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시장보고서
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Abstract
Mobile television offers mobile network operators the prospect of a welcome
additional revenue stream derived from a mature and established market. The
established nature of the market for television makes this service
particularly attractive, as at first sight it appears to lack much of the risk
attached to many of the new broadband services being considered by operators.
In addition, the development of new technologies such as MBMS and DVB-H
specifically for the purpose of delivering mobile television services, coupled
with the increasing availability of suitable handsets increases the promise of
delivering a service that will appeal to the market.
However it is not yet clear that users will be willing to spend significant
amounts of time viewing television programmes on small screens or how much
they are prepared to pay for the flexibility of being able to watch programmes
away from home or office. This report looks at developments in the European
market for mobile television, the reaction of the market and the impact that
the new broadcast technologies have had on market development.
Table of Contents
1. OVERVIEW
2. INTRODUCTION
- 2.1 Background to the Report
- 2.2 Report Content
- 2.3 Currency and Conversions
3. TECHNOLOGIES AND REGULATION
- 3.1 Introduction
- 3.2 Overview
- 3.3 MBMS; WCDMA/HSPA
- 3.4 TDtv
- 3.5 DVB-H
- 3.6 DMB
- 3.7 MediaFLO
4. COMMERCIAL SERVICES IN EUROPE
- 4.1 Introduction
- 4.2 Overview of Services
- 4.3 Albania
- 4.4 Austria
- 4.5 Estonia
- 4.6 Finland
- 4.7 France
- 4.8 Germany
- 4.9 Italy
- 4.1 Netherlands
- 4.11 Spain
- 4.12 Switzerland
- 4.13 UK
5. THE MARKET FOR MOBILE TV
- 5.1 Introduction
- 5.2 Market Uptake and Rejection
- 5.3 Patterns of Usage
- 5.4 Factors Deterring Potential Users
- 5.5 Viewing TV on High Function Handsets
- 5.6 User Attitudes to Subscriptions and Advertising
- 5.7 Tariffs and Revenues
6. KEY FINDINGS
- 6.1 Introduction
- 6.2 Services
- 6.3 The Market
- 6.4 Coverage and Quality
- 6.5 Revenue Sources
- 6.6 Conclusions
7. RECOMMENDATIONS
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