Home > Market Research > Mobile Content & Apps > Mobile TV: Opportunities for Streamed & Broadcast Services, 2007-2012 (Third Edition)

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Market Study
Published: September 2007
Pages: 189
Tables: For full details, please email keithw@cmsinfo.com
From: GBP 1490.00   Buy Now!
Research from: Juniper Research
Sector: Mobile Content & Apps

This detailed report provides a complete analysis of the current and future opportunities for mobile TV. It discusses recent developments in the market for streamed and broadcast mobile TV services, focusing on the different applications and standards currently in trial across a number of markets.

It also examines the implications of key regulatory decisions (such as the EU's quasi-mandating of the DVB-H standard, and spectrum licensing) and highlights both hurdles to deployment and issues that will arise when services have been commercially deployed. The in depth study provides vital forecast data on subscriber growth, ARPU and total revenues, and also offers a series of strategic recommendations for operators, broadcasters, service providers, vendors and regulators.

Key Questions Answered In the Report:
- Who are the main players in mobile TV?
- Which broadcast TV standards are likely to predominate in which countries?
- What are the key hurdles to the successful deployment of mobile TV services?
- What are the key hurdles to the mass adoption of mobile TV services?
- How is the mobile TV value chain likely to develop?
- How are the national subscriber bases of streamed and broadcast TV services likely to evolve?
- What subscriber revenues will mobile TV services generate?
- Is advertising likely to provide a substantial revenue stream for mobile TV services?
- What national and international regulatory developments have impacted upon the likely rollout of mobile TV services in the last 12 months?
- What strategies should operators, broadcasters, service providers, vendors and regulators implement to facilitate the successful deployment and adoption of mobile TV services?

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Table of Contents

Glossary

Executive Summary

Introduction

What Is The Report About?

The Opportunity

Mobile Streamed TV
Mobile Broadcast TV
The Market for Mobile TV Services
Mobile Streamed TV Services
Figure ES1: Total End-User Generated Revenues ($m) for Mobile Streamed TV
Services. Regional Forecast 2007-2012
Table ES1: Total End-User Generated Revenues ($m) for Mobile Streamed TV
Services. Regional Forecast 2007-2012
Mobile Broadcast TV Services
Figure ES2: Total End-User Generated Revenues ($m) for Mobile Broadcast TV
Services. Regional Forecast 2007-2012
Table ES2: Total End-User Generated Revenues ($m) for Mobile Broadcast TV
Services. Regional Forecast 2007-2012
End-User Generated Revenues for Mobile TV Services
Figure ES3: Total End-User Generated Revenues ($m) for Mobile TV Services.
Regional Forecast 2007-2012
Table ES3: Total End-User Generated Revenues ($m) for Mobile TV Services.
Regional Forecast 2007-2012

The Hurdles to Mobile TV Adoption

Table ES4: The Hurdles for Mobile TV

1. Technology
1.1 Introduction
1.2 2G
1.2.1 Communication Technologies of 2G
i. GSM
ii. TDMA
iii. CDMA
iv. D-AMPS
1.2.2 Data Services
i. SMS
a. The Working of SMS
Figure 1.1: SMS Message Flow
b. Types of Messaging Services
- Mobile-originated SMS
- Mobile-terminated SMS
c. Premium-rate SMS (PRSMS)
1.3 2.5 & 2.75G
1.3.1 Communication Technologies of 2.5/2.75G
i. GPRS
ii. EDGE
iii. CDMA2000
1.3.2 Data Services
i. MMS
a. How Does MMS Work?
Figure 1.2: MMS Application Services
b. MMS Services
- MMS Entertainment and Information Services
Figure 1.3: Nokia’s 6280 3G Handset Supporting Video Streaming
c. Personalisation
1.3.3 The SMS/MMS Value Chain
Figure 1.4: SMS/MMS Value Chain
1.4 3G
Figure 1.5 3G Access Technologies
Figure 1.6: Growth in 3G Subscriber Base by Technology, 2002 - Q1 2007
Figure 1.7: Percentage of Mobile Users Who Own 3G Devices, December 2006
(Selected Countries)
Figure 1.8: Global 3G Subscriber Base, December 2006
1.4.1 UMTS
Figure 1.9: Evolution of UMTS
i. WCDMA
ii. EV-DO
iii. TD-SCDMA
1.5 Beyond 3G
1.5.1 HSPA
1.5.2 3GLTE
1.5.3 CDMA2000 1x EV-DO Revisions A and B
1.5.4 UMB
1.5.5 Mobile WiMAX 802.16e-2005
Figure 1.10: WiMAX Timeline
1.6 Mobile Technologies Compared
Table 1.1: Comparative Chart of Mobile Technologies
1.7 Other Enabling Technologies
1.7.1 Wireless Internet Technologies
i. WAP
a. The Development of WAP
b. The Future of WAP – Where is WAP Heading?
Figure 1.11: Future Path of WAP
ii. The i-mode Alternative
Figure 1.12: NTT DoCoMo, i-mode Subscriber Growth (m) and i-mode Penetration
of Total User Base (%) 2000-Q2 2007
1.7.2 Languages, Platforms and Operating Systems
i. Languages
a. Java
ii. Platforms
a. J2ME
b. BREW
iii. Operating Systems
a. Palm OS
b. Symbian
c. Windows Mobile
1.7.3 Other Relevant Technologies and Standards
i. MP3
Figure 1.13: MP3 Phones: Nokia N91 and Sony Ericsson K800
ii. MP4
iii. MIDI
iv. Bluetooth

