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Opportunities and Pitfalls in the Mobile Broadcast TV Market, 2006 - 2012 (Review Report)
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100 pages | |||||||||||
| Inhalt der Studie: |
This brief addresses the adoption of mobile broadcast TV in North America, Europe and Asia-Pac. Datamonitor considers that there will be notable opportunities in the sector, despite the fact that th.....
This brief addresses the adoption of mobile broadcast TV in North America, Europe and Asia-Pac. Datamonitor considers that there will be notable opportunities in the sector, despite the fact that the initial hype of subscriber growth might not be met. Report Highlights different mobile broadcast TV business models, service flows and revenue streams including broadcast led, MNO led and wholesale approaches. Outlines benefits and challenges with each different bearer technology including DVB-H, MediaFLO, DAB-IP and DMB-T. Outlines mobile broadcast TV subscription growth from 2006 - 2012 in 22 countries across Europe, North America and Asia-Pac. Highlights Datamonitor considers that there are significant barriers for mass adoption for mobile broadcast TV and that addressing these issues will be fundamental for the growth of the service. Barriers include spectrum allocation, device functionality and competition from alternative entertainment sources. 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. Datamonitor predicts at the end of 2006 there were around 4.4 million mobile broadcast TV subscribers. This subscriber base is forecasted to grow to c65.6 million in 2010 and c155.6 million by 2012 with a CAGR of 66.2%. [Studien Infos ausblenden] |
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DATAMONITOR VIEW 1 CATALYST 1 SUMMARY 1 METHODOLOGY 1 EXECUTIVE SUMMARY 2 Introduction 2 The mobile broadcast TV market 2007 (Market Focus) 2 The mobile broadcast TV value chain (Strategy Focus) 2 The mobile broadcast TV format war (Technology Focus) 3 Databooks 3 THE MOBILE BROADCAST TV MARKET 2007 (MARKET FOCUS) 8 Summary 8 Video content becomes an integral part of handset functionality 8 Mobile phone growth is escalating - particularly in Asia-Pac 9 What is mobile broadcast television? 10 Consumers desire multifunctional audio-visual handsets 11 Live services provide mixed messages regarding potential adoption habits 11 Trials aim to make the jump to live services in a variety of markets during 2007 11 DVB-H set to have the strongest foothold in Europe with services already deployed 12 3 Italia illustrates strong adoption despite missing subscriber targets 12 Virgin Mobile and BT Movio mobile broadcast service has lackluster responses from consumers 12 DigitAlb launch free DVB-H service to consumers in Albania 13 North America begins to go live in 2007 with Verizon and AT&T 13 Asia-Pac is an increasingly complicated and diverse mobile broadcast market 13 Japan and South Korea shows strong mobile broadcast growth 13 Barriers for adoption could hinder the uptake of mobile broadcast TV services 14 Spectrum capacity remains a hindrance for adoption - although not as much as originally expected 15 Certain device constraints still need to be overcome 15 Competition from alternative content sources is the biggest issue for adoption 16 Consumer education is the most important issue - you need to see it to believe it 17 Asia-pacific set to continue dominance of mobile broadcast TV usage 17 Strong growth expected - but not as quickly as first thought 18 Asia-Pacific expected to have the most subscribers by 2012 19 Germany is expected to be Europe's largest market with Italy not far behind by 2012 19 USA expected to be the largest national market by 2012 21 China expected to be the largest Asia-Pacific market by 2012 21 Market outlook for mobile broadcast TV remains positive - but with reservations 23 THE MOBILE BROADCAST TV VALUE CHAIN (STRATEGY FOCUS) 24 Summary 24 Content providers aim for cross-platform distribution and to expand audiences 25 Multiple content distribution looks to expand audience reach and brand through innovative delivery 25 Mobile broadcast TV has unique time and place usage habits 26 Mobile broadcast TV highlights a potential 'new primetime' for content viewing 26 Consumers watch mobile broadcast TV services on-the-go but also, surprisingly, at home 27 Repurposing content will be essential to promote service adoption 28 Mobile network operators look to add value to their network and generate revenue 29 Change and path dependency: creating positive network externalities through mobile broadcast TV 29 Revenue generation is not considered as the primary driver for mobile broadcast TV adoption 30 Interactivity through SMS and MMS could generate revenue for mobile broadcast TV players 30 Global mobile broadcast TV revenue is expected to show substantial growth until 2012 30 Mobile broadcast TV can be implemented through a variety of business models 31 Outlining different business models: assessing revenue streams and services flows 31 Broadcast led approaches will be particularly attractive to free-to-air services 32 Mobile operator led business models creates the MNO as a potential broadcaster 33 Wholesale business models offer less risk for MNOs and broadcasters 34 Subscription models will be the primary business model initially 35 Advertising models has potential as long as ROI is met and a large subscriber base is established 35 Potential opportunities for players in a limited market 36 THE MOBILE BROADCAST TV FORMAT WAR (TECHNOLOGY FOCUS) 37 Summary 37 Effective video management is essential for mobile broadcast TV services 37 Traditional broadcast communications providers expanding into the mobile broadcast TV environment 37 The generic mobile broadcast TV infrastructure value chain 38 The physical creation of content remains similar to most broadcast services 38 Mobile broadcast service management: advantaging from scalable solutions 39 Scalable and content agnostic solutions are increasingly important 40 Competing bearer technologies provide different challenges and benefits for providers 40 DAB derivative solutions are currently available across the globe 41 Spectrum availability is already present for DAB derivative solutions in most regions 42 Time to market is one of the biggest benefits for DAB derivative solutions 42 Challenges for DAB derivative solutions include network infrastructure elements and receiver performance 42 MediaFLO provides a potential walled garden approach for mobile broadcast TV services 43 MediaFLO technologies look for UHF, VHF and L-Band spectrum capacity 44 FLO offers benefits through guaranteed spectrum space and greater channel capabilities 44 A closed environment might prove detrimental in the long-run 44 DVB-H service provides an open solution based from traditional digital broadcasting technology 44 Spectrum capacity issues remain and issue in some markets for DVB-H services 46 DVB-H technology benefits from open standards and strong commercial backing 46 Spectrum remains a particular challenge - particularly in US service deployment 46 Growing potential for unified mobile broadcast TV systems in the future 47 Open standards are the way forward for mobile broadcast TV adoption 47 Promoting interoperability: Qualcomm's Universal Broadcast Model (UBM) chip 47 Consumers are technology agnostic 47 THE MOBILE BROADCAST TV MARKET: SUBSCRIBER NUMBERS, 2006 - 2012 (DATABOOK) 49 Introduction 49 Mobile broadcast TV subscribers in North America, 2006 - 2012 50 Mobile broadcast TV subscribers in the USA, 2006 - 2012 51 Mobile broadcast TV subscribers in Canada, 2006 - 2012 52 Mobile broadcast TV subscribers in Europe, 