Mobile TV

Overview

This in-depth report provides the most detailed analysis of the opportunity for mobile TV services to date.  Within two large forecasting suites, the report assesses the likely value and usage levels of both streamed and broadcast services, split by eight key regions for streamed and by an additional 43 countries for broadcast services.

An extensive examination of the various technological, social and economic factors that have impacted upon the mobile TV market over the past 18 months is provided as well as how disruptions in the mobile content value chain – notably the growing prevalence of the app store model - – have impacted upon mobile TV.

This report analyses and forecasts the potential impact of streamed TV services on the cellular networks, while assessing the extent to which WiFi networks will act as an additional outlet for mobile TV traffic.  This fully updated fifth edition also includes a separate set of forecasts which discuss the likely additional revenue opportunity for dedicated broadcast networks from in-vehicle entertainment systems.

Table of Contents

Executive Summary

1. The Changing Mobile TV Landscape

1.1 Introduction - The Demise of The Dedicated Network?
1.2 The Changing Mobile TV Landscape
1.2.1 Handsets Offering Analogue and Digital Terrestrial TV Are Now Available
i. Case Study: Germany
1.2.2 Consumer Viewing Habits Are Changing
1.2.3 Assumptions on Retail Price Points Have Changed...
1.2.4 WiFi Has Entered the Equation
1.2.5 Mobile TV Deployments Were Adversely Impacted by the Economic Downturn
1.2.6 Mobile Advertising Revenues Will Not Sustain a Dedicated Mobile TV Network
1.2.7 Mobile TV is Not Just For Handsets!
1.2.8 LTE Networks Offer More Bandwidth for Mobile TV

2. Competing or Complementary: Streamed and Broadcast TV Services

2.1 Streamed TV Services
2.1.1 Overview
2.1.2 Case Study: MobiTV
i. Company Background
ii. Products
a. Connectivity
iii. Markets
2.2 Mobile Broadcast TV
2.2.1 Overview
Table 2.1: Mobile Broadcast Network Launches 2005 Onwards
2.2.2 Case Study: France (DVB-H)
2.2.3 Case Study: Taiwan (DVB-H/MediaFLO)
2.2.4 Case Study: South Africa
2.2.5 Case Study: Europe (DVB-SH - Solaris Mobile)
2.3 From Broadcast to Streamed?
2.3.1 Case Study: Swisscom

3. Mobile TV Value Chains & Business Models

3.1 Disrupting The Mobile Value Chain
3.1.1 The Impact of the App Store
Figure 3.1: Traditional Value Chain of Mobile Content
Figure 3.2: Mobile Content Value Web
Figure 3.3 App Store Value Chain
3.1.2 The Impact of the Cloud
Figure 3.4: Cloud-Based App Delivery Model
3.1.3 MNO Pre-Eminence is Further Weakened by WiFi
3.1.4 The New Mobile Order - The Mobile TV Opportunity for Network Operators
3.2 Monetising Mobile TV Services
3.2.1 Pricing the Chipset
3.2.2 Pricing the Handset
3.2.3 Pricing the Package
Figure 3.5: Model TV Cost/Month vs. National ARPUs. Selected Service Providers, 2010
i. Pricing Options
ii. Streamed TV Pricing: Operators and the Hidden Cost of Data
iii. How Valuable is Content - the Costs of Content Protection
3.3 Monetisation Beyond the Mobile Handset
3.3.1 Case Study: Qualcomm\'s MediaFLO
3.3.2 Case Study: UK IMB Pilot
i. Underlying Technology

