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시장보고서

Mobile TV and Mobile Video,2nd Edition :A Complete 360-degree Analysis

리서치사 Northern Sky Research, LLC
발행일 2008년 09월 상품코드 74566
페이지 정보
가격
US $ 2,995 ￦ 3,545,700 PDF by E-mail (Single User License)
US $ 5,995 ￦ 7,097,400 PDF by E-mail (Corporate Use License)


영문목차

Abstract

While voice, messaging, music and Internet are increasingly adopted across both fixed and mobile contexts, television remains the last of the classic entertainment/communication consumer applications yet to make the jump from fixed to mobile in a big way. Not surprisingly, mobile television (MoTV) is considered "The Next Killer App" in mobile, after music.

However, with only a few exceptions in Asia and Europe, the user adoption and the monetization of MoTV have so far been elusive. Predictions have not fully materialized despite mobile phone penetration expanding beyond expectations and operators' willingness to introduce new applications that drive margins and data ARPU.

Mobile TV and mobile video are challenging applications with complex ecosystems and evolving business cases shaped by a number of converging conditions. Factors affecting MoTV include advertisement accountability and new metrics development, terrestrial-wireless cross-platform service bundling, broadcasters' erosion in traditional advertisement income, spectrum vacated by television digitization and changing consumer behavior. Thus, growth in mobile TV services appears to hinge on the gradual alignment of a number of conditions taking place simultaneously in mobile, broadcast, advertisement and Internet that will empower the lean-forward characteristics of the mobile user and encourage use and monetization in new ways, not necessarily transferable from past traditional experiences.

This completely updated NSR study takes a 360-degree view on the converging telecom and entertainment environment and analyzes business and technology trends that affect the evolution of this exciting emerging application in each region.

Table of Contents

Executive Summary

1. Mobile TV Industry Overview

  • 1.1 Report Scope
  • 1.2 Market Introduction
  • 1.3 Mobile Television and Fixed-Mobile Convergence
    • 1.3.1 Wired and Mobile TV: Same Application, Different Rules
  • 1.4 Stakeholders: Roles and Drivers
    • 1.4.1 The Cellular Service Provider and Operator
    • 1.4.2 The Mobile TV Aggregator
    • 1.4.3 The Broadcast Network Operator
    • 1.4.4 The Advertiser
    • 1.4.5 The Broadcaster
    • 1.4.6 The Content Creator
    • 1.4.7 The Satellite Operator
    • 1.4.8 The Cable Operator and MSO
    • 1.4.9 The End User
    • 1.4.10 The Handset Manufacturer
  • 1.5 Review of Mobile TV Standards and Technologies
    • 1.5.1 Broadcast: In-Band and Out-of-Band
      • 1.5.1.1 DVB-H
      • 1.5.1.2 MediaFLO
      • 1.5.1.3 ATSC M/H
      • 1.5.1.4 T-DMB
      • 1.5.1.5 ISDB-T
      • 1.5.1.6 CMMB
      • 1.5.1.7 Traditional TV in Handsets: Analog and Digital
    • 1.5.2 Unicast and Multicast: 3G and 4G
    • 1.5.3 Satellite
      • 1.5.3.1 DVB-SH
      • 1.5.3.2 S-DMB

2. Market Analysis

  • 2.1 Lessons Learned from Current Broadcast and Unicast Mobile TV Services
  • 2.2 Spectrum and Regulation: The Television Analog Switch Off
  • 2.3 Fixed-Mobile Service Convergence and Options for Telcos, Cablecos and Satellite Operators
  • 2.4 Trends Shaping the Future of Mobile TV
    • 2.4.1 Mobile TV "Platformization" for Service Aggregation and Delivery
      • 2.4.1.1 Broadcast Mobile TV Platformization
      • 2.4.1.2 Unicast Mobile TV Platformization
    • 2.4.2 The Effects of UGC and Web-Mobile Social Networking
    • 2.4.3 The Cell Phone OS Battle: Symbian, Google Android, Apple, Microsoft
    • 2.4.4 The Engaging Mobile TV Ad: From Passive to Active, from Ratings to Click-to-View
      • 2.4.4.1 Trends in Internet Advertising
      • 2.4.4.2 Trends in Broadcast and Cable Advertising
      • 2.4.4.3 Prospects for Mobile TV Advertising
    • 2.4.5 Horizontal Cross-Platform Advertisement: Cable Project Canoe Case
    • 2.4.6 Openness vs. Gatekeeping: Opportunity Windows
    • 2.4.7 Network Neutrality and the Content Place-Shifting Paradigm
    • 2.4.8 Off-Deck and On-Deck Advertisements
    • 2.4.9 Mobile Data ARPU Trends
    • 2.4.10 The Lean-Forward Mobile User and the Internet Generation
    • 2.4.11 Handsets "PC-ization"
  • 2.5 The Economics of Mobile TV Distribution: Scalability and Personalization Issues, from Content Head to Tail
    • 2.5.1 Broadcast and Unicast
    • 2.5.2 Wi-Fi, Micro-SD and Docking Side-Loading and Dis-intermediation
  • 2.6 Broadcast Business Model Analysis
    • 2.6.1 Broadcaster- Led Model
    • 2.6.2 Mobile Operator-Led Model
    • 2.6.3 Aggregator Wholesale-Led Model
    • 2.6.4 Satellite-Terrestrial Hybrid Model
  • 2.7 Bottom Line