2. Cellular Market Growth
2.1 Introduction
2.2 Growth of the Cellular Market
2.2.1 Global Cellular Subscriber Market
Figure 2.1: Cellular Subscriber Growth (m) by Region, 2005-2012
Table 2.1: Cellular Subscriber Growth (m) by Region, 2005-2012
Figure 2.2: Cellular Subscriber Base, Market Share by Region (%), 2005-2012
Figure 2.3: Cellular Subscribers Penetration (%) by Region
2.2.2 Leading Mobile Operator Groups by Subscriber Base
Table 2.2: Leading Mobile Operator Groups by Subscriber Base (m) Q1 2007
2.2.3 Growth of 3G
Table 2.3: Global Cellular Subscriber Forecasts (m) by Technology 2007-2012
Figure 2.4: Global Cellular Subscriber Forecasts (m) by Technology 2007-2012
2.3 Regional Cellular Market Growth
2.3.1 North America
Figure 2.5: North American Cellular Subscriber Forecasts (m) by Technology 2007-
2012
Table 2.4: North American Cellular Subscriber Forecasts (m) by Technology 2007-
2012
2.3.2 South America
Figure 2.6: South American Cellular Subscriber Forecasts (m) by Technology 2007-
2012
Table 2.5: South American Cellular Subscriber Forecasts (m) by Technology 2007-
2012
2.3.3 Western Europe
Figure 2.7: Western Europe Cellular Subscriber Forecasts (m) by Technology 2007-
2012
Table 2.6: Western Europe Cellular Subscriber Forecasts (m) by Technology 2007-
2012
2.3.4 Eastern Europe
Figure 2.8: Eastern Europe Cellular Subscriber Forecasts (m) by Technology 2007-
2012
Table 2.7: Eastern Europe Cellular Subscriber Forecasts (m) by Technology 2007-
2012
2.3.5 Far East & China
Figure 2.9: Far East & China Cellular Subscriber Forecasts (m) by Technology 2007-
2012
Table 2.8: Far East & China Cellular Subscriber Forecasts (m) by Technology 2007-
2012
2.3.6 Indian Sub Continent
Figure 2.10: Indian Sub Continent Cellular Subscriber Forecasts (m) by Technology
2007-2012
Table 2.9: Indian Sub Continent Cellular Subscriber Forecasts (m) by Technology
2007-2012
2.3.7 Rest of Asia Pacific
Figure 2.11: Rest of Asia Pacific Cellular Subscriber Forecasts (m) by Technology
2007-2012
Table 2.10: Far East & China Cellular Subscriber Forecasts (m) by Technology 2007-
2012
2.3.8 Middle East & Africa
Figure 2.12: Middle East & Africa Cellular Subscriber Forecasts (m) by Technology
2007-2012
Table 2.11: Middle East & Africa Cellular Subscriber Forecasts (m) by Technology
2007-2012
2.4 The Opportunity for Mobile Entertainment
Figure 2.13: Percentage of Operator-billed ARPU Attributable to Mobile
Entertainment Services, Selected Markets in 2006
Figure 2.14: Value of Operator-billed ARPU ($) Attributable to Mobile Entertainment
Services, Selected Markets in 2006
Figure 2.15: Monthly Voice ARPU ($), UK, Germany, Italy and US, 2003-2006
2.5 The Opportunity for Mobile TV Services

