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published:
30-Apr-08
territories:
Germany - Western Europe
categories:
New product/service, Strategy change
Mobile operators avoid DVB-H struggle by launching DVB-T handsets
As one of the first European countries along with Italy to have launched mobile broadcast TV services in May 2006, Germany has never given up on pushing mobile TV to the masses despite poor uptake. Below are some new developments likely to disrupt this emerging market in the coming months: - German branches of mobile operators Vodafone, T-Mobile and O2 plan to launch next week a mobile handset capable of receiving digital terrestrial television broadcast based on DVB-T standard at no extra cost. The mobile handset, made by LG, has a two-inch wide TFT display and is HSDPA compatible thereby enabling data transfers of up to 3.6 Mbps. While O2 has not yet revealed the tariffs, Vodafone and T-Mobile will retail the LG HB620T at Euro 99.90 and Euro 29.95 respectively with a 24 month contract. The T-Mobile deal also includes free access to its 3G mobile TV service for three months. Vodafone will retail a second DVB-T handset manufactured by Gigabyte, the GSmart t600, for Euro 289.90 with a 24 months contract.
- Local mobile TV platform operator Mobiles Fernsehen Deutschland (MFD) and distribution partners Mobilcom, Debitel and Simplytel have stopped marketing the T-DMB based mobile TV service because the corresponding licence period is ending.
Our take...
A joint venture between MFD and media company Neva Media called Mobile 3.0 has been awarded a nationwide DVB-H licence in January 2008. Accordingly, MFD will bounce back into the mobile TV market with the launch of a new DVB-H platform this summer. O2, T-Mobile and Vodafone have created a joint venture and applied as well for the DVB-H licence but without any success. By launching DVB-T handsets, mobile operators entirely bypass the mobile broadcast value chain which it lost the battle for while pushing subscribers to take-up expensive contracts through the classic handset subsidy strategy.
As a result, two mobile TV business models will emerge in Germany: Pay TV and Free-To-Air (FTA). The South Korean mobile TV market is a good example where both business model have managed to coexist for the past two years. If more handset with DVB-T capabilities are launched, the FTA business model is likely to prevail like it does in South-Korea. For Mobile 3.0 to remain competitive, it will have to justify the service cost by including premium content and mobile specific applications which cannot be deployed through DVB-T.
Mobile 3.0 does not require a deal with mobile operators in order to distribute and promote the service like it is typically the case in other countries. In Germany, mobile contract resellers such as Mobilcom and Debitel are responsible for almost half of mobile operators' subscriber additions. MFD has already been in partnership with those resellers for the T-DMB service.
Finally, the emergence of DVB-T handsets in Germany will draw the attention of other European mobile operators which haven't been able to deploy mobile broadcast TV services because of a lack of spectrum, incapacity to obtain a licence, or mobile TV business case scepticism.
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Analyst, market intelligence & notices
New mobile music data available
published:
24-Apr-08
territories:
Austria, Belgium, Canada, China, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, India, Ireland, Italy, Japan, Korea. Rep [S], Netherlands, Norway, Poland, Portugal, Slovakia, Slovenia, Spain, Sweden, Switzerland, UK, USA - Asia-Pacific, Central and Eastern Europe, North America, Western Europe
categories:
New market data/forecast
Christine Binns
Fourth quarter data available and forecasts extended to...
published:
03-Apr-08
territories:
Austria, Belgium, Canada, China, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, India, Ireland, Italy, Japan, Korea. Rep [S], Netherlands, Norway, Poland, Portugal, Slovakia, Slovenia, Spain, Sweden, Switzerland, UK, USA - World
categories:
New market data/forecast
Ronan de Renesse
DVB-H is added to the list of EU official standards
published:
17-Mar-08
territories:
Austria, Belgium, Bulgaria, Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, Netherlands, Norway, Poland, Portugal, Romania, Slovakia, Slovenia, Spain, Sweden, UK
categories:
Regulatory/legal development
Ronan de Renesse
Mobile TV 2007 review and forecast revisions
published:
09-Jan-08
territories:
Austria, Belgium, Canada, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Japan, Korea. Rep [S], Netherlands, Norway, Poland, Portugal, Slovakia, Slovenia, Spain, Sweden, Switzerland, UK, USA
categories:
Market data/forecast revision
Ronan de Renesse
Reports
(2) 1-2 showing
Mobile media advertising opportunities: The market for ...
Often hailed as one of the most potent advertising media of the next decade, mobile has yet to deliver on its promises. Through a survey among GroupM's international media agencies and a quantitative analysis of the mobile content market, Screen Digest analyses the potential of advertising on mobile media. Mobile TV and Video on Demand emerge as the most promising media, if data prices, usability and measurements standards improve and allow for the market to reach critical mass.
published:
02-May-08
territories:
Austria, Belgium, Canada, China, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, India, Ireland, Italy, Japan, Korea. Rep [S], Netherlands, Norway, Poland, Portugal, Slovakia, Slovenia, Spain, Sweden, Switzerland, UK, USA - Asia-Pacific, Europe, North America
Julien Theys
Adam Smith
Mobile TV: Business Models and Opportunties
This report examines the current and future state of the mobile TV markets in Asia, North America and Western Europe. It includes five year forecasts of consumer revenues and subscriber numbers for unicast and broadcast mobile TV. The report provides detailed analysis of business models and value chains for both types of delivery platforms.
published:
27-Nov-07
territories:
Austria, Belgium, Canada, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Japan, Korea. Rep [S], Netherlands, Norway, Poland, Slovakia, Slovenia, Spain, Sweden, Switzerland, UK, USA
Ronan de Renesse
Articles
(7) 1-7 showing
Prospects for growth on Mobile TV
An analysis of brusiness models and structure of the value chain. Operators have experimented with a variety of business models. TV on mobile can be paid per day, per week, per month, per megabyte, per minute, per channel and per package. Technology limitations, the pre-pay and contract subscriber base, usage patterns and types of content are key metrics for the selection of a suitable business model for consumers. We examine and assess the options available to operators in the mobile TV field.
published:
01-Dec-07
territories:
Australia, Austria, Belgium, Canada, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Japan, Korea. Rep [S], Netherlands, Norway, Poland, Portugal, Slovakia, Slovenia, Spain, Sweden, Switzerland, UK, USA - World
Ronan de Renesse
Free-to-air mobile TV market grows
More than 15m people in Asia subscribe to free-to-air mobile TV services
published:
01-Nov-07
territories:
Austria, Belgium, Canada, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Japan, Korea. Rep [S], Netherlands, Norway, Poland, Portugal, Spain, Sweden, Switzerland, UK, USA - World
Ronan de Renesse
Music on the mobile on the move
Manufacturers of mobile handsets are moving into the provision of music download services, in competition with network operators
published:
06-Aug-07
territories:
France, Germany, Italy, Spain, UK, USA - World
Christine Binns
Mobile broadcast TV market
The business is still in its infancy as few countries have yet started services and uptake in Germany and the UK has been lower than expected, leaving Japan and especially South Korea to make the running.
published:
19-Feb-07
territories:
Germany, Italy, Japan, Korea. Rep [S], UK - Asia-Pacific, Western Europe
Ronan de Renesse
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Western Europe
3G
