1seg - mobile digital TV in Japan

3,753 views
3,613 views

Published on

Digital terrestrial TV (One-Seg, or 1seg) to mobile phones (mobile TV) started in Japan on April 1, 2006, and Japan's 1seg standard is also used in South America including Brazil. This report gives a comprehensive overview of the different types of mobile TV in Japan, describes business models used successfully in Japan for monetizing mobile TV. The report includes quantitative estimates of market size, and details of the numbers of mobile TV phones shipped (includes 2010 data, estimations of how many hours/month people watch mobile TV) and an introduction to DoCoMo's new profitable mobile beeTV
Version 14 of January 22, 2011
approx. 126 pages, 11 Figures, 50 Photos, 12 Tables, pdf-format, 4.7 Mbyte

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
3,753
On SlideShare
0
From Embeds
0
Number of Embeds
1,235
Actions
Shares
0
Downloads
37
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

1seg - mobile digital TV in Japan

  1. 1. Mobile TV (Version 12) August 12, 2010 This is a free trial version containing a few pages of the full report. Purchase and download latest version from: http://www.eurotechnology.com/store/mobiletv/ Mobile TV in Japan Version 12, August 12, 2010 Gerhard Fasol, PhD fasol@eurotechnology.com
 Eurotechnology Japan K. K. 
 www.eurotechnology.com
©2010 Eurotechnology Japan KK 1! www.eurotechnology.com
  2. 2. Mobile TV (Version 12) August 12, 2010 License Thank you for purchasing licenses to our reports, and for your cooperation with our licensing conditions. Only through your purchases can we continue to produce high-quality market reports from Japan IN THE CASE OF SINGLE LICENSE: If you have purchased a single copy license of this report, you are not permitted to copy this report except for a single back-up copy IN THE CASE OF CORPORATE LICENSE: in the case that your company has purchased a corporate license, you may distribute this report within your company but not beyond ANNUAL SUBSCRIPTION: we offer annual subscriptions for a particular report, and also for all our reports in one single transaction at a great discount - please contact us for details. Corporations subscribing will receive all updates at the time of publication, so that you can be sure to have the latest up-to-date information   Note.
 This research report comes without any warranty of any kind. The authors and Eurotechnology Japan K. K. do not warrant that the information in this report is without error, nor that the information serves any particular purpose. For legal advice please consult properly licensed legal professionals, for investment advice please consult properly licensed financial advisors. Trademarks mentioned are the property of their owners.
 Eurotechnology is a trademark or registered trademark in Japan and other countries.!©2010 Eurotechnology Japan KK 2! www.eurotechnology.com
  3. 3. Mobile TV (Version 12) August 12, 2010 Executive Summary   Terrestrial digital TV uses frequency bands in the UHF section of the radio spectrum between 470 - 770 MHz. Each station, e.g. NHK, TBS, Fuji-TV is assigned one channel. Each channel is divided into 13 segments + 1 guard segment. 12 of these 13 segments are used for digital TV to homes, and the remaining one segment (“1-SEG”) is used for digital mobile TV!   “1-SEG” mobile TV offers a combination of TV broadcast, data broadcasts combined with homepages, multimedia, customer clubs and other information and services offered via internet and encoded in BML (Broadcast Markup Language), which is XML based. !   This broad and flexible technology platform allows a variety of value added services and media products to be offered to customers, and opens a new media channel.!   “1-SEG” mobile TV started officially in Japan on April 1, 2006 after several months of public testing!   Similar to i-Mode, mobile TV is a platform for service providers, critical for the success of “1-SEG” are high penetration rates for mobile TV enabled terminals, at the same time as high numbers of services providers. Currently (2010) about 70%-90% of all mobile phones shipped in Japan are equipped with 1-seg mobile TV.!   1-SEG broadcasting was SimulCast until March 31, 2008, i.e. the 1-SEG broadcasts are exactly the same as traditional analog TV. From April 1, 2008, the SimulCast requirement is lifted and new services have started.!   We expect that 1-SEG broadcasts have the potential to create an important new industry. !   