3. Mobile Streamed TV Services
3.1 Introduction
3.2 Vendors and Platforms
3.2.1 ROK TV
3.2.2 Vidiator
3.2.3 Rubberduck Media Lab
3.2.4 Thin Multimedia
3.2.5 U-Turn Media
3.2.6 weComm
3.3 Other Service Providers
3.3.1 MobiTV
i. US
ii. Elsewhere
3.3.2 Orange World
i. France
ii. UK
iii. Spain
3.3.3 Sky Anytime Mobile
3.3.4 GoTV
3.4 MBMS: Multicast and Broadcast Streamed Mobile TV
3.4.1 CMB (Cell Multimedia Broadcast)
3.4.2 TDtv

4. Mobile Broadcast TV: Standards and Deployments
4.1 DVB-H
4.1.1 Ratification/Validation
4.1.2 Deployments
i. North America
a. US
ii. Western Europe
a. Italy
- Walk TV
- MediaSet
Figure 4.1: Samsung SGH-P920 Handset
b. Finland
Figure 4.2: Nokia N92 Handset
c. Germany
d. Netherlands
e. Switzerland
f. France
g. Austria
h. Spain
Figure 4.3: Nokia 7710 Handset
i. Portugal
j. Denmark
k. Ireland
l. UK
iii. Eastern Europe
a. Albania
b. Czech Republic
c. Russia
d. Hungary
iv. Far East & China
a. Taiwan
v. Indian Sub Continent
a. India
vi. Rest of Asia Pacific
a. Vietnam
b. Philippines
- myTV
- Dream TV
c. Australia
d. Indonesia
e. Singapore
vii. Middle East & Africa
a. South Africa
4.2 DVB-SH
Figure 4.4: DVB-SH Network
4.2.1 Development
4.2.2 Deployment
4.3 ISDB-T
4.3.1 Deployments
i. Japan
Figure 4.5: W51T Handset
ii. Elsewhere
4.4 DMB
Figure 4.6: S-DMB Network
Figure 4.7: T-DMB Network
4.4.1 S-DMB
i. South Korea
a. TU Media
- Terrestrial Roll Out
- Hurdles
- Launch
- Handsets
- Pricing
ii. Elsewhere
4.4.2 T-DMB
i. South Korea
ii. Elsewhere
a. Germany
b. Indonesia
c. China
4.5 DAB-IP
4.5.1 Deployments
i. UK
Figure 4.8: Lobster 700
ii. Elsewhere
4.6 MediaFLO
Figure 4.9: MediaFLO Client-Server Architecture
4.6.1 Deployments
i. USA
a. Verizon Wireless
Figure 4.10: LG VX990 and Samsung SCH-u620
b. AT&T
ii. Elsewhere
a. UK
b. Taiwan
c. Hong Kong
4.7 CMMB/STiMi
4.7.1 China

5. Mobile Broadcast TV: Silicon Vendors
5.1 Frontier Silicon
5.2 DiBcom
5.3 Philips
5.4 Texas Instruments
5.5 Siano
5.6 SIDSA
5.7 Qualcomm
5.8 Sharp
5.9 Samsung

6. Hurdles to Adoption
6.1 Regulatory Constraints
6.1.1 Broadcast Standards
i. Nokia vs Qualcomm
6.1.2 Regulatory Framework
6.2 Spectrum Availability
6.2.1 VHF Band III, UHF Bands IV/V and L-Band
Table 6.1: Switch-off Dates of Analogue Transmissions in EU Member States
6.2.2 MSS Spectrum
6.3 Network Cost
6.4 Network Coverage
6.5 Industry Structure
6.6 Type of Content
Figure 6.1: “The Long Tail” - UK TV Peak Viewing (m viewers) by Channel, July 2007
(Top 25 channels)
6.7 Content Rights
6.8 Content Security
Figure 6.2: Main Components of Public Key Infrastructure
6.9 Service Pricing
6.9.1 Streamed Mobile TV
6.9.2 Broadcast Mobile TV
6.9.3 The Mobility Premium for Pay TV Subscribers
6.9.4 Advertising
6.10 Handset Pricing

