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Viewing report
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European Mobile Video & DVB-H TV Markets, 2002-2011
Frost & Sullivan, Aug 2005
Ambiguities Regarding Spectrum Allocation for DVB-H Can Delay Wide Spread Launch of DVB-H Mobile TV Until 2008
Problems regarding spectrum allocation are expected to delay the launch of live mobile television (TV) that uses the digital video broadcasting (DVB-H) standard in Europe. Operators are likely to deploy stopgap solutions involving multicasting technology in addition to existing cellular networks to introduce TV services in the region. While these externalities are beyond the control of operators, certain factors will support the adoption of DVB-H as a non-proprietary standard for mobile broadcast TV including: the standard’s inherent strength, its backward compatibility with its older sibling, and the European television format, DVB-T, and its specifications which ensure longer and more efficient handset/terminal battery power. As a result of such expected adoption, the mobile broadcast TV market is likely to gain momentum by the year 2008.
This service analyses the advantages and disadvantages of the European Video and DVB-H TV markets. The study discusses the various trends and opportunities in the markets while providing in-depth market share analysis, forecasts, drivers, restraints and revenue forecasts. It also enables companies to align their positioning strategies to benefit from the changing environment and obtain maximum return on investment.
Enhanced Adoption of DVB-H Mobile TV to Boost Mobile ARPU
Mobile TV using DVB-H is easy to use and offers a better customer experience that could automatically translate into increased viewership. Initially, service prices are likely to remain low until business models, service offerings and quality levels become satisfactory. However, by 2010, mobile average revenue per user (ARPU) is expected to rise as service providers might augment prices to anywhere between €7 and €12 per month. Service providers can benefit immensely from this increase in prices.
With the full-fledged roll out of DVB-H mobile TV, the current role of video content (downloads and streaming) in providing access to TV and other forms of video entertainment is likely to change, points out Pranab Mookken, Industry Analyst with Frost & Sullivan and author of this research service. Video will not die but be re-christened and take on the role of a purchase/ sales channel for specific video content. The downloadable video service is likely to be used mainly to purchase clips that the customer considers of value. A good analogy would be to compare the two services with regular TV and the recording facility on a videocassette recorder (VCR). On the other hand, DVB-H mobile TV is expected to take over as the primary channel for visual infotainment by 2011.
All Participants in DVB-H Mobile TV Value Chain to Benefit Greatly from the Adoption of DVB-H Standard
DVB-H mobile TV is expected to revitalise the mobile infotainment industry, which is currently undergoing a certain degree of stagnation, says Mr. Mookken. The biggest beneficiaries of this development are likely to undoubtedly be the terminal providers that are expected to gain from the revenue influx prompted by the need for compatible handsets. Service providers, especially mobile operators, are likely to see a rise in their ARPU through the deployment of this value-added service (VAS) that also provides a desirable and effective channel of communication for their loyalty and retention strategies, making them more effective.
Mobile TV using the DVB-H standard is likely to be the catalyst that will help in expanding the mobile infotainment industry. The market is expected to drive innovation in content creation using formats, which are flexible, easier to implement and provide growth opportunities to content owners/aggregators and, in the process, will spawn a whole new generation of multimedia. From a socioeconomic standpoint, a positive result of this market will be the recognition of hitherto unknown talent in the media/production industry, giving rise to boutique studios and thereby creating opportunities for a new industry.
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