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Mobile TV: Executing the Vision

  • ID: 565019
  • Report
  • November 2007
  • 160 Pages
  • Telecom Trends International (TTI)
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The number of Mobile TV users has reached 20 million globally, and will balloon to over two billion in 2013, according to this new report.

The report titled, “Mobile TV: Executing the Vision” says the vast majority of users currently access free-to-air mobile TV, but pay-TV will catch on as high-quality made-for-TV programming becomes widely available on subscription-based channels.

Mobile TV is a killer app, said Naqi Jaffery, President and Chief Analyst, Telecom Trends International. Just as mobile voice is becoming the primary means of voice communication, mobile TV will eventually become the primary means of accessing television, Mr. Jaffery said.

The momentum generated by mobile TV has surprised many industry observers, Mr. Jaffery said. Despite the multiplicity of standards and lack of uniform frequency allocation, mobile TV is making a tremendous impact on the marketplace, he said.

According to the report, the market is seeing the evolution of multi-network architecture with the same device supporting more than one standard. However, the report says, DVB-H has emerged as the de facto mobile TV standard globally.

The market is seeing the convergence of out-of-band broadcast and in-band multicast technologies into one seamless network architecture, the report says. Besides providing high-quality television reception, it says, such architecture enables interactivity that will give a significant boost to mobile commerce.

The report, “Mobile TV: Executing the Vision,” provides a comprehensive expose and analysis of the global mobile TV market. The report discusses the status of the major mobile TV technologies in terms of their technological development and market implementation. The report analyzes the role of market drivers and market inhibitors in the growth of mobile TV. The report offers market sizing for mobile TV in terms of subscribers and revenue, and provides detailed forecasts segmented by regions and by technologies.

The report has 160 pages, and provides seven-year forecasts for all the major mobile TV technologies in all the five regions worldwide.
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1. EXECUTIVE SUMMARY 13
2. SCOPE AND METHODOLOGY 14
2.1 SCOPE 14
2.2 ASSUMPTIONS 15

2.3 METHODOLOGY 15
2.3.1 Primary Research 16
2.3.2 Secondary Research 16
2.3.3 Trend Tracking 16
2.3.4 Global Subscriber Forecasts 16
2.3.5 Global Revenue Forecasts 17

2.4 TARGET AUDIENCE 17
3. VIDEO COMPRESSION 17
3.1 EVOLUTION OF MPEG FILE FORMATS 17
3.2 NEXT-GENERATION VIDEO CODING 18
3.2.1 AVC/H.264 18
3.2.2 VC-1 19
3.3 COMPARATIVE ANALYSIS 20
4. STREAMING MEDIA 20

4.1 STREAMING MEDIA CHARACTERISTICS 20
4.1.1 Streaming Media and Transmission Media 20
4.1.2 Multi-Bit Rate (MBR) Encoding 21

4.2 STREAMING MEDIA DELIVERY 22
4.2.1 Recorded Streaming 22
4.2.2 Live Streaming 22

4.3 MEDIA PLAYER VENDOR OFFERINGS 22
4.3.1 RealNetworks’ Offerings 23
4.3.2 Microsoft Corporation’s Offerings 25
4.3.3 Apple’s Offerings 27

4.4 COMPETITIVE STRATEGIES 27
4.4.1 Premium Models 27
4.4.2 Multiple Versions 27
4.4.3 Customization 28
4.4.4 Consumer Content 28
4.4.5 Corporate Content 28
4.4.6 Advertising and Promotion 28

4.5 WIRELESS VS. WIRELINE STREAMING 28
5. IPTV 29
5.1 IPTV EVOLUTION 29
5.1.1 TV-over-IP 29
5.1.2 IP Multimedia TV 29
5.2 IPTV APPLICATIONS 31
5.2.1 TV and Video Services 31
5.2.2 Peer-to-Peer Services 31
5.2.3 Integrated Services 31
5.3 IPTV BENEFITS 32
6. BROADCAST TV 33
6.1 ANALOG TV 33

