The Mobile Broadcast TV Value Chain: potential opportunities across the board (Strategy Focus)

As more mobile broadcast TV services begin to go live, it is increasingly important for players in the sector to understand the different value chains in order to advantage from service deployment. This brief provides an overview of motivations and strategies of mobile operators and content producers as well as outlining different service and revenue flows for mobile broadcast TV business models.

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

Highlights

Content producers are looking to ensure that their content is available through as many distribution channels as possible including mobile broadcast television in order to add value to their content network. Datamonitor considers this to be a primary motivation for content producers to invest in the service. 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. Datamonitor considers that the repurposing of content will be essential in adding value to services and further promoting mass adoption. Advertising is the quintessential revenue generator for broadcasting and media space. Ad insertion into linear television and product placement are tried and tested business models that Datamonitor believes has strong potential in the future of mobile broadcast TV.
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DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
METHODOLOGY 1
ANALYSIS 2
Content providers aim for cross-platform distribution and to expand audiences 3
Multiple content distribution looks to expand audience reach and brand through innovative delivery 3
Mobile broadcast TV has unique time and place usage habits 3
Mobile broadcast TV highlights a potential 'new primetime' for content viewing 4
Consumers watch mobile broadcast TV services on-the-go but also, surprisingly, at home 5
Repurposing content will be essential to promote service adoption 6
Mobile network operators look to add value to their network and generate revenue 6
Change and path dependency: creating positive network externalities through mobile broadcast TV 7
Revenue generation is not considered as the primary driver for mobile broadcast TV adoption 7
Interactivity through SMS and MMS could generate revenue for mobile broadcast TV players 7
Global mobile broadcast TV revenue is expected to show substantial growth until 2012 8
Mobile broadcast TV can be implemented through a variety of business models 8
Outlining different business models: assessing revenue streams and services flows 9
Broadcast led approaches will be particularly attractive to free-to-air services 9
Mobile operator led business models creates the MNO as a potential broadcaster 10
Wholesale business models offer less risk for MNOs and broadcasters 11
Subscription models will be the primary business model initially 12
Advertising models has potential as long as ROI is met and a large subscriber base is established 12
Potential opportunities for players in a limited market 13
APPENDIX 14
Definitions 14
Further reading 14
Ask the analyst 14

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Figure 1: Simplified value chain of players in the mobile broadcast TV sector 2
Figure 2: 2006 02 & Arqiva Oxford Trial Results: Average service use by time of day 4
Figure 3: 2006 02 & Arqiva Oxford Trial Results: Average service use by location 5
Figure 4: Conservative forecast for mobile broadcast TV revenue, 2006 - 2012 8
Figure 5: Broadcast led mobile broadcast TV business model 9
Figure 6: Mobile network operator led mobile broadcast TV business model 10
Figure 7: Wholesale mobile broadcast TV led business model 11

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