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SUMMARY
This detailed report provides a complete analysis of current and future
opportunities for mobile TV. It discusses recent developments in the market
for streamed and broadcast mobile TV services, focusing on the different
applications and standards currently in trial across a number of markets. It
also examines the implications of key regulatory decisions (such as the EU's
quasi-mandating of the DVB-H standard, and spectrum licensing) and highlights
both hurdles to deployment and issues that will arise when services have been
commercially deployed. The in-depth study provides vital forecast data on
subscriber growth, ARPU and total revenues, and offers strategic
recommendations for operators, broadcasters, service providers, vendors and
regulators.
Key Questions Answered by this Report:
- Who are the main players in mobile TV ?
- Which broadcast TV standards are likely to predominate in which countries ?
- What are the key hurdles to the mass adoption, and successful deployment
of mobile TV services ?
- How is the mobile TV value chain likely to develop ?
- How are the national subscriber bases of streamed and broadcast TV
services likely to evolve ?
- What subscriber revenues will mobile TV services generate ?
- Is advertising likely to provide a substantial revenue stream for mobile
TV services ?
- What national and international regulatory developments have impacted upon
the likely rollout of mobile TV services in the last 12 months ?
Main Benefits
- A unique source of research, analysis and information for the mobile TV
market including technologies, market characteristics and forecasts.
- Practical analysis of emerging opportunities for vendors and operators.
- Unique insights: includes interviews with leading industry players who
have significant experience in the mobile TV market.
- Benefit from fresh thinking and an intelligent market assessment from a
respected thought leader.
TABLE OF CONTENTS
Glossary
Executive Summary
- Introduction
- What Is The Report About?
- The Opportunity
- Mobile Streamed TV
- Mobile Broadcast TV
- The Market for Mobile TV Services
- Mobile Streamed TV Services
- Figure ES1: Total End-User Generated Revenues ($m) for Mobile Streamed
TV Services. Regional Forecast 2007-2012
- Table ES1: Total End-User Generated Revenues ($m) for Mobile Streamed
TV Services. Regional Forecast 2007-2012
- Mobile Broadcast TV Services
- Figure ES2: Total End-User Generated Revenues ($m) for Mobile
Broadcast TV Services. Regional Forecast 2007-2012
- Table ES2: Total End-User Generated Revenues ($m) for Mobile Broadcast
TV Services. Regional Forecast 2007-2012
- End-User Generated Revenues for Mobile TV Services
- Figure ES3: Total End-User Generated Revenues ($m) for Mobile TV
Services Regional Forecast 2007-2012
- Table ES3: Total End-User Generated Revenues ($m) for Mobile TV
Services Regional Forecast 2007-2012
- The Hurdles to Mobile TV Adoption
- Table ES4: The Hurdles for Mobile TV
1. Technology
- 1.1 Introduction
- 1.2 2G
- 1.2.1 Communication Technologies of 2G
- i. GSM
- ii. TDMA
- iii. CDMA
- iv. D-AMPS
- 1.2.2 Data Services
- i. SMS
- a. The Working of SMS
- Figure 1.1: SMS Message Flow
- b. Types of Messaging Services
- - Mobile-originated SMS
- - Mobile-terminated SMS
- c. Premium-rate SMS (PRSMS)
- 1.3 2.5 & 2.75G
- 1.3.1 Communication Technologies of 2.5/2.75G
- i. GPRS
- ii. EDGE
- iii. CDMA2000.
- 1.3.2 Data Services
- i. MMS
- a. How Does MMS Work?
- Figure 1.2: MMS Application Services
- b. MMS Services.
- - MMS Entertainment and Information Services
- Figure 1.3: Nokia's 6280 3G Handset Supporting Video Streaming
- c. Personalisation
- 1.3.3 The SMS/MMS Value Chain
- Figure 1.4: SMS/MMS Value Chain
- 1.4 3G
- Figure 1.5 3G Access Technologies
- Figure 1.6: Growth in 3G Subscriber Base by Technology, 2002 - Q1 2007
- Figure 1.7: Percentage of Mobile Users Who Own 3G Devices, December 2006
(Selected Countries)
- Figure 1.8: Global 3G Subscriber Base, December 2006
- 1.4.1 UMTS
- Figure 1.9: Evolution of UMTS
- i. WCDMA
- ii. EV-DO
- iii. TD-SCDMA
- 1.5 Beyond 3G
- 1.5.1 HSPA
- 1.5.2 3GLTE
- 1.5.3 CDMA2000 1x EV-DO Revisions A and B
- 1.5.4 UMB
- 1.5.5 Mobile WiMAX 802.16e-2005
- Figure 1.10: WiMAX Timeline
- 1.6 Mobile Technologies Compared
- Table 1.1: Comparative Chart of Mobile Technologies
- 1.7 Other Enabling Technologies
- 1.7.1 Wireless Internet Technologies
- i. WAP
- a. The Development of WAP
- b. The Future of WAP - Where is WAP Heading?
