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Mobile TV Conference

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The mobile TV opportunity in the Middle East & North Africa

The mobile TV opportunity in the Middle East & North Africa

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  • 1. Mobile TV Middle East Fabian Olivier Director – Corporate Strategy EITC (du) November 3rd & 4th 2008, Jumeirah Beach Hotel, Dubai
  • 2. du
    • New telecommunication operator in the UAE
    • Quad play operator offering fixed, mobile, broadband and TV services
    • Launched mobile operations in February 2007
    • Ambition to play a leading role in the convergence of Telecom and Media
        • “ We are moving from two worlds of unshared certainties into one world of shared uncertainties”, Osman Sultan, CEO of du
  • 3.
    • Is there a market in the MENA region for video services?
    • Do consumers show an interest in video services?
    • How to accelerate the take up of mobile video?
    • The competition intensifies: 2 illustrations
    • Case study: du’s mobile TV services
    Leading the Growth of Mobile Video Services in the MENA Region MENA stands for Middle East and North Africa
  • 4. Different Ecosystems, Complementary Interests Telecom – Mobile
    • 175 million mobile users served by 50 operators
    • Growing mobile culture: 55% penetration
    • 30 Bn $ market, 87% voice telephony
    • Mobile data represents 7% of mobile revenues (vs. 20% worldwide average)
    • Profitable industry
    Focus on mobile content as a growth lever Media – TV
    • 250 million eyeballs served by 400 TV channels dominated by the MBC bouquet: 80m people watch 1 MBC channel every day
    • Large content portfolio: ART, Rotana Aflam (movies), ART (sports), Rotana (music)
    • Strong TV culture: 75% watch TV 7/7
    • 4 Bn $ market, mainly advertising
    • Few profitable players
    In search for new revenue sources from new media distribution (online & mobile) All numbers stated refer to the MENA region, source: ITU, Arab Advisor Group, Informa Telecoms & Media (2007)
  • 5. - + How Big is the Opportunity Today in the MENA Region? Online Video
    • 40 million internet users (13% penetration)
    • 48% of internet subscribers are broadband
    • 40-50 m$ online advertising market, and growing fast (50% p.a.)
    Mobile Video
    • 175 million mobile users (55% penetration)
    • Fast 3G phone uptake (15-20 m)
    All numbers stated refer to the MENA region, source: ITU, Arab Advisor Group, Madar Research Journal (2007)
    • Slow e-payment adoption
    • Few regional players, UGC or aggregators
    • Subscription based market at its infancy
    • Accessibility
      • Ubiquitous UMTS & HSDPA networks rollout across the entire region
      • Complementary technologies (e.g. DVB-H, MediaFLO …) roll out
    The MENA market is not mature yet but is catching up very fast
  • 6.
    • Is there a market in the MENA region for video services?
    • Do consumers show an interest in video services?
    • How to accelerate the take up of mobile video?
    • The competition intensifies: 2 illustrations
    • Case study: du’s mobile TV services
    Leading the Growth of Mobile Video Services in the MENA Region MENA stands for Middle East and North Africa
  • 7. US Research confirms the Success Story of Online & Mobile Video *
    • 119 million US citizens watch 2H19’ of online video each per month
    • That is 73% of the internet population but 9% of their overall internet usage
    • 4.4 million US citizens watch 3H15’ of mobile video each per month
    • That is 2% of the US mobile subscribers but 31% of those who subscribe to mobile video
    * The Nielsen Company, May ‘08
  • 8.
    • Is there a market in the MENA region for video services?
    • Do consumers show an interest in video services?
    • How to accelerate the take up of mobile video?
    • The competition intensifies: 2 illustrations
    • Case study: du’s mobile TV services
    Leading the Growth of Mobile Video Services in the MENA Region MENA stands for Middle East and North Africa
  • 9. 1. User Experience
    • Improve the Usability and Intuitivism to experience mobile video as simply and easy as traditional TV
      • - Today, you will spend on average 1:40 min to access mobile TV service and will need 5 clicks (du service)
