Mobile Business and The 2008 Olympics

Analysis & Insight

Publication Date	August 2008
Publisher	Visiongain
Product Type	Report
Pages	100
ISBN Number	not applicable
Product Code	VIS00082

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Summary

The Olympic Games is the most watched global event attracting audiences from all around the world during an 18 day period. The Olympic Winter Games, meanwhile has also seen an upsurge in its popularity with more nations competing and more countries passing a keen eye over the unfolding events. A total of 200 countries and territories broadcast action from the 2006 Torino Winter Olympics, whilst 220 will broadcast action from the 2008 Beijing Olympic Games. Both formats of the Olympic Games therefore represent exciting opportunities for mobile operators, manufacturers, advertisers and broadcasters amongst others.

New media will play a significant role in the way that the Olympics are viewed. Broadband connections and 3G compatible mobile phones are becoming increasingly more commonplace around the world, thus providing new revenue opportunities for a host of different companies. Large events such as the Olympics captures the hearts of spectators who wish to see their nation, team or favourite athlete perform well. Consequently patriotic fans are more inclined to purchase different products and services to keep uptodate with the latest action and also to show their allegiance towards those they are supporting. Can you miss out on an event which gains so much attention from around the world?

Olympics Games and other significant global events also provide all types of mobile company with ideal testing situations for new services and products. The Olympic Games offer mobile phone companies the opportunity to scrutinise over the latest technologies that they plan on launching at later dates. Don't miss out on a perfect opportunity to trial your latest mobile solutions with a large concentrated audience.

The 2008 Beijing Games in particular will be an event that sees an array of different technology standards, mobile applications and services pushed. The Games will set the tone for future mobile services and standards. What will result, after the Beijing Games? How will the Beijing Games affect technology and services used commonly around the world? What specifications will be promoted?

Reading this exclusive management report will provide you all of the information you need, including answers to the following questions:

What revenue can be obtained from the Olympics now and in future games?
Which Olympic products and services are available for mobile? Which are the most profitable?
What types of company will be the most successful?
How does mobile Olympic products and services compare to other sports? Can any lessons be learned?
What mobile strategies should be used before the games and during the course of the games?

The Olympics has huge potential for mobile companies. The Beijing 2008 Olympic Games is the first summer games that will offer fans the chance to keep uptodate with the action via television, internet and mobile. There is no doubt however, that the Games will set a mobile precedent for future Games to match and thus better.

Who needs to read this report?

Olympic organising Committees
Olympic Sponsors
Operators
Manufacturers
Broadcasters
Advertisers
Location Based Service Providers

