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Opportunities and Pitfalls in the Mobile Broadcast TV Market: Forecasts to 2012

Posted on: Wednesday, 11 April 2007, 06:00 CDT

Reportlinker.com announces that a new market research report related to the worldwide television market is now available to its catalogue.

Opportunities and Pitfalls in the Mobile Broadcast TV Market, 2006 - 2012 (Review Report)

http://www.reportlinker.com/p047023/mobile-broadcast-tv.html

Introduction

This brief addresses the adoption of mobile broadcast TV in North America, Europe and Asia-Pac. The publisher considers that there will be notable opportunities in the sector, despite the fact that the initial hype of subscriber growth might not be met.

Scope

Outlines key trends in the mobile broadcast TV sector including recent launches, trails and dynamics that are affecting the adoption of the service.

Highlights different mobile broadcast TV business models, service flows and revenue streams including broadcast led, MNO led and wholesale approaches.

Outlines benefits and challenges with each different bearer technology including DVB-H, MediaFLO, DAB-IP and DMB-T.

Outlines mobile broadcast TV subscription growth from 2006 - 2012 in 22 countries across Europe, North America and Asia-Pac.

Highlights

The publisher considers that there are significant barriers for mass adoption for mobile broadcast TV and that addressing these issues will be fundamental for the growth of the service. Barriers include spectrum allocation, device functionality and competition from alternative entertainment sources. Broadcast video content will have to adapt to the mobile environment. These changes will be driven by both user consumption habits and the functionality of the handsets themselves. The publisher considers that the repurposing of content will be essential in adding value to services and further promoting mass adoption. The publisher predicts at the end of 2006 there were around 4.4 million mobile broadcast TV subscribers. This subscriber base is forecasted to grow to c65.6 million in 2010 and c155.6 million by 2012 with a CAGR of 66.2%.

Reasons to Purchase

Gain insight into key challenges facing the widespread implementation and adoption for mobile broadcast TV services.

Understand different bearer technologies and the challenges and benefits with each including power consumption and spectrum capacity demands.

Access forecasts for service uptake and revenue potential in both mature and developing markets.

Table of content

CATALYST 1

SUMMARY 1

METHODOLOGY 1

EXECUTIVE SUMMARY 2

Introduction 2

The mobile broadcast TV market 2007 (Market Focus) 2

The mobile broadcast TV value chain (Strategy Focus) 2

The mobile broadcast TV format war (Technology Focus) 3

Databooks 3

THE MOBILE BROADCAST TV MARKET 2007 (MARKET FOCUS) 8

Summary 8

Video content becomes an integral part of handset functionality 8

Mobile phone growth is escalating - particularly in Asia-Pac 9

What is mobile broadcast television? 10

Consumers desire multifunctional audio-visual handsets 11

Live services provide mixed messages regarding potential adoption habits 11

Trials aim to make the jump to live services in a variety of markets during 2007 11

DVB-H set to have the strongest foothold in Europe with services already deployed 12

3 Italia illustrates strong adoption despite missing subscriber targets 12

Virgin Mobile and BT Movio mobile broadcast service has lackluster responses from consumers 12

DigitAlb launch free DVB-H service to consumers in Albania 13

North America begins to go live in 2007 with Verizon and AT&T 13

Asia-Pac is an increasingly complicated and diverse mobile broadcast market 13

Japan and South Korea shows strong mobile broadcast growth 13

Barriers for adoption could hinder the uptake of mobile broadcast TV services 14

Spectrum capacity remains a hindrance for adoption - although not as much as originally expected 15

Certain device constraints still need to be overcome 15

Competition from alternative content sources is the biggest issue for adoption 16

Consumer education is the most important issue - you need to see it to believe it 17

Asia-pacific set to continue dominance of mobile broadcast TV usage 17

Strong growth expected - but not as quickly as first thought 18

Asia-Pacific expected to have the most subscribers by 2012 19

Germany is expected to be Europe's largest market with Italy not far behind by 2012 19

USA expected to be the largest national market by 2012 21

China expected to be the largest Asia-Pacific market by 2012 21

Market outlook for mobile broadcast TV remains positive - but with reservations 23

THE MOBILE BROADCAST TV VALUE CHAIN (STRATEGY FOCUS) 24

Summary 24

Content providers aim for cross-platform distribution and to expand audiences 25

Multiple content distribution looks to expand audience reach and brand through innovative delivery 25

Mobile broadcast TV has unique time and place usage habits 26

Mobile broadcast TV highlights a potential 'new primetime' for content viewing 26

Consumers watch mobile broadcast TV services on-the-go but also, surprisingly, at home 27

Repurposing content will be essential to promote service adoption 28

Mobile network operators look to add value to their network and generate revenue 29

Change and path dependency: creating positive network externalities through mobile broadcast TV 29

Revenue generation is not considered as the primary driver for mobile broadcast TV adoption 30

Interactivity through SMS and MMS could generate revenue for mobile broadcast TV players 30

Global mobile broadcast TV revenue is expected to show substantial growth until 2012 30

Mobile broadcast TV can be implemented through a variety of business models 31

Outlining different business models: assessing revenue streams and services flows 31

Broadcast led approaches will be particularly attractive to free-to-air services 32

Mobile operator led business models creates the MNO as a potential broadcaster 33

Wholesale business models offer less risk for MNOs and broadcasters 34

Subscription models will be the primary business model initially 35

Advertising models has potential as long as ROI is met and a large subscriber base is established 35

Potential opportunities for players in a limited market 36

THE MOBILE BROADCAST TV FORMAT WAR (TECHNOLOGY FOCUS) 37

Summary 37

Effective video management is essential for mobile broadcast TV services 37

Traditional broadcast communications providers expanding into the mobile broadcast TV environment 37

