Mobile TV: Business Models and Opportunties

Ronan de Renesse

97 Tables & Charts / 75 pages

Available formats: Print & PDF

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Mobile TV: Business models and opportunities

Television is already a mass media and is also currently made available through the Internet Protocol (IP). Marrying the two most popular services in the world may sound like a great idea but there are still several issues which must be carefully addressed before mobile TV becomes a safe investment.

Who is going to pay for the network deployment? What will be the underlying business model? Are appropriate regulation policies necessary? How new regulation may affect the market? What are the opportunities for mobile operators, broadcasters and content owners?
There are currently no straight answers to those questions but several options exist. They must be deeply investigated in order to make appropriate decisions for mobile TV to become successful.
The purpose of this report is to offer an understanding of the fundamental aspects of the mobile TV market past present and future with regards to the technology choice and local context. This report also analyses the mobile TV market from the views of different players in the value chain.

Key findings:

The mobile TV market will be worth over €4.4bn in 2011 in Asia, North America and Western Europe combined
Subscription business models will dominate, generating more than 90 per cent of revenues in 2011
The most impressive growth will be experienced in North America where the broadcast mobile TV market is set to grow by 350 per cent between 2008 and 2010.
A key obstacle to overcome is the lack of spectrum and appropriate regulation
Although free to air services drive customer growth in Asia, the business model lacks proven monetisation methods, therefore undermining its deployment in other markets.
Mobile TV will generate more revenues than mobile music and mobile games combined
In Europe, mobile TV will represent 27 per cent of total pay TV subscriptions.

In the report:

Forecasts of mobile TV subscriptions, viewings and consumer revenues to 2011
Background of technology standards and spectrum.
Overview of the current state of the market.
Analysis of the regulation impact on mobile broadcast TV deployments.
Review and history of business models for unicast and broadcast mobile TV services.
Description and comparison of value chain structures.
Market sizes by technology and business models.
Analysis of the impact of mobile TV on the TV and mobile content industries.
Comparison of mobile TV ARPU with other pay TV platforms.
Analysis of the major key players in the industry including mobile operators, broadcasters, technology enablers and service providers.
Data profile for each of the leading markets in Asia, North America and Europe

Table of Contents

Tables and Charts

Executive summary
Introduction
Delivery methods and consequences
Delivery mechanisms: Niche or mass market?
Broadcast Technology Overview

Current state of the market
Unicast services were first to deploy
Broadcast brings a second life to mobile TV
Europe and Asia lead the pack

Regulation: a confused picture
Regulatory responsibility
Competition policy
Spectrum allocation
Technology choice
Ideal regulatory framework

Business models for consumers
Unicast: More than two years experience
Subscription: Increasing ARPU and
consumer loyalty
Pay per view: A real struggle for adoption
Pay per day: The provisional alternative
to pay per view
Bundling: Driving TV and data usage
Free to air: Far from being ad-funded
Different business models may coexist

Value chain: who is going to lead?
General structure: Same players, different roles.
Taking hold of the value chain: Who’s got the strength?
Value chain models

Around the world in 13 graphs
Europe
North America
Asia
Global perspective

Mobile TV in different contexts
The TV context: Europe case study
The mobile content context
Company profiles
Mobile Fernsehen Deutschland (MFD)
T-Systems
Mediaset
Vodafone
3 Italia
TU Media
Qualcomm
HiWire
KPN Broadcast
MobiTV
BSkyB

Services Summary
Regional Data
Country Profiles
Glossary

IExecutive summary
Introduction

Delivery methods and consequences
Unicast
Broadcast
Technology choice by frequency domain

Current state of the market
Cumulative service launches
Mobile broadcast TV market
2006 consumer revenues

Regulation: a confused picture
Regulation authority per company type
Mobile TV regulation by country

Business models for consumers
Revenue share per business model for Unicast TV
Vodafone: A fragmented pricing structure
Unicast TV subscription forecasts for Europe
Broadcast TV subscription forecasts for Europe
Time-based pricing
PPV forecasts for unicast mobile TV
PPD forecasts
Percentage of free mobile
TV subscriptions
Asian mobile TV penetration rate by business model

Value chain: who is going to lead?
Value chain overview
Broadcaster and mobile operator control over the value chain
Competitive operator-led value chain
Competitive broadcaster-led value chain
Cooperative wholesaler-led value chain
Cooperative operator-led value chain
Cooperative broadcaster-led value chain

Around the world in 13 graphs
European mobile TV revenues
Total mobile TV revenues by country
2006 mobile TV revenue share by country
2011 mobile TV revenue share by country
North American mobile TV revenues
Asian mobile TV revenues
Global mobile TV market
Global mobile TV revenues by delivery platform
Global mobile TV revenues by business model
Global mobile TV revenues by region in 2011
Global unicast mobile TV revenues by region in 2011
Global broadcast mobile TV revenues by region in 2011
Yearly ARPU by region in 2011

Mobile TV in different contexts
European TV revenues per platform
European TV subscriptions per platform
European TV subscriptions per platform in 2006
European TV subscriptions per platform in 2011
Yearly European ARPU by TV platform
Yearly European ARPU by TV platform compared to average across platforms
Global mobile content revenues by type
Mobile content revenue split by typein 2006
Mobile content revenue split by type in 2011

Company profiles
3 Italia DVB-H mobile TV users
TU Media mobile TV subscriptions
Qualcomm Strategic Initiatives (QSI) key investments
MobiTV subscribers
Sky mobile TV addressable market

Services Summary
Broadcast services
Unicast services

Regional Data
Europe
North America
Asia
Mobile TV market by region

Country Profiles
Mobile TV country profile: France
Mobile TV country profile: Germany
Mobile TV country profile: Italy
Mobile TV country profile: Japan
Mobile TV country profile: South Korea
Mobile TV country profile: Spain
Mobile TV country profile: UK
Mobile TV country profile: US
Glossary

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