Content

1. Introduction
- 1.1. Focus Of This Report
2. World Audience
- 2.1. Athens 2004
- 2.2. Torino 2006 Olympic Winter Games
  - 2.2.1. Telia Sonera and YLE TV
  - 2.2.2. Telenor and NRK
  - 2.2.3. NBC
  - 2.2.4. WiBro Trial
  - 2.2.5. iTorino
  - 2.2.6. Iplay
- 2.3. Worldwide Audience Overview
3. Beijing 2008
- 3.1. Technology At The Olympics
  - 3.1.1. Mobile TV
    - 3.1.1.1. Telegent Systems
    - 3.1.1.2. Testing
    - 3.1.1.3. Mobile TV Standards
    - 3.1.1.3.1. CDMB
    - 3.1.1.3.2. CMMB
    - 3.1.1.3.3. TMMB
  - 3.1.2. 3G
    - 3.1.2.1. TDSCDMA
  - 3.1.3. LBS
    - 3.1.3.1. GyPSii
    - 3.1.3.2. Emergency Services
  - 3.1.4. Services For Visitors
    - 3.1.4.1. PandaPhone
    - 3.1.4.2. Cellhire
    - 3.1.4.3. iTravelChina
    - 3.1.4.4. SmartTrans
    - 3.1.4.5. Fonerent
    - 3.1.4.6. Hotels
    - 3.1.4.7. Subways
    - 3.1.4.7.1. Andrew Wireless Soultions
  - 3.1.5. Mobile Alerts
    - 3.1.5.1. 4info
  - 3.1.6. Mobile Gaming
    - 3.1.6.1. Glu and Sega
    - 3.1.6.2. Unofficial Games
  - 3.1.7. Wallpapers
  - 3.1.8. Mobile Advertising
    - 3.1.8.1. McDonald's
- 3.2. Beijing Olympics Overview
4. Operators, Distributors and Manufacturers
- 4.1. Subscriber Ban
- 4.2. Olympics in Asia and Australasia
  - 4.2.1. China Mobile
  - 4.2.2. China Unicom
  - 4.2.3. mInfo
  - 4.2.4. CCTV.com
  - 4.2.5. Telstra
    - 4.2.5.1. m.Net
  - 4.2.6. TVNZ
- 4.3. Olympics in the USA
  - 4.3.1. AT&T
  - 4.3.2. NBC Universal
    - 4.3.2.1. Verizon
  - 4.3.3. Other US Mobile Services
    - 4.3.3.1. Yahoo
    - 4.3.3.2. Plusmo
    - 4.3.3.3. MobiTV
- 4.4. Olympics in Europe
  - 4.4.1. BBC
  - 4.4.2. MTS
  - 4.4.3. KPN
  - 4.4.4. Olympics in Spain
  - 4.4.5. KIT Digital
- 4.5. Olympics in South America
  - 4.5.1. Terra
- 4.6. Manufacturers
  - 4.6.1. Samsung
  - 4.6.2. Sharp
- 4.7. Fight Against Piracy
- 4.8. Operators, Distributors and Manufacturers Overview
5. Olympic Outlook
- 5.1. Vancouver Winter Olympics 2010
  - 5.1.1. CTV Globemedia and Rogers Media
- 5.2. London 2012
  - 5.2.1. Mobile TV
    - 5.2.1.1. L Band Spectrum Auction
    - 5.2.1.2. Mobile TV Trial
    - 5.2.1.3. London 2012 Mobile TV Overview
  - 5.2.2. Advertising
    - 5.2.2.1. Bluepod Media
  - 5.2.3. Cashless Olympics
  - 5.2.4. Social Networking and Camera Phones
- 5.3. Future Overview
6. Conclusions and Recommendations
- 6.1. TestBed
  - 6.1.1. Mobile TV
  - 6.1.2. LBS
- 6.2. 3G
- 6.3. Recommendations
  - 6.3.1. For Olympic Organising Committees
  - 6.3.2. For Advertisers
  - 6.3.3. For Broadcasters
  - 6.3.4. For Operators
  - 6.3.5. For Manufacturers
  - 6.3.6. For Content Producers
List of Tables
- Table 2.1: Countries Where MobiTV Is Available
- Table 3.1: Mobile TV Channels Available From KPN
- Table 3.2: Chinese Cities Where CMMB Has Been Trialled
- Table 3.3: Cities Where China Mobile Trialled TDSCDMA
- Table 3.4: PandaPhone Service Details
- Table 3.5: iTravelChina Service Details
- Table 3.6: Fonerent Service Details
- Table 3.7: 4Info Partners
- Table 4.1: China Mobile Olympic Games Services
- Table 4.2: TOP Sponsors
- Table 4.3: Olympic Events Which Samsung Will Sponsor Figure 4.1: Samsung E848 Figure 4.2: Samsung P318 Figure 4.3: Samsung m530 Chart 4.1: Samsung Brand Value Chart 4.2: Samsung Handset Shipments, Q1 07Q1 08
- Table 5.1: Qualcomm's Rivals in L Band Spectrum Auction
List of Charts
- Chart 1.1. Olympic Revenue Generated, 19932004 Chart 1.2: Olympic Games Broadcaster Countries and Territories, 19802006 Chart 1.3: Olympic Winter Games Broadcaster Countries and Territories, 19802006
- Chart 2.1: Summer Olympic Games Worldwide Audiences, 19882004 Chart 2.2: Winter Olympic Games Worldwide Audiences, 19922008 Chart 2.3: Olympics Broadcasting Rights, 19962008 Chart 2.4: Athens 2004 Olympics Opening Ceremony Audience
- Chart 2.5: Olympic Winter Games Broadcast Revenue, 19982006 Chart 2.6: Salt Lake City 2002 v Torino 2006 Broadcast Hours Comparison
- Chart 3.1: World LBS Revenue 20082013
- Chart 3.2: Mobile Gaming Revenue, 20082013
- Chart 5.1: CTV Globemedia and Rogers Media Olympic Rights
- Chart 5.2: Mobile TV Survey Results
- Chart 5.3: World Mobile TV Usage, 20082013
- Chart 5.4: World Video Phone Forecast, 20082013
- Chart 6.1: Olympic Revenue Broadcast Generation, 20002014
- Chart 6.2: Mobile TV Subscribers, 20082013
- Chart 6.3: World 3G Users, 20082013
Companies Listed
- 4Info; Adsmedia; Alltel; Andrew Wireless Solutions; Arqiva; AT&T; Atos Origin; BBC; Bell Mobility; Bluepod Media; BOCOG; CCTV.com; CECT; Cellhire; Centennial; China Mobile; China Netcom; China Telecom; China Unicom; Claro; CNBC; CNN; CNSA; COC; CocaCola; CommScope; CTV Globemedia; ePortal; ESPN; FIFA; Fonerent; Fox; Futonia; General Electric; GeoSentric; Glu; GyPSii; IOC; Iplay; iTorino; iTravelChina; Johnson&Johnson; KIT Digital; Kodak; KPN; Kyocera; Lenovo; LG; LOCOG; m.Net; Manulife; McDonald's; Midwest Wireless; mInfo; MobiTV; Motorola; Movistar; MSNBC; MTS; NBC Universal; NextWave; Nine Network; Nokia; NRK; nTelos; O2; Omega; Orange; Ozura Mobile; Panasonic; PandaPhone; Plusmo; Portsmouth FC; Qiao Xing Mobile; Qualcomm; Red Cross Society; RFEA; ROC; Rogers Media; Samsung; SARFT; Sega; Seven Network; Sharp; SmartTrans; SNTV; Sprint; Telcel; Telecom Italia; Telegent Systems; Telenor; Television Espanola; Telia Sonera; Telstra; Telus; Terra; TFL; The Joint Radio Company; TMobile; TVNZ; UEFA; US Cellular; USOC; Vectone Network; Verizon; Visa; WorldSpace; Yahoo; Yahoo7; YLE TV; YouTube