4. Mobile Streamed TV Forecasts

4.1 The Market for Mobile Streamed TV Services
4.1.1 Adoption Rate
i. Number of Viewers
Table 4.1: % Mobile Users Who View Mobile Streamed TV Services Split by 8 Key Regions 2009-2015
Figure 4.1: Number of Mobile Phone Users (m) Who View Mobile Streamed TV Services Split by 8 Key Regions 2009-2015
Table 4.2: Number of Mobile Phone Users (m) Who View Mobile Streamed TV Services Split by 8 Key Regions 2009-2015
ii. Number of Subscribers
Table 4.3: Percentage of Streamed Mobile TV Viewers Who Subscribe to Services Split by 8 Key Regions 2009-2015
Figure 4.2: Number of Mobile Phone Users (m) Who Subscribe to Mobile Streamed TV Services Split by 8 Key Regions 2009-2015
Table 4.4: Number of Mobile Phone Users (m) Who Subscribe to Mobile Streamed TV Services Split by 8 Key Regions 2009-2015
4.1.2 ARPU
Figure 4.3: Monthly ARPU ($) for Mobile Streamed TV Services Split by 8 Key Regions 2009-2015
Table 4.5: Monthly ARPU ($) for Mobile Streamed TV Services Split by 8 Key Regions 2009-2015
4.1.3 Revenues (End-User)
Figure 4.4: Total End-User Revenues ($m) for Mobile Streamed TV Services Split by 8 Key Regions 2009-2015
Table 4.6: Total End-User Revenues ($m) for Mobile Streamed TV Services Split by 8 Key Regions 2009-2015
4.1.4 Revenues (Advertising)
Figure 4.5: Total Adspend ($m) on Mobile Streamed TV Services Split by 8 Key Regions 2009-2015
Table 4.7: Total Adspend ($m) on Mobile Streamed TV Services Split by 8 Key Regions 2009-2015
4.2 Streamed TV: A Challenge for the Networks
Figure 4.6: Average Monthly Usage (min) Per User of Streamed Mobile TV Services Split by 8 Key Regions 2009-2015
Table 4.8: Average Monthly Usage (min) Per User of Streamed Mobile TV Services Split by 8 Key Regions 2009-2015
Table 4.9: Average Data Download Rate (Kbit/s) of Streamed Mobile TV Services Split by 8 Key Regions 2009-2015
Figure 4.7: Average Monthly Data Consumption (MB) Per User from Streamed Mobile TV Services Split by 8 Key Regions 2009-2015
Table 4.10: Average Monthly Data Consumption (MB) Per User from Streamed Mobile TV Services Split by 8 Key Regions 2009-2015
Figure 4.8: Annual Data Usage (PB) From Streamed Mobile TV Services Split by 8 Key Regions 2009-2015
Table 4.11: Annual Data Usage (PB) From Streamed Mobile TV Services Split by 8 Key Regions 2009-2015
Table 4.12: Percentage of Mobile Streamed TV Traffic Carried Over WiFi Networks Split by 8 Key Regions 2009-2015
Figure 4.9: Total Mobile Streamed TV Traffic (PB) Carried Over WiFi Networks Split by 8 Key Regions 2009-2015
Table 4.13: Total Mobile Streamed TV Traffic (PB) Carried Over WiFi Networks Split by 8 Key Regions 2009-2015
Figure 4.10: Total Mobile Streamed TV Traffic (PB) Carried Over Cellular Networks Split by 8 Key Regions 2009-2015
Table 4.14: Total Mobile Streamed TV Traffic (PB) Carried Over Cellular Networks Split by 8 Key Regions 2009-2015

