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Mobile TV Market: Analysis and Opportunities 2010-2015

Published on May 2010

Report Summary
This latest report on the Mobile TV market reviews upcoming innovative technologies and existing applications & standards related to the Mobile TV industry. The report also explains the commercial feasibility of the Mobile TV market's current infrastructure with recommendations for both network operators and broadcasters. This report details the huge business opportunities for companies to exploit. General consensus is that the mobile TV market is that the mobile TV market is set to grow on a rapid rate in the near future with a staggering 50-55% CAGR. By the end of 2008 there were around 75 million estimated users in the mobile TV market and 45% of them were reported to be South Koreans or Japanese. This phenomenal market share may increase in proportion in the future, but neighbouring markets like India and China can also be seen as the potential for the upcoming mobile TV market. Rapid adoption in the US and European markets would also help in developing the mobile TV industry market in the rest of the world. The author believes that the market in the Asia-Pacific region is expected to grow on a rapid scale in the coming years as the region has started to cut short its declining ARPU by implementing new VAS services to the market on competitive rates and by introducing home grown standards - which are also leveraging the cost on the network operator's side. Asian markets have realised that mobile TV applications could be used as an extension to mobile video services and could be used as killer applications in order to generate revenues; for mobile network operators and carriers - as the mobile market has already reached saturation point. As we outline in this report - South Korea tested and implemented the DMB standard back in 2005 with the extension of S-DMB (Satellite Digital Multimedia Broadcasting) and T-DMB (Terrestrial Digital Multimedia Broadcasting) and from there the market has grown immensely. Our latest Mobile TV global market report covers all significant market around the world and provides a regional analysis based on our extensive research. The recent approval of DTV standards in the United States would enable broadcasters to provide the ATSC mobile DTV programming free of cost and advertising would be the only source of revenue for broadcasters. The mobile DTV equipment is relatively low in cost and the spectrum being used is already allocated. Italy is the most advanced Mobile TV market in Europe and possibly the most advanced market outside of Japan and Korea. Three of the four major operators have Mobile TV services, with 3 being the first to launch. The company saw significant growth with Mobile TV during the World Cup, although Visiongain believes additional subscriber growth has been harder to attain. The author also believes that Mobile TV will gain traction in South East Asia with reference to bundle packages and availability of compatible handsets. In particular, the teenage market and commuters are the segments that should be targeted with the service in specific. However, mobile TV might remain distant from the concept of being a killer application it was once thought to be. How much are individual countries/regions planning to spend on Mobile TV between 2010 and 2020' How much will Mobile TV demand increase over the period 2010-2020' Who are the leading companies in the Mobile TV industry' Where are the growth opportunities over the next decade ' in which geographical region and with which type of technology' These critical questions and many more are definitively answered in this comprehensive report.

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Why you should buy Mobile TV Market: Analysis and Opportunities 2010-2015 The main benefits from purchasing this report: ' You will gain an understanding of the market and learn how it will change over the next decade, with detailed global market forecasts from 2010 to 2015 ' You will receive regional sales forecasts and gain insight into market drivers, restraints and growth forecasts for each market ' You will gain insight into major important game-changing technological developments within the industry ' You will be able to examine over 60 tables, charts and graphs detailing the global Mobile TV market in detail ' You will gain knowledge of who the leading players are within the marketplace ' You will receive a SWOT analysis for strengths, weaknesses, opportunities and threats for Mobile TV companies from 2010 onwards, What is the report about and what does it cover' This brand new exclusive report on the Mobile TV Market: Analysis and Opportunities 2010-2015 also gives an insight on the evolving free to air analogue services which are gaining rapid popularity hence the concept of paying to view mobile content may diminish with time therefore companies have to review their package prices on a regular basis and create more attraction in the package while offering bundle and quadruple services. Despite the fact that the broadcasting world is quickly moving towards the digital standards and in some parts of the world the standard has already been acquired, more than 80% of the world is viewing analogue transmission and would continue to do so. Free to air analogue Mobile TV services have increased consumer adoption and demand within its early launch period and this report examines the market in greater detail, focusing on demand within the Mobile TV sector. Do you want to be informed about the latest opportunities' You can stay ahead by ordering this report today. Who needs to read this report' Directors, VP and Senior managers in: ' Mobile/Cellular carriers and operators ' Companies and brands linked with Mobile TV ' Mobile TV broadcasters and related associations ' Mobile TV chipset vendors ' Mobile TV portable device manufacturers ' Mobile handset manufacturers Anybody with an interest in the Mobile TV industry should gain valuable information and insight from this new study by Visiongain, which analyses one of the most important and fastest growing submarkets of the Telecoms industry. The Mobile TV market offers substantial opportunities in several key markets for telecoms companies to capitalise upon. Gain an understanding of how to tap into the huge potential of this exciting market by ordering today Mobile TV Market: Analysis and Opportunities 2010-2015