7. Forecasts
7.1 The Market for Mobile Streamed TV Services
7.1.1 Adoption Rate
i. Key Assumptions
Table 7.1: % 2.5G/3G Mobile Users Who Subscribe to Mobile Streamed TV Services.
Regional Forecasts 2007-2012
ii. Number of Subscribers
Figure 7.1: Number of Mobile Phone Users (m) Who Subscribe to Mobile Streamed
TV Services. Regional Forecast 2007-2012
Table 7.2: Number of Mobile Phone Users (m) Who Subscribe to Mobile Streamed
TV Services. Regional Forecast 2007-2012
7.1.2 ARPU
Figure 7.2: Monthly ARPU ($) for Mobile Streamed TV Services. Regional Forecast
2007-2012
Table 7.3: Monthly ARPU ($) for Mobile Streamed TV Services. Regional Forecast
2007-2012
7.1.3 Revenues (End-User Generated)
Figure 7.3: Total End-User Generated Revenues ($m) for Mobile Streamed TV
Services. Regional Forecasts 2007-2012
Table 7.4: Total End-User Generated Revenues ($m) for Mobile Streamed TV
Services. Regional Forecast 2007-2012
7.1.4 Revenue (Advertising)
Figure 7.4: Total AdSpend ($m) on Mobile Streamed TV Services. Regional Forecasts
2007-2012
Table 7.5: Total AdSpend ($m) on Mobile Streamed Mobile TV Services. Regional
Forecast 2007-2012
7.2 The Market for Broadcast TV Services
7.2.1 Adoption Rate
i. Key Assumptions
ii. North America
Table 7.6: % of 3G Users Subscribing to Mobile Broadcast TV Services. North
America 2007-2012
Figure 7.5: Number of Mobile Broadcast TV Subscribers (m). North America 2007-
2012
Table 7.7: Number of Mobile Broadcast TV Subscribers (m). North America 2007-
2012
iii. South America
Table 7.8: % of 3G Users Subscribing to Mobile Broadcast TV Services. South
America 2007-2012
Figure 7.6: Number of Mobile Broadcast TV Subscribers (m). South America 2007-
2012
Table 7.9: Number of Mobile Broadcast TV Subscribers (m). South America 2007-
2012
iv. Western Europe
Table 7.10: % of 3G Users Subscribing to Mobile Broadcast TV Services. Western
Europe 2007-2012
Figure 7.7: Number of Mobile Broadcast TV Subscribers (m). Western Europe 2007-
2012
Table 7.11: Number of Mobile Broadcast TV Subscribers (m). Western Europe 2007-
2012
v. Eastern Europe
Table 7.12: % of 3G Users Subscribing to Mobile Broadcast TV Services. Eastern
Europe 2007-2012
Figure 7.8: Number of Mobile Broadcast TV Subscribers (m). Eastern Europe 2007-
2012
Table 7.13: Number of Mobile Broadcast TV Subscribers (m). Eastern Europe, 2007-
2012
vi. Far East & China
Table 7.14: % of 3G Users Subscribing to Mobile Broadcast TV Services. Far East &
China, 2007-2012
Figure 7.9: Number of Mobile Broadcast TV Subscribers (m). Far East & China, 2007-
2012
Table 7.15: Number of Mobile Broadcast TV Subscribers (m). Far East & China,
2007-2012
vii. Indian Sub Continent
Table 7.16: % of 3G Users Subscribing to Mobile Broadcast TV Services. Indian Sub
Continent, 2007-2012
Figure 7.10: Number of Mobile Broadcast TV Subscribers (m). Indian Sub Continent,
2007-2012
Table 7.17: Number of Mobile Broadcast TV Subscribers (m). Indian Sub Continent,
2007-2012
viii. Rest of Asia-Pacific
Table 7.18: % of 3G Users Subscribing to Mobile Broadcast TV Services. Rest of Asia
Pacific, 2007-2012
Figure 7.11: Number of Mobile Broadcast TV Subscribers (m). Rest of Asia Pacific,
2007-2012
Table 7.19: Number of Mobile Broadcast TV Subscribers (m). Indian Sub Continent
2007-2012
ix. Middle East & Africa
Table 7.20: % of 3G Users Subscribing to Mobile Broadcast TV Services. Middle East
& Africa 2007-2012
Figure 7.12: Number of Mobile Broadcast TV Subscribers (m). Middle East & Africa
2007-2012
Table 7.21: Number of Mobile Broadcast TV Subscribers (m). Middle East & Africa
2007-2012
x. Global Forecasts
Figure 7.13: Number of Mobile Broadcast TV Subscribers (m). Regional Forecast
