摘要
While voice, messaging, music and Internet are increasingly adopted across both fixed and mobile contexts, television remains the last of the classic entertainment/communication consumer applications yet to make the jump from fixed to mobile in a big way. Not surprisingly, mobile television (MoTV) is considered "The Next Killer App" in mobile, after music.
However, with only a few exceptions in Asia and Europe, the user adoption and the monetization of MoTV have so far been elusive. Predictions have not fully materialized despite mobile phone penetration expanding beyond expectations and operators' willingness to introduce new applications that drive margins and data ARPU.
Mobile TV and mobile video are challenging applications with complex ecosystems and evolving business cases shaped by a number of converging conditions. Factors affecting MoTV include advertisement accountability and new metrics development, terrestrial-wireless cross-platform service bundling, broadcasters' erosion in traditional advertisement income, spectrum vacated by television digitization and changing consumer behavior. Thus, growth in mobile TV services appears to hinge on the gradual alignment of a number of conditions taking place simultaneously in mobile, broadcast, advertisement and Internet that will empower the lean-forward characteristics of the mobile user and encourage use and monetization in new ways, not necessarily transferable from past traditional experiences.
This completely updated NSR study takes a 360-degree view on the converging telecom and entertainment environment and analyzes business and technology trends that affect the evolution of this exciting emerging application in each region.
目录及图表
1. Executive Summary
1.1 Scope
1.2 Trends and Projections
1.3 Forecast Methodology
2. Industry Overview
2.1 Introduction
2.2 Mobile Television and Fixed-Mobile Convergence
2.3 Stakeholders: Roles and Drivers
2.3.1 The Cellular Service Provider and Operator
2.3.2 The Mobile TV Aggregator
2.3.3 The Broadcast Network Operator
2.3.4 The Advertiser
2.3.5 The Broadcaster
2.3.6 The Content Creator
2.3.7 The Satellite Operator
2.3.8 The Cable Operator and MSO
2.3.9 The End User
2.3.10 The Handset Manufacturer
2.4 Review of Mobile TV Standards and Technologies
2.4.1 Broadcast: In-Band and Out-of-Band
2.4.1.1 DVB-H / SH
2.4.1.2 MediaFLO
2.4.1.3 ATSC M/H
2.4.1.4 T-DMB
2.4.1.5 ISDB-T
2.4.1.6 CMMB
2.4.1.7 Traditional TV in Handsets: Analog and Digital
2.4.2 Unicast and Multicast: 3G and 4G
2.4.3 Satellite
2.4.3.1 DVB-SH
2.4.3.2 S-DMB
3. Analysis
3.1 Lessons Learned from Current Broadcast and Unicast Mobile TV Services
3.2 Spectrum and Regulation: The Television Analog Switch Off
3.3 Fixed-Mobile Service Convergence and Options for Telcos, Cablecos and Satellite Operators
3.4 Trends Shaping the Future of Mobile TV
3.4.1 Mobile TV "Platformization" for Service Aggregation and Delivery
3.4.2 The Effects of UGC and Web-Mobile Social Networking
3.4.3 The Cell Phone OS Battle: Symbian, Google Android, Apple, Microsoft
3.4.4 The Engaging MoTV Ad: From Passive to Active, from Ratings to Click-to-View
3.4.5 Horizontal Cross-Platform Advertisement: Cable Project Canoe Case
3.4.6 Openness vs. Gatekeeping: Opportunity Windows
3.4.7 Network Neutrality and the Content Place-Shifting Paradigm
3.4.8 Off-Deck and On-Deck Advertisements
3.4.9 Mobile Data ARPU Trends
3.4.10 The Lean-Forward Mobile User and the Internet Generation
3.4.11 Handsets "PC-ization"
3.5 The Economics of MoTV Distribution: Scalability and Personalization Issues, from Content Head to Tail
3.5.1 Broadcast, Multicast and Unicast
3.5.2 Wi-Fi, USB and Deck Side-Loading
3.6 Broadcast Business Model Analysis
3.6.1 Mobile-Operator Led
3.6.2 Broadcaster-Led
3.6.3 Aggregator Wholesale-Led
3.6.4 Satellite-Terrestrial Hybrid
3.7 General Conclusions
4. Regional Analysis and Forecasts
4.1 Global Summary
4.2 Global Mobile TV Forecast
4.2.1 Broadcast Mobile TV Users
4.2.1.1 Terrestrial
4.2.1.2 Satellite
4.2.2 Unicast Mobile TV Users
4.2.3 Broadcast-Unicast Mobile TV Users
4.2.4 Total Mobile TV Users
4.2.5 Subscription Revenue
4.2.6 Advertisement Revenue
4.2.7 Transactional Revenue
4.2.8 Total Mobile TV Revenue
4.2.9 Broadcast MoTV Handset Sales
4.3 North America
4.3.1 Key Trends and Players
4.3.2 Broadcast Mobile TV Users
4.3.2.1 Terrestrial
4.3.2.2 Satellite
4.3.3 Unicast Mobile TV Users
4.3.4 Broadcast-Unicast Mobile TV Users
4.3.5 Total Mobile TV Users
4.3.6 Subscription Revenue
4.3.7 Advertisement Revenue
4.3.8 Transactional Revenue
4.3.9 Total Mobile TV Revenue
4.3.10 Broadcast MoTV Handset Sales
4.4 Latin America
4.4.1 Key Trends and Players
4.4.2 Broadcast Mobile TV Users
4.4.2.1 Terrestrial
4.4.2.2 Satellite
4.4.3 Unicast Mobile TV Users
4.4.4 Broadcast-Unicast Mobile TV Users
4.4.5 Total Mobile TV Users
4.4.6 Subscription Revenue
4.4.7 Advertisement Revenue
4.4.8 Transactional Revenue
4.4.9 Total Mobile TV Revenue
4.4.10 Broadcast MoTV Handset Sales
4.5 Europe
4.5.1 Key Trends and Players
4.5.2 Broadcast Mobile TV Users
4.5.2.1 Terrestrial
4.5.2.2 Satellite
4.5.3 Unicast Mobile TV Users
4.5.4 Broadcast-Unicast Mobile TV Users
4.5.5 Total Mobile TV Users
4.5.6 Subscription Revenue
4.5.7 Advertisement Revenue
4.5.8 Transactional Revenue
4.5.9 Total Mobile TV Revenue
4.5.10 Broadcast MoTV Handset Sales
4.6 Middle East and Africa
4.6.1 Key Trends and Players
4.6.2 Broadcast Mobile TV Users
4.6.2.1 Terrestrial
4.6.2.2 Satellite
4.6.3 Unicast Mobile TV Users
4.6.4 Broadcast-Unicast Mobile TV Users
4.6.5 Total Mobile TV Users
4.6.6 Subscription Revenue
4.6.7 Advertisement Revenue
4.6.8 Transactional Revenue
4.6.9 Total Mobile TV Revenue
4.6.10 Broadcast MoTV Handset Sales
4.7 Asia and Australasia
4.7.1 Key Trends and Players
4.7.2 Broadcast Mobile TV Users
4.7.2.1 Terrestrial
4.7.2.2 Satellite
4.7.3 Unicast Mobile TV Users
4.7.4 Broadcast-Unicast Mobile TV Users
4.7.5 Total Mobile TV Users
4.7.6 Subscription Revenue
4.7.7 Advertisement Revenue
4.7.8 Transactional Revenue
4.7.9 Total Mobile TV Revenue
4.7.10 Broadcast MoTV Handset Sales
