up services from SBS and the main commercial TV channels, are steadily driving up mobile viewing levels. Indeed, in early 2015 up to a third of all viewing is now done via tablets and phablets.
The platform is also being made more popular by it being streamed both on WiFi and over mobile networks, thus providing the flexibility required by consumers wary of high data consumption on their mobile plans. High data traffic placed considerable strain on mobile network capacity, leading to capacity overload in congested urban areas, but further into 2015 this can be addressed by MNOs being able to make use of additional spectrum: from the beginning of the year Optus and Telstra have been able to utilize their 700MHz concessions awarded at auction in early 2013, while Vodafone is refarming its own 800MHz spectrum holdings to optimise mobile data throughput.
This report provides an overview of the mobile TV market in Australia, including analyses on marketing strategies and background information on the technologies and players behind the service.
Zeebox rebranded as Beamly TV; Telstra delivers on LTE-Broadcast technology; mobile TV developments, 700MHz spectrum use facilitating mobile TV efficiency for consumers.
Companies covered in this report include:
Vodafone, 3, VHA, Optus, Telstra, Yahoo!7, FANGO, ABC, myTVR, Beem, Foxtel
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