2006 - 2012 53 Mobile broadcast TV subscribers in Benelux, 2006 - 2012 54 Mobile broadcast TV subscribers in France, 2006 - 2012 55 Mobile broadcast TV subscribers in France, 2006 - 2012 55 Mobile broadcast TV subscribers in Germany, 2006 - 2012 56 Mobile broadcast TV subscribers in Spain, 2006 - 2012 57 Mobile broadcast TV subscribers in the UK, 2006 - 2012 58 Mobile broadcast TV subscribers in the Nordics, 2006 - 2012 59 Mobile broadcast TV subscribers in Italy, 2006 - 2012 60 Mobile broadcast TV subscribers in the New EU 10, 2006 - 2012 61 Mobile Broadcast TV subscribers in RoE, 2006 - 2012 62 Mobile broadcast TV subscribers in RoWE, 2006 - 2012 63 Mobile broadcast TV subscribers Asia-Pac, 2006 - 2012 64 Mobile broadcast TV subscribers in China, 2006 - 2012 65 Mobile broadcast TV subscribers in Japan, 2006 - 2012 66 Mobile broadcast TV subscribers in Malaysia, 2006 - 2012 67 Mobile broadcast TV subscribers Singapore, 2006 - 2012 68 Mobile broadcast TV subscribers in Hong Kong, 2006 - 2012 69 Mobile broadcast TV subscribers in India, 2006 - 2012 70 Mobile broadcast TV subscribers in South Korea, 2006 - 2012 71 Mobile broadcast TV subscribers in New Zealand, 2006 - 2012 72 Mobile broadcast TV subscribers in Australia, 2006 - 2012 73 THE MOBILE BROADCAST TV MARKET: SUBSCRIPTION REVENUE NUMBERS, 2006 - 2012 74 Introduction 74 Mobile broadcast TV subscription revenue in North America, 2006 - 2012 75 Mobile broadcast TV subscription revenue in the USA, 2006 - 2012 76 Mobile broadcast TV subscription revenue in Canada, 2006 - 2012 77 Mobile broadcast TV subscription revenue in Europe, 2006 - 2012 78 Mobile broadcast TV subscription revenue in Benelux, 2006 - 2012 79 Mobile broadcast TV subscription revenue in France, 2006 - 2012 80 Mobile broadcast TV subscription revenue in Germany, 2006 - 2012 81 Mobile broadcast TV subscription revenue in Spain, 2006 - 2012 82 Mobile broadcast TV subscription revenue in the UK, 2006 - 2012 83 Mobile broadcast TV subscription revenue in the Nordics, 2006 - 2012 84 Mobile broadcast TV subscription revenue in Italy, 2006 - 2012 85 Mobile broadcast TV subscription revenue in the New EU 10, 2006 - 2012 86 Mobile Broadcast TV subscription revenue in RoE, 2006 - 2012 87 Mobile broadcast TV subscription revenue in RoWE, 2006 - 2012 88 Mobile broadcast TV subscription revenue Asia-Pac, 2006 - 2012 89 Mobile broadcast TV subscription revenue in China, 2006 - 2012 90 Mobile broadcast TV subscription revenue in Japan, 2006 - 2012 91 Mobile broadcast TV subscription revenue in Malaysia, 2006 - 2012 92 Mobile broadcast TV subscription revenue Singapore, 2006 - 2012 93 Mobile broadcast TV subscription revenue in Hong Kong, 2006 - 2012 94 Mobile broadcast TV subscription revenue in India, 2006 - 2012 95 Mobile broadcast TV subscription revenue in South Korea, 2006 - 2012 96 Mobile broadcast TV subscription revenue in New Zealand, 2006 - 2012 97 Mobile broadcast TV subscription revenue in Australia, 2006 - 2012 98 APPENDIX 99 Definitions 99 Further reading 100 Ask the analyst 100 [Inhaltsverzeichnis ausblenden] |
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Table 1: Mobile broadcast TV subscribers in North America, 2006 - 2012 50 Table 2: Mobile broadcast TV subscribers in the USA, 2006 - 2012 51 Table 3: Mobile broadcast TV subscribers in Canada, 2006 - 2012 52 Table 4: Mobile broadcast TV subscribers in Europe, 2006 - 2012 53 Table 5: Mobile broadcast TV subscribers in Benelux, 2006 - 2012 54 Table 6: Mobile broadcast TV subscribers in France, 2006 - 2012 55 Table 7: Mobile broadcast TV subscribers in Germany, 2006 - 2012 56 Table 8: Mobile broadcast TV subscribers in Spain, 2006 - 2012 57 Table 9: Mobile broadcast TV subscribers in the UK, 2006 - 2012 58 Table 10: Mobile broadcast TV subscribers in the Nordics, 2006 - 2012 59 Table 11: Mobile broadcast TV subscribers in