3. Regional Mobile TV Analysis and Forecasts

  • 3.1 Forecast Methodology
    • 3.1.1 Methodology Elements
    • 3.1.2 Definition of Rating Elements
  • 3.2 Global Market
    • 3.2.1 Key Trends
    • 3.2.2 Global Mobile TV Subscriber Forecast
    • 3.2.3 Service Revenues Forecast
    • 3.2.4 Handset Sales Forecast
  • 3.3 North America
    • 3.3.1 Key Trends and Players
    • 3.3.2 Market Forecasts
  • 3.4 Latin America
    • 3.4.1 Key Trends and Players
    • 3.4.2 Market Forecasts
  • 3.5 Europe
    • 3.5.1 Key Trends and Players
    • 3.5.2 Market Forecasts
  • 3.6 Middle East and Africa
    • 3.6.1 Key Trends and Players
    • 3.6.2 Market Forecasts
  • 3.7 Asia and Australasia
    • 3.7.1 Key Trends and Players
    • 3.7.2 Market Forecasts

List Of Exhibits

Chapter 1

  • Ex. 1.1 Mobile TV Influencers
  • Ex. 1.2 Mobile TV and Mobile Video Development Roadmap
  • Ex. 1.3 Korea T-DMB versus S-DMB and Advertisement Revenues
  • Ex. 1.4 S-DMB versus Television Viewing in Korea
  • Ex. 1.5 Smartphones and Features
  • Ex. 1.6 Out-of-band Broadcast Mobile TV Network Diagram
  • Ex. 1.7 In-band Broadcast Mobile TV Network Diagram
  • Ex. 1.8 DVB-H Frame Structure
  • Ex. 1.9 Digital TV Spectrum Allocation
  • Ex. 1.10 ISDB-T Channel, Segment and Program Allocation
  • Ex. 1.11 Cellular 3G Mobile TV Network Diagram
  • Ex. 1.12 Terrestrial-Satellite Hybrid Broadcast Mobile TV Network Diagram
  • Ex. 1.13 DVB-SH Frequency Range
  • Ex. 1.14 Hybrid Satellite-Terrestrial Network Diagram
  • Ex. 1.15 The DVB-SH 5-6 dB Advantage

Chapter 2

  • Ex. 2.1 Regional Trends for Mobile TV Spectrum and Regulation
  • Ex. 2.2 Digitization Plans in Europe
  • Ex. 2.3 Digital TV Penetration Scenario in Europe
  • Ex. 2.4 Evolution of Demand for Mobile TV and Mobile Video
  • Ex. 2.5 Multi-Platform Mobile TV Ecosystem
  • Ex. 2.6 Free-to-Air versus Subscription Users Take-up
  • Ex. 2.7 Qualcomm MediaFLO Service Delivery Platform
  • Ex. 2.8 2008 Nokia Awards for Application Developers
  • Ex. 2.9 Android OS Architecture
  • Ex. 2.10 Typical Cost to Transport 1 MegaByte of Traffic over Various Mobile Networks
  • Ex. 2.11 Mobile Video Use on Various Devices
  • Ex. 2.12 Mobile Video Use Demographics
  • Ex. 2.13 Broadcast vs. Unicast Mobile Video Distribution
  • Ex. 2.14 Broadcast vs. Unicast Traffic Determination Based on Content Popularity
  • Ex. 2.15 Common Cellular Applications, Bandwidth and Revenues
  • Ex. 2.16 Revenue per Megabyte for the Various Mobile Services (Logarithmic Scale)
  • Ex. 2.17 Broadcaster-Led Mobile TV Model
  • Ex. 2.18 Mobile Operator-Led Mobile TV Model
  • Ex. 2.19 Aggregator Wholesale-Led Mobile TV Model