6.2 DIGITAL TV 33
6.2.1 Digitizing Analog TV 33
6.2.2 Modulation Schemes 34
6.2.3 Digital TV Standards 34
7. MOBILE TV TYPES 35
7.1 IN-BAND VS. OUT-OF-BAND TV 35
7.2 BROADCAST SPECTRUM VS. NON-BROADCAST SPECTRUM 36
7.3 TERRESTRIAL VS. SATELLITE/ TERRESTRIAL HYBRID TRANSMISSION 36
7.4 STREAMING VS. DOWNLOADING 37
7.5 STREAMING VS. BROADCASTING 37
7.6 UNICAST VS. BROADCAST/MULTICAST 38
7.7 BROADCAST VS. MULTICAST 38
8. IN-BAND MOBILE TV SYSTEMS 38
8.1 IN-BAND UNICAST SYSTEMS 38
8.2 IN-BAND BROADCAST/MULTICAST SYSTEMS 39
8.2.1 MBMS/E-MBMS 39
8.2.2 BCMCS/EBCMCS 39

8.3 SYSTEM CHARACTERISTICS 40
8.3.1 In-band Broadcast Systems 40
8.3.2 In-band Multicast Systems 40

8.4 MODES OF SERVICE DELIVERY 41
8.4.1 Streaming 41
8.4.2 Downloading 41
8.4.3 Carousel Transmission 41

8.5 SERVICES AND APPLICATIONS 42
8.5.1 Service Types 42
8.5.2 Applications 42
8.5.3 Conditional Access Systems 43

8.6 IN-BAND BROADCAST/MULTICAST NETWORKS – DEMAND DRIVERS 43
8.7 IN-BAND BROADCAST/MULTICAST NETWORKS – DEMAND INHIBITORS 45
9. IN-BAND SYSTEMS – COMMERCIAL DEPLOYMENTS 45

9.1 MOBITV 45
9.1.1 Technology Overview 45
9.1.2 Marketplace Developments 46
9.1.3 Devices 48
9.1.4 Future Direction 48

9.2 TDTV 48
9.2.1 Technology Overview 48
9.2.2 Marketplace Developments 50
9.2.3 Devices 51
9.2.4 Future Direction 51

10. OUT-OF-BAND MOBILE TV NETWORKS 51
10.1 NETWORK CHARACTERISTICS 51
10.2 TECHNOLOGIES’ OVERVIEW 52
11. SATELLITE - DIGITAL MEDIA BROADCASTING 54
11.1 TECHNOLOGY 54
11.2 MARKETPLACE DEVELOPMENTS 54
11.3 DEVICES 55
11.4 FUTURE DIRECTION 56
12. TERRESTRIAL - DIGITAL MULTIMEDIA BROADCASTING 56
12.1 TECHNOLOGY 56
12.2 MARKETPLACE DEVELOPMENTS 57
12.2.1 Korea 57
12.2.2 Germany 58
12.2.3 Other Countries 58
12.3 DEVICES 58
12.4 FUTURE DIRECTION 60
13. DIGITAL VIDEO BROADCASTING – HANDHELD 60
13.1 TECHNOLOGY OVERVIEW 60

