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Mobile Video & TV on Smartphones: Market Drivers and Challenges Report 2011-2016

Mobile Video & TV on Smartphones: Market Drivers and Challenges Report 2011-2016

  • Publication date: 12/10/2011
  • Number of Pages: 160
  1. Report Details
  2. Table of Contents
  3. Companies Listed

Report Details

Video on Mobiles: A revolution in Value Added Services on Mobiles

"Global mobile video traffic will account for more than 60% of global mobile data traffic by 2016. The global mobile video market will increase at a CAGR of 28% with revenues reaching $22.5 billion by 2016."

29% of smartphones users access mobile video services. Visiongain expects that by 2016 at least 40% of smartphone customers will use mobile video. In addition, upcoming LTE technology will allow for significantly higher capacity at a lower cost per bit, leading to improved commercial viability of video services. This report quantifies mobile TV and video market, analyses the market drivers and the key market players and their strategies.

A Range of Factors is Fuelling the Growth of the Mobile TV & Video Market

Mobile TV & Video: Market Drivers and Challenges Report 2011-2016 examines the mobile TV and video landscape by exploring emerging trends in key geographical regions, supporting technologies and product portfolio. A continued aggressive growth in mobile data fuelled by video and application usage over faster networks and more powerful, user-friendly devices has created a burgeoning market for video on mobiles. We present a comprehensive business case for mobile TV & video through a value chain analysis and discuss monetisation strategies to improve revenues for operators.

What is Unique about this Report?

Visiongain research presents independent, unbiased analysis in detail and presented in easily digestible terms. Through key industry contacts, our primary and secondary research provides you with the very latest, accurate market data available. Visiongain analyses the global mobile TV & video market growth and provides a detailed analysis and forecasts through to 2016.

Who needs to read this report?

Mobile Network Operators (MNOs)
Operators can evaluate and devise a successful strategy to monetise mobile TV and video market. Viable business models for improved operator revenues are explored within this report.

Handset Manufacturers
Smartphones are well designed to support advanced acoustics needed for mobile TV & video. As the penetration of smart phones increases, new opportunities exist for handset manufactures to monetise the mobile TV & video market. Products such as projector mobile TV phones represent new opportunities for handset manufacturers.

Service Providers/ Content Providers/ Content Aggregators
Content providers and aggregators have been successful owing to the popularity of apps on smartphones. Case Studies and latest developments covered within this report show market demand and potential for video on mobile.

Broadcasters can explore ways to maximise their revenue share from a revenue sharing model dependent on the competitiveness and co-operation of MNOs.

Visiongain is a trading partner with the US Federal Government
CCR Ref number: KD4R6 

Table of Contents

E. Executive Summary
E1. Video on Mobiles: A Revolution in Value Added Services on Mobiles
E2. Growing Popularity of Video on Mobiles
E3. Mobile TV: Slow yet Stable Growth
E4. Revenues and Business Model for Mobile Video Sustainability
E5. Points Emerged From This Research

1. Introduction and Market Overview
1.1 Mobile TV: Growth in Popularity
1.2 Mobile Video: A New Entertainment Medium
1.3 Reason for Mobile Video and TV Popularity
1.3.1 Increased Mobility of Media
1.3.2 Smartphone Market Growth driving Mobile Entertainment Mobile TV & Video Options on Smartphones BBC iPlayer for Mobile Makes Pocket-sized Viewing Simple Elgato's Eye TV turns Smartphone into a Pocket TV Slingbox Television for Smartphone Live TV Sports Coverage through Sky Mobile TV Streaming live TV from PlayStation 3 with Play TV SeeSaw and Sling.com for watching Terrestrial TV on Smartphones
1.4 Adoption of Mobile Video Content Driving Growth
1.4.1 Popular Mobile Video Communities
1.4.2 Content Rights
1.4.3 Better Handsets
1.4.4 Faster Networks: LTE will revolutionise the Mobile Video Market
1.4.5 Market Openness
1.5 Transition of Digital Television
1.5.1 Changing Consumer Behaviour
1.5.2 Appropriate Digital Transmission Key for Mobile TV Success
1.5.3 Competition in Mode of Delivery Heating Up DVB-H DMB MediaFLO MBMS IP Broadcast (IMB)
1.6 Key Developments Fuelling the Offering of Mobile TV 2010-2011
1.7 Aim of the Report
1.7.1 Questions Answered by the Report
1.7.2 Structure of the Report Market Definition
1.8 Target Audience
1.9 Methodology

