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  1. 1. VAS Research Series Mobile TV Broadcasting Mobile TV Broadcasting is a comprehensive report analysing the evolution of television for mobile devices. This strategic research report from Berg Insight provides you with 150 pages of unique business intelligence and expert commentary on which to base your business decisions. This report will allow you to: Learn from the experience of commercial mobile TV services in South Korea and Japan. Identify key success factors for launching mobile TV services. Understand the preferences and consumption patterns of mobile TV viewers. Grasp the relationships between the key players in the value chain. Recognise differences and commonalities of traditional and mobile television. Order now! Evaluate the results of mobile TV trials on key markets. Please visit our web site to order this report and find more information about our other titles at See inside for further details Berg Insight’s VAS Research Series What are the key business opportunities for value added services in the mobile industry? Berg Insight’s VAS Research Series is a unique series of analytical industry reports. Each title offers detailed analysis of current hot topics such as digital music, mobile Internet or mobile advertising. We put mobile VAS into a greater perspective, offering a realistic approach and accurate forecasts.
  2. 2. VAS Research Series Mobile TV – nature of the mobile device, always being at hand wherever we find ourselves, invites the viewer to seek time and place sensitive a new media in the making and pushes content producers to exploit the possibilities of a TV terminal that is not stationary and waiting for users to come Although many homes are already steeped in high-tech, there to watch it, but accompanies the viewers in their world and are pockets of archaic technology in our daily lives that have not everyday life. Examples of context aware programming could changed much since our parents’ days. One such activity is TV be for example local news or weather forecasts, travel and watching. Although the hardware has evolved greatly with ever tourist information, music or movies that are locally associated larger screens and cinema-like sound quality, and the choice and context based courses and education. of channels has multiplied several hundred times, the actual activity of TV-watching itself is enjoyed in pretty much the same Berg Insight warns both operators and broadcasters against way as it was in its very early days: with a group of persons seeing mobile TV as merely television as we know it on a mobile seated in comfortable furniture with choice high-calorie snacks terminal, but embraces the basic conjecture that mobile TV is at hand, passively consuming mass-produced and -distributed an entirely new service on a completely different media. There video contents. are a number of fundamental differences in expectations and behaviours between the regular TV viewer and the mobile user, This way of experiencing media is far from the expectations and services based on simply regurgitated TV-content will of young consumers who demand interactive, creative and merely be TV on a small and inconvenient screen. It is imperative personal experiences, making TV in its traditional form an that the industry works already from start to evolve TV services outmoded phenomenon with a slowly but irrevocably aging as one part of a comprehensive content strategy and portfolio user base. of inter-woven entertainment services rather than a simple re- The expression “mobile TV” often refers to any audiovisual broadcasting service. content watched on a portable device, but handy TVs have been There were an estimated 820 million PCs in the world at the available for decades and never been any great success. What end of 2006; the number of TV sets numbered 1.5 billion. At the makes it different this time is that one of the devices in which the same time an estimated 2.7 billion people around the world had TV tuner can be embedded is the mobile phone, which unlike mobile phones, and around 80 percent of the world’s population all other portable devices distinguishes the viewer and offers enjoys mobile phone coverage. The mobile TV’s appeal of a return path via which the viewer can participate and interact. combining the lure, comfort and familiarity of television with the These are the means for the TV networks to leave the passive exciting, creative, immediate and intimate world of mobile, is a consumer -couch-potato- era behind and ascend to the new recipe for services that could permeate the largest device and generation of dynamic media; TV 2.0 if you will. Television is no communications market in the world. longer a set stream of programs pushed out through an open- ended channel where unknown people might or might not be watching, but the targeted transmission of hand-picked content at a time and place selected by an identified viewer. This report answers the following questions: The new generation of mobile TV has the power to combine the features of regular TV as we know it with new interactive and personalised services. It can extend the reach of traditional What is the current status for mobile TV in Europe, TV to situations where today we do not have access to it, but North America and Asia-Pacific? also add a whole new dimension to the concept, evolving it way beyond the realms of current broadcasting. The ubiquitous Which are the main technologies for mobile TV broadcasting and who is adopting them? How does the consumption of mobile TV content differ from that of regular TV? What are the main challenges facing prospective providers of mobile TV? Which are the most successful business models and strategies? Why has South Korea become the most advanced market for mobile TV? What are the experiences from the first years of commercial services in Asia-Pacific? Mobile TV viewers forecast (Worldwide 2007–2012)
