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SUMMARY
Mobile TV and Video Content Strategies, a new management report from
Informa Telecoms & Media, provides comprehensive insight into the content
strategies which are set to succeed in the next 5 years.
By 2010, the global mobile TV and video content market is expected to be
worth £4793 million. Mobile TV and Video Content Strategies `provides you
with all the information you need to identify profitable opportunities in this
exciting sector.
The report will enable you to answer business critical questions including:
- What needs to be done to get from concept to mobile video watched by the
end user?
- Should content be mobile-specific or reformatted from regular TV channels?
What do users want to see?
- Which forms of TV and video content provide the best opportunities to take
advantage of the interactivity offered by the mobile platform?
- To what extent should mobile TV and video content be integrated in a
cross-platform strategy?
- What content has worked? What has not?
- What are the sources of revenue associated with mobile TV and video
content? How should these revenues be distributed through the value chain?
- How important is compelling content in driving the success of mobile TV
and video services? How can you successfully create and deliver compelling
content to your users?
Mobile TV and Video Content Strategies will enable you to:
- Assess key trends in mobile content use and how mobile content
should be adapted to suit customer needs - what role will interactivity play
in the success of mobile TV?
- Understand how limited form factors affect the user experience,
benefiting from insight gained from real life case studies including Norway's
NRK
- Identify the key players in mobile TV and video content development
in the global marketplace, and evaluate the balance of power - what can you
learn from the mobile TV and video content strategies pursued by leading UK
broadcasters ITV and Channel 4?
- Benefit from unique forecasts to 2010 detailing video download and
streaming users and revenues for Europe, Africa and Middle East, Asia Pacific,
North and Latin America
- Analyse operators' options for content provisioning: should it be
done in house or outsourced and on or off portal? What success have Mobix and
MobiTV had respectively and what can you learn from their partnerships with
operators?
Who should buy this report?
- Operators - to base your business decisions on the experience of
your competitors in the mobile TV and video market and assess how to best form
partnerships with other members of the value chain
- Content providers and aggregators - to analyse what partnerships
have worked in the past and clearly understand your role in the mobile TV and
video value chain
- Broadcasters - to evaluate channels to market and examine how you
can maximise your revenues in this exciting sector
- Industry analysts and investors - to understand how the mobile
content sector will develop in the future and base your investments on
reliable information from the industry experts
- Vendors - to understand which types of content are likely to
succeed and develop suitable products to take advantage of new opportunities
TABLE OF CONTENTS
- E X E C U T I V E S U M M A R Y
- Global mobile TV and video overview
- Mobile TV and the legacy of mobile video
- Defining the mobile TV and video concept --
- mobile TV vs. mobile video
- The status of mobile TV and video in key markets
- Worldwide broadcast mobile TV users (million), by region, 2005-2010.
- Delivering mobile TV and video content
- User experience and usability (interface)
- Mobile TV over cellular networks
- Downloading vs. streaming
- Mobile broadcasting
- The mobile TV and video value chain
- Convergence between the telecoms and television industries
- Key roles in the value chain
- Mobile TV and video value chain
- Key players and the balance of power -- now and in future
- Mobile TV and video content
- Fundamentals of creating content for mobile
- Creating compelling content
- Interactivity .
- Content formatting
- Consumption patterns
- Usage by genre
- Branded content
- Cross-platform content
- Content rights
- Sports rights
- Mobile broadcast rights vs. rights for other
- channels.
- Digital rights management
- Mobile TV and video content business models
- Mobile TV and video pricing models --an overview
- Operator pricing strategies for mobile TV and video
- Pricing 'free' mobile broadcast content--thedilemma for public
broadcasters
- Data traffic charges
- Event-based pricing models
- Pricing mobile TV and video according to content format.
- Subscription-based pricing models
- Billing models
- Premium SMS
- Billing models for prepaid and contractcustomers
- Direct operator billing for off-portal content
- Revenue sharing
- Mobile advertising
- Mobile TV and video advertising
- Television Without Frontiers (TVWF)
- Directive review
- Outsourcing
- Content strategies and scenario analysis
- Recommended strategies for broadcasters
- Recommended strategies for content owners/producers
- Recommended strategies for operators
- C H A P T E R 1
- G L O B A L M O B I L E T V A N D V I D E O O V E R V I E W
- 1.1 Mobile TV and the legacy of mobile video
- 1.2 Defining the mobile TV and video concept -- mobile TV vs. mobile video
- 1.2.1 Mobile video
- 1.2.2 Mobile TV
- 1.3 Global overview -- the status of mobile TV and video in key markets
- 1.3.1 Mobile TV and video in Asia.
- Figure 1.1: Palm top and in-car
- 1.3.2 Mobile TV and video in Australia
- 'MoveMedia' trial
- Singtel Optus
- 3 Australia
- 1.3.3 Mobile TV and video in North America
- Sprint Nextel.
- Verizon
- Cingular
- MVNOs in North America
- 1.3.4 Mobile TV and video in Europe
- Italy -- Telecom Italia Mobile (TIM)
- UK
- France
- 1.4 Mobile TV and video forecasts
- Figure 1.2: Mobile TV and video content users by region, 2005-2010
- Figure 1.3: Mobile TV and video contentrevenues from end-user payments,
by region,2005-2010
- C H A P T E R 2
- D E L I V E R I N G M O B I L E T V A N D V I D E O C O N T E N T
- 2.1 Technologies for delivering mobile TV and video
- 2.1.1 Mobile TV and video over cellular networks
- 2.1.2 Video delivery through video calling and video short codes
- 2.2 Downloading vs. streaming
- 2.2.1 Video downloading
- 2.2.2 Video streaming Case study: Rubberduck Media Lab
- 2.3 Mobile broadcasting.
- Figure 2.1: Mobile broadcast technologygroups
- Figure 2.2: Worldwide mobile broadcastusers (million), by region,
2005-2010
- 2.3.1 Analogue broadcast
- 2.3.2 Digital broadcasting technologiesMultimedia Broadcast Multicast
Service(MBMS)
- Digital Video Broadcasting -- Handheld(DVB-H)
- Case study: Broadcast and Mobile Convergence
- Project (BMCO), Berlin, Germany
- Case study: O2 /Arqiva trial, Oxford, UK
- Digital Mobile Broadcast (DMB)
- Terrestrial DMB (T-DMB)
- Satellite DMB (S-DMB)
- DMB service
- Integrated Services Digital Broadcasting(ISDB)
- Qualcomm MediaFLO.
- Figure 2.4: Qualcomm's MediaFLO system
- 2.4 User experience and usability(interface)
- Figure 2.5: Nokia: examples of mobile TVuser interfaces
- Case study: Refresh Mobile- improving userexperience of mobile TV and
video
- C H A P T E R 3
- M O B I L E T V A N D V I D E O V A L U E C H A I N
- 3.1 Convergence between the telecomsand television industries
- 3.2 Key roles in the value chain
- Figure 3.1: mobile TV and videovalue chain.
- Figure 3.2: mobile TV and videovalue chain -- competitive map
- 3.2.1 Public broadcaster: ITN
- 3.2.2 Production company: Endemol.
- 3.2.3 Video content aggregator: Mobix Interactive
- Figure 3.3: Mobix services
- 3.3 Key players and the balance ofpower -- now and in future
- 3.3.1 Vertical and horizontal integration.
- 3.3 Direct-to-consumer efforts andcustomer ownership
- C H A P T E R 4
- M O B I L E T V A N D V I D E O C O N T E N T
- 4.1 Fundamentals of creating contentfor mobile
- Case study: GMTV - attracting women tomobile TV and video
- 4.2 Creating compelling content
- 4.2.1 Interactivity
- Mobile-to-TV interactivity: Minick.
- Interactivity over DVB-H: T-Mobile Czech Republic
- 4.2.2 Content formatting
- Simulcast.
- Video clips
- Figure 4.1: i-motion video clips
- Made-for-mobile content.
- Figure 4.2: 'Who Kidnapped Rachel B?'Repurposed content
- Figure 4.3: Repurposed TV programmingfor mobile
- 4.2.3 Consumption patterns
- 4.2.4 Usage by genre
- Case study: Vodafone/ Sky Mobile - packagingcontent according to usage
by genre
- 4.3 Branded content
- 4.4 Cross-platform content
- C H A P T E R 5
- D R M A N D C O N T E N T R I G H T S
- 5.1 Types of content rights
- 5.2 Sports rights
- Case study: English FA Premier League
- 5.3 Mobile broadcast rights vs. rights for other channels
- Case study: Norwegian BroadcastingCorporation
- 5.4 Digital rights management
- 5.4.1 Open Mobile Alliance (OMA) andDRM
- 5.4.2 P2P and superdistribution
- 5.4.3 DRM and content providers
- 5.4.4 DRM and operators
- Case study: Entriq Inc.
- Case study: Beep Science
- C H A P T E R 6
- M O B I L E T V A N D V I D E O P R I C I N G
- M O D E L S
- 6.1 Mobile TV and video pricing models . 103
- 6.1.1 Operator pricing strategies for mobile TVand video
- Figure 6.1: Selected operators' mobile TV services, 1H05
- Figure 6.2: Video-content prices
- Figure 6.3: Selected video MMS prices.
- Figure 6.4: Revenue per megabyte ofmobile content applications
- 6.1.2 Pricing 'free' mobile broadcast content --the dilemma for public
broadcasters
- 6.1.3 Data traffic charges
- Case study: Nokia Media Charger
- 6.1.4 Event-based pricing models
- 6.1.5 Pricing mobile TV and video according tocontent format
- Figure 6.5: Eurotel mobile video prices
- 6.1.6 Subscription-based pricing models
- 6.1.7 Opt-in repeat-billing subscriptions
- 6.1.8 Fair usage policies
- 6.2 Billing models
- 6.2.1 Premium SMS.
- Case study: 3 UK - using short codes as adelivery mechanism and billing
model for mobile video
- 6.2.2 Billing models for prepaid and contract customers
- Case study: Vodafone m-pay
- Case study: X-Pay
- 6.2.3 Direct operator billing for off-portal content.
- Case study: Bango
- Case study: PayPal
- 6.2.4 Revenue sharing.
- 6.3 Mobile advertising
- Figure 6.6: Peugeot 1007 mobile campaign
- 6.3.1 Mobile TV and video advertising
- 6.3.2 Evaluating user tolerance of advertisingon fee-based mobile TV
services
- Case study: 3 UK - Downloadable mobile
- video adverts/ targeted push adverts.
- 6.3.3 Mobile TV advertising environment in the US compared with Europe
- Case study: NRK - offering movie trailers onmobile TV
- The importance of different forms of advertising on mobile TV and video
- Figure 6.7: Types of advertising
- Figure 6.8: Importance of different forms of advertising on new
audiovisual content services
- 6.4 Outsourcing
- 6.4.1 Outsourcing provider: End2End
- 6.4.2 Outsourcing for compelling content
- Local content
- Case study: Eurotel Praha - outsourcing mobile video content from
localcontent owners
- Case study: Orange Switzerland/Teleglobe - 'Orange Kiosk'
- 6.5 Content strategies and scenarioanalysis
- 6.5.1 Broadcaster strategies
- Case study: Channel 4
- Case study: ITV
- Repurposed content
- 6.5.2 Content owner/producer strategies
- 6.5.3 Recommended strategies for operators
- G L O S S A R Y
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