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Viewing report
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Rescuing 3G with Mobile TV: Business Models and Monetizing 3G
Pyramid Research, Inc, March 2006, Pages: 65
TV has been described as the “75-year-old-killer-app.” In a context where mobile network operators (MNOs) are seeking the few applications that will finally accelerate 3G adoption, it is understandable that Mobile TV would draw the attention. Still, the question remains whether Mobile TV can be the application that finally lifts 3G. That is hardly certain.
For many mobile operators, 3G spectrum will not be enough to deliver Mobile TV; in addition, MNOs have to establish their position in the value chain before other players do, much like the iPod conquered the mobile music space at the expense of the cellular phone. MNOs must decide whether to build broadcast networks, partner with third parties for the provision of broadcast TV or move up the value chain by acquiring content producers or broadcasters.
This report examines the business case for Mobile TV from the mobile operator’s perspective, assessing underlying technologies, the place of the MNO in the value chain, the optimal revenue models, the role of advertising and the overall revenue opportunity for MNOs. The report also builds the case for future mobile TV revenue generation through a case-study analysis of current mobile video services. We ask – and provide answers to – the following questions:
- Can broadcast Mobile TV rescue 3G?
- Does Mobile TV need the MNO? How acute is the risk of dis-intermediation?
- Which broadcast mobile TV model is most optimal for a mobile carrier?
- Which technologies are most likely to take off?
- Can Unicast carry mobile TV?
- What is the optimal pricing model for Mobile TV?
- What is the mobile TV revenue opportunity?
- What is the cost of TV content in a mobile environment?
- How will MNOs make money from Mobile TV?
- Is there genuine consumer demand?
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