- Figure 1.11: Future Path of WAP
- ii. The i-mode Alternative
- Figure 1.12: NTT DoCoMo, i-mode Subscriber Growth (m) and i-mode
Penetration of Total User Base (%) 2000-Q2 2007
- 1.7.2 Languages, Platforms and Operating Systems
- i. Languages
- ii. Platforms
- iii. Operating Systems
- a. Palm OS
- b. Symbian
- c. Windows Mobile
- 1.7.3 Other Relevant Technologies and Standards
- i. MP3
- Figure 1.13: MP3 Phones: Nokia N91 and Sony Ericsson K800
- ii. MP4
- iii. MIDI
- iv. Bluetooth
2. Cellular Market Growth
- 2.1 Introduction
- 2.2 Growth of the Cellular Market
- 2.2.1 Global Cellular Subscriber Market
- Figure 2.1: Cellular Subscriber Growth (m) by Region, 2005-2012
- Table 2.1: Cellular Subscriber Growth (m) by Region, 2005-2012
- Figure 2.2: Cellular Subscriber Base, Market Share by Region (%),
2005-2012
- Figure 2.3: Cellular Subscribers Penetration (%) by Region
- 2.2.2 Leading Mobile Operator Groups by Subscriber Base
- Table 2.2: Leading Mobile Operator Groups by Subscriber Base (m) Q1
2007
- 2.2.3 Growth of 3G
- Table 2.3: Global Cellular Subscriber Forecasts (m) by Technology
2007-2012
- Figure 2.4: Global Cellular Subscriber Forecasts (m) by Technology
2007-2012
- 2.3 Regional Cellular Market Growth
- 2.3.1 North America
- Figure 2.5: North American Cellular Subscriber Forecasts (m) by
Technology 2007-2012
- Table 2.4: North American Cellular Subscriber Forecasts (m) by
Technology 2007-2012
- 2.3.2 South America
- Figure 2.6: South American Cellular Subscriber Forecasts (m) by
Technology 2007-2012
- Table 2.5: South American Cellular Subscriber Forecasts (m) by
Technology 2007-2012
- 2.3.3 Western Europe
- Figure 2.7: Western Europe Cellular Subscriber Forecasts (m) by
Technology 2007-2012
- Table 2.6: Western Europe Cellular Subscriber Forecasts (m) by
Technology 2007-2012
- 2.3.4 Eastern Europe
- Figure 2.8: Eastern Europe Cellular Subscriber Forecasts (m) by
Technology 2007-2012
- Table 2.7: Eastern Europe Cellular Subscriber Forecasts (m) by
Technology 2007-2012
- 2.3.5 Far East & China
- Figure 2.9: Far East & China Cellular Subscriber Forecasts (m) by
Technology 2007-2012
- Table 2.8: Far East & China Cellular Subscriber Forecasts (m) by
Technology 2007-2012
- 2.3.6 Indian Sub Continent
- Figure 2.10: Indian Sub Continent Cellular Subscriber Forecasts (m) by
Technology 2007-2012
- Table 2.9: Indian Sub Continent Cellular Subscriber Forecasts (m) by
Technology 2007-2012
- 2.3.7 Rest of Asia Pacific
- Figure 2.11: Rest of Asia Pacific Cellular Subscriber Forecasts (m) by
Technology 2007-2012
- Table 2.10: Far East & China Cellular Subscriber Forecasts (m) by
Technology 2007-2012
- 2.3.8 Middle East & Africa
- Figure 2.12: Middle East & Africa Cellular Subscriber Forecasts (m) by
Technology 2007-2012
- Table 2.11: Middle East & Africa Cellular Subscriber Forecasts (m) by
Technology 2007-2012
- 2.4 The Opportunity for Mobile Entertainment
- Figure 2.13: Percentage of Operator-billed ARPU Attributable to Mobile
Entertainment Services, Selected Markets in 2006