Table of Content

Table of Contents Executive summary

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E1) Asia-pacific to lead the Mobile TV industry E2) Mobile TV is directly proportional to Smartphone industry
E3) Fierce competition in the presence of large screen televisions: Could Mobile TV become the next killer app' E4) Regulatory issues and legal framework could be the barriers. 1 Reviewing the industry. From pilot phase to commercial launch 1.1 TV on the go: Necessity or luxury' 1.1.1 What actually is Mobile TV' Figure 1: an overview of Satellite and Terrestrial Mobile TV network 1.1.1.1 A brief History 1.1.2 from terrestrial to digital airwaves Figure 2: The process of switchover to Digital TV 1.2 Digital pay-TV (DTV) 1.3 Digital terrestrial TV (DTT) 1.4 Internet Protocol TV (IPTV) Chart 2: Global IPTV subscriber growth 1.5 Internet TV 1.5.1 Catch up TV 1.6 Mobile TV standards 1.7 Mobile operator objectives with mobile TV 1.8 BT and Virgin mobile pioneering mobile TV in UK 1.9 Broadcast Australia's successful trial 1.9.1 MBMS and 3 Trial Figure 3: Evolution of 3GPP 1.10 CMMB official launch 1.11 Mobile TV: Slow uptake due to lack of ubiquity 1.12 Rapid expansion in Korean Mobile TV arena 1.13 Major development is expected in the near future 2 Key vendors and value chain analysis 2.1 Vendors in the mobile TV sector Figure 4: Value chain of Mobile TV 2.2 Operator analysis Chart 3: Performance of service providers 2.2.Austria 2.2.2 Alcatel-lucent 2.2.3 AT&T 2.2.4 BT 2.2.5 China Mobile 2.2.6 Orange 2.2.7 O2 2.2.8 Qualcomm 2.2.9 Verizon 2.2.10 Vodafone 2.2.11 Telefonica 2.2.12 MTS 2.3 Middleware vendors, semiconductor firms and chipset providers Table 1: Top 20 semiconductor suppliers by 2009 2.3.1 AMD 2.3.2 Cisco

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2.3.3 Ericsson 2.3.4 Envivio 2.3.5 Harmonic 2.3.6 Kit Digital 2.3.7 Motorola 2.3.8 Newport Media 2.3.9 SeaChange 2.3.10 Siano 2.3.11 Sezmi 2.3.12 Texas Instruments 2.3.13 Tivit 2.3.14 Verimatrix
3 Deployment scenario: existing and upcoming technologies and standards 3.1 Digital technology standards behind TV on mobile phones 3.1.1 CMB 3.1.2 CMMB Figure 5: Network overlay of CMMB 3.1.3 DMB 3.1.4.1 T-DMB 3.1.4.2 DMB-TH 3.1.5 DVB 3.1.5.1 DVB-H Table 2: Comparison of DVB-T and ISDB-T 3.1.5.2 DMB VS. DVB-H Figure 6: Multistream distribution for DVB-T/H 3.1.6 T-MMB 3.1.7 Media-Flo 3.1.8 ISDB-T Figure 7: OFDM segments 3.1.9 MDTV/ATSC 3.1.9.1 Could DTV be a threat to FLO TV' 3.1.10 OneSeg Chart 4: Shipment of 1Seg enabled Mobile phones in Japan 3.1.11 Video Codecs for Mobile broadcasting 3.1.11.1 MPEG-4 AVC/H.264 Chart 5: Shipments of Digital TV's by MPEG Decoder type 3.2.1 Sprint-Nextel 3.2.2 Flo TV 3.2.3 DVB-H Trials 3.2.4 BT Movio 3.2.5 TDTV Trial in the UK 3.2.6 OFDM and BST-COFDM 3.2.7 TU Media 3.2.8 Sky and iPhone 3.2.9 Watch TV on your Smartphone 3.3: Further classifying major players and Chip manufacturers. 3.3.1 Axel Technologies 3.3.2 TTP 3.3.3 Mobixell's Videon

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3.3.4 Slingbox 3.3.5 Mobile TV and IPTV Figure 8: A comparison of broadcast network vs. unicast network 3.3.6 Sirius 3.3.7 Rosum integrates with Siano 3.3.8 MobiTV 3.3.9 Mobile TV on GPRS technology 3.3.10 Comcast 3.3.11 Dibcom 3.3.12 KVH Industries 3.3.13 Nagravision SA 3.3.14 RaySat Inc. 3.3.15 Dish Network Corporation 4 Device availability and the handset market 4.1 Companies 4.2 Mobile Handsets and TV integration 4.2.1 Picture Quality 4.2.2 User input and interactive menus 4.2.3 Device integration costs 4.2.4 Multi technology mobile TV chips 4.3: Mobile handset market 4.3.1 Nokia N96 4.3.1.1 Nokia 5330 4.3.1.2 Nokia N77 4.3.2 Samsung 4.3.2.1 SCH-M220 - the first broadcast TV handset 4.3.2.2 SGH-P900 and SGH-P910 4.3.2.3 SCH-W890 4.3.2.4 Samsung Moment 4.3.3 LG 4.3.3.1 LG-U900 4.3.3.2 LG VUC195 4.3.3.3 LG HB620T 4.3.3.4 LG Arena 4.3.4 Sony Ericsson 4.3.4.1 Sony Ericsson Vivaz 4.3.4.2 Sony Ericsson W995 4.3.5 Panasonic VIERA P905i 4.4 Blackberry devices 4.5 iPhone 4.6 Portable TV handsets 4.6.1 Motorola DH01 4.6.2 Samsung Star S5233T 4.6.3 Cydle P29A 4.6.4 Sungale Kula 4.6.6 Vizio VMB090 4.6.7 LG DP570MH 4.6.8 Sony Bravia XDV G200 and XDV D500

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5 Regional analysis, regulatory issues and the revenue prospects Figure 9: Mobile TV broadcast standards around the world 5.1 US mobile TV market Chart 6: US TV viewing hours per quarter 5.1.1 US approves mobile DTV standards 5.1.1.1 OMVC 5.1.2 Mobile TV US and Flo tv 5.1.2.1 Mobile TV in Latin America Chart 7: Mobile TV subscriber forecast in Latin America (In Millions) 5.1.3 DVB-SH moves into Spain 5.1.4 Norway launches MiniTV 5.1.5 France telecom 5.1.6 Mobile TV penetration in UK 5.1.6.1 Mobile TV in UK and success of Iphone 5.1.7 For Indian mobile TV market 5.1.8 Mobile TV potential for India 5.1.8.1 Indians showing more interest in Mobile TV according to KPMG. 5.1.9 DNA in Finland to launch DVB-H 5.1.10 Telcel and ROK in Mexico 5.1.11 Mobile TV market for Asia-Pacific 5.1.12 Asia-Pacific to lead Figure 9: Mobile TV audience 5.1.12.1 Korean Mobile TV Chart 8: Korean T-DMB device growth 5.1.12.2 Japanese Mobile TV 5.1.13 Russian DVB-H trial 5.1.14 Mobile TV scenario in Gulf and the UAE 5.1.15 Australian Mobile TV trials 5.1.16 CMMB getting stronghold in China Chart 9: Chinese Mobile and TV related market growth 5.1.17 RTL Netherlands to launch Mobile TV 5.1.18 Canadian perspective of Mobile TV 5.1.19 Mobile TV penetration in Africa Chart 10: Mobile penetration in Africa 5.2 Regulatory and relevant issues 5.2.1 Copyright protection 5.2.2 DRM and Content protection 5.2.2.1 Regulating Content 5.2.3 License Clearing house 5.2.4 OMA and protection standards 5.2.5 Legal complications 5.2.6 from the broadcaster's perspective 5.2.7 Spectrum Issues 5.2.8 The increasing amount of on-demand apps 5.2.9 Small screen vs. large screen 5.2.10 Reduced battery life for Mobile Handsets 5.3 Revenue generation 5.3.1 Will people have to pay license fees' 5.3.2 Pricing models 5.3.3 Flat-rate subscriptions

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5.3.4 Pay monthly 5.3.5 Pay per view 5.3.6 Revenue sharing 5.3.7 Customer targets and segmentation 5.3.8 Mobile advertising Chart 11: Projected Mobile advertising revenues 5.3.9 Learning from the video download market 5.3.10 streaming vs. broadcasting 6 Future Exploitations 6.1 Would mobile TV pose a threat to video downloads' 6.2 Increased number of deployments 6.3 Handsets 6.4 Spectrum availability 6.5 Fragmented model 6.6 How to price mobile TV 6.7 Advertising 6.8 Challenge to operators 6.9 Do people really want mobile TV' 7. Outlook and forecasts: The war between broadcasters and carriers
7.1 Mobile TV to grow rapidly after 2010 despite awareness and price issues Chart 12: Global Mobile TV revenues 7.2 Content providers 7.3 Content aggregators 7.4 Telecoms network operators 7.5 Mobile Handset makers Chart 13: Global Mobile TV enabled handsets 7.6 Consumers Chart 14: Analog Mobile TV subscriber forecast 7.7 The rise of Analog free-to-air services Chart 15: Analog Mobile TV subscriber forecast 7.8 Would pricing be the key factor' 7.9 VAS 7.10 Advertising Chart 16: advertisement based Mobile TV 7.11 The outcome of Mobile TV advertising 7.12 Interactivity 7.13 Significance of pricing Chart 17: Price as a barrier in the adoption of Mobile TV 8. Conclusion and Recommendations 8.1 Conclusion 8.2 Recommendations 8.2.1 For MNO's 8.2.2 For Device manufacturers 8.2.3 For third party vendors 8.2.4 For Broadcasters Companies Listed

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3 Abertis Telecom Abu Dhabi Media Company Adobe Alcatel-Lucent AMD America Movile Android Apple Asiaspace AT&T Axel technologies Barclay's BBC Beeline Bell Mobility Bessemer Venture Billniemeyer.tv Blinkbox Bouygues Telecom Broadcast Australia BSNL BT C&S technology Canal+ CBS Cellular News CENELEC Channel 4 China Mobile Cingular Wireless Cisco CMB CMMB CNAB Science and technology CNET CNN Comcast CRTC CSMBC CTIA Cydle Debitel DFJ-Tamir-Fishman DiBcom Dibcom DigiBnetwork Digita Digital broadcasts experts group Dish Network

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DisplaySearch DNA oy Doordarshan Du Dubai Media EBU Elgato Emirates Communication and Technologies Company EMTC Envivio Ericsson ESA ESPN Etisalat ETSI Eurotechnology Japan Fuugo Harmonic Homechoice HTC Huawei Global Telecoms Insight I2G IN-Stat Intel IPWirelesss ITV JVP Kamera KDDI Kit Digital Korea Broadcasting Commission KOX TV KPMG Kudelski group KVH industries LG M-Net Media-Flo MEF Microsoft MiTV Mobix Mobixell MobiTV Motorola MSNBC MTN MTNL MTS

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MTVNL Multichoice Nagravision Newport Media Nexit Ventures Nickelodeon Nielson Mobile NMTV Nokia NRK NTL NTT Docomo OMA OMVC Orange Panasonic PCCW Playstation Pyramid Research Qualcomm QuickPlay Radio Wroclaw Rai Way RaySat Real Networks Reed business Rentrak RIM RTE RTL Rogers Wireless ROK TV Rosum Samsung Sand video and imagination Scientific Atlanta Schweizer Radio Screen digest SeaChange Setanta Sezmi SFR Siano Siemens Singapore broadcast corporation Sirius Sistema Skartela Sky Slingmedia

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Smart Communication Softbank Sony Sony Ericsson Spice Telecom Sprint Nextel Springboard Research Star Ventures Sungale Symbian T Mobile Talk Talk Telstra Texas instruments Telefonica Telegent Telcel Tele 2 Telus Mobility TiMi Tech Tivit TNS Toshiba TTP TU Media TV Globo TV2 Valups Vantrix Verimatrix Verizon Vimpelcom Virgin Vizio Vodacom Vodafone Volantis VMC VTV

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