      • - A few actors who are playing a key role in reducing the service complexity:
    “ As with the original iPhone, buyers are taking out bigger tariff bundles, and are proving to be higher spending customers. They consume on average 25 to 30 times more data than other Smartphone users. So the user interface and applications make a huge difference”, René Obermann, CEO of Deutsche Telekom
  • 10. 2. Price
    • Make the offering Affordable to encourage fast adoption of mobile video services
      • - Generalize ‘open access’ pricing models
      • - Lower mobile TV offerings down to the psychological threshold of 10$ per month
      • - Reduce substantially mobile data pricing, which, today, increases exponentially with the bandwidth consumption
    * Arab Advisors Group, 3G Cellular Services in the Arab World, July ‘08 Unlimited Mobile TV offerings of operators active in the MENA region * UAE UAE Kuwait KSA Egypt Country Operator
  • 11. 3. Content
    • Create Appeal and Excitement by making the mobile video experience different from linear TV channels
      • Include pay TV channels in the mobile TV offering :
      • Innovate with
        • UGC mobile video :
        • Short thematic TV programs : joke TV, celeb TV, best of TV …
        • Contextual, event based TV programs
        • Interactive services: push SMS ...
    • NBC’s coverage of the Olympic opening ceremony was watched on a mobile device by 436,000 AT&T mobile customers
    • Live Coverage of 2008 College Football Season: AT&T and Verizon Wireless subscribers enjoy more than 200 hours of live programming on their mobile phone
    • Al Jawal (KSA) and Vodafone (Egypt) partner with ART
    • Watanyia (Kuwait) partner with Showtime
  • 12. 4. Operating Model
    • Create a Media DNA to successfully move from “content enabler” to “content retailer”
    • Embrace the Media Culture in planning, packaging, promoting and branding the mobile video services in order to create awareness and excitement
            • Scheduling, programming, catalogue, hits, eyeballs, audience, viewing time are new concepts for “technology driven” Telecom operators
            • Telecom Operators have to breath, feel and think like a Media company … with intuition
  • 13.
    • Is there a market in the MENA region for video services?
    • Do consumers show an interest in video services?
    • How to accelerate the take up of mobile video?
    • The competition intensifies: 2 illustrations
    • Case study: du’s mobile TV services
    Leading the Growth of Mobile Video Services in the MENA Region MENA stands for Middle East and North Africa
  • 14. Fast Moving Independent Aggregators pose a Real Challenge to Telecom Operators
    • Largest free ad supported mobile video destination for consumers
    • 5 million unique visitors
    • 300,000 channels of professionally programmed videos
    • Average usage: 9.28 min per visit
    • Average visit: 5.6 visits per month
    • led by a team that includes veterans from yahoo, napster, paypal and tivo
    Top mobile content portal in UAE and KSA!
  • 15. Telecom Operators enter Vertically in the Multi Channel Distribution of Video Services
    • France Telecom secured premium broadcast rights of the French football league on an exclusive basis to set up its triple play TV offering (IP, Mobile, Internet)
    Orange Foot, France Telecom's dedicated football channel!
  • 16.
    • Is there a market in the MENA region for video services?
    • Do consumers show an interest in video services?
    • How to accelerate the take up of mobile video?
    • The competition intensifies: 2 illustrations
    • Case study: du’s mobile TV services
    Leading the Growth of Mobile Video Services in the MENA Region MENA stands for Middle East and North Africa
  • 17. Du’s Mobile TV Services: A Promising Future 3.96 3.41 3.10 Duration TV sessions Average duration per TV session (min)
    • 23 TV channels including 3 branded channels
    • Specials:
    Mobisodes Freej
  • 18. Du’s Mobile TV Services: Few Channels attract Most Eyeballs 0% 100% 1 2 3 4 5 Cumulative duration Cumulative TV sessions Top 5 TV Channels
  • 19. Mobile Video is A Multi Industry Ball Game Media Content E-Commerce Handheld Advertising Sponsoring Telecom / ISP

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