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SUMMARY
“The iPhone is set to have a significant impact on the mobile TV market
- before mobile broadcasting technologies, such as DVB-H, have been deployed
extensively.” Dr Alastair Brydon , Analysys Mason Associate.
Product overview
Many mobile network operators (MNOs) hope to generate revenue from mobile TV
and video services, using a combination of 3G and dedicated broadcasting
networks (for example, DVB-H or MediaFLO). However, it may take many years for
broadcasting networks to be extensively deployed worldwide. The iPhone can
already offer TV and video services, without the use of either mobile
broadcasting networks or 3G/HSPA, and challenges widely held assumptions about
how to deliver a compelling mobile TV proposition to consumers. Building on
the very latest market data and consumer research, this report considers the
impact that the iPhone will have on the emerging mobile TV market and
discusses the lessons that it brings.
The initial take-up of the iPhone has been constrained, primarily by Apple's
market entry strategy. The report considers how this strategy is likely to
change and the effect that this will have on the development of the global
market for mobile TV. The report examines the strengths and weaknesses of key
features of the iPhone and its services, including the innovative use of
sideloading and WLAN; the increasing availability of TV and video content from
a variety of sources; the evolving capabilities of iPhone devices; and the
pricing models being adopted worldwide. It identifies the actions that Apple
(and other mobile handset vendors), MNOs and TV broadcasters need to take in
order to maximise the short-term opportunities from the iPhone, or to remain
competitive with iPhone services.
iPhone shows the way for mobile TV answers your key questions:
- What impact is the iPhone having on the mobile TV industry, and what
impact could it have?
- What has been the take-up of the iPhone so far, and what have been the
effects of limited geographical scope and mobile operator exclusivity?
- What future strategies will be adopted by Apple, and what will effect will
they have on iPhone penetration worldwide?
- What does the latest consumer research tell us about the use of the iPhone
for mobile TV and video services?
- What service elements are needed to deliver a compelling mobile TV and
video proposition, and what are the strengths and weakenesses of the iPhone
and its current services?
- How can the iPhone deliver mobile TV and video content, without requiring
mobile broadcasting capability or 3G?
- What TV and video content is available worldwide for the iPhone, and how
will this develop?
- What are the roles of iTunes, YouTube and catch-up TV services offered by
broadcasters, DVD ripping and Slingbox?
- How does iPhone service bundling and pricing help to support mobile TV,
and what improvements are needed?
- What improvements to the iPhone handset and iPhone services are required
to further enhance mobile TV and video services?
- What actions should Apple (and other mobile handset vendors), mobile
operators and broadcasters take to seize opportunities for the iPhone, or
remain competitive with it?
Who should read this report
- Mobile network operators: senior executives, business planners and
network planners, to help them fundamentally review their mobile TV
strategies, and understand the short-term opportunities or threats from iPhone
services
- Handset vendors: senior executives and product managers, to assess
the potential impact of the iPhone on the mobile TV market worldwide
- Analysts and investors: to understand the impact that the iPhone
will have on the mobile TV market.
TABLE OF CONTENTS
0. Summary
1. The iPhone's impact on mobile TV and video will increase as Apple's distribution strategy matures
- 1.1 Apple has distributed the device in a limited number of markets
- 1.2 Exclusive MNO agreements have constrained the iPhone's market share
and kept prices high
- 1.3 Changes to Apple's strategy, some of which are already underway, could
increase iPhone's market share
2. The iPhone is well suited to deliver mobile TV and video
- 2.1 The iPhone user interface and the services available via the device
are compelling
- 2.2 Several consumer studies have shown that iPhone users are particularly
likely to access mobile TV and video content
3. A rapidly increasing range of TV and video content is available on the iPhone
- 3.1 iPhone users can access TV and video content from a variety of
sources, using several distribution methods
- 3.2 iPhone users are able to easily purchase and view iTunes video content
- 3.3 The iPhone provides access to streamed video services, including
YouTube and catch-up services from broadcasters
- 3.4 Enthusiasts already sideload DVDs and recorded TV programmes to their
iPhones
- 3.5 Slingbox, which is supported on several smartphones, is not yet
available on the iPhone
- 3.6 Improved TV and video applications will be enabled with forthcoming
2.0 iPhone firmware
4. The iPhone supports multiple delivery methods for mobile TV and video
- 4.1 The iPhone uses a multi-distribution approach, which will be further
improved with 3G capability
- 4.2 Sideloading plays a vital role in the provision of compelling mobile
TV and video services on the iPhone
- 4.3 The iPhone's support of WLAN access brings significant advantages for
users wishing to access mobile TV and video services indoors
- 4.4 The arrival of the HSPA-enabled iPhone is expected in 2008, and will
complete the iPhone's arsenal of mobile video and TV delivery channels
5. The impact of the iPhone on the mobile TV market depends on a number of factors
- 5.1 The iPhone allows MNOs to support high mobile TV penetration, without
waiting for mobile broadcasting technologies
- 5.2 The iPhone has a window of opportunity in the mobile TV market and its
impact depends on future iPhone developments
- 5.3 The iPhone could have a significant impact on the development of the
mobile TV market
- 5.4 The iPhone could remain a niche product for mobile TV and video
delivery
Actions
List of figures and tables
- Figure 0.1: Distribution methods for mobile TV and video content
accessible with the 3G iPhone in 2H 2008
- Figure 1.1: Global cumulative sales of iPhones, June 2007 to December 2008
- Figure 4.1: Distribution methods for mobile TV and video content
accessible with the 3G iPhone in 2H 2008
- Figure 5.1: Comparison of 3G network traffic required to support 20
minutes of mobile TV usage per user per day for a number of implementation
options
- Table 1.1: Details of iPhone market launches
- Table 1.2: Customer bases of iPhone partner MNOs as a proportion of the
total mobile user base in all six markets, December 2007
- Table 1.3: iPhone handset pricing at launch
- Table 3.1: Sources of TV and video content available for the iPhone
- Table 3.2: Examples of TV and video content available from the iTunes Store
- Table 3.3: Bitrates used for video content available on the UK iTunes
Store, May 2008
- Table 3.4: Examples of PC cards allowing free-to-air TV broadcasts to be
recorded and then sideloaded to the iPhone
- Table 4.1: Distribution methods for mobile TV and video content
accessible with the 3G iPhone in 2H 2008
- Table 4.2: iPhone tariffs available in all countries
- Table 5.1: Key criteria needed for the iPhone and iPhone services to have
a significant impact on the mobile TV market over the next two years
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