2007-2012
Table 7.22: Number of Mobile Broadcast TV Subscribers (m). Regional Forecast
2007-2012
7.2.2 ARPU
i. Key Assumptions
Table 7.23: Monthly ARPU ($) for Mobile Broadcast TV Services. Country Forecast
2007-2012
Table 7.24: Percentage of Subscribers Paying for Mobile Broadcast TV Services
7.2.3 Revenues
i. North America
Figure 7.14: Total End-User Generated Revenues ($m) for Mobile Broadcast TV
Services. North America 2007-2012
Table 7.25: Total End-User Generated Revenues ($m) for Mobile Broadcast TV
Services. North America 2007-2012
ii. South America
Figure 7.15: Total End-User Generated Revenues ($m) for Mobile Broadcast TV
Services. South America 2007-2012
Table 7.26: Total End-User Generated Revenues ($m) for Mobile Broadcast TV
Services. South America 2007-2012
iii. Western Europe
Figure 7.16: Total End-User Generated Revenues ($m) for Mobile Broadcast TV
Services. Western Europe 2007-2012
Table 7.27: Total End-User Generated Revenues ($m) for Mobile Broadcast TV
Services. Western Europe 2007-2012
iv. Eastern Europe
Figure 7.17: Total End-User Generated Revenues ($m) for Mobile Broadcast TV
Services. Eastern Europe 2007-2012
Table 7.28: Total End-User Generated Revenues ($m) for Mobile Broadcast TV
Services. Eastern Europe 2007-2012
v. Far East & China
Figure 7.18: Total End-User Generated Revenues ($m) for Mobile Broadcast TV
Services. Far East & China 2007-2012
Table 7.29: Total End-User Generated Revenues ($m) for Mobile Broadcast TV
Services. Far East & China 2007-2012
vi. Indian Sub Continent
Figure 7.19: Total End-User Generated Revenues ($m) for Mobile Broadcast TV
Services. Indian Sub Continent 2007-2012
Table 7.30: Total End-User Generated Revenues ($m) for Mobile Broadcast TV
Services. Indian Sub Continent 2007-2012
vii. Rest of Asia Pacific
Figure 7.20: Total End-User Generated Revenues ($m) for Mobile Broadcast TV
Services. Rest of Asia Pacific 2007-2012
Table 7.31: Total End-User Generated Revenues ($m) for Mobile Broadcast TV
Services. Rest of Asia Pacific 2007-2012
viii. Middle East & Africa
Figure 7.21: Total End-User Generated Revenues ($m) for Mobile Broadcast TV
Services. Middle East & Africa 2007-2012
Table 7.32: Total End-User Generated Revenues ($m) for Mobile Broadcast TV
Services. Middle East & Africa 2007-2012
ix. Global Forecasts
Figure 7.22: Total End-User Generated Revenues ($m) for Mobile Broadcast TV
Services. Regional Forecast 2007-2012
Table 7.33: Total End-User Generated Revenues ($m) for Mobile Broadcast TV
Services. Regional Forecast 2007-2012
7.2.4 Revenue (Advertising)
Figure 7.23: Total AdSpend ($m) on Broadcast Mobile TV Services. Regional
Forecast 2007-2012
Table 7.34: Total AdSpend ($m) on Broadcast Mobile TV Services. Regional Forecast
2007-2012
7.3 Streamed vs Broadcast Services
Figure 7.24: Total End-User Generated Revenues ($m) for Mobile Streamed and
Broadcast TV Services 2007-2012
Table 7.35: Total End-User Generated Revenues ($m) for Mobile Streamed and
Broadcast TV Services 2007-2012

8. Recommendations
8.1 Recommendations for Operators
8.2 Recommendations for Broadcasters/Service Providers
8.3 Recommendations for Vendors
8.4 Recommendations for Regulators

9. Industry Associations
9.1 ITU
9.2 WorldDMBForum
9.3 Digital Video Broadcasting Project (DVB)
9.4 FLO Forum
9.5 European Telecommunications Standards Institute (ETSI)
9.6 Open Mobile Alliance
9.7 Wireless World Research Forum
9.8 Mobile IT Forum
9.9 3GPP/3GPP2
9.9.1 3GPP
9.9.2 3GPP2
9.10 Broadcast Mobile Convergence Forum (bmcoforum)
9.11 DigiTAG
9.12 Mobile DTV Alliance

For full details, please email keithw@cmsinfo.com

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