Mobile TV in Japan

Japan is one of the most advanced mobile societies in the world, with high mobile penetration and impressive data usage. Mobile TV services have been provided via several different solutions in Japan. While the adoption of the free-to-air mobile TV service dubbed 1Seg is growing, mobile operators are also investing in future mobile TV services where they can take the leadership role. This report will examine the diverse mobile TV service efforts in Japan and plans for future development.

Report Highlights

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Executive summary

In a nutshell
Key messages

Introduction to mobile TV in Japan

Mobile terrestrial analogue TV
Mobile satellite digital TV
Video services over the 3G network
Mobile terrestrial digital TV

Regulatory environment

The government has actively driven the digitalisation of broadcasting
Current regulation has sidelined mobile operators

What is 1Seg?

Technical overview
Service offering

Performance so far

Adoption of 1Seg-enabled devices
Usage pattern

Business model

The main players: broadcasters
Role of mobile operators

Operator strategies

1Seg: a great retention tool
MNOs’ alliances with broadcasters

Future development

Usage of 1Seg will increase, but there is room for premium services
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Figure 1 MBSAT satellite jointly owned by Japan and Korea
Figure 2 Devices for Moba-Ho! service
Figure 3 Segmentation of ISDB-T
Figure 4 Images of typical 1Seg display
Table 1 1Seg devices in Japan
Figure 5 Accumulated shipments of 1Seg-enabled handsets (millions)
Figure 7 Split of 1Seg device types
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