- Figure 2.14: Value of Operator-billed ARPU ($) Attributable to Mobile
Entertainment Services, Selected Markets in 2006
- Figure 2.15: Monthly Voice ARPU ($), UK, Germany, Italy and US, 2003-2006
- 2.5 The Opportunity for Mobile TV Services
3. Mobile Streamed TV Services
- 3.1 Introduction
- 3.2 Vendors and Platforms
- 3.2.1 ROK TV
- 3.2.2 Vidiator
- 3.2.3 Rubberduck Media Lab
- 3.2.4 Thin Multimedia
- 3.2.5 U-Turn Media
- 3.2.6 weComm
- 3.3 Other Service Providers
- 3.3.1 MobiTV
- 3.3.2 Orange World
- i. France
- ii. UK
- iii. Spain
- 3.3.3 Sky Anytime Mobile
- 3.3.4 GoTV
- 3.4 MBMS: Multicast and Broadcast Streamed Mobile TV
- 3.4.1 CMB (Cell Multimedia Broadcast)
- 3.4.2 TDtv
4. Mobile Broadcast TV: Standards and Deployments
- 4.1 DVB-H
- 4.1.1 Ratification/Validation
- 4.1.2 Deployments
- i. North America
- ii. Western Europe
- a. Italy
- - Walk TV
- - MediaSet
- Figure 4.1: Samsung SGH-P920 Handset
- b. Finland
- Figure 4.2: Nokia N92 Handset
- c. Germany
- d. Netherlands
- e. Switzerland
- f. France
- g. Austria
- h. Spain
- Figure 4.3: Nokia 7710 Handset
- i. Portugal
- j. Denmark
- k. Ireland
- l. UK
- iii. Eastern Europe
- a. Albania
- b. Czech Republic
- c. Russia
- d. Hungary
- iv. Far East & China
- v. Indian Sub Continent
- vi. Rest of Asia Pacific
- a. Vietnam
- b. Philippines
- - myTV
- - Dream TV
- c. Australia
- d. Indonesia
- e. Singapore
- vii. Middle East & Africa
- 4.2 DVB-SH
- Figure 4.4: DVB-SH Network
- 4.2.1 Development
- 4.2.2 Deployment
- 4.3 ISDB-T
- 4.4 DMB
- Figure 4.6: S-DMB Network
- Figure 4.7: T-DMB Network
- 4.4.1 S-DMB
- i. South Korea
- a. TU Media
- - Terrestrial Roll Out
- - Hurdles
- - Launch
- - Handsets
- - Pricing
- ii. Elsewhere
- 4.4.2 T-DMB
- i. South Korea
- ii. Elsewhere
- a. Germany
- b. Indonesia
- c. China
- 4.5 DAB-IP
- 4.6 MediaFLO
- Figure 4.9: MediaFLO Client-Server Architecture
- 4.6.1 Deployments
- i. USA
- a. Verizon Wireless
- Figure 4.10: LG VX990 and Samsung SCH-u620
- b. AT&T
- ii. Elsewhere
- a. UK
- b. Taiwan
- c. Hong Kong
- 4.7 CMMB/STiMi
5. Mobile Broadcast TV: Silicon Vendors
- 5.1 Frontier Silicon
- 5.2 DiBcom
- 5.3 Philips
- 5.4 Texas Instruments
- 5.5 Siano
- 5.6 SIDSA
- 5.7 Qualcomm
- 5.8 Sharp
- 5.9 Samsung
6. Hurdles to Adoption
- 6.1 Regulatory Constraints
- 6.1.1 Broadcast Standards
- 6.1.2 Regulatory Framework
- 6.2 Spectrum Availability
- 6.2.1 VHF Band III, UHF Bands IV/V and L-Band
- Table 6.1: Switch-off Dates of Analogue Transmissions in EU Member
States
- 6.2.2 MSS Spectrum
- 6.3 Network Cost
- 6.4 Network Coverage
- 6.5 Industry Structure
- 6.6 Type of Content
- Figure 6.1: "The Long Tail" - UK TV Peak Viewing (m viewers) by Channel,
July 2007 (Top 25 channels)
- 6.7 Content Rights
- 6.8 Content Security
- Figure 6.2: Main Components of Public Key Infrastructure
- 6.9 Service Pricing
- 6.9.1 Streamed Mobile TV
- 6.9.2 Broadcast Mobile TV
- 6.9.3 The Mobility Premium for Pay TV Subscribers
- 6.9.4 Advertising
- 6.10 Handset Pricing
7. Forecasts
- 7.1 The Market for Mobile Streamed TV Services
- 7.1.1 Adoption Rate.