Italy, 2006 - 2012 60 Table 12: Mobile broadcast TV subscribers in the New EU 10 61 Table 13: Mobile Broadcast TV subscribers in RoE, 2006 - 2012 62 Table 14: Mobile broadcast TV subscribers in RoWE, 2006 - 2012 63 Table 15: Mobile broadcast TV subscribers Asia-Pac, 2006 - 2012 64 Table 16: Mobile broadcast TV subscribers in China, 2006 - 2012 65 Table 17: Mobile broadcast TV subscribers in Japan, 2006 - 2012 66 Table 18: Mobile broadcast TV subscribers in Malaysia, 2006 - 2012 67 Table 19: Mobile broadcast TV subscribers Singapore, 2006 - 2012 68 Table 20: Mobile broadcast TV subscribers in Hong Kong, 2006 - 2012 69 Table 21: Mobile broadcast TV subscribers in India, 2006 - 2012 70 Table 22: Mobile broadcast TV subscribers in South Korea, 2006 - 2012 71 Table 23: Mobile broadcast TV subscribers in New Zealand, 2006 - 2012 72 Table 24: Mobile broadcast TV subscribers in Australia, 2006 - 2012 73 Table 25: Mobile broadcast TV subscription revenue in North America, 2006 - 2012 75 Table 26: Mobile broadcast TV subscription revenue in the USA, 2006 - 2012 76 Table 27: Mobile broadcast TV subscription revenue in Canada, 2006 - 2012 77 Table 28: Mobile broadcast TV subscription revenue in Europe, 2006 - 2012 78 Table 29: Mobile broadcast TV subscription revenue in Benelux, 2006 - 2012 79 Table 30: Mobile broadcast TV subscription revenue in France, 2006 - 2012 80 Table 31: Mobile broadcast TV subscription revenue in Germany, 2006 - 2012 81 Table 32: Mobile broadcast TV subscription revenue in Spain, 2006 - 2012 82 Table 33: Mobile broadcast TV subscription revenue in the UK, 2006 - 2012 83 Table 34: Mobile broadcast TV subscription revenue in the Nordics, 2006 - 2012 84 Table 35: Mobile broadcast TV subscription revenue in Italy, 2006 - 2012 85 Table 36: Mobile broadcast TV subscription revenue in the New EU 10 86 Table 37: Mobile Broadcast TV subscription revenue in RoE, 2006 - 2012 87 Table 38: Mobile broadcast TV subscription revenue in RoWE, 2006 - 2012 88 Table 39: Mobile broadcast TV subscription revenue Asia-Pac, 2006 - 2012 89 Table 40: Mobile broadcast TV subscription revenue in China, 2006 - 2012 90 Table 41: Mobile broadcast TV subscription revenue in Japan, 2006 - 2012 91 Table 42: Mobile broadcast TV subscription revenue in Malaysia, 2006 - 2012 92 Table 43: Mobile broadcast TV subscription revenue Singapore, 2006 - 2012 93 Table 44: Mobile broadcast TV subscription revenue in Hong Kong, 2006 - 2012 94 Table 45: Mobile broadcast TV subscription revenue in India, 2006 - 2012 95 Table 46: Mobile broadcast TV subscription revenue in South Korea, 2006 - 2012 96 Table 47: Mobile broadcast TV subscription revenue in New Zealand, 2006 - 2012 97 Table 48: Mobile broadcast TV subscription revenue in Australia, 2006 - 2012 98 Figure 1: Mobile subscribers including pre-pay, 2006-2012 9 Figure 2: Simplified model for mobile video consumption 10 Figure 3: Crossroads of mobile broadcast TV 14 Figure 4: Global mobile broadcast TV subscribers, 2006 - 2012 18 Figure 5: Regional comparison of mobile broadcast TV subscribers, 2006 - 2012 19 Figure 6: European mobile broadcast subscribers, 2012 20 Figure 7: United States mobile broadcast TV subscribers, 2006 - 2012 21 Figure 8: Major Asia-Pac market comparison for mobile broadcast TV subscribers , 2006 - 2012 22 Figure 9: Simplified value chain of players in the mobile broadcast TV sector 24 Figure 10: 2006 02 & Arqiva Oxford Trial Results: Average service use by time of day 27 Figure 11: 2006 02 & Arqiva Oxford Trial Results: Average service use by location 28 Figure 12: Conservative forecast for mobile broadcast TV revenue, 2006 - 2012 31 Figure 13: Broadcast led mobile broadcast TV business model 32 Figure 14: Mobile network operator led mobile broadcast TV business model 33 Figure 15: Wholesale mobile broadcast TV led business model 34 Figure 16: Simplified