13.2 MARKETPLACE DEVELOPMENTS 61
13.2.1 Albania 61
13.2.2 Australia 62
13.2.3 Austria 62
13.2.4 Belgium 62
13.2.5 Finland 63
13.2.6 France 63
13.2.7 Germany 63
13.2.8 India 64
13.2.9 Indonesia 64
13.2.10 Ireland 64
13.2.11 Italy 64
13.2.12 Kenya 65
13.2.13 Netherlands 65
13.2.14 Nigeria 65
13.2.15 Philippines 66
13.2.16 Poland 66
13.2.17 Portugal 66
13.2.18 Qatar 66
13.2.19 Russia 67
13.2.20 Singapore 67
13.2.21 South Africa 68
13.2.22 Spain 68
13.2.23 Sweden 69
13.2.24 Switzerland 69
13.2.25 Taiwan 69
13.2.26 United Arab Emirates 70
13.2.27 U.K. 70
13.2.28 Ukraine 71
13.2.29 U.S. 71
13.2.30 Uruguay 73
13.2.31 Vietnam 73
13.2.32 Others 73
13.3 DEVICES 74
13.4 FUTURE DIRECTION 74
14. DIGITAL VIDEO BROADCASTING – SATELLITE SERVICES TO HANDHELDS 75
14.1 TECHNOLOGY 75
14.2 MARKETPLACE DEVELOPMENTS 75
14.3 DEVICES 76
14.4 FUTURE DIRECTION 76
15. MEDIAFLO 76
15.1 TECHNOLOGY OVERVIEW 76
15.2 MARKETPLACE DEVELOPMENTS 78
15.2.1 U.S. 78
15.2.2 U.K. 80
15.2.3 Japan 80
15.2.4 Other Countries 81
15.3 DEVICES 81
15.4 FUTURE DIRECTION 82
16. ADVANCED-VSB 82
16.1 TECHNOLOGY OVERVIEW 82
16.2 MARKETPLACE DEVELOPMENTS 83
16.3 DEVICES 83
16.4 FUTURE DIRECTION 83
17. INTEGRATED SERVICES DIGITAL BROADCASTING – ONE SEG 84
17.1 TECHNOLOGY OVERVIEW 84
17.2 MARKETPLACE DEVELOPMENTS 84
17.2.1 Japan 84
17.2.2 Brazil 85
17.3 DEVICES 85
17.4 FUTURE DIRECTION 86
18. DAB-IP MOBILE TV STANDARD 87
18.1 TECHNOLOGY OVERVIEW 87
18.2 MARKETPLACE DEVELOPMENTS 87
18.3 DEVICES 87
18.4 FUTURE DIRECTION 88
19. CHINA MULTIMEDIA MOBILE BROADCASTING 88
19.1 TECHNOLOGY OVERVIEW 88
19.2 MARKETPLACE DEVELOPMENTS 89
19.3 DEVICES 89
19.4 FUTURE DIRECTION 89
20. CONVERGED MOBILE TV NETWORKS 90
20.1 COMBINED NETWORK ARCHITECTURES 90
20.2 MOBITV’S UNIFIED NETWORK SOLUTION 90
20.3 OMA BCAST 91
21. REGIONAL TRENDS 91
21.1 NORTH AMERICA 91
21.2 EUROPE 93
21.3 ASIA-PACIFIC 94
21.4 LATIN AMERICA 95
21.5 AFRICA AND MIDDLE EAST 96
22. IMPLEMENTING MOBILE TV 96

22.1 VALUE CHAIN 96
22.1.1 Content Providers/Broadcasters 96
22.1.2 Mobile Operators 96

22.2 MOBILE TV CONTENT 97

22.3 SERVICE DELIVERY 97
22.3.1 Quality of Service 97
22.3.2 Mobile TV Experience 98

22.4 PROGRAMMING 98
22.4.1 Accessing Options 98
22.4.2 Program Types 98

22.5 REPURPOSING CONTENT 99
22.5.1 Interactivity 99
22.5.2 Content Personalization 100

22.6 ROLE OF WI-FI AND WIMAX 101

23. BILLING AND SERVICE PROVISIONING 101

23.1 REVENUE MODELS 101

23.2 BILLING SYSTEMS 102

23.3 SERVICE PROVISIONING 102

24. MARKET FORECAST 103

24.1 MOBILE TV USER FORECAST 103
24.1.1 Global Mobile TV User Forecast 103
24.1.2 European Mobile TV User Forecast 109
24.1.3 North American Mobile TV User Forecast 113
24.1.4 Asia-Pacific Mobile TV User Forecast 119
24.1.5 Latin American Mobile TV User Forecast 123
24.1.6 Africa and Middle East Mobile TV User Forecast 128