- i. Key Assumptions
- Table 7.1: % 2.5G/3G Mobile Users Who Subscribe to Mobile Streamed
TV Services. Regional Forecasts 2007-2012
- ii. Number of Subscribers
- Figure 7.1: Number of Mobile Phone Users (m) Who Subscribe to Mobile
Streamed TV Services. Regional Forecast 2007-2012
- Table 7.2: Number of Mobile Phone Users (m) Who Subscribe to Mobile
Streamed TV Services. Regional Forecast 2007-2012
- 7.1.2 ARPU
- Figure 7.2: Monthly ARPU ($) for Mobile Streamed TV Services. Regional
Forecast 2007-2012
- Table 7.3: Monthly ARPU ($) for Mobile Streamed TV Services. Regional
Forecast 2007-2012
- 7.1.3 Revenues (End-User Generated)
- Figure 7.3: Total End-User Generated Revenues ($m) for Mobile Streamed
TV Services. Regional Forecasts 2007-2012
- Table 7.4: Total End-User Generated Revenues ($m) for Mobile Streamed
TV Services. Regional Forecast 2007-2012
- 7.1.4 Revenue (Advertising)
- Figure 7.4: Total AdSpend ($m) on Mobile Streamed TV Services.
Regional Forecasts 2007-2012
- Table 7.5: Total AdSpend ($m) on Mobile Streamed Mobile TV Services.
Regional Forecast 2007-2012
- 7.2 The Market for Broadcast TV Services
- 7.2.1 Adoption Rate.
- i. Key Assumptions
- ii. North America
- Table 7.6: % of 3G Users Subscribing to Mobile Broadcast TV
Services. North America 2007-2012
- Figure 7.5: Number of Mobile Broadcast TV Subscribers (m). North
America 2007-2012
- Table 7.7: Number of Mobile Broadcast TV Subscribers (m). North
America 2007-2012
- iii. South America
- Table 7.8: % of 3G Users Subscribing to Mobile Broadcast TV
Services. South America 2007-2012
- Figure 7.6: Number of Mobile Broadcast TV Subscribers (m). South
America 2007-2012
- Table 7.9: Number of Mobile Broadcast TV Subscribers (m). South
America 2007-2012
- iv. Western Europe
- Table 7.10: % of 3G Users Subscribing to Mobile Broadcast TV
Services. Western Europe 2007-2012
- Figure 7.7: Number of Mobile Broadcast TV Subscribers (m). Western
Europe 2007-2012
- Table 7.11: Number of Mobile Broadcast TV Subscribers (m). Western
Europe 2007-2012
- v. Eastern Europe
- Table 7.12: % of 3G Users Subscribing to Mobile Broadcast TV
Services. Eastern Europe 2007-2012
- Figure 7.8: Number of Mobile Broadcast TV Subscribers (m). Eastern
Europe 2007-2012
- Table 7.13: Number of Mobile Broadcast TV Subscribers (m). Eastern
Europe, 2007-2012
- vi. Far East & China
- Table 7.14: % of 3G Users Subscribing to Mobile Broadcast TV
Services. Far East & China, 2007-2012
- Figure 7.9: Number of Mobile Broadcast TV Subscribers (m). Far East
& China, 2007-2012
- Table 7.15: Number of Mobile Broadcast TV Subscribers (m). Far East
& China, 2007-2012
- vii. Indian Sub Continent
- Table 7.16: % of 3G Users Subscribing to Mobile Broadcast TV
Services. Indian Sub Continent, 2007-2012
- Figure 7.10: Number of Mobile Broadcast TV Subscribers (m). Indian
Sub Continent, 2007-2012
- Table 7.17: Number of Mobile Broadcast TV Subscribers (m). Indian
Sub Continent, 2007-2012
- viii. Rest of Asia-Pacific
- Table 7.18: % of 3G Users Subscribing to Mobile Broadcast TV
Services. Rest of Asia Pacific, 2007-2012
- Figure 7.11: Number of Mobile Broadcast TV Subscribers (m). Rest of
Asia Pacific, 2007-2012
- Table 7.19: Number of Mobile Broadcast TV Subscribers (m). Indian
Sub Continent 2007-2012
- ix. Middle East & Africa
- Table 7.20: % of 3G Users Subscribing to Mobile Broadcast TV
Services. Middle East & Africa 2007-2012
- Figure 7.12: Number of Mobile Broadcast TV Subscribers (m). Middle
East & Africa 2007-2012
- Table 7.21: Number of Mobile Broadcast TV Subscribers (m). Middle
East & Africa 2007-2012
- x. Global Forecasts
- Figure 7.13: Number of Mobile Broadcast TV Subscribers (m). Regional
Forecast 2007-2012
- Table 7.22: Number of Mobile Broadcast TV Subscribers (m). Regional
Forecast 2007-2012
- 7.2.2 ARPU
- i. Key Assumptions
- Table 7.23: Monthly ARPU ($) for Mobile Broadcast TV Services.
