For a clearer market perspective




                   Emerging IPTV and
                    Mobile TV Models
           ...
Emerging IPTV and Mobile TV Models
                                                                              Market op...
Emerging IPTV and Mobile TV Models
                                                                           Market oppor...
Emerging IPTV and Mobile TV Models
                                                                                Market ...
Emerging IPTV and Mobile TV Models
                                                                          Market opport...
Emerging IPTV and Mobile TV Models
                                                                              Market op...
Emerging IPTV and Mobile TV Models
                                                                            Market oppo...
Emerging IPTV and Mobile TV Models
                                                                                    Mar...
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Emerging IPTV and Mobile TV Models: Market opportunities ...

  1. 1. For a clearer market perspective Emerging IPTV and Mobile TV Models Market opportunities, challenges and key vendors Report Price £1495/ 2160/$2875 Publication date April 2009 TECHNOLOGY
  2. 2. Emerging IPTV and Mobile TV Models Market opportunities, challenges and key vendors About Us Business Insights' portfolio of technology management reports is designed to help you make well informed and timely business decisions. We understand the problems facing today's technology executives when trying to drive your business forward, and appreciate the importance of accurate, up-to-date, incisive product, market and company analysis. Business Insights’ reports are authored by independent experts and contain findings acquired from dedicated primary research. Our authors' leading positions secure them access to interview key executives and to establish which issues will be of greatest strategic significance for the industry. Our technology portfolio of reports can be used across a wide range of business functions to assess market conditions and devise future strategies. The order form on the back of this brochure lists recent titles available from the categories of CRM, Strategy, eCommerce, Information and Communications Technology and vertical markets including Finance and Healthcare. Report Overview The delivery of TV is undergoing one of the biggest transformations in its Pages 123 history, driven by technological innovation and changing consumer habits. Over the next few years, the entire broadcast market will make Figures 8 the transition from analog broadcast to digital services. The movement away from analog free-to-air (FTA) services – such as those received over Tables 2 an aerial – to digital terrestrial television (DTT) and free satellite will be a major leap forward in the provision of digital TV to the public. ‘Emerging IPTV and Mobile TV Models: Market opportunities, challenges and key vendors’ is a new report published by Business Insights that examines the vendor opportunities and challenges presented by the emerging TV models of mobile TV and IPTV. This report provides an analysis of the market conditions that have driven the emergence of alternatives to the traditional broadcast model, in addition to the macroeconomic factors that will have an impact on their future growth. This report also examines the service offerings of major vendors competing within the mobile TV and IPTV markets, and provides insights into the future competitive landscapes of each sector.
  3. 3. Emerging IPTV and Mobile TV Models Market opportunities, challenges and key vendors Key Findings Traditional television viewing in the UK declined by 3.6% between 2002 and 2006. The increasing use of the internet continues to have a significant role in changing consumer viewing habits. In 2012, the IPTV market is forecast to attain household usage of 22.8m, an increase of 28.8% since 2007. IPTV market growth is being driven by faster broadband speeds, increased competition and the growth of digital TV. Digital TV platform uptake (households in millions), Operators are still experimenting with pricing 2007-2012 models for mobile TV, and opinion is divided “Over the next few years, the entire broadcast market will about the relative merits of the flat-rate subscription make the push from analog broadcast to digital services. As a model and the pay-per-use model. result of analog switch-off and consumer demand for enhanced services, digital TV platforms are seeing strong demand. In particular, digital cable and IPTV are expected to BT’s IPTV offering has grown in popularity attract a significant proportion of new subscribers...” since launch, however the future success of this endeavour is highly dependant upon the positioning of Vision within the UK TV market. Use this report to... • Understand the key trends and drivers that • Discover the commercial potential of are shaping the future of mobile TV and mobile TV and IPTV, understand the most IPTV platforms with this report’s examination effective pricing and revenue models and of the drivers and resistors of these new assess the revenue potential of advertising delivery models. through these emerging channels. • Identify future growth areas in the • Evaluate the competitive landscape of the emerging TV markets with this report’s market for mobile TV and IPTV services analysis of key data from user trials to provide with this report’s comparative analysis of insights into changing consumer usage and leading vendor strategies and the competitive viewing habits. potential of their service offerings.
