Mobile TV and Video

Premium Content and Advertising Elevate the Phone Away From Just Voice

Publication Date	July 2008
Publisher	MultiMedia Intelligence
Product Type	Report
Pages	31
ISBN Number	not applicable
Product Code	MMI00013

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Summary

Mobile TV and mobile video are the second wave of premium content delivered to handsets, following on the heals of mobile music (ringtones, tracks and ringback) and mobile gaming.

In the content world, video is king. It dwarfs the other entertainment categories by orders of magnitude. With cellular handsets being the world's most ubiquitous entertainment device, it is easy to see why cellular operators and content owners alike are anxious to make video available to cellular subscribers.

Premium mobile TV and video is video content that is delivered to a mobile handset. There are subtle differences between mobile TV and mobile video.

Mobile TV is a linear broadcast to the end-user from a separate TV broadcast network. Mobile video is unicast video streamed directly over the mobile operator's 3G network.

"Mobile TV and Video: Premium Content and Advertising Elevate the Phone Away From Just Voice" covers the market for premium video broadcast or streamed to a mobile handset and monetized through direct subscriber payment or via advertising. The research contains: . Five-year worldwide forecasts of subscribers, average revenue per user and global market revenue for mobile video and mobile TV . Geographic segmentation: US, Canada, Latin America, Western Europe, EEMEA, and Asia.

Segmentation and forecasts for on-deck and off-deck mobile video.
Five year worldwide forecasts of revenue share among mobile operators, content providers and content-enablement companies.
Five year worldwide forecasts of advertising revenue for mobile video, mobile TV and call to action.
Five year worldwide forecasts of advertising revenue share among agency, ad network, and the content provider or operator.

Content

Executive Summary
Introduction
Wireless Industry Trends
Transition to Data Services and Content
Multiple Levels of Network Convergence
TheMobile Internet Transforms the Competitive Ecosystem
Mobile Advertising &More Data Applications
Mobile 2.0
Implications
Mobile Content Outside of the Box
Clipcasting
Sideloading via SecureMemory
Multimedia Handsets
Mobile TV and Video Market
Mobile TV and Video according to theMultiMedia Intelligence Video Framework
Content Type
BusinessModel
Content Source
Distribution
Technology
Mobile Content Definition Dilemma
Mobile Video Definition Constrained
Revenue, Subscriber and ARPU Forecasts
On-Deck vs. Off-Deck
Mobile TV and Mobile Video Revenue Share byMarket Participant
Advertising Revenue in Mobile TV and Video
Mobile TV AdvertisingMarket Revenue
In-Network PremiumMobile Advertising Revenue
Call to Action Advertising
Premium Mobile Advertising Revenue for Advertising Agencies
List of Tables
- Table 1. Web 1.0 versusWeb 2
- Table 2. BasicMultimedia Handsets AnnualWorldwide Shipments (Millions)
- Table 3. Total RetailMobile Video Subscribers byGeography (Millions)
- Table 4. RetailMobile Video ARPU byGeography (US$)
- Table 5. Total RetailMobile VideoMarket byGeography (US$Million)
- Table 6. Total RetailMobile TV Subscribers byGeography (Millions)
- Table 7. RetailMobile TV ARPU byGeography (US$)
- Table 8. Total RetailMobile TVMarket byGeography (US$Million)
- Table 9. On-Deck RetailMobile VideoMarket byGeography (US$Million)
- Table 10.Total Off-Deck RetailMobile VideoMarket byGeography (US$Million)
- Table 11.Content Provider Share of RetailMobile VideoMarket byGeography (US$Million)
- Table 12.Content Provider Share of RetailMobile TVMarket byGeography (US$Million)
- Table 13.Operator Share of the RetailMobile VideoMarket byGeography (US$Million)
- Table 14.Operator Share of the RetailMobile TVMarket byGeography (US$Million)
- Table 15.Digital Commerce Services Share of the RetailMobile VideoMarket byGeography (US$Million)
- Table 16.Digital Commerce Services Share of the RetailMobile TVMarket byGeography (US$Million)
- Table 17.Platform Company Share of the RetailMobile VideoMarket by Geography (US$Million)
- Table 18.Platform Company Share of the RetailMobile TVMarket byGeography (US$Million)
- Table 19.Mobile TV Advertising Revenue (US$Millions)
- Table 20 In-Network PremiumMobile Advertising Revenue (US$Millions)
- Table 21.Call to Action Revenue by Region (US$Millions)
- Table 22 Agency Share of In-NetworkMobile Video Advertising Revenue (US$Millions)
- Table 23 Ad Network Share of In-NetworkMobile Video Advertising Revenue (US$Millions)
List of Figures
- Figure 1 Total RetailMobile Video Revenue and Subscribers
- Figure 2. Total RetailMobile TV Revenue and Subscribers
- Figure 3.Advertising Revenue forMobile TV and In-Network PremiumMobile Advertising
- Figure 4. Call to Action Advertising Revenue
- Figure 5. Hierarchy ofWireless Needs
- Figure 6. Evolution toMobile 2.0
- Figure 7.MultiMedia IntelligenceMedia Distribution Analysis Framework