downstream mobile broadcast TV infrastructure value chain 38 Figure 17: Overview of major mobile broadcast bearer technologies 41 Figure 18: Qualcomm's FLO network components 43 Figure 19: Time slicing through a DVB-H system 45 Figure 20: Mobile broadcast TV subscribers in North America, 2006 - 2012 50 Figure21: Mobile broadcast TV subscribers in the USA, 2006 - 2012 51 Figure22: Mobile broadcast TV subscribers in Canada, 2006 - 2012 52 Figure 23: Mobile broadcast TV subscribers in Europe, 2006 - 2012 53 Figure 24: Mobile broadcast TV subscribers in Benelux, 2006 - 2012 54 Figure 25: Mobile broadcast TV subscribers in France, 2006 - 2012 55 Figure 26: Mobile broadcast TV subscribers in Germany, 2006 - 2012 56 Figure 27: Mobile broadcast TV subscribers in Spain, 2006 - 2012 57 Figure 28: Mobile broadcast TV subscribers in the UK, 2006 - 2012 58 Figure 29: Mobile broadcast TV subscribers in the Nordics, 2006 - 2012 59 Figure 30: Mobile broadcast TV subscribers in Italy, 2006 - 2012 60 Figure 31: Mobile broadcast TV subscribers in the New EU 10 61 Figure 32: Mobile Broadcast TV subscribers in RoE, 2006 - 2012 62 Figure 33: Mobile broadcast TV subscribers in RoWE, 2006 - 2012 63 Figure 34: Mobile broadcast TV subscribers Asia-Pac, 2006 - 2012 64 Figure 35: Mobile broadcast TV subscribers in China, 2006 - 2012 65 Figure 36: Mobile broadcast TV subscribers in Japan, 2006 - 2012 66 Figure 37: Mobile broadcast TV subscribers in Malaysia, 2006 - 2012 67 Figure 38: Mobile broadcast TV subscribers Singapore, 2006 - 2012 68 Figure 39: Mobile broadcast TV subscribers in Hong Kong, 2006 - 2012 69 Figure 40: Mobile broadcast TV subscribers in India, 2006 - 2012 70 Figure 41: Mobile broadcast TV subscribers in South Korea, 2006 - 2012 71 Figure 42: Mobile broadcast TV subscribers in New Zealand, 2006 - 2012 72 Figure 43: Mobile broadcast TV subscribers in Australia, 2006 - 2012 73 Figure 44: Mobile broadcast TV subscription revenue in North America, 2006 - 2012 75 Figure45: Mobile broadcast TV subscription revenue in the USA, 2006 - 2012 76 Figure46: Mobile broadcast TV subscription revenue in Canada, 2006 - 2012 77 Figure 47: Mobile broadcast TV subscription revenue in Europe, 2006 - 2012 78 Figure 48: Mobile broadcast TV subscription revenue in Benelux, 2006 - 2012 79 Figure 49: Mobile broadcast TV subscription revenue in France, 2006 - 2012 80 Figure 50: Mobile broadcast TV subscription revenue in Germany, 2006 - 2012 81 Figure 51: Mobile broadcast TV subscription revenue in Spain, 2006 - 2012 82 Figure 52: Mobile broadcast TV subscription revenue in the UK, 2006 - 2012 83 Figure 53: Mobile broadcast TV subscription revenue in the Nordics, 2006 - 2012 84 Figure 54: Mobile broadcast TV subscription revenue in Italy, 2006 - 2012 85 Figure 55: Mobile broadcast TV subscription revenue in the New EU 10 86 Figure 56: Mobile Broadcast TV subscription revenue in RoE, 2006 - 2012 87 Figure 57: Mobile broadcast TV subscription revenue in RoWE, 2006 - 2012 88 Figure 58: Mobile broadcast TV subscription revenue Asia-Pac, 2006 - 2012 89 Figure 59: Mobile broadcast TV subscription revenue in China, 2006 - 2012 90 Figure 60: Mobile broadcast TV subscription revenue in Japan, 2006 - 2012 91 Figure 61: Mobile broadcast TV subscription revenue in Malaysia, 2006 - 2012 92 Figure 62: Mobile broadcast TV subscription revenue Singapore, 2006 - 2012 93 Figure 63: Mobile broadcast TV subscription revenue in Hong Kong, 2006 - 2012 94 Figure 64: Mobile broadcast TV subscription revenue in India, 2006 - 2012 95 Figure 65: Mobile broadcast TV subscription revenue in South Korea, 2006 - 2012 96 Figure 66: Mobile broadcast TV subscription revenue in New Zealand, 2006 - 2012 97 Figure 67: Mobile broadcast TV subscription revenue in Australia, 2006 - 2012 98 [Tabellenverzeichnis ausblenden] |
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