Mobile Television: A Strategy Canvas


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Do we really have a latent demand for mobile broadcast?
Whatare the key regulatory issues?
Which technology options could embrace carriers to deploy Mobile TV?
What arethe applied business models?
What arethe lessons learnt from first rollout cases?
What is the outlook for different stakeholders?

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Mobile Television: A Strategy Canvas

  1. 1. Member of Mobile Television - A Strategy Canvas - Guy Alain Djopmo Komguep Arabcom, Dubai, April 12th 2007
  2. 2. MOBILETV-ASTRATEGYCANVAS_FINAL.PPT Page 1 Detecon - your international partner in the consulting market Established: 1954 Diebold 1977 DETECON Reorganized: 2002 Detecon International GmbH Sales 2006: EUR 148 million 650 Consultants worldwide Shareholder: T-Systems International GmbH Globalization Zürich Bangkok Bonn Johannesburg London Reston San Mateo Cairo Abu Dhabi BeijingIstanbul Beirut Riad
  3. 3. MOBILETV-ASTRATEGYCANVAS_FINAL.PPT Page 2 Content 1. Do we really have a latent demand for mobile broadcast? 2. What are the key regulatory issues? 3. Which technology options could embrace carriers to deploy Mobile TV? 4. What are the applied business models? 5. What are the lessons learnt from first rollout cases? 6. What is the outlook for different stakeholders?
  4. 4. MOBILETV-ASTRATEGYCANVAS_FINAL.PPT Page 3 Mobile TV trend-scouting Do we really have a latent demand for mobile broadcast? The TV medium is a bigger application globally than telephony; the daily amount of time spent watching TV is far more significant than that spent on mobile services. Worldwide mobile TV revenues (in billion), 2007-2010 Worldwide broadcast mobile TV users (in million) by Technology, 2007-2010 * Source: Informa 2005 0 10 20 30 40 50 60 70 80 2007 2008 2009 2010 DVB-H T-DMB S-DMB ISDB-T * Excluding cellular (eg. MBMS, MediaFLO) 11 10 7 4 0 1 2 3 4 5 6 7 8 9 10 11 2007 2008 2009 2010 Source: Yankee Group 2006
  5. 5. MOBILETV-ASTRATEGYCANVAS_FINAL.PPT Page 4 Mobile TV value innovation Do we really have a latent demand for mobile broadcast? Innovation without value tends to be technology-driven, market pioneering or futuristic, often shooting beyond what end-users are ready to accept and pay for. Value Creation through content segmentation Value Proposition through innovation Content Download Streaming On-demand Carousel Non-live Live Pay TV programVideo on-demandPush and storeClips Subscription Free TV program Value proposition cornerstones for business segment Value proposition cornerstones for mass-market segment
  6. 6. MOBILETV-ASTRATEGYCANVAS_FINAL.PPT Page 5 The gray zone What are the key regulatory issues? Pressure Points The impact of regulation is steadily increasing within the mobile industry realm as part of many emerging new media access platforms. Spectrum  Allocation and acquisition of scarce frequencies difficult in specific markets  Different regulatory bodies in geographical markets (even within same country e.g. Germany)  Some countries demand proprietary standards for broadcasting (e.g. China). Content  Regulatory issues concerning unicast content (e.g. VoD) vs. broadcast transmissions  Public vs. commercial broadcasting  Digital Rights Management issues regarding distribution, protection and royalties for copyrights  Protection of consumers Commercial  Free to air networks might prohibit charging for service (e.g. South Korea)  Coverage exigencies might forbid profitable network rollout  Non discriminatory conditions between different distribution platforms
  7. 7. MOBILETV-ASTRATEGYCANVAS_FINAL.PPT Page 6 Broadcasting technologies landscape – DVB-H standard gains momentum Which technology options could embrace carriers to deploy Mobile TV? Broadcasting technologies – key facts DVB-H Digital Video Broadcasting Handhelds T-DMB Terrestrial Digital Multimedia Broadcasting S-DMB Satellite Digital Multimedia Broadcast MBMS Multimedia Broadcast Multicast Service MediaFlo Media Forward Link Only Region Europe, USA, Australia South Korea Japan Europe, South Asia USA Download Rate Up to 11 Mbps Up to 1 Mbps Up to 2.3 Mbps Up to 0.38 Mbps Up to 11.2 Mbps Video Codec MPEG-4 MPEG-4 MPEG-4 MPEG-4 MPEG-4 Channels/128kbps 60 3-5 9-27 3 50-70 Cell Size 17-67km 40-60km 3-700km 2-3 km 2-10km Power Reduction Time slicing Bandwidth shrinking Bandwidth Shrinking Time slicing Time division multiplexing Transport stream MPEG2 TS IP IP IP MPEG2, IP Frequency 470 to 862 MHz, 1452 to 1492 MHz 1,452 to 1,492 MHz 470 to 862 MHz 174 to 230 MHz, 470 to 862 MHz 716 to 722 MHz, 698 to 746 MHz CAPEX Out of the large range of cellular, terrestrial and satellite broadcasting technologies, some of them are emerging as standards in different regions.