2. Mobile TV Ecosystem and Business Models
2.1 Stakeholders Leading the Way for Market Growth / Value Chains
2.1.1 Challenges for Adoption and Use of TV on Mobiles Marketing: Establishing the End User Proposition Collaboration: Bringing Stakeholders Together Technology: Functionality for a Seamless Experience
2.2 Closer Look at Mobile TV Stakeholders
2.2.1 Content Plays the Most Crucial Role
2.2.2 Mobile Network Operators: An Integral Part of the Ecosystem
2.2.3 Broadcast Carriers Streamlines the Value Proposition
2.2.4 Handset Vendors Enhance the Offering
2.2.5 Government Regulation Moderate Delivery Channels
2.3 Mobile TV Industry Structure and Supply Chain
2.3.1 Program / Content Production
2.3.2 Network Packaging / Content Aggregation
2.3.3 Local Distribution
2.3.4 National / Local Advertisers
2.3.5 Receive Device Manufacturers
2.4 Mobile TV, Video on 3G networks: Different, Opposite or Complementary Offerings?
2.5 The Four Pillars of Business Models in Practice
2.5.1 Value Proposition
2.5.2 Technology Solution Podcasting Solution The Inband Solution The Wireless IPTV Solution Interrelated Solution
2.5.3 Co-operation Platform
2.5.4 Financial Design Revenue Implications of Different Solutions Two-Way Interaction for Content Generation Consumer Willingness to Pay for Services Demand for Paid Content
2.6 Mobile TV Business Models in Practice
2.6.1 Co-operation or Aggression
2.6.2 Broadcaster-Led Approach with Mobile Telecom Operator
2.6.3 Mobile Operator-Led Approach with Broadcaster
2.6.4 Independent Mobile TV/ DVB-H Service Provider Approach
2.6.5 Mobile Telecom Operator-Led Approach
2.7 Country-wise Business Model Case Studies
2.7.1 Japan
2.7.2 South Korea
2.7.3 US
2.7.4 Europe

3. Mobile TV Latest Developments & Forecasts
3.1 Latest Developments in 2010 & 2011
3.1.1 Verizon Updates to LTE AT&T U-Verse Mobile Sprint TV T-Mobile Mobile TV Prime
3.1.2 Can MobiTV Carrier Video Business Model Sustain Itself?
3.1.3 VoD Launch in Latin America
3.1.4 Content Owners in Mobile TV & Video- Hungama Mobile
3.1.5 Hauppauge Live TV app for iPad
3.1.6 Ireland Abandons Mobile TV; Brazil Passes new Pay TV Bill
3.1.7 Dominance of YouTube YouTube's Video Consumption across Social Networks The Top 10 Most Subscribed Channels on YouTube
3.2 Future Projects in the Strategy of Mobile Companies
3.2.1 Olympics 2012 London, UK Orange, France for Olympics 2012 Samsung's Olympic Edition Smartphone for 2012
3.2.2 NTT DoCoMo Mobile BeeTV: A Business Case Alliances/ Partnerships Resulting in BeeTV Service Business Strategy Business Model/ Monetization NTT DoCoMo's Plans for 2012
3.2.3 Philippines Moves to Digital TV
3.2.4 US Mobile Digital TV Growth
3.3 Mobile Video Distribution: Solution Providers
3.3.1 Company Profile: Envivio Revenue and Gross Margin Growth Drives Q2 2011 Profitability Broadcasting and Unicom New Media Selects Envivio for Major Multi-Screen Television Project in China
3.4 Delivery Platforms for Mobile TV Services
3.4.1 Unicast (3G Streaming) Delivery Stream
3.4.2 Mobile Broadcast Delivery Stream
3.5 Forecasting Adoption of Mobile TV Technologies