Given that Japan’s TV industry’s size is about US$ 40 billion, we can easily imagine 1-SEG to grow into a US$ 4 billion industry, i.e. 10% of Japan’s TV industry, of similar size to the mobile internet industry (I-Mode + Ezweb + YAHOO!-keitai)!   Mobile-TV using Japanese one-seg (ISDB-T) technology has been introduce in several South-American countries (Brazil, Peru and Argentina), however broadcasting parameters (e.g. frame rates) are different so that terminals currently are not directly compatible!   At this moment (Summer 2010) Japan’s General Affairs Ministry is deliberating about additional mobile TV spectrum for which NTT-DoCoMo and KDDI (in cooperation with Qualcomm and using MediaFLO technology) are competing. Either or both may be awarded this news spectrum for next generation mobile TV services.!©2010 Eurotechnology Japan KK 3! www.eurotechnology.com
  4. 4. Mobile TV (Version 12) August 12, 2010 Agenda: mobile TV   Executive Summary!   Mobile TV - overview: multiple services and multiple terminals!   Digital mobile TV: “one seg”!   Multiple program: one-seg2, NHK-OneSeg2!   EPG – Electronic Program Guide (G-Guide)!   Digital mobile TV: handsets!   Usage: how many hours/month do people watch mobile TV in Japan?!   Mobile TV as a strategic tool for operators !   Data broadcast and link to mobile internet!   AU’s digital TV appli: Functionality!   Business models for mobile TV!   Monetizing one-seg mobile TV!   Digital mobile TV and m-commerce!   Digital vs Analog terrestrial TV!   Digital terrestrial TV for PCs and other terminals (PSP, Nintendo DS…)!   Japan’s TV industry!   Japan’s advertising industry!   BeeTV: “Personal Entertainment Collector”!   Unlicensed competition via the internet: Packet Radio!   Next generation mobile TV!   Annex: International comparison!   Annex: one-seg internationally!   Historic appendix: Mobaho!: satellite TV to mobile terminals and mobile phones!   Summary!©2010 Eurotechnology Japan KK 4! www.eurotechnology.com
  5. 5. Mobile TV (Version 12) August 12, 2010 Mobile TV©2010 Eurotechnology Japan KK 5! www.eurotechnology.com
  6. 6. Mobile TV (Version 12) August 12, 2010 Mobile TV   Japanese people spend on average 3:40 hours/day/person watching TV, I.e. about 20% of time awake, and Japan’s TV industry sector’s size is about US$ 40 billion/year. (for an overview of Japan’s media industry see: http://www.eurotechnology.com/store/jmedia/ )!   Several different ways exist to deliver signals (movies, sound, data) similar to traditional TV to mobile phones, and several alternatives are presently explored all over the the world.!   In Japan at least four different methods are presently in commercial services and several more are planned:!   Digital terrestrial mobile TV “1-seg” (testing since 2005, official start April 1, 2006)!   Traditional analog terrestrial TV. Especially Vodafone had several mobile phone handsets on the market which included an analog TV tuner. TV reception is free of charge, the commercial purpose was therefore to reduce churn: users which were used to mobile TV would have to give this function up when changing to DoCoMo, which did not offer TV handsets. However, there is no charge for TV reception, therefore the TV offering did not generate direct income to Vodafone. Analog TV will be terminated in 2011.!   Satellite TV broadcase “Mobaho” (Mobaho was unsuccessful commercially, has been terminated)!   Video streaming via the mobile internet data connection. However, due to the limited bandwidth for 3G, we are only aware of a streaming radio service (packet radio), while we are aware of tests for video streaming!   Next generation mobile TV in planning!   Clearly each of these types of TV delivery has strengths and weaknesses, which are now being tested and developed in Japan’s market. !   While the press in Europe and US reports market research that consumers are willing to pay US$10, 20, 30 or more per month for TV channel subscriptions to mobile phones, in Japan the TV reception is free of charge for terrestrial digital or analog TV. Satellite TV, and packet radio however operate on a monthly fee basis. We expected new business models to evolve and to be refined over time.!©2010 Eurotechnology Japan KK 6! www.eurotechnology.com