5. Broadcast TV Services Market

5.1 North America
5.1.1 Adoption
Table 5.1: % of Mobile Users Receiving Mobile Broadcast TV in the US 2009-2015
Figure 5.1: Number of Mobile Users (m) Receiving Mobile Broadcast TV in the US 2009-2015
Table 5.2: Number of Mobile Users (m) Receiving Mobile Broadcast TV in the US 2009-2015
Figure 5.2: Number of Mobile Users (m) Receiving Mobile Broadcast TV by Standard (MediaFLO, Other [ATSC-M/H]) North America 2009-2015
Table 5.3: Number of Mobile Users (m) Receiving Mobile Broadcast TV by Standard (MediaFLO, Other [ATSC-M/H]) North America 2009-2015
5.1.2  Paying Subscribers
Table 5.4: % of Mobile Broadcast TV Users Who Pay for Services in the US 2009-2015
5.1.3 ARPU
Figure 5.3: Mobile Broadcast User ARPU ($) in the US 2009-2015
Table 5.5: Mobile Broadcast User ARPU ($) in the US 2009-2015
5.1.4 Total End-User Revenues
Figure 5.4: Total End-User Revenues ($m) for Mobile Broadcast TV in the US 2009-2015
Table 5.6: Total End-User Revenues ($m) for Mobile Broadcast TV in the US 2009-2015
5.2 Latin America
Table 5.7: % of Mobile Users Receiving Mobile Broadcast TV Split by 6 Countries, Latin America 2009-2015
Figure 5.5: Number of Mobile Users (m) Receiving Mobile Broadcast TV Split by 5 Countries, Latin America 2009-2015
Table 5.8: Number of Mobile Users (m) Receiving Mobile Broadcast TV Split by 5 Countries, Latin America 2009-2015
Figure 5.6: Number of Mobile Users (m) Receiving Mobile Broadcast TV Split by Standard (ISDB-T, Other [ATSC-M/H]). Latin America 2009-2015
Table 5.9: Number of Mobile Users (m) Receiving Mobile Broadcast TV Split by Standard (ISDB-T, Other [ATSC-M/H]). Latin America 2009-2015
5.2.1 Paying Subscribers
5.2.2 Total End-User Revenues
5.3 Western Europe
Table 5.10: % of Mobile Users Receiving Mobile Broadcast TV Split by 13 Countries. Western Europe 2009-2015
Figure 5.7: Number of Mobile Users (m) Receiving Mobile Broadcast TV Split by 6 Countries. Western Europe 2009-2015
Table 5.11: Number of Mobile Users (m) Receiving Mobile Broadcast TV Split by 13 Countries. Western Europe 2009-2015
Figure 5.8: Number of Mobile Users (m) Receiving Mobile Broadcast TV Split by Standard (DVB-H, T-DMB, Other [DVB-T]). Western Europe 2009-2015
Table 5.12: Number of Mobile Users (m) Receiving Mobile Broadcast TV Split by Standard   (DVB-H, T-DMB, Other [DVB-T]). Western Europe 2009-2015
5.3.1 Paying Subscribers
Table 5.13: % of Mobile Broadcast TV Users Who Pay for Services Split by 13 Countries. Western Europe 2009-2015
5.3.2  ARPU
Figure 5.9: Mobile Broadcast User ARPU ($) Split by 5 Selected Countries. Western Europe 2009-2015
Table 5.14: Mobile Broadcast User ARPU ($) Split by 6 Countries. Western Europe 2009-2015
5.3.3 Total End-User Revenues
Figure 5.10: Total End-User Revenues ($m) for Mobile Broadcast TV Split By 6 Countries. Western Europe, 2009-2015
Table 5.15: Total End-User Revenues ($m) for Mobile Broadcast TV Split By 6 Countries. Western Europe, 2009-2015
5.4 Central & Eastern Europe
Table 5.16: % of Mobile Users Receiving Mobile Broadcast TV Split By 6 Countries. Central & Eastern Europe 2009-2015
Figure 5.11: Number of Mobile Users (m) Receiving Mobile Broadcast TV Split By 6 Countries, Central & Eastern Europe 2009-2015
Table 5.17: Number of Mobile Users (m) Receiving Mobile Broadcast TV Split By 6 Countries. Central & Eastern Europe 2009-2015
Figure 5.12: Number of Mobile Users (m) Receiving Mobile Broadcast TV Split By Standard (DVB-H, Other [DVB-T]) Central & Eastern Europe 2009-2015
Table 5.18: Number of Mobile Users (m) Receiving Mobile Broadcast TV Split By Standard   (DVB-H, Other [DVB-T]) Central & Eastern Europe 2009-2015
5.4.1 Paying Subscribers
Table 5.19: % of Mobile Broadcast TV Users Who Pay for Services Split By 6 Countries. Eastern Europe 2009-2015
5.4.2 ARPU
Figure 5.13: Mobile Broadcast User ARPU Split By 2 Countries. Central & Eastern Europe 2009-2015