4. Business Case for Mobile Video: Smartphones, Apps and Monetisation Opportunities
4.1 Mobile Video- On- Demand Gaining Momentum
4.2 A Closer Look at the Smartphones and Apps Market
4.2.1 Mobile OS Enabling Mobile Video Growth
4.2.2 The Power of Opensource Tapped by Samsung
4.3 Smartphone Apps a Driver for Mobile Video
4.3.1 The Android Apps Market for Mobile Video
4.3.2 Understanding Uses of Mobile Services
4.3.3 Apps- The Way for Every Mobile OS
4.4 Monetisation of Mobile Video through Advertising and Subscription
4.4.1 Tapping into Mobile Advertising for Mobile Video The Global Advertising Industry Breaking-Down of Advertising by Media Type Digital Media as a Game Changing Advertising Channel Mobile Internet Attracts Advertising Revenues Advertising in Mobile Video Increasing Viewers of Advertisement in Mobile Video How do Viewers Consume Advertisement in Mobile Video? How Effective is advertising in Mobile Video? Advertising in Mobile Video Market Forecasts (2010- 2016)
4.4.2 Monetising Mobile Video via Pay per View and Subscriptions Pay per View vs. Subscriptions vs. Ad Revenues
4.5 Future Monetization Possibilities for Mobile Video
4.5.1 Mobile Video via NFC: A Big Potential
4.5.2 Viral Marketing Strategies via Mobile Video
4.6 Mobile Video Calling- A Technology Enabled by LTE
4.6.1 Challenges in Mobile Video Calling
4.6.2 Migration to 4G

5. Regional Mobile Video Market Analysis
5.1 Global Mobile Video Market (2010- 2016)
5.1.1 Increasing Consumption of Bandwidth Worldwide
5.1.2 4G & Beyond: A Boon for Mobile Video Operators Who Deployed 4G/ LTE as Of September 2011 AT&T Etihad Etisalat Mobily and Saudi Telecom Zain China Mobile Optus Telefonica Aero2 and Huawei Bell Mobility, Canada SaskTel Vodafone, Germany List of 4G LTE Smartphones NTT DoCoMo LTE Tablet AT&T 4G LTE Tablet
5.1.3 Increasing Global Subscriber Base
5.1.4 Global Revenues Promising for Mobile Video
5.2 North American Mobile Video Market (2010- 2016)
5.2.1 North American Market Adopts Mobile Video
5.2.2 What Is Driving North American Mobile Video Market?
5.2.3 The New Niche Consumer
5.3 Europe Mobile Video Market (2010- 2016)
5.3.1 Italy Takes the Lead in Mobile Video in Europe
5.3.2 Europe Witness High Demand in Mobile VoD
5.4 Asia Mobile Video Market (2010- 2016)
5.4.1 Mobile Video Set to Take Off in Asian Markets
5.4.2 Ecosystem Ripe for Mobile Video in Asia Pacific
5.5 Latin America Mobile Video Market (2010- 2016)
5.5.1 Many Companies Setting Up Base in LatAm to Tap Mobile Video Opportunity
5.5.2 Latin American Mobile Video Market rich with Cash
5.6 Japan Mobile Video Market (2010- 2016)
5.6.1 Japan's Interesting Demographic Inclination towards Mobile Video
5.6.2 Japan- an Obvious Market for Mobile Video
5.6.3 Japan Already a Maturing Mobile Video Market

