Mobile TV: Fact or Fiction? - mobile market briefing
Report
The Shosteck Group announces its study entitled MOBILE TV: FACT OR FICTION. This comprehensive study raises and answers questions surrounding the newly emerging market of mobile broadcast services.
The Shosteck Group announces its newest study entitled MOBILE TV:? FACT OR FICTION.? This comprehensive study raises and answers questions surrounding the newly emerging market of mobile broadcast services.
Cellular operators across the world are actively deploying and expanding 3G networks to deliver rich multimedia services such as video and ?mobile TV.?? Meanwhile, new non-cellular technologies are being developed and deployed which will enable broadcast of multimedia, especially TV-like, services to mobile devices at potentially much lower costs than 3G.? These new mobile broadcast TV technologies may therefore compete with or complement 3G services.
This study analyzes the emerging market and technologies for mobile broadcast TV and assesses the potential market opportunities and threats.? It analyzes the implications of this new, unproven market and technologies for telecoms operators and vendors, and broadcasters and content providers.
KEY QUESTIONS RAISED IN STUDY:
Is there an inherent market demand for mobile broadcast TV services??
If so, what will end-users be prepared to pay for these services??
What types of broadcast service and content will be popular??
What are the scenarios for mobile TV usage??
Will the end-user experience be good enough to encourage service take-up and usage???
Will traditional TV be the benchmark by which these new services will be measured or will this be a completely new service experience for end-users??
Will the potential revenues these services generate justify investment in both new network and device development?
Will these new services be competitive or complementary to existing and planned 3G services??
Could these new services cannibalize revenues from cellular video-on-demand, including "push delivery" of TV events such as sports or breaking news, and other mobile entertainment such as music and gaming, by diverting their expenditure to this new medium???
Worse still, could this enable other, non-cellular, competing operators, to capture a greater share of the user?s telecoms and entertainment budget??
Furthermore, device technologies are moving at such a pace that simple, low-cost ?offline? content transfer to mobile devices -- that can carry gigabytes of digital content -- threatens the nascent mobile multimedia market.???
Will new ?portable? media players, backed by major players such as Microsoft and Intel, limit usage of mobile video services, including mobile broadcast TV, as users carry digital video with them rather than stream or download it over a wireless network???
Given huge 3G investments and commitments, the current development of cellular multicast standards, the uncertainty regarding usage of alternative portable media devices and uncertain market demand, will the deployment of these as yet unproven, non-cellular mobile broadcast technologies be justified??
Which of these new cellular and non-cellular technologies will be widely adopted??
When and where will they be deployed and what implications will that have for vendors??
Will these technologies deliver the improvements in cost efficiency they promise?
Will they enable market entry by new players, and if so, who will they be, and what implications will that have for the rest of the industry???
If these new technologies are deployed, who will do it, and what will it mean for those who don?t??
Regulatory issues are not to be underestimated in regard to take-up of mobile TV and broadcast services.
What political and regulatory issues will affect deployment of these technologies? For example, is sufficient spectrum available and how will it be allocated and valued???
What impact will spectrum allocation and licensing conditions have on competition and successful adoption of these different technologies?
What will be the impact of the already deployed broadcast services (e.g. DAB and DVB-T) in terms of costs and ease of upgradeability to support mobile devices?
This study analyzes all of these issues, focusing on the new, non-cellular mobile broadcast technologies (DVB-H, FLO, S-DMB, ISDB-T and others), and the potential market opportunities and threats of mobile broadcast TV.? It specifically assesses:?
the potential for service take-up based on proposed pricing and content; expected quality of the end-user experience in the context of end-user behavior and expectations; and competing service propositions
the extent and timing of adoption and deployment of each network technology on the basis of infrastructure and device costs; standardization and impacts on economies of scale, service quality and ease of deployment; and political and regulatory pressures
the potential business models that will be enabled and the implications for key players in the value chain, such as incumbent telecoms operators and vendors, and new entrants such as broadcasters and content providers.??
Finally, it seeks to determine what the critical success factors will be for this, as yet, unproven market.?
The Shosteck Group announces its study entitled MOBILE TV: FACT OR FICTION. This comprehensive study raises and answers questions surrounding the newly emerging market of mobile broadcast services.