Table 5.20: Mobile Broadcast User ARPU Split By 2 Countries. Central & Eastern Europe 2009-2015
5.4.3 Total End-User Revenues
Figure 5.14: Total End-User Revenues ($m) for Mobile Broadcast TV Split By 2 Countries. Central & Eastern Europe 2009-2015
Table 5.21: Total End-User Revenues ($m) for Mobile Broadcast TV Split By 2 Countries. Central & Eastern Europe 2009-2015
5.5 Far East & China
Table 5.22: % of Mobile Users Receiving Mobile Broadcast TV Split By 4 Countries. Far East & China 2009-2015
Figure 5.15: Number of Mobile Users (m) Receiving Mobile Broadcast TV Split By 4 Countries. Far East & China 2009-2015
Table 5.23: Number of Mobile Users (m) Receiving Mobile Broadcast TV Split By Country. Far East & China 2009-2015
Figure 5.16: Number of Mobile Users Receiving Mobile Broadcast TV (m) Split By Standard (CMMB, ISDB-T, S-DMB, T-DMB, MediaFLO, Other). Far East & China 2009-2015
Table 5.24: Number of Mobile Users Receiving Mobile Broadcast TV (m) Split By Standard (CMMB, ISDB-T, S-DMB, T-DMB, MediaFLO, Other) Far East & China 2009-2015
5.5.1 Paying Subscribers
Table 5.25: % of Mobile Broadcast TV Users Who Pay for Services Split By 4 Countries. Far East & China 2009-2015
5.5.2  ARPU
Figure 5.17: Mobile Broadcast User ARPU ($) Split By 4 Countries. Far East & China 2009-2015
Table 5.26: Mobile Broadcast User ARPU ($) Split By 4 Countries. Far East & China 2009-2015
5.5.3 Total End-User Revenues
Figure 5.18: Total End-User Revenues (m) for Mobile Broadcast TV Split By 4 Countries. Far East & China 2009-2015
Table 5.27: Total End-User Revenues (m) for Mobile Broadcast TV Split By 4 Countries. Far East & China 2009-2015
5.6 Indian Sub Continent
Table 5.28: % of Mobile Users Receiving Mobile Broadcast TV Split By 4 Countries. Indian Sub Continent 2009-2015
Figure 5.19: Number of Mobile Users (m) Receiving Mobile Broadcast TV Split By 4 Countries. Indian Sub Continent 2009-2015
Table 5.29: Number of Mobile Users (m) Receiving Mobile Broadcast TV Split By 4 Countries. Indian Sub Continent 2009-2015
Figure 5.20: Number of Mobile Users (m) Receiving Mobile Broadcast TV Split By Standard (Other - Analogue Terrestrial) Indian Sub Continent 2009-2015
Table 5.30: Number of Mobile Users (m) Receiving Mobile Broadcast TV Split By Standard   (Other - Analogue Terrestrial) Indian Sub Continent 2009-2015
5.6.1 Paying Subscribers
5.6.2 Total End-User Revenues
5.7 Rest of Asia-Pacific
Table 5.31: % of Mobile Users Receiving Mobile Broadcast TV Split By 7 Countries. Rest of Asia Pacific 2009-2015
Figure 5.23: Number of Mobile Users (m) Receiving Mobile Broadcast TV Split By 7 Countries. Rest of Asia Pacific 2009-2015
Table 5.32: Number of Mobile Users (m) Receiving Mobile Broadcast TV Split By 7 Countries. Rest of Asia Pacific 2009-2015
Figure 5.24: Number of Mobile Users (m) Receiving Mobile Broadcast TV Split By Standard (DVB-H, Other [DVB-T, Analogue]). Rest of Asia Pacific 2009-2015
Table 5.33: Number of Mobile Users (m) Receiving Mobile Broadcast TV Split By Standard   (DVB-H, Other), Rest of Asia Pacific 2009-2015
5.7.1 Paying Subscribers
Table 5.34: % of Mobile Broadcast TV Users Who Pay for Services Split By 7 Countries. Rest of Asia Pacific 2009-2015
5.7.2 ARPU
Figure 5.25: Mobile Broadcast User ARPU ($) Split By 2 Countries. Rest of Asia Pacific 2009-2015
Table 5.35: Mobile Broadcast User ARPU ($) Split By 2 Countries. Rest of Asia Pacific 2009-2015
5.7.3 Total End-User Revenues
Figure 5.26: Total End-User Revenues ($m) for Mobile Broadcast TV Split By 2 Countries. Rest of Asia Pacific, 2009-2015
Table 5.36: Total End-User Revenues ($m) for Mobile Broadcast TV Split By 2 Countries. Rest of Asia Pacific 2009-2015
5.8 Africa & Middle East
Table 5.37: % of Mobile Users Receiving Mobile Broadcast TV Split By 3 Countries. Africa & Middle East 2009-2015