  3. 3. Table of Contents 1 Introduction – The next step in 3.4.2 South Korea: 1 million viewers paying 6.1.5 Germany: DMB’s first launch in Europe the evolution of television for S-DMB alongside DVB-H development 3.4.3 South Korea: Quick uptake of T-DMB 6.1.6 France: Orange offers TV on Internet 2 Broadcast network thanks to free service and mobile technologies 6.1.7 Finland: Digital radio over DVB-H 2.1 Introduction 4 Challenges for mobile TV 6.2 United States 2.2 Streaming over mobile networks 4.1 A new TV concept 6.2.1 MobiTV: Content aggregator for mobile 2.3 MBMS and TDtv 4.2 Lack of standardised tests and wireless access 2.4 DAB-based technologies: T-DMB, 4.3 Frequency allocation 6.2.2 Modeo: Service provider dropping S-DMB, DAB-IP 4.4 Harmonization and roaming mobile TV after trial 2.4.1 Leading market: South Korea 4.5 The handset 6.2.3 Sprint: Pushing video services in many 2.4.2 T-DMB trial and deployment activities 4.6 The tuner forms 2.5 DVB-based technologies: DVB-H and 4.7 Deployment costs 6.2.4 Verizon Wireless: Going with FLO DVB-SH 4.8 Lack of operator interest 6.2.5 AT&T: Late to market 2.5.1 Leading market: Italy 4.9 Rights issues 6.2.6 T-Mobile: Amassing spectra to start 2.5.2 DVB-H trial and deployment activities 4.10 Competition from other devices broadband media services 2.6 MediaFLO 6.3 Asia Pacific 2.6.1 Leading market: US 5 Business models 6.3.1 Japan: MBCo failed with dedicated portable TV but others keep trying 2.6.2 MediaFLO trial and deployment and strategies activities 6.3.2 Japan: Mobile operators providers 5.1 Unicast or broadcast counting on meta usage 2.7 ISDB-T (One Seg) 5.2 Business models 6.3.3 South Korea: DMB services popular, 2.8 A-VSB 5.2.1 Broadcasters but not making money 2.9 Satellite solutions 5.2.2 Content aggregators 2.9.1 DVB-SH (DVB-H+) 5.2.3 Mobile operators 7 Conclusions and 2.9.2 S-DMB 5.2.4 Revenue flows market forecast 2.10 Video on demand 5.3 Content innovation 5.3.1 Differentiation 7.1 It is a brand new world 3 Contents and consumption 5.3.2 Interactivity 7.2 Regulations 3.1 General observations 5.3.3 User-generated contents 7.3 Technology 3.1.1 Consumer behaviour 5.3.4 Case study: TU Media, South Korea 7.4 Business models and strategies 3.1.2 Content preferences 5.4 Revenue models 7.5 Content and usage 3.2 Europe 5.4.1 Conditional access: subscriptions and 7.6 Market forecasts 3.2.1 Italy: Europe’s biggest consumers pay-per-view 3.2.2 France: 400,000 users connect to 5.4.2 Free access: advertising Glossary million times per month via PC and mobile 6 Case studies 3.2.3 Spain: Users access news and 6.1 Europe complain about battery time 6.1.1 UK: Vodafone considering how to serve 3.2.4 UK: Four hours per month in 20-minute possible mass-market sessions 6.1.2 UK: BT ditches one customer, one 3.2.5 Germany: MI FRIENDS – users take phone-service after one year time to get hooked and develop habits 6.1.3 Italy: 3 Italia controlling both mobile 3.3 United States and TV networks 3.4 Asia Pacific 6.1.4 Italy: Cooperation to share 3.4.1 Japan: Popular service but unclear infrastructure costs and resources business model
  4. 4. VAS Research Series About the Author Sabine Ehlers is a Senior Analyst and Consultant with Berg Insight offers premier business intelligence to the a Masters degree from Chalmers University of Technology. telecom industry. We produce concise reports providing key She has more than 15 years experience from working in facts and strategic insights about pivotal developments in the international IT and Telecom industry. Sabine has a our focus areas. From time to time we also perform custom regular column in Sweden’s largest computer magazine research assignments. Our vision is to be the most valuable and is a frequent speaker at conferences. source of intelligence for our customers. Who should buy this report? Related products Mobile TV Broadcasting is the foremost source of infor- Digital Music and Mobile Handsets mation about the status, future trends and technology © Berg Insight AB - No. 16 developments on this market. Whether you are a telecom Smartphone Operating Systems vendor, telecom operator, investor, consultant or applica- Mobile Internet 2.0 tion developer, you will gain valuable insights from our in-depth research. Mobile Advertising and Marketing Order form — TO RECEIVE YOUR COPY OF ‘MOBILE TV BROADCASTING’ You can place your order in the following alternative ways: 1. Place your order online in our web shop at Choose type of format 2. Fax this order sheet to us at fax number: +46 31 711 30 96 Paper copy ........................1500 EUR 3. Mail this order sheet to us at: Berg Insight AB, Viktoriagatan 3, 411 25 Gothenburg, Sweden PDF 1-5 user license ......... 2250 EUR 4. Email your order to: PDF corporate license ....... 4500 EUR 5. Phone us at +46 31 711 30 91 Family/Surname Forename Position Company Address Country Postcode Telephone FAX Email VAT is chargeable on all orders from Sweden. Orders from all other countries in the European Union must include the buyer’s VAT Registration number below in order to avoid the addition of VAT. Your PO number Your VAT/TVA/IVA/BTW/MWST number Please charge my credit card VISA Mastercard Reports will be dispatched once full Card number Expiry date (MM/YY) CV code payment has been received. For any enquiries regarding this, please contact / us. Payment may be made by credit card, cheque made payable to Berg Cardholder’s name Signature Insight AB, Viktoriagatan 3, 411 25 Gothenburg, Sweden or by direct bank transfer to Skandinaviska Enskilda Billing address Banken, 106 40 Stockholm, Sweden. Account Holder: Berg Insight AB Postcode Country Account number: 5011 10 402 80 BIC/SWIFT: ESSESESS IBAN: SE92 5000 0000 0501 1104 0280 We enclose our cheque payable to Berg Insight AB Please invoice me Signature Date Berg Insight AB, Viktoriagatan 3, SE-411 25 Gothenburg, Sweden • Phone +46 31 711 30 91 • Fax +46 31 711 30 96 • •