  8. 8. MOBILETV-ASTRATEGYCANVAS_FINAL.PPT Page 7 Mobile TV devices Which technology options could embrace carriers to deploy Mobile TV? Outstanding issues The challenge here is to find the balance between device cost, performance, form-factor and style depending on the target customer segment. Battery Technology and power management are two crucial aspects to determine the success of Mobile TV. Integration of new DVB-H, DAB or DMB tuners and channel decoders represents a significant challenge both in terms of energy consumption and components costs. Application processors, RAM memory, GPS chipsets, large and high resolution colour displays are vital for high quality of service and end-user acceptance. Ease of use and large choice of different mobile TV ready handsets are essential for the momentum market take-up
  9. 9. MOBILETV-ASTRATEGYCANVAS_FINAL.PPT Page 8 Strategic options from mobile operators perspective What are the applied business models? Mobile TV business models  Discrete business model, the mobile operator chooses to provide mobile TV services over its own cellular network.  Hybrid business model, the mobile operator is lead player in the mobile TV provisioning scenario, which includes some level of interaction with broadcast network services.  Converged business model, the mobile operator and other stakeholders in the value chain cooperate to take full advantage of the complementary nature of cellular and broadcast networks.  Bypassed business model, the mobile operator is sidestepped altogether by the broadcast carrier, but still provide an uplink. Rationale Four main scenarios can be played out for the provisioning of mobile TV services. Mobile Networks Complementary or Competitive? Broadcast Networks Discrete Hybrid Converged Bypassed Business models Key contribution Minimal involvement
  10. 10. MOBILETV-ASTRATEGYCANVAS_FINAL.PPT Page 9 Status quo in early adopters markets What are the lessons learnt from first rollout cases? In a nutshell Mobile TV market dynamics are heavily influenced by geographical characteristics and respective regulatory frameworks.  Market split between Video on demand subscribers and Mobile TV services  MobiTV content aggregator approach is a success story  Mobile TV over WiMAX envisaged 2008 USA  Regulatory muddle due to federal system  Digital Right Management issues (GEMA)  European Commission initiative promoting DVB-H Germany  Pitfalls of MBCo: no alliance with mobile operator, purpose built devices, distribution strategy  ISDB-T standard used for One Seg Service, no charging allowed by regulator Japan  DVB-H is predominant, take-up push by FIFA World Cup 2006  High pricing with early adopters  Wholesale approach by Mediaset to serve mobile carrier Italy Source: DETECON Research and Analysis  Struggle between paid service and free of charge scenario  Pricing and handset affordability is a concern for user acceptance  Wholesale approach with 25% revenue share for mobile carrier South Korea
  11. 11. MOBILETV-ASTRATEGYCANVAS_FINAL.PPT Page 10 What is the outlook for different stakeholders? Sharpen the saw – Strategic alliances as key success factor Strategic alliance framework – Mobile TV  Legal Framework  Incentives Content Providers function:  Innovation leadership  Content creation and protection  Service branding  Content licensing  Sustainable  User Protection  Governance Mobile Operators role:  Understanding user demands  Business model  Technology choice  Marketing and pricing Content Provider Broadcast Carrier Handset Vendor Mobile Operator Handset Vendors role:  Terminals readiness  Fostering standards  Sharing investments  Economy of scale Broadcast Carriers function:  Content aggregation  Content transport  Setting standards  Business cooperation Regulatory Bodies Stakeholders in the Mobile TV value chain should contractually joint efforts to achieve business development through synergies, expenses sharing and technology transfer.
  12. 12. MOBILETV-ASTRATEGYCANVAS_FINAL.PPT Page 11 Contact Thank you very much! Integrated management and technology consulting worldwide Guy Alain Djopmo Komguep Detecon International GmbH Oberkasseler Str. 2 53227 Bonn (Germany) Phone +49 228 700 2826 Fax +49 228 700 2107 Mobile +49 151 1221 7902