The Mobile Broadcast TV Market 2007 (Market Focus)

Publication Date	March 2007
Publisher	Datamonitor
Product Type	Brief
Pages	17
ISBN Number	not applicable
Product Code	DAT04825

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Summary

Introduction

This brief outlines the current environment of mobile broadcast TV in Europe, North America and certain regions in Asia-Pac. Datamonitor considers 2007 to be a critical year for the up-take of mobile broadcast TV and it is crucial for those interested in the space to understand current market trends and dynamics.

Scope

Outlines drivers for the uptake of mobile broadcast TV including consumer demand for multimedia handsets and increasing mobile phone penetration.
Addresses different service trials and service launches in the North American, European and Asian-Pacific regions.
Highlightsconservative forecasts for mobile broadcast TV uptake until 2012 in North America, Europe and Asia-Pac.

Highlights

Primary drivers for the adoption of mobile broadcast TV include increasing mobile phone penetration, growing handset shipments and, most importantly, the strong demand for content on-the-go.

Datamonitor considers that there are significant barriers for mass adoption for mobile broadcast TV and that addressing these issues will be fundamental for the growth of the service. Barriers include spectrum allocation for services, device functionality and competition from alternative entertainment sources.

Datamonitor predicts at the end of 2006 there were around 4.4 million mobile broadcast TV subscribers. This subscriber base is forecasted to grow to c65.6 million in 2010 and c155.6 million by 2012 with a CAGR of 66.2%.

Reasons to Purchase

Understand key drivers promoting the adoption of mobile video services including mobile broadcast TV.
Gain insight into key challenges facing the widespread implementation and adoption for mobile broadcast TV services.
Access forecasts for service uptake in both mature and growing wireless markets.

Content

- CATALYST
- SUMMARY
- METHODOLOGY
- ANALYSIS
- Video content becomes an integral part of handset functionality
- Mobile phone growth is escalating - particularly in Asia-Pac
- What is mobile broadcast television?
- Consumers desire multifunctional audio-visual handsets
- Live services provide mixed messages regarding potential adoption habits
- Trials aim to make the jump to live services in a variety of markets during 2007
- DVB-H set to have the strongest foothold in Europe with services already deployed
- 3 Italia illustrates strong adoption despite missing subscriber targets
- Virgin Mobile and BT Movio mobile broadcast service has lackluster responses from consumers
- DigitAlb launch free DVB-H service to consumers in Albania
- North America begins to go live in 2007 with Verizon and AT&T
- Asia-Pac is an increasingly complicated and diverse mobile broadcast market
- Japan and South Korea shows strong mobile broadcast growth
- Barriers for adoption could hinder the uptake of mobile broadcast TV services
- Spectrum capacity remains a hindrance for adoption - although not as much as originally expected
- Certain device constraints still need to be overcome
- Competition from alternative content sources is the biggest issue for adoption
- Consumer education is the most important issue - you need to see it to believe it
- Asia-pacific set to continue dominance of mobile broadcast TV usage
- Strong growth expected - but not as quickly as first thought
- Asia-Pacific expected to have the most subscribers by 2012
- Germany is expected to be Europe's largest market with Italy not far behind by 2012
- USA expected to be the largest national market by 2012
- China expected to be the largest Asia-Pacific market by 2012
- Market outlook for mobile broadcast TV remains positive - but with reservations
Appendix
- Definitions
- Further reading
- Ask the analyst
List Of Figures
- Figure 1: Mobile subscribers including pre-pay, 2006-2012
- Figure 2: Simplified model for mobile video consumption
- Figure 3: Crossroads of mobile broadcast TV
- Figure 4: Global mobile broadcast TV subscribers, 2006 - 2012
- Figure 5: Regional comparison of mobile broadcast TV subscribers, 2006 - 2012
- Figure 6: European mobile broadcast subscribers, 2012
- Figure 7: United States mobile broadcast TV subscribers, 2006 - 2012
- Figure 8: Major Asia-Pac market comparison for mobile broadcast TV subscribers , 2006 - 2012