24.2 REVENUE FORECAST 134
24.2.1 Global Mobile TV Revenue Forecast 134
24.2.2 European Mobile TV Revenue Forecast 134
24.2.3 North American Mobile TV Revenue Forecast 139
24.2.4 Asia-Pacific Mobile TV Revenue Forecast 141
24.2.5 Latin American Mobile TV Revenue Forecast 144
24.2.6 Africa and Middle East Mobile TV Revenue Forecast 146

24.3 REGIONAL 149
24.3.1 Mobile TV Users by Region 149
24.3.2 Mobile Pay-TV Subscribers by Region 151
24.3.3 Mobile TV Revenue by Region 153

25. CONCLUSIONS AND RECOMMENDATIONS 155
25.1 CONCLUSIONS 155
25.2 RECOMMENDATIONS 157

25.2.1 Recommendations for Operators 157
25.2.2 Recommendations for Equipment Vendors 158
25.2.3 Recommendations for Regulators 159
25.2.4 Recommendations for Broadcasters 159

GLOSSARY 160

Figures

Figure 1: Global Free-to-Air Mobile and Mobile Pay-TV Users, 2006-2013 13
Figure 2: Global Mobile TV Users, 2006-2013 105
Figure 3: Global Mobile Pay-TV Subscribers, 2006-2013 105
Figure 4: Global Share of Mobile TV Users by Technology, 2006 106
Figure 5: Global Share of Mobile TV Users by Technology, 2013 107
Figure 6: Global Share of Mobile Pay-TV Subscribers by Technology, 2006 108
Figure 7: Global Share of Mobile Pay-TV Subscribers by Technology, 2013 108
Figure 8: European Mobile TV Users, 2006-2013 110
Figure 9: European Mobile Pay-TV Subscribers, 2006-2013 110
Figure 10: European Share of Mobile TV Users by Technology, 2006 111
Figure 11: European Share of Mobile TV Users by Technology, 2013 112
Figure 12: European Share of Mobile Pay-TV Subscribers by Technology, 2006 114
Figure 13: European Share of Mobile Pay-TV Subscribers by Technology, 2013 114
Figure 14: North American Mobile TV Users, 2006-2013 115
Figure 15: North American Mobile Pay-TV Subscribers, 2006-2013 115
Figure 16: North American Share of Mobile TV Users by Technology, 2006 116
Figure 17: North American Share of Mobile TV Users by Technology, 2013 117
Figure 18: North American Share of Mobile Pay-TV Subscribers by Technology, 2006 118
Figure 19: North American Share of Mobile Pay-TV Subscribers by Technology, 2013 118
Figure 20: Asia-Pacific Mobile TV Users, 2006-2013 120
Figure 21: Asia-Pacific Mobile Pay-TV Subscribers, 2006-2013 120
Figure 22: Asia-Pacific Share of Mobile TV Users by Technology, 2006 121
Figure 23: Asia-Pacific Share of Mobile TV Users by Technology, 2013 122
Figure 24: Asia-Pacific Share of Mobile Pay-TV Subscribers by Technology, 2006 123
Figure 25: Asia-Pacific Share of Mobile Pay-TV Subscribers by Technology, 2013 124
Figure 26: Latin American Mobile TV Users, 2006-2013 124
Figure 27: Latin American Mobile Pay-TV Subscribers, 2006-2013 125
Figure 28: Latin American Share of Mobile TV Users by Technology, 2006 126
Figure 29: Latin American Share of Mobile TV Users by Technology, 2013 127
Figure 30: Latin American Share of Mobile Pay-TV Subscribers by Technology, 2006 128
Figure 31: Latin American Share of Mobile Pay-TV Subscribers by Technology, 2013 129
Figure 32: Africa-Middle East Mobile TV Users, 2006-2013 129
Figure 33: Africa-Middle East Mobile Pay-TV Subscribers, 2006-2013 130
Figure 34: Africa-Middle East Share of Mobile TV Users by Technology, 2006 131
Figure 35: Africa-Middle East Share of Mobile TV Users by Technology, 2013 132
Figure 36: Africa-Middle East Share of Mobile Pay-TV Subscribers by Technology, 2006 133
Figure 37: Africa-Middle East Share of Mobile Pay-TV Subscribers by Technology, 2013 133
Figure 38: Global Mobile Pay-TV Revenue 2006-2013 135
Figure 39: Global Share of Mobile Pay-TV Revenue by Technology, 2006 136
Figure 40: Global Share of Mobile Pay-TV Revenue by Technology, 2013 136
Figure 41: European Mobile Pay-TV Revenue 2006-2013 137
Figure 42: European Share of Mobile Pay-TV Revenue by Technology, 2006 138
Figure 43: European Share of Mobile Pay-TV Revenue by Technology, 2013 138
Figure 44: North American Mobile Pay-TV Revenue 2006-2013 139
Figure 45: North American Share of Mobile Pay-TV Revenue by Technology, 2006 140
Figure 46: North American Share of Mobile Pay-TV Revenue by Technology, 2013 141
Figure 47: Asia-Pacific Mobile Pay-TV Revenue 2006-2013 142
Figure 48: Asia-Pacific Share of Mobile Pay-TV Revenue by Technology, 2006 143
Figure 49: Asia-Pacific Share of Mobile Pay-TV Revenue by Technology, 2013 143
Figure 50: Latin America Mobile Pay-TV Revenue 2006-2013 144
Figure 51: Latin America Share of Mobile Pay-TV Revenue by Technology, 2006 145
Figure 52: Latin America Share of Mobile Pay-TV Revenue by Technology, 2013 146
Figure 53: Africa and Middle East Mobile Pay-TV Revenue 2006-2013 147
Figure 54: Africa and Middle East Share of Mobile Pay-TV Revenue by Technology, 2006 148
Figure 55: Africa and Middle East Share of Mobile Pay-TV Revenue by Technology, 2013 148
Figure 56: Mobile TV Users by Region, 2006-2013 149
Figure 57: Share of Mobile TV Users by Region, 2006 150
Figure 58: Share of Mobile TV Users by Region, 2013 150
Figure 59: Mobile TV Subscribers by Region, 2006-2013 151
Figure 60: Share of Mobile TV Subscribers by Region, 2006 152
Figure 61: Share of Mobile TV Subscribers by Region, 2013 152
Figure 62: Mobile TV Revenue by Region, 2006-2013 153
Figure 63: Share of Mobile TV Revenue by Region, 2006 154
Figure 64: Share of Mobile TV Revenue by Region, 2013 154

