Mobile TV - Business Models and the Market Opportunity for Mobile Operators
2005.09.30   |   New Services & Technologies

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Early trials of Mobile TV services in Asia and Europe suggest a substantial market opportunity. However, diverse technical standards, new infrastructure investment requirements and uncertainty regarding revenue share splits and the role Mobile Network Operators should play in the mobile TV value chain all pose challenges for operators hoping to exploit this emerging opportunity. This report provides a strategic assessment of current mobile TV initiatives and future options for MNOs. In particular it presents:

  • An evaluation of competing standards (DVB-H, T-DMB and MediaFLO)
  • Feedback from early service trials, with a focus on lessons learned to date
  • The Critical Success Factors MNOs must address
  • Revenue Potential, and
  • Conclusions and Recommendations for Mobile Network Operators regarding the actions required if they are to profit from this new market opportunity.

Keywords: issues, dvb-h, asia, success, dmb, critical, frequency, finland, results, satellite, tv, germany, mediaflo, potential, models, opportunity, uk, trials, dvb, business,

1 Overview 1
2 Introduction 2
3 Mobile TV Standards Options 3
3.1 Introduction 3
3.2 DVB-H 5
3.2.1 DVB Background and Description 5
3.2.2 DVB-H Frequency Issues 6
3.3 DMB 7
3.3.1 DMB Background 7
3.3.2 Frequency Issues 8
3.4 MediaFLO 9
3.4.1 MediaFLO Background 9
3.4.2 Frequency Issues 10
4 Mobile TV Trials and Services 11
4.1 Introduction 11
4.2 Finland 15
4.2.1 Participants 15
4.2.2 Trial/Service Details 16
4.2.3 Results and Lessons 17
4.3 France 18
4.3.1 Participants 18
4.3.2 Trial/Service Details 18
4.3.3 Results and Learnings 19
4.4 Germany 20
4.4.1 Participants 20
4.4.2 Trial/Service Details 20
4.4.3 Results and Lessons 21
4.5 UK 22
4.5.1 Participants 22
4.5.2 Trial/Service Details 22
4.5.3 Results and Lessons 23
4.6 South Korea 23
4.6.1 Participants 23
4.6.2 Trial/Service Details 24
4.6.3 Results and Lessons 25
5 The Mobile TV Market 26
5.1 Mobile TV Value Chain 26
5.1.1 Mobile TV Viewers 26
5.1.2 Broadcasters 27
5.1.3 MNOs 27
5.1.4 Broadcast Network Operators 27
5.1.5 Manufacturers 28
5.2 Alternative Business Approaches 28
5.2.1 Leadership 28
5.2.2 Pricing 29
5.3 Spectrum & Standards Issues 30
5.4 Revenue Potential 30
6 Conclusions 33
6.1 Standards and Market Development 33
6.2 Recommended MNO Actions 34

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