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Viewing report
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Mobile TV Business Models, Technologies and Markets 2008-12
ARCchart, May 2008, Pages: 55
The markets where Mobile TV will be significant and the technologies and business models they will adopt
Mobile TV technologies have multiplied rather than consolidated, and despite an early lead by DVB-H, in what seemed a two horse race with Korea’s T-DMB, there are now at least 15 separate Mobile TV technologies that operators can bring to bear, with a variety of business models. Despite this, Japan has now shipped more than 20 million 1 seg ISDB-T mobile handsets, and Korea has 8 million T-DMB devices, many of which are not handsets. Chip suppliers and device makers are flocking to free-to-air services, which are driving the transition to Mobile TV, but it does not guarantee any improved ARPU for cellular operators. Many Western operators such as Verizon and AT&T are now looking at Mobile TV purely as a threat to be countered rather than a service to be offered. But the cellular operators will not be able to hold the tide back forever. Broadcasters need Mobile TV and the potential future advertising revenues that it promises, which is why technology suppliers have targeted the free-to-air model across the world.
Mobile TV is coming whether cellular operators like it or not. It has already begun to scale in some parts of the world, and inevitably is beginning to be understood better by consumers. This report forecasts that 295 million specialist handset devices – that can receive one or other format of Mobile TV – will be sold by 2012. A further 61 million non-handset devices will be added, making total shipments of 356 million devices which can view Mobile TV.
A key finding of this report is that handset transition will drive the emergence of Mobile TV services, and this will be much faster in markets where a free-to-air Mobile TV service is available. This mass adoption has already happened in Japan and Korea, and is likely to be repeated shortly in Brazil and China. In Italy, by contrast, we can draw examples of a typically European route to market, where 3 Italia still dominates.
In terms of technology, we expect to see DVB-SH become established in some key satellite markets and, when combined with DVB-H as a pair of related technologies, it will account for 42% of total specialist handsets during the forecast period. We also predict a strong showing of specialized 1 seg Mobile TV handsets in Japan, plus the emergence of ISDB-T in South America and significant localised market share for several of the other main Mobile TV technologies.
Topics of coverage include:
- The three main types of technology that are being used to provide Mobile TV services
- The pros and cons of the major technology variants
- The Mobile TV standards being adopted by significant national markets such as China, the US, the major EU nations, and Japan as well as the emerging economies such as Brazil and India
- The main pricing models that are available for Mobile TV services including, free-to-air, Pay TV and hybrid models
- The approaches to mobile advertising being followed by current Mobile TV services
- The sourcing of content and packaging of channels in current live Mobile TV services and the many trials being conducted around the world
- The demographics of Pay TV and the relationship with future Mobile TV markets
- Forecasts for technology adoption (ISDB-T, DVB-H and DVB-SH, ATSC M/H, T-DMB, MediaFLO and STiMi) in significant regional and national markets from 2008-12
- Forecasts for Mobile TV handset sales in significant regional and national markets from 2008-12
- Forecasts for non-handset Mobile TV devices from 2008-12
Answers and opinions are provided with respect to the following essential questions:
- Which general purpose broadcasting technologies have been adapted for carrying Mobile TV?
- Which Mobile TV technologies require a new dedicated network and spectrum to deliver the service?
- How have existing cellular data networks been adapted to carry Mobile TV?
- What effect will demand for Mobile TV services have on related handset capabilities such as Flash memory?
- Which business models are being adopted by Mobile TV service providers?
- Is technology choice or business model the main determinant of launching a successful Mobile TV service?
- What business models and pricing strategies are being pursued by existing Mobile TV providers such as 3 Italia, PCCW Hong Kong, MultiChoice in parts of Africa, and Verizon in the US?
- What aspects of demography and teledensity are likely to affect take up of Mobile TV?
- Is their a price ceiling for Mobile TV services and how does this relate to established Pay TV prices?
- What is the expected take up of Mobile TV in world regional and national markets?
- Will Japan continue to dominate as the largest market for Mobile TV-enabled handsets during our forecast period 2008-12?
- How many specialist, non-handset Mobile TV devices will ship during the period 2008-12?
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