Tables
Table 1: Out-of-Band Broadcast Technologies 53
Table 2: Global Mobile TV Users by Technology, 2006-2013 106
Table 3: Global Mobile Pay-TV Subscribers by Technology, 2006-2013 107
Table 4: European Mobile TV Users by Technology, 2006-2013 111
Table 5: European Mobile Pay-TV Subscribers by Technology, 2006-2013 112
Table 6: North American Mobile TV Users by Technology, 2006-2013 116
Table 7: North American Mobile Pay-TV Subscribers by Technology, 2006-2013 117
Table 8: Asia-Pacific Mobile TV Users by Technology, 2006-2013 121
Table 9: Asia-Pacific Mobile Pay-TV Subscribers by Technology, 2006-2013 122
Table 10: Latin American Mobile TV Users by Technology, 2006-2013 126
Table 11: Latin American Mobile Pay-TV Subscribers by Technology, 2006-2013 127
Table 12: Africa-Middle East Mobile TV Users by Technology, 2006-2013 130
Table 13: Africa-Middle East Mobile Pay-TV Subscribers by Technology, 2006-2013 132
Table 14: Global Mobile Pay-TV Revenue by Technology, 2006-2013 135
Table 15: European Mobile Pay-TV Revenue by Technology, 2006-2013 137
Table 16: North American Mobile Pay-TV Revenue by Technology, 2006-2013 140
Table 17: Asia-Pacific Mobile Pay-TV Revenue by Technology, 2006-2013 142
Table 18: Latin America Mobile Pay-TV Revenue by Technology, 2006-2013 145
Table 19: Africa and Middle East Mobile Pay-TV Revenue by Technology, 2006-2013 147
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