  4. 4. Emerging IPTV and Mobile TV Models Market opportunities, challenges and key vendors Explore issues including... The transition to digital TV is a key driver of IPTV Consumers demand for control over TV as well as other digital TV platforms. It allows service providers to broaden content packages and bundle services offered to consumers. Changing consumer viewing habits. As the Internet has made the 24x7 culture a reality, users have become more accustomed to instantaneous consumption and access to TV programs according to their own schedule and not that of the broadcasters. Consumers demand for control over TV content Advertising plays a crucial role in the development “Online video aggregators and social networking sites, such as MySpace, Joost, Jalipo and Dailymotion, have of mobile TV and IPTV. Although mobile advertising witnessed explosive usage growth. YouTube alone requires more consumer acceptance, advertising on the streams about 100m separate video clips daily. IPTV platform provides the facility to mix classic TV Additionally, recent research by the Center of Media advertising with the accountability and targeting Research, the US industry research body, and the Institute for Advanced Social & Political Studies (ISPOS) capabilities of the Internet. outline that consumers who use online streaming sites watch increasingly less traditional TV...“ Discover... • What factors are responsible for the • What are the growth opportunities and barriers emergence of mobile TV and IPTV? pertaining to the widespread adoption of mobile TV? • How do mobile TV and IPTV service providers • How do vendors providing IPTV services establish successful revenue models? confront challenges and generate affective strategies? • What are consumer attitudes towards price • Who are the key vendors and service providers plans for TV programs via these platforms? in both mobile TV and IPTV markets?
  5. 5. Emerging IPTV and Mobile TV Models Market opportunities, challenges and key vendors Sample Information Chapter 4: IPTV Regional demand for IPTV Unusually for the broadcast market, Europe leads the US in the number of IPTV households and will remain ahead for the foreseeable future (as shown in Figure 4.6). Despite strong support from European service providers, IPTV will remain a relatively niche proposition across much of Europe, with the platform facing stiff competition from existing cable and satellite services and, increasingly, DTT. France will retain a strong position with regard to IPTV deployment in Europe, accounting for around 28% of households subscribing to the services across the region by the end of 2010. The market conditions in France make it an attractive market for IPTV provision, with cable penetration relatively low and strict conditions surrounding the installation of satellite dishes on buildings. Figure 4.6:Europe sees a higher take-up of IPTV than the US In the US, the IPTV market is beginning to gather momentum and is now starting to develop beyond the rural telephone companies that have been delivering TV content over DSL infrastructure for several years. However, the US looks set to be a more challenging market than Europe for IPTV, with high levels of pay-TV penetration and expected strong price competition from established cable and satellite providers combining to limit uptake to around six million households Business Insights by the end of the decade. IPTV delivery To date, IPTV has mostly replicated known TV services such as those available from cable and satellite providers. Some of these are quite new for all providers: HD video-on-demand, pause live TV, etc. but are still direct extensions of TV. There have been some applications that give a taste of additional services, but most of these have been fairly simple information portals or basic interactivity such as voting or games. Moving to what has been called ‘TV 2.0’ will require integrating expertise in mobile, Web technologies, file- based video, and consumer electronics in addition to the telecom and production video skills already in play. The additional breadth required will favor larger companies with deep pockets as well as the strategic need to invest. -58-
  6. 6. Emerging IPTV and Mobile TV Models Market opportunities, challenges and key vendors Table of Contents CHAPTER 1:INTRODUCTION • Case study: mobile TV in action in Japan • Introduction - Mobile TV offerings in Japan • Definitions - Mobile TV providers - Digital pay-TV (DTV) - NTT DoCoMo - Digital terrestrial TV (DTT) - KDDI - Internet Protocol TV (IPTV) • The role of the mobile operator - Internet TV - External threats - Mobile broadband • Barriers to widespread adoption of mobile TV - Mobile Internet - The mobile TV revenue model - Mobile TV - Market immaturity - Video on demand - Availability of content - User experience CHAPTER 2:THE NEW BROADCAST LANDSCAPE • The emergence of new delivery models CHAPTER 4:IPTV - The drive towards digital TV services • IPTV adoption - Broadband adoption - Drivers behind IPTV - Shake-up in consumer viewing habits - Faster broadband speeds - TV viewing has undergone a seismic shift - Increased competition in the sector - Consumers are