  7. 7. Mobile TV (Version 12) August 12, 2010 Mobile TV terrestrial digital TV   At least four types of mobile satellite (started April 1, 2006) TV are in operation in Japan today:! analog TV Internet   Terrestrial digital mobile TV (ends July 24, 2011) server (“1-seg”) started on April 1, 2006! Mobaho   Conventional analog terrestrial analog TV TV (will be terminated by July 24, 2011, however this date “1-seg” streaming TV could be postponed)! digital mobile TV via IP   Streaming TV broadcasts via the mobile internet data interface (I-Mode, Ezweb, etc)! www.eurotechnology.com (c) Eurotechnology Japan KK   Satellite broadcasts to mobile phones by “Mobaho” (terminated with end mobile phone March 2009)! Nintendo   Next generation mobile TV! DS PC   Mobile TV can be watched with a variety of terminals, including mobile phones, laptops, SONY PSP Nintendo DS and SONY-PSP portable game terminals, etc! PSP©2010 Eurotechnology Japan KK 7! www.eurotechnology.com
  8. 8. Mobile TV (Version 12) August 12, 2010 Mobile TV to Mobile phones   Four different methods of sending terrestrial digital TV satellite TV signals to mobile phones are in (started April 1, 2006) use today in Japan:!   Terrestrial digital TV broadcasting analog TV Internet “1-seg” (started officially on April 1, (ends July 24, 2011) server 2006)!   Traditional terrestrial analog TV (will “Mobaho” end on July 24, 2011)! analog TV   Internet streaming via the mobile internet data connection on 3G streaming TV (FOMA/i-mode, Ezweb)! via IP   Satellite broadcasting (“Mobaho”, “1-seg” terminates end March 2009)! www.eurotechnology.com (c) Eurotechnology Japan KK digital mobile TV   In addition, wCDMA (FOMA) also + data broadcast provides a circuit-switched 64kbps digital dial-up channel similar to mobile video-telephony. However, high phone video-telephony communication charges per-minute apply (about 20-30 US-cent/minute)!   Next generation mobile TV (in planning)!©2010 Eurotechnology Japan KK 8! www.eurotechnology.com
  9. 9. Mobile TV (Version 12) August 12, 2010 1-seg Broadcast vs Streaming over IP� 1seg broad cast! Streaming over IP! (digital terrestrial mobile TV)� (eg Youtube)� Quality� Guaranteed (in principle) within Best effort”, limited number of viewers, reception area, same quality to all quality decreases with # of viewers.! participants! QoS can be managed and limited depending on usage and payment plan! Bandwidth� 312kpbs to all (broadcast)! wCDMA: max 384kbps ! HSDPA: max 10Mbps (currently 7.2Mbps)! CDMA2000-1x-EVDO: 2.4Mbps! (decreases with number of active users)! Content� Broadcasters have legal responsibility Open globally via the internet, ! for content! content control and IP protection is not IP protection is implemented for stored possible ! programs! (or at least very difficult)! License� Licensed (broadcasting license and unlicensed� spectrum license are necessary, and are controlled by Government)�©2010 Eurotechnology Japan KK 9! www.eurotechnology.com
  10. 10. Mobile TV (Version 12) August 12, 2010 Terminals for “One Seg” Mobile Terrestrial Digital TV Market penetration� Terminal type� Mobile phones� Currently (2010) about 70-80% of all mobile phones in Japan are shipped with 1-seg" PCs� USB external tuners: 300,000 sold! PCs with internal “one-seg” tuner: 53,000 sold (until December 2006)! Car navigation� SANYO, ALPINE and other companies sell car-navigation terminals with built-in “one-seg”.! SANYO predicts sales on the order of 100,000/year! Game Terminals� Nintendo plans to sell external One-Seg tuners for attachment to Nintendo-DS game terminals!©2010 Eurotechnology Japan KK 10! www.eurotechnology.com
  11. 11. Mobile TV (Version 12) August 12, 2010 Digital Mobile TV “one seg”©2010 Eurotechnology Japan KK 11! www.eurotechnology.com
  12. 12. Mobile TV (Version 12) August 12, 2010 Multiple-program: OneSeg2, 1seg2©2010 Eurotechnology Japan KK 20! www.eurotechnology.com
  13. 13. Mobile TV (Version 12) August 12, 2010 NHK’s OneSeg-2©2010 Eurotechnology Japan KK 22! www.eurotechnology.com
  14. 14. Mobile TV (Version 12) August 12, 2010 EPG Electronic Program Guide©2010 Eurotechnology Japan KK 25! www.eurotechnology.com
  15. 15. Mobile TV (Version 12) August 12, 2010 Digital Mobile TV Handsets©2010 Eurotechnology Japan KK 29! www.eurotechnology.com
  16. 16. Mobile TV (Version 12) August 12, 2010 How many hours/month do people watch mobile TV in Japan?©2010 Eurotechnology Japan KK 41! www.eurotechnology.com
  17. 17. Mobile TV (Version 12) August 12, 2010 Mobile TV as a strategic tool for operators©2010 Eurotechnology Japan KK 48! www.eurotechnology.com
  18. 18. Mobile TV (Version 12) August 12, 2010 Data Broadcast and link to Mobile Internet (I-Mode or Ezweb)©2010 Eurotechnology Japan KK 51! www.eurotechnology.com
  19. 19. Mobile TV (Version 12) August 12, 2010 AU’s Digital TV Appli Functionality©2010 Eurotechnology Japan KK 60! www.eurotechnology.com
  20. 20. Mobile TV (Version 12) August 12, 2010 Business models for Mobile TV©2010 Eurotechnology Japan KK 67! www.eurotechnology.com