6. Conclusions
6.1 Market Growth Dynamics: Mobile Video
6.2 Mobile TV Faces Technological and Business Model Challenges
6.3 Strong Growth Seen in Mobile Video Market
6.4 The Apps Drives Mobile Video Adoption, Usage & Distribution
6.5 Projector Phones to Transform Viewing Experience
6.5.1 Samsung's Galaxy Beam: Smart Projector Phone
6.5.2 Increase in Pico Projector Phones
6.6 Tablets Take the Notion of "Smartphone as STB" To the Next Level
6.7 The Beginnings of Mobile Social Video
6.8 Monetizing Challenges Forcing Business Model Exploration
6.9 Summary of Key Statistics from this Research

Appendix A
About Visiongain

Appendix B
Visiongain Report Evaluation Form

Appendix C
Report Methodology

List of Tables in this Report
Table 1.1 List of popular mobile video communities
Table 1.2 Mobile TV standards
Table 1.3 Mobile TV recent key developments as of September 2011
Table 2.1 Role of each Mobile TV stakeholder
Table 3.1 Top 10 most subscribed channels on YouTube
Table 4.1: Total Smartphone Sales to End Users 2010-2016
Table 4.2 Total Smartphone Sales and market share by Operating System 2010-2016
Table 4.3: % Share of Android Apps by Type
Table 4.4 Demographic Statistics of Video Audience Composition by Age
Table 4.5 Video Audience Demographics by Ethnicity & Race (in Hours: Minutes)
Table 4.6 Available Apps - Free and Paid Q2 2011
Table 4.7 Global Advertising Market CAGR 2010 - 2016
Table 4.8 CAGR Forecast by Medium 2011 - 2016
Table 4.9 Mobile Advertising CAGR Forecast by Region 2011 - 2016
Table 5.1 26 LTE FDD networks launched commercially
Table 5.2 LTE1800 networks launched
Table 5.3 List of 4G LTE handsets in the marketplace 2011
Table 5.4 Mobile Video Subscribers and Revenues Forecasts and CAGR 2010-2016
Table 5.5 North America Mobile Video Subscribers and Revenue Forecasts; CAGR 2010-2016
Table 5.6 Europe Mobile Video Subscriber and Revenue Forecasts; CAGR 2010-2016
Table 5.7 Asia Pacific Mobile Video Subscribers and Revenue Forecasts; CAGR 2010-2016
Table 5.8 Latin America Mobile Video Subscribers and Revenue Forecasts; CAGR 2010-2016
Table 5.9 Japan mobile video consumption (%)
Table 5.10 Type of mobile video watched in Japan
Table 5.11 Type of mobile video service preferred in Japan
Table 5.12 Japan mobile video subscribers and revenue forecasts; CAGR 2010-2016