Country Forecast 2007-2012
- Table 7.24: Percentage of Subscribers Paying for Mobile Broadcast TV
Services
- 7.2.3 Revenues
- i. North America.
- Figure 7.14: Total End-User Generated Revenues ($m) for Mobile
Broadcast TV Services. North America 2007-2012
- Table 7.25: Total End-User Generated Revenues ($m) for Mobile
Broadcast TV Services. North America 2007-2012
- ii. South America.
- Figure 7.15: Total End-User Generated Revenues ($m) for Mobile
Broadcast TV Services. South America 2007-2012
- Table 7.26: Total End-User Generated Revenues ($m) for Mobile
Broadcast TV Services. South America 2007-2012
- iii. Western Europe
- Figure 7.16: Total End-User Generated Revenues ($m) for Mobile
Broadcast TV Services. Western Europe 2007-2012
- Table 7.27: Total End-User Generated Revenues ($m) for Mobile
Broadcast TV Services. Western Europe 2007-2012
- iv. Eastern Europe
- Figure 7.17: Total End-User Generated Revenues ($m) for Mobile
Broadcast TV Services. Eastern Europe 2007-2012
- Table 7.28: Total End-User Generated Revenues ($m) for Mobile
Broadcast TV Services. Eastern Europe 2007-2012
- v. Far East & China
- Figure 7.18: Total End-User Generated Revenues ($m) for Mobile
Broadcast TV Services. Far East & China 2007-2012
- Table 7.29: Total End-User Generated Revenues ($m) for Mobile
Broadcast TV Services. Far East & China 2007-2012
- vi. Indian Sub Continent
- Figure 7.19: Total End-User Generated Revenues ($m) for Mobile
Broadcast TV Services. Indian Sub Continent 2007-2012
- Table 7.30: Total End-User Generated Revenues ($m) for Mobile
Broadcast TV Services. Indian Sub Continent 2007-2012
- vii. Rest of Asia Pacific
- Figure 7.20: Total End-User Generated Revenues ($m) for Mobile
Broadcast TV Services. Rest of Asia Pacific 2007-2012
- Table 7.31: Total End-User Generated Revenues ($m) for Mobile
Broadcast TV Services. Rest of Asia Pacific 2007-2012
- viii. Middle East & Africa
- Figure 7.21: Total End-User Generated Revenues ($m) for Mobile
Broadcast TV Services. Middle East & Africa 2007-2012
- Table 7.32: Total End-User Generated Revenues ($m) for Mobile
Broadcast TV Services. Middle East & Africa 2007-2012
- ix. Global Forecasts
- Figure 7.22: Total End-User Generated Revenues ($m) for Mobile
Broadcast TV Services. Regional Forecast 2007-2012
- Table 7.33: Total End-User Generated Revenues ($m) for Mobile
Broadcast TV Services. Regional Forecast 2007-2012
- 7.2.4 Revenue (Advertising)
- Figure 7.23: Total AdSpend ($m) on Broadcast Mobile TV Services.
Regional Forecast 2007-2012
- Table 7.34: Total AdSpend ($m) on Broadcast Mobile TV Services.
Regional Forecast 2007-2012
- 7.3 Streamed vs Broadcast Services
- Figure 7.24: Total End-User Generated Revenues ($m) for Mobile Streamed
and Broadcast TV Services 2007-2012
- Table 7.35: Total End-User Generated Revenues ($m) for Mobile Streamed
and Broadcast TV Services 2007-2012
8. Recommendations
- 8.1 Recommendations for Operators
- 8.2 Recommendations for Broadcasters/Service Providers
- 8.3 Recommendations for Vendors
- 8.4 Recommendations for Regulators
9. Industry Associations
- 9.1 ITU
- 9.2 WorldDMBForum
- 9.3 Digital Video Broadcasting Project (DVB)
- 9.4 FLO Forum
- 9.5 European Telecommunications Standards Institute (ETSI)
- 9.6 Open Mobile Alliance
- 9.7 Wireless World Research Forum
- 9.8 Mobile IT Forum
- 9.9 3GPP/3GPP2
- 9.10 Broadcast Mobile Convergence Forum (bmcoforum)
- 9.11 DigiTAG
- 9.12 Mobile DTV Alliance
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