Figure 5.27: Number of Mobile Users (m) Receiving Mobile Broadcast TV by 3 Countries. Africa & Middle East 2009-2015
Table 5.38: Number of Mobile Users (m) Receiving Mobile Broadcast TV Split By 3 Countries. Africa & Middle East 2009-2015
Figure 5.28: Number of Mobile Users (m) Receiving Mobile Broadcast TV Split By Standard (DVB-H, T-DMB, Other) Africa & Middle East 2009-2015
Table 5.39: Number of Mobile Users (m) Receiving Mobile Broadcast TV Split By Standard   (DVB-H, T-DMB, Other), Africa & Middle East 2009-2015
5.8.1 Paying Subscribers
Table 5.40: % of Mobile Broadcast TV Users Who Pay for Services Split By 3 Countries. Africa & Middle East 2009-2015
5.8.2  ARPU
Figure 5.29: Mobile Broadcast User ARPU ($) Split By 3 Countries. Africa & Middle East 2009-2015
Table 5.41: Mobile Broadcast User ARPU ($) Split By 3 Countries. Africa & Middle East 2009-2015
5.8.3 Total End-User Revenues
Figure 5.30: Total End-User Revenues ($m) for Mobile Broadcast TV Split By 3 Countries. Africa & Middle East 2009-2015
Table 5.42: Total End-User Revenues ($m) for Mobile Broadcast TV Split By 3 Countries. Africa & Middle East 2009-2015
5.9 Global Forecasts
5.9.1 Adoption
Figure 5.31: Number of Mobile Users (m) Receiving Mobile Broadcast TV Split By 8 Key Regions 2009-2015
Table 5.43: Number of Mobile Users (m) Receiving Mobile Broadcast TV Split By 8 Key Regions 2009-2015
Figure 5.32: Number of Mobile Users (m) Receiving Mobile Broadcast TV Split By Standard (DVB-H, CMMB, ISDB-T, S-DMB, MediaFLO, Other) 2009-2015
Table 5.44: Number of Mobile Users Receiving Mobile Broadcast TV (m) Split by Standard (DVB-H, CMMB, ISDB-T, S-DMB, MediaFLO, Other) 2009-2015
5.9.2 Total End-User Revenues
Figure 5.33: Total End-User Revenues ($m) for Mobile Broadcast TV Split By 8 Key Regions 2009-2015
Table 5.45: Total End-User Revenues ($m) for Mobile Broadcast TV Split By 8 Key Regions 2009-2015
5.10 Revenue (Advertising)
Figure 5.34: Total Adspend ($m) on Broadcast Mobile TV Services Split By 8 Key Regions 2009-2015
Table 5.46: Total Adspend ($m) on Broadcast Mobile TV Services Split By 8 Key Regions 2009-2015
5.11 Streamed vs Broadcast Services
5.11.1 User Base
Figure 5.35: Total End-Users (m) for Mobile TV Services, Streamed and Broadcast 2009-2015
Table 5.47: Total End-Users (m) for Mobile TV Services, Streamed and Broadcast 2009-2015
5.11.2 End User Revenues
Figure 5.36: Total End-User Revenues ($m) for Mobile Streamed and Broadcast TV Services 2009-2015
Table 5.48: Total End-User Revenues ($m) for Mobile Streamed and Broadcast TV Services 2009-2015
5.11.3 Advertising Revenues
Figure 5.37: Total Adspend ($m) on Mobile Streamed and Broadcast TV Services 2009-2015
Table 5.49: Total Adspend ($m) on Mobile Streamed and Broadcast TV Services 2009-2015
5.11.4 Total Mobile TV Revenues (End User and Adspend)
Figure 5.38: Total Mobile TV Revenues ($m) by End User and Adspend 2009-2015
Table 5.50: Total Mobile TV Revenues ($m) by End User and Adspend 2009-2015
5. 12 Mobile Broadcast TV - In-Vehicle Entertainment Systems
Figure 5.39: On Road Cars Split by 8 Key Regions 2009-2015
Table 5.51: On Road Cars Split by 8 Key Regions 2009-2015
Table 5.52: Percentage of Cars Fitted for Mobile Broadcast TV Split by 8 Key Regions 2009-2015
Figure 5.40: Number of Cars Fitted for Mobile Broadcast TV Split by 8 Key Regions 2009-2015
Table 5.53: Number of Cars Fitted for Mobile Broadcast TV Split by 8 Key Regions 2009-2015
Table 5.54: Percentage of Car Receivers Paying For Mobile Broadcast TV Split by 8 Key Regions 2009-2015
Figure 5.41: Total Number of Car Receivers Paying for Mobile Broadcast TV Split by 8 Key Regions 2010-2015
Table 5.55: Total Number of Car Receivers Paying for Mobile Broadcast TV Split by 8 Key Regions 2010-2015
Table 5.56: Average Monthly Cost ($) In-Car Mobile TV Subscriptions
Figure 5.42: In-Car Mobile TV Revenues 2010-2015
Table 5.57: In-Car Mobile TV Revenues 2010-2015

