Mobile TV: Analysis & Forecasts

A diverse set of players are entering the mobile TV space using a wide range of strategies, technologies, and revenue models. Parks Associates cuts through the noise and hype, penetrating into the core issues to predict the ultimate winners and losers in the space. This report provides an in-depth understanding of the mobile TV market dynamics as well as an analysis of consumer demand.

“Many obstacles to mobile TV are often underplayed, including spectrum availability, conflicting business interests, and pressure from ‘over-the-top’ providers that are attempting to bypass the cellular operators,” said John Barrett, director of research with Parks Associates. “All of these factors make for a messy and confusing market to compete in.”

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The Bottom Line

1.0 Notes on Methodology
  
1.1 Consumer Data
   1.2 Definitions

2.0 Overview

3.0 Technologies & Spectrum
  
3.1 Mobile Operator Solutions
      3.1.1 Broadcast vs. Unicast
      3.1.2 Satellite vs. Terrestrial Technology
      3.1.3 Spectrum Availability
      3.1.4 Chipset Convergence & Roaming
   3.2 Consumer Solutions
   3.3 Pay-TV Provider Solutions
   3.4 Wildcard Solutions

4.0 Consumer Analysis of Mobile TV
  
4.1 Mobile TV Users
   4.2 Mobile TV Intenders
      4.2.1 Profiles of Mobile TV Intenders
      4.2.2 Demand-side Analysis of Mobile TV

5.0 Mobile Operator Deployments & Trials
  
5.1 The Deployment Dilemma
   5.2 The Technology Horse Race
   5.3 North America
      5.3.1 MediaFLO (U.S.)
      5.3.2 Sprint-Nextel (U.S.)
      5.3.3 Modeo (U.S.)
      5.3.4 Hiwire (U.S.)
   5.4 Europe
      5.4.1 DVB-H Trials
      5.4.2 Mobiles Fernsehen Deutschland (Germany)
      5.4.3 BT Movio (U.K.)
      5.4.4 Mediaset (Italy)
      5.4.5 3 Italia (Italy)
   5.5 Asia
      5.5.1 Terrestrial DMB Services (South Korea)
      5.5.2 TU Media (South Korea)
      5.5.3 OneSeg (Japan)

6.0 Implications & Forecasts
  
6.1 Revenues & Revenue Models
   6.2 The Mobile Entertainment Free-For-All
   6.3 The Viewing Experience
   6.4 Disruptive Technologies & Disruptive Distribution
   6.5 Forecasts

Resource Book

Section I: Mobile TV Users

Section II: Incidence of Mobile Phone TV Intenders

Section III: Profile of Mobile TV Intenders

Section IV: Analysis of Mobile TV Intender Population
  
Handset Features Desired by Mobile TV Intenders
   Mobile TV Content Preferences
   Mobile TV High Intender Population – Additional Information

Section V: Company Profiles
  
3 Italia
   Aloha Partners (Hiwire)
   Bluestreak Network
   Cingular Wireless
   Crown Castle International Corp.
   IP Wireless
   Mediaset
   MobiTV, Inc.
   Motorola Inc.
   Nokia Corporation
   Orange
   Orb Networks, Inc.
   Pace Micro Technology
   Qualcomm
   Sling Media Inc.
   Sony
   Sprint Nextel Corp.
   Texas Instruments
   TiVo Inc.
   TU Media
   Verizon Wireless
   Vodafone

The Bottom Line

Mobile Operator Solutions
Spectrum Availability
Mobile TV Chipsets & Chip Makers
Consumer Solutions
Pay-TV Solutions & Ventures
Wildcard Solutions
Mobile TV Intenders
Most Appealing Mobile TV Content
Most Important Functions and Features of a Portable or Mobile Device
Mobile TV Intenders: Behavior-graphic Details
Unicast Mobile TV Services in the United States
European DVB-H Trials
U.S. Mobile TV Forecast (2005-2010)

Resource Book

Current Mobile TV Usage
Mobile TV High Intender Incidence
Mobile TV Intender Incidence by Psychographics
Mobile TV Intender Incidence by Age Groups
Mobile TV Intender Incidence by Marital Status
Mobile TV Intender Incidence by Education
Mobile TV Intender Incidence by Gender
Mobile TV Intender Incidence by Income
Mobile TV Intender Incidence by Number of Adults in Household
Mobile TV Intender Incidence by Individuals Younger than 18
Mobile TV Intender Incidence by Number of Teens in Household
Mobile TV Intender Incidence by Type of Home
Mobile TV Intender Incidence by Home Ownership
Psychographics of Mobile TV Intenders
Mobile TV Intenders by Gender
Mobile TV Intenders by Age
Mobile TV Intenders by Marital Status
Mobile TV Intenders by Education
Mobile TV Intenders by Income
Mobile TV Intenders by Number of Adults in Household
Mobile TV Intenders by Number of Individuals Younger than 18 in Household
Mobile TV Intenders by Number of Teens in Household
Mobile TV Intenders by Type of Home
Mobile TV Intenders by Home Ownership
Important Multimedia Functionalities on a Mobile Handset
Most Important Portable Device Functions
Important Multimedia Functionalities on a Mobile Handset
Important Multimedia Functionalities on a Mobile Handset
Most Appealing Mobile TV Content
Top 10 Mobile TV Content Preferences by Teens
Length of Mobile TV Content
Additional Information on Mobile TV
Most Appealing Mobile TV Content by Gender
Mobile Phone Subscribers by Service Providers
Brand of Current Mobile Phone
Average Monthly Expenditure on Mobile Phone Service
Replace/Upgrade Mobile Phone
Alternate Service Providers
Interest in Mobile Broadband Wireless Platform

Publish Date: 3Q 2006

Pages: 121


Authored By:
John Barrett - Director of Consumer Analytics

Executive Editor: Tricia Parks
Published by Parks Associates

© August 2006 Parks Associates
Dallas, Texas 75230

All rights reserved. No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher.

Printed in the United States of America.

Disclaimer
Parks Associates has made every reasonable effort to ensure that all information in this report is correct. We assume no responsibility for any inadvertent errors.

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