List of Charts in this Report
Chart 1.1 Smartphone penetration forecasts worldwide 2011-2016 (% of population)
Chart 2.1 Regional Mobile TV revenues 2010-2016 (in $ millions)
Chart 3.1 YouTube as a % of global mobile bandwidth and global mobile video streaming 2011
Chart 3.2 YouTube video consumption per day across social networks
Chart 3.3 Mobile TV Revenue Forecasts by technology 2011-2016 (in $ million)
Chart 3.4 Mobile TV Subscriber Forecasts by technology 2011-2016 (in million)
Chart 4.1 Smartphone sales forecasts 2011-2016 (in millions)
Chart 4.2 Total Smartphone Sales by OS 2010-2016 (in millions)
Chart 4.3 Revenue forecasts for global mobile apps (in $ billions)
Chart 4.4: Android Apps by Type (%)
Chart 4.5 Consumer use of mobile services 2011 (in %)
Chart 4.6 Consumer use of mobile services 2016 (in %)
Chart 4.7 Monthly time spent watching video by gender in Q2 2011 (in hours: minutes)
Chart 4.8 Available Apps - Free and Paid Q2 2011
Chart 4.9 Global Advertising Market Forecasts 2010 - 2016
Chart 4.10 Global Advertising Market Forecast by Medium 2011 - 2016
Chart 4.11 Global Advertising Market Share Forecast by Medium 2011 & 2016
Chart 4.12 Projected Mobile Advertising Revenues 2011 - 2016
Chart 4.13 % of mobile video users viewing adverts
Chart 4.14 How do users consume mobile video advertising (in %)
Chart 4.15 How effective is mobile video advertising (in %)
Chart 4.16 Mobile video advertising revenue forecasts (in $ billion)
Chart 4.17 Mobile video revenues forecasts from pay-per-view and subscriptions (in $ billion)
Chart 5.1 Mobile Global Data Usage (in TetraBytes/ Month)
Chart 5.2 LTE Service Revenues 2010-2016
Chart 5.3 Global Mobile Video subscribers forecasts 2010- 2016 (in millions)
Chart 5.4 Mobile Video Revenue Forecasts 2010-2016 (in $ billion)
Chart 5.5 North America mobile video subscribers forecasts 2010- 2016 (in millions)
Chart 5.6 North America Mobile Video Revenue Forecasts 2010-2016 (in $ billion)
Chart 5.7 Europe Mobile Video Subscribers Forecasts 2010-2016 (in millions)
Chart 5.8 Europe Mobile Video Revenue Forecasts 2010-2016 (in $ billion)
Chart 5.9 Asia Pacific Mobile Video Subscriber Forecasts 2010-2016 (in millions)
Chart 5.10 Asia Pacific Mobile Video Revenue Forecasts 2010-2016 (in $ billion)
Chart 5.11 Latin America Mobile Video Subscribers Forecasts 2010-2016 (in millions)
Chart 5.12 Latin America Mobile Video Revenue Forecasts 2010-2016 (in $ billion)
Chart 5.13 Japan mobile video consumption (%)
Chart 5.14 Type of mobile video watched in Japan
Chart 5.15 Type of mobile video service preferred in Japan
Chart 5.16 Japan mobile video subscribers forecasts 2010-2016 (in millions)
Chart 5.17 Japan mobile video revenue forecasts 2010-2016 (in $ billion)

List of Figures in this Report
Figure 1.1 Stakeholder involvement in the mobile TV content distribution
Figure 1.2 Mobile TV standards in operation throughout the world
Figure 1.3 Structure of the Report
Figure 2.1 Challenges in mobile TV adoption
Figure 2.2 Channels for growth of mobile TV
Figure 2.3 Mobile TV Stakeholders and Ecosystem
Figure 2.4 Stages of the local TV supply Chain
Figure 2.5 Four Pillars of Mobile TV Business Model Implementation
Figure 2.6 Technology Solutions for Mobile TV
Figure 2.7 Business Models in Practice
Figure 2.8 Broadcaster Led Approach with mobile operators
Figure 2.9 Mobile telecom operator-led approach with broadcaster
Figure 2.10 Independent Mobile TV/ DVB-H service provider approach
Figure 2.11 Mobile telecom operator-led approach
Figure 3.1 Multimedia broadcasting concept and system configuration
Figure 3.2 Unicast (one- to- one) video content delivery system
Figure 3.3 Broadcast (one- to- all) video content delivery system
Figure 6.1 Phone Data Projection 

Companies Listed

3 Italia
Bell Mobility, Canada
Bitbop, US
Claro, Brazil
Dish Network
Doordarshan, India
Eithad Etisalat Mobily
Entel PCS, Chile
Gigabyte, Taiwan
H3G, Italy
Hungama TV
Innoxius Technolgies, Taiwan
Lusacell, Mexico
MiTV, Malayasia
Movistar, Chile
NTT DoCoMo, Japan
O2, UK
Oi, Brazil
Optus, Australia
Orange, France
Orange, UK
Public Television Service, Taiwan
SaskTel, Canada
Saudi Telecom
Sony Ericsson
South Korea Telecom
Telcel, Mexico
Telefonica, Spain
TIM, Brazil
Time Warner
T-Mobile, US
Verizon, US
Vivo, Brazil
Vodafone, Germany
Vodafone, UK
Zain, Saudi Arabia

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