6. Mobile Broadcast TV: Standards and Deployments

6.1 DVB-H
6.1.1 Ratification/Validation
6.2 DVB-SH
Figure 6.1: DVB-SH Network
6.3 ISDB-T
6.4 DMB
Figure 6.2: S-DMB Network
Figure 6.3: T-DMB Network
6.4.1 S-DMB
i. South Korea
a. TU Media
- Terrestrial Roll Out
- Hurdles
- Launch
Figure 6.4: TU Media Subscriber Growth (m) 2005-2009
- Partners and Clients
- Handsets
- Pricing
- Détente
6.4.2 T-DMB
i. South Korea
6.5 MediaFLO
6.5.1 Technical Overview
Figure 6.5: MediaFLO Client-Server Architecture
6.5.2 Strategy & Deployments
i. Business Model
ii. Deployments
iii. Rollout Difficulties
iv. International Opportunities
6.6 CMMB/STiMi
6.6.1 China
6.7 Analogue & DVB-T
6.8 ATSC-M/H
6.8.1 US
6.8.2 Elsewhere

Glossary

Companies Referenced

3 Italia, Alcatel Lucent, Apple, AT&T, BBC, BSkyB, China Mobile, Funambol, IP Wireless, MediaFLO, Mobiles Fernsehen Deutschalnd (MFD), MobiTV, Multichoice, Nokia, O2, Orange, Qualcomm, ROK, SK Telecom, Solaris Mobile, Swisscom, Telegent, T-Mobile, TU Media, Verizon, Vodafone.