  21. 21. Mobile TV (Version 12) August 12, 2010 Monetizing One-Seg©2010 Eurotechnology Japan KK 70! www.eurotechnology.com
  22. 22. Mobile TV (Version 12) August 12, 2010 Digital Mobile TV and M-Commerce  For an overview of mobile commerce and mobile payment see:!  http://www.eurotechnology.com/store/mobilepay/!©2010 Eurotechnology Japan KK 74! www.eurotechnology.com
  23. 23. Mobile TV (Version 12) August 12, 2010 Digital vs Analog Terrestrial TV©2010 Eurotechnology Japan KK 79! www.eurotechnology.com
  24. 24. Mobile TV (Version 12) August 12, 2010 Digital Terrestrial TV For PCs and other terminals©2010 Eurotechnology Japan KK 84! www.eurotechnology.com
  25. 25. Mobile TV (Version 12) August 12, 2010 TV Industry (until March 31, 2008 “1-Seg” mobile TV is simultaneous broadcast (“SimulCast”) with traditional TV)  For an overview of Japan’s media markets see:!  http://www.eurotechnology.com/store/jmedia/!©2010 Eurotechnology Japan KK 89! www.eurotechnology.com
  26. 26. Mobile TV (Version 12) August 12, 2010 Japan’s Advertising Industry  For an overview of Japan’s media markets see:!  http://www.eurotechnology.com/store/jmedia/!©2010 Eurotechnology Japan KK 94! www.eurotechnology.com
  27. 27. Mobile TV (Version 12) August 12, 2010 BeeTV = “Personal Entertainment Collector”©2010 Eurotechnology Japan KK 96! www.eurotechnology.com
  28. 28. Mobile TV (Version 12) August 12, 2010 Unlicensed Competition Via the Internet: Packet Radio, YouTube  More details in our report “Mobile Music in Japan”:!  http://www.eurotechnology.com/store/momj/!©2010 Eurotechnology Japan KK 103! www.eurotechnology.com
  29. 29. Mobile TV (Version 12) August 12, 2010 Next generation mobile TV©2010 Eurotechnology Japan KK 108! www.eurotechnology.com
  30. 30. Mobile TV (Version 12) August 12, 2010 Annex International Comparison©2010 Eurotechnology Japan KK 113! www.eurotechnology.com
  31. 31. Mobile TV (Version 12) August 12, 2010 Annex: OneSeg - international©2010 Eurotechnology Japan KK 117! www.eurotechnology.com
  32. 32. Mobile TV (Version 12) August 12, 2010 Historic appendix: “MOBAHO!” Satellite TV to Mobile Terminals and Mobile phones Mobaho! Services started on October 20, 2004 and have ended. All services will terminate with the end of March 2009. This section is included as a historic appendix.©2010 Eurotechnology Japan KK 119! www.eurotechnology.com
  33. 33. Mobile TV (Version 12) August 12, 2010 Summary©2010 Eurotechnology Japan KK 123! www.eurotechnology.com
  34. 34. Mobile TV (Version 12) August 12, 2010 Summary   “1-SEG” digital mobile TV started officially in Japan on April 1, 2006 after public trials in 2005/2006 and we expect this new media sector to grow into an important new industry. Sales could potentially reach US$ 4 billion in the future !   “1-SEG” mobile TV offers a combination of TV broadcast, data broadcasts combined with homepages, multimedia, customer clubs and other information and services offered via internet and encoded in BML (Broadcast Markup Language), which is XML based. !   Until 2008, 1-SEG broadcasts was exactly the same as traditional analog TV channels with additional internet content, multimedia, quizzes or information. From April 1, 2008, licensing conditions changed and the 1-SEG sector has been opened to newcomers. First new One-Seg specific programs are starting in spring 2009!   Broadcasts via the mobile phones wireless internet connection, eg by YouTube, represent “unlicensed” competition to 1-SEG digital mobile TV. 1Seg requires licenses, IP-TV, e.g. by YouTube requires no licenses.!   Japan’s one-seg (ISDB-T) technology is also used for mobile TV in several South-American countries (Brazil, Peru, Argentina), although the terminals are not directly compatible!   Currently (summer 2010) Japan’s General Affairs Ministry (the Regulator) is considering the award of additional spectrum for next generation mobile TV. NTT-DoCoMo and KDDI/MediaFLO (in cooperation with Qualcomm) are competing to be awarded this new spectrum. The decision is expected during summer 2010.!©2010 Eurotechnology Japan KK 124! www.eurotechnology.com
  35. 35. Mobile TV (Version 12) August 12, 2010 More information:  Blogs:!  http://fasol.com/blog/!  http://eurotechnology.com/blog/!  Reports:!  http://www.eurotechnology.com/store/!©2010 Eurotechnology Japan KK 125! www.eurotechnology.com
  36. 36. Mobile TV (Version 12) August 12, 2010 Contact   Eurotechnology Japan KK!   http://www.eurotechnology.com/!   CEO: Gerhard Fasol PHD!   Fasol@eurotechnology.com!   Mobile: +81-90-8594-6291!©2010 Eurotechnology Japan KK 126! www.eurotechnology.com

×