1. VAS Research Series
Mobile TV
Broadcasting
Mobile TV Broadcasting is a comprehensive report
analysing the evolution of television for mobile devices.
This strategic research report from Berg Insight provides you
with 150 pages of unique business intelligence and expert
commentary on which to base your business decisions.
This report will allow you to:
Learn from the experience of commercial mobile
TV services in South Korea and Japan.
Identify key success factors for launching mobile
TV services.
Understand the preferences and consumption
patterns of mobile TV viewers.
Grasp the relationships between the key players in
the value chain.
Recognise differences and commonalities of traditional
and mobile television. Order now!
Evaluate the results of mobile TV trials on key markets. Please visit our web site to order this
report and find more information about
our other titles at www.berginsight.com
See inside for further details
Berg Insight’s VAS Research Series
What are the key business opportunities for value added services in the mobile
industry? Berg Insight’s VAS Research Series is a unique series of analytical
industry reports. Each title offers detailed analysis of current hot topics such as
digital music, mobile Internet or mobile advertising. We put mobile VAS into a
greater perspective, offering a realistic approach and accurate forecasts.
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2. VAS Research Series
Mobile TV – nature of the mobile device, always being at hand wherever we
find ourselves, invites the viewer to seek time and place sensitive
a new media in the making and pushes content producers to exploit the possibilities of a
TV terminal that is not stationary and waiting for users to come
Although many homes are already steeped in high-tech, there
to watch it, but accompanies the viewers in their world and
are pockets of archaic technology in our daily lives that have not
everyday life. Examples of context aware programming could
changed much since our parents’ days. One such activity is TV
be for example local news or weather forecasts, travel and
watching. Although the hardware has evolved greatly with ever
tourist information, music or movies that are locally associated
larger screens and cinema-like sound quality, and the choice
and context based courses and education.
of channels has multiplied several hundred times, the actual
activity of TV-watching itself is enjoyed in pretty much the same Berg Insight warns both operators and broadcasters against
way as it was in its very early days: with a group of persons seeing mobile TV as merely television as we know it on a mobile
seated in comfortable furniture with choice high-calorie snacks terminal, but embraces the basic conjecture that mobile TV is
at hand, passively consuming mass-produced and -distributed an entirely new service on a completely different media. There
video contents. are a number of fundamental differences in expectations and
behaviours between the regular TV viewer and the mobile user,
This way of experiencing media is far from the expectations
and services based on simply regurgitated TV-content will
of young consumers who demand interactive, creative and
merely be TV on a small and inconvenient screen. It is imperative
personal experiences, making TV in its traditional form an
that the industry works already from start to evolve TV services
outmoded phenomenon with a slowly but irrevocably aging
as one part of a comprehensive content strategy and portfolio
user base.
of inter-woven entertainment services rather than a simple re-
The expression “mobile TV” often refers to any audiovisual broadcasting service.
content watched on a portable device, but handy TVs have been
There were an estimated 820 million PCs in the world at the
available for decades and never been any great success. What
end of 2006; the number of TV sets numbered 1.5 billion. At the
makes it different this time is that one of the devices in which the
same time an estimated 2.7 billion people around the world had
TV tuner can be embedded is the mobile phone, which unlike
mobile phones, and around 80 percent of the world’s population
all other portable devices distinguishes the viewer and offers
enjoys mobile phone coverage. The mobile TV’s appeal of
a return path via which the viewer can participate and interact.
combining the lure, comfort and familiarity of television with the
These are the means for the TV networks to leave the passive
exciting, creative, immediate and intimate world of mobile, is a
consumer -couch-potato- era behind and ascend to the new
recipe for services that could permeate the largest device and
generation of dynamic media; TV 2.0 if you will. Television is no
communications market in the world.
longer a set stream of programs pushed out through an open-
ended channel where unknown people might or might not be
watching, but the targeted transmission of hand-picked content
at a time and place selected by an identified viewer.
This report answers the following questions:
The new generation of mobile TV has the power to combine
the features of regular TV as we know it with new interactive
and personalised services. It can extend the reach of traditional What is the current status for mobile TV in Europe,
TV to situations where today we do not have access to it, but North America and Asia-Pacific?
also add a whole new dimension to the concept, evolving it way
beyond the realms of current broadcