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Mobile TV - Portable TV: Fad or mass market?

Product Type: Market Research Report

Publication Date: Oct 01, 2004

Download a sample from "The Infoshop", another service of Global Information.

SUMMARY

Existing technologies

technologies that enable the broadcast and reception of TV content on mobile devices
expected short, medium and long-term developments, and their impact on content distribution

Existing audiovisual services

services for portable and mobile devices in the development or planning stage
potential use of devices and services
player strategies, level of involvement, positioning in the value chain

Challenges

elements of convergence between TV services and mobile (or cellular) reception devices
digital terrestrial TV (cellular reception, embedded TV...), new services tied to 3G/UMTS

Presentation

Although mobiles - in the age of 3G and DTT - should become the terminal par excellencefor receiving television programmes, many uncertainties still remain: developments in usage, operator repositioning, adapting services and business models.

Mobile TV: "natural" marriage of the telecom and audiovisual sectors

Telecom operators: is the current prominence of video services in mobile operators offers indicative of a future mass market?
Content providers: digitisation of terrestrial networks enables the emergence of dedicated services on mobile and portable devices.

A host of technical choices giving way to questions over adapting services to actual forms of use

In what ways do cellular and broadcast networks complement one another?
Simulcasting or the creation of dedicated mobile programmes?
Which business models for which services?

Scenarios

Establishing user consumption scenarios for new mobile video services, factoring in:

Technical solutions, existing and future equipment and content
Mobile TV viewing situations

1/ TV AND MOBILE TELEPHONY

Basic technical principles

Different compression techniques
- Chief audio codecs, MPEG-2, MPEG-4, MPEG-4 AVC or MPEG-4 part 10 or H.264, proprietary standards, video and mobile telephony codecs, initiatives launched by the 3GPP and other mobile industry associations, codecs supported by the leading mobile streaming platforms
Digital terrestrial broadcasting to mobiles
- DVB-T and DVB-H in Europe and beyond, the ATSC in the United States, ISDB-T in Japan, terrestrial and satellite DMB (Digital Multimedia Broadcasting) in South Korea and Japan

Presentation of the different mobile video solutions

Streaming video solutions on mobile networks
- Underlying principle, general architecture of streaming platforms, leading mobile streaming solutions providers
TV broadcasting solutions (terrestrial and satellite)
- Network architecture, radio and satellite-based mobile TV initiatives

2/ UPGRADING DEVICES TO ENABLE MOBILE VIDEO SERVICES

General architecture of a mobile device

Enhancing mobile devices performance

Integrated circuits, microprocessors, memory, batteries, screen, UHF-VHF components, satellite, operating systems

Example of a new multimedia mobile handset: the Nokia 7700

3/ MOBILE AND PORTABLE DEVICES: SERVICES AND USES

Video content services on mobile handsets

Mobile video download services
- Downloading, chief technical mobile video access solutions, a broad content offering tailored to mobility, business models, examples of offers marketed outside Europe
Mobile streaming video services
- Development conditioned by mobile operators technical choices, new programme distribution channel, adapted tariffs, the early days of mobile streaming video, live streaming initiatives on mobile
Mobile TV broadcasting services
- analogue terrestrial mobile TV, digital terrestrial mobile TV, mobile broadcasting via satellite, network convergence for mobile TV broadcasting

State of development of embedded TV services

Making TV portable

Mobile video services consumption

Swift renewal of the base of deployed handsets
A supply market
Increasing possible applications
Delayed and on-demand video consumption
Rise in average monthly spending on mobile data services

4/ PLAYER STRATEGIES

Growth of the mobile telephony world

One person = one mobile phone
Gradual migration of the handset base
Growing prominence of mobile data services

Changes in audiovisual consumption patterns

Growing trend towards owning several devices
which goes hand in hand with an increasing number of channels on offer
Slight rise in average viewing time
Consumers increasingly willing to pay for TV services
and to access content on the internet.

The "natural" marriage of the telecom and audiovisual sectors

Telecom operators
- Prime objective: to increase per subscriber revenues, close collaboration with content publishers, a core asset: controlling sport broadcasting rights, comple mentary aspects of cellular and terrestrial broadcasting networks, 2.5G/3G and
- .4G networks, the high cost of subsidising devices, growing cooperation with hardware manufacturers
Content providers
- Finding new markets, avoiding exclusivity, increasing viewing time, simulcasting versus adapting content, broadcasting versus downloading, copyright protection

Analysis of the value chain

Relationship between telecom operators, content providers and equipment manufacturers
The search for value: control the content or control the subscriber?
Role sharing or integration of the entire chain?

5/ GROWTH SCENARIOS

Scenario creation: key trends

Technical solutions
The content, streams and business models
The equipment
The user and mobile TV viewing situations

Presentation of sample applications

"The portable screen" as an alternative to a second TV set, and to PVRs (Personal Video Recorder)
"Transitional or extra mobile" and mobile PVRs
"The entertainment mobile" and "The utilitarian mobile"
"The Game Boy mobile"
"Distraction TV" and "Collective mobile TV"

Players cited in the report

Telecom operators - Broadcast network operators

3/Hutchison
Bouygues Telecom
Crown Castle
Digita
KDDI
KTF
J-Phone
LG Telecom
Maxis Communications
MBCO
Mobilkom Austria
Movistar / Telefonica
NTT DoCoMo
Optus Mobile
Orange
SKT
Sprint PC
TDF
Telecom Italia Mobile
TeliaSonera
Teracom
T-mobile
T-Systems
TUMedia
Vodafone