increasingly attracted to - Growth in digital TV alternative online entertainment channels - Regional demand for IPTV - Content producers exploit new channels for • IPTV delivery distribution to expand audience reach - IPTV supply chain - Consumers look to the mobile phone for • Vendor strategies entertainment - IPTV infrastructure providers - Competition and innovation - Market positioning - Broadcasters and content producers give strong - IPTV technology offerings investment to new channels - Future outlook - Non-traditional competitors enter into the sector - IPTV service providers through white label services - The business case - Development of mobile TV standards - Service bundles • Resistors to future success - In search of differentiation - Broadband development - Video on demand as a differentiator - Monetising new digital TV platforms - HDTV as a differentiator - Quality of experience CHAPTER 3:MOBILE TV - Beyond broadcast • Defining mobile TV - Finding a niche market - Mobile TV audiences • Challenges in rolling out IPTV services • Growth opportunities - Challenges facing technology vendors - Current take-up of value-add services - Challenges facing service providers • Delivering mobile TV content - What to watch - Live or on-demand content? CHAPTER 5:ESTABLISHING A REVENUE MODEL
  7. 7. Emerging IPTV and Mobile TV Models Market opportunities, challenges and key vendors Table of Contents • Mobile TV - A competitive market - Will people pay? - Vendor analysis: IPTV service providers - Pricing models - AT&T - Flat-rate subscriptions - Verizon - Pay per use - BT - Pay per view - DTV - Making money from content - Vendor analysis: IPTV technology providers - New wholesale broadcast model - Alcatel-Lucent - Mobile advertising - Cisco - Consumer views on mobile advertising - Harmonic - The impact of the economic downturn - Microsoft - Recommendations for operators - Motorola - The likely operator model for monetising mobile TV - SeaChange • IPTV - Ericsson - Drivers behind IPTV advertising - Sezmi - The advertising opportunity - Intel - Challenges to IPTV advertising • Index - Scale and reliability are a must - People and processes FIGURES - Accountability and measurement • Global DSL subscriber numbers (000s), 2007-2012 - Regulation • Consumers demand for control over TV content - Revenue sharing • Mobile phone take-up continues to grow 2007-2013 - Selling IPTV advertising • The mobile phone remains primarily a communication - Dynamic insertion of targeted ads device for consumers globally - On-demand ad insertion • Digital TV platform uptake (households in millions), - Ad tagging 2007-2012 - Dedicated advertising channels • Europe sees a higher take-up of IPTV than the US - Search and auctions • How much will consumers pay for blockbuster films on - T-commerce their mobile phone? • Consumer willingness to view ads in return for free CHAPTER 6:VENDOR LANDSCAPE films on their mobile phone • Vendors in the mobile TV sector • How mobile content services fit into ad-funded model - Vendor analysis - Nokia TABLES - O2 • Digital TV platform uptake (households in millions), - Vodafone 2007-2012 - Orange • Vendors introducing video-specific features - China Mobile - Alcatel-Lucent - Qualcomm • Vendors in the IPTV sector
  8. 8. Emerging IPTV and Mobile TV Models Market opportunities, challenges and key vendors Go interactive! Competitive dynamics of leading brands in Full portfolio searchability the global cancer market, 2005-06 Search across the full structure and text of reports using i-Reports’ fast and powerful search tool to find the exact report “Schizophrenia and depression treatments are sections you need with ease. Presentation ready tables and graphics Create bespoke presentations using i-Reports’ advanced tools to collate and organize content. Just select and drag the tables and graphics directly into your own documents. Create your own report Build a report based upon your own criteria by using the i-Report keyword search facility and select only the report sections that are relevant to your project. Translate into nine major languages View any report with a ‘side-by-side’ translation in the following languages: • French • German • Italian Use our unique interactive facility to gain even more from our reports. • Portuguese • Spanish • Russian See the order form for purchase details. • Chinese • Japanese • Korean Related titles... The Future of IP-Based Services The Future of TV The Future Digital Home Assess the size, growth potential and Anticipate future changes in demand Use this report to examine the ‘digital key drivers and inhibitors of IP-based in the broadcast TV sector and create home’ market, develop successful services with this report. more effective strategies to exploit competitive strategies and avoid this demand with the help of this potential threats, using the report. comprehensive analysis. Published: September 2008 Published: September 2007 Published: May 2007 Price: £1495/ 2160/$2875 Price: £995/ 1435/$1910 Price: £995/ 1435/$1910 For further information on any of the above titles, please e-mail marketing@globalbusinessinsights.com
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