Chapter 3

  • Ex. 3.1 Mobile TV User Forecast Methodology
  • Ex. 3.2 Broadcast Mobile TV Revenue Forecast Methodology
  • Ex. 3.3 Unicast Mobile TV Revenue Forecast Methodology
  • Ex. 3.4 Handset Sales Calculation and Reference Ratios
  • Ex. 3.5 Rating Elements for Subscription-based Broadcast Mobile TV
  • Ex. 3.6 Rating Elements for FTA-based Broadcast Mobile TV
  • Ex. 3.7 Rating Elements for Subscription-based Unicast Mobile TV
  • Ex. 3.8 Rating Elements for Transaction-based Unicast Mobile TV
  • Ex. 3.9 Mobile TV Growth Factors Calculation
  • Ex. 3.10 Global Mobile TV Users, by Region and Type of Network
  • Ex. 3.11 Broadcast-Only Mobile TV Users, by Region
  • Ex. 3.12 Unicast-Only Mobile TV Users, by Region
  • Ex. 3.13 Broadcast AND Unicast Mobile TV Users, by Region
  • Ex. 3.14 Total Mobile TV Users, by Region
  • Ex. 3.15 Global Mobile TV Service Revenues, by Region and Type of Network
  • Ex. 3.16 Mobile TV Subscription Revenues, by Region
  • Ex. 3.17 Mobile TV Advertisement Revenues, by Region
  • Ex. 3.18 Mobile TV Transactional Revenues, by Region
  • Ex. 3.19 Total Mobile TV Revenues, by Region
  • Ex. 3.20 Global Mobile Handset Sales, by Region and Type of Handset
  • Ex. 3.21 Mobile Phone Handset Sales, by Region
  • Ex. 3.22 3G Handset/Smartphone Sales, by Region
  • Ex. 3.23 Broadcast Mobile TV-enabled Handset Sales, by Region
  • Ex. 3.24 North America Mobile TV Market- Users, Revenues and Handset Sales
  • Ex. 3.25 Mobile TV Users- North America
  • Ex. 3.26 Mobile TV Revenues- North America
  • Ex. 3.27 Hybrid Satellite-Terrestrial Broadcast Mobile TV Users- North America
  • Ex. 3.28 Broadcast Mobile TV-enabled Handset Sales- North America
  • Ex. 3.29 Latin America Mobile TV Market- Users, Revenues and Handset Sales
  • Ex. 3.30 Mobile TV Users- Latin America
  • Ex. 3.31 Mobile TV Revenues- Latin America
  • Ex. 3.32 Hybrid Satellite-Terrestrial Broadcast Mobile TV Users- Latin America
  • Ex. 3.33 Broadcast Mobile TV-enabled Handset Sales- Latin America
  • Ex. 3.34 Europe Mobile TV Market- Users, Revenues and Handset Sales
  • Ex. 3.35 Mobile TV Users- Europe
  • Ex. 3.36 Mobile TV Revenues- Europe
  • Ex. 3.37 Hybrid Satellite-Terrestrial Broadcast Mobile TV Users- Europe
  • Ex. 3.38 Broadcast Mobile TV-enabled Handset Sales- Europe
  • Ex. 3.39 Middle East & Africa Mobile TV Market- Users, Revenues and Handset Sales
  • Ex. 3.40 Mobile TV Users- Middle East & Africa
  • Ex. 3.41 Mobile TV Revenues- Middle East & Africa
  • Ex. 3.42 Hybrid Satellite-Terrestrial Broadcast Mobile TV Users- Middle East & Africa
  • Ex. 3.43 Broadcast Mobile TV-enabled Handset Sales- Middle East & Africa
  • Ex. 3.44 Asia & Australasia Mobile TV Market- Users, Revenues and Handset Sales
  • Ex. 3.45 Mobile TV Users- Asia & Australasia
  • Ex. 3.46 Mobile TV Revenues- Asia & Australasia
  • Ex. 3.47 Hybrid Satellite-Terrestrial Broadcast Mobile TV Users- Asia & Australasia
  • Ex. 3.48 Broadcast Mobile TV-enabled Handset Sales- Asia & Australasia
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