The generic mobile broadcast TV infrastructure value chain 38

The physical creation of content remains similar to most broadcast services 38

Mobile broadcast service management: advantaging from scalable solutions 39

Scalable and content agnostic solutions are increasingly important 40

Competing bearer technologies provide different challenges and benefits for providers 40

DAB derivative solutions are currently available across the globe 41

Spectrum availability is already present for DAB derivative solutions in most regions 42

Time to market is one of the biggest benefits for DAB derivative solutions 42

Challenges for DAB derivative solutions include network infrastructure elements and receiver performance 42

MediaFLO provides a potential walled garden approach for mobile broadcast TV services 43

MediaFLO technologies look for UHF, VHF and L-Band spectrum capacity 44

FLO offers benefits through guaranteed spectrum space and greater channel capabilities 44

A closed environment might prove detrimental in the long-run 44

DVB-H service provides an open solution based from traditional digital broadcasting technology 44

Spectrum capacity issues remain and issue in some markets for DVB-H services 46

DVB-H technology benefits from open standards and strong commercial backing 46

Spectrum remains a particular challenge - particularly in US service deployment 46

Growing potential for unified mobile broadcast TV systems in the future 47

Open standards are the way forward for mobile broadcast TV adoption 47

Promoting interoperability: Qualcomm's Universal Broadcast Model (UBM) chip 47

Consumers are technology agnostic 47

THE MOBILE BROADCAST TV MARKET: SUBSCRIBER NUMBERS, 2006 - 2012 (DATABOOK) 49

Introduction 49

Mobile broadcast TV subscribers in North America, 2006 - 2012 50

Mobile broadcast TV subscribers in the USA, 2006 - 2012 51

Mobile broadcast TV subscribers in Canada, 2006 - 2012 52

Mobile broadcast TV subscribers in Europe, 2006 - 2012 53

Mobile broadcast TV subscribers in Benelux, 2006 - 2012 54

Mobile broadcast TV subscribers in France, 2006 - 2012 55

Mobile broadcast TV subscribers in France, 2006 - 2012 55

Mobile broadcast TV subscribers in Germany, 2006 - 2012 56

Mobile broadcast TV subscribers in Spain, 2006 - 2012 57

Mobile broadcast TV subscribers in the UK, 2006 - 2012 58

Mobile broadcast TV subscribers in the Nordics, 2006 - 2012 59

Mobile broadcast TV subscribers in Italy, 2006 - 2012 60

Mobile broadcast TV subscribers in the New EU 10, 2006 - 2012 61

Mobile Broadcast TV subscribers in RoE, 2006 - 2012 62

Mobile broadcast TV subscribers in RoWE, 2006 - 2012 63

Mobile broadcast TV subscribers Asia-Pac, 2006 - 2012 64

Mobile broadcast TV subscribers in China, 2006 - 2012 65

Mobile broadcast TV subscribers in Japan, 2006 - 2012 66

Mobile broadcast TV subscribers in Malaysia, 2006 - 2012 67

Mobile broadcast TV subscribers Singapore, 2006 - 2012 68

Mobile broadcast TV subscribers in Hong Kong, 2006 - 2012 69

Mobile broadcast TV subscribers in India, 2006 - 2012 70

Mobile broadcast TV subscribers in South Korea, 2006 - 2012 71

Mobile broadcast TV subscribers in New Zealand, 2006 - 2012 72

Mobile broadcast TV subscribers in Australia, 2006 - 2012 73

THE MOBILE BROADCAST TV MARKET: SUBSCRIPTION REVENUE NUMBERS, 2006 - 2012 74

Introduction 74

Mobile broadcast TV subscription revenue in North America, 2006 - 2012 75

Mobile broadcast TV subscription revenue in the USA, 2006 - 2012 76

Mobile broadcast TV subscription revenue in Canada, 2006 - 2012 77

Mobile broadcast TV subscription revenue in Europe, 2006 - 2012 78

Mobile broadcast TV subscription revenue in Benelux, 2006 - 2012 79

Mobile broadcast TV subscription revenue in France, 2006 - 2012 80

Mobile broadcast TV subscription revenue in Germany, 2006 - 2012 81

Mobile broadcast TV subscription revenue in Spain, 2006 - 2012 82

Mobile broadcast TV subscription revenue in the UK, 2006 - 2012 83

Mobile broadcast TV subscription revenue in the Nordics, 2006 - 2012 84

Mobile broadcast TV subscription revenue in Italy, 2006 - 2012 85

Mobile broadcast TV subscription revenue in the New EU 10, 2006 - 2012 86

Mobile Broadcast TV subscription revenue in RoE, 2006 - 2012 87

Mobile broadcast TV subscription revenue in RoWE, 2006 - 2012 88

Mobile broadcast TV subscription revenue Asia-Pac, 2006 - 2012 89

Mobile broadcast TV subscription revenue in China, 2006 - 2012 90

Mobile broadcast TV subscription revenue in Japan, 2006 - 2012 91

Mobile broadcast TV subscription revenue in Malaysia, 2006 - 2012 92

Mobile broadcast TV subscription revenue Singapore, 2006 - 2012 93

Mobile broadcast TV subscription revenue in Hong Kong, 2006 - 2012 94

Mobile broadcast TV subscription revenue in India, 2006 - 2012 95

Mobile broadcast TV subscription revenue in South Korea, 2006 - 2012 96

Mobile broadcast TV subscription revenue in New Zealand, 2006 - 2012 97

Mobile broadcast TV subscription revenue in Australia, 2006 - 2012 98

APPENDIX 99

Definitions 99

Further reading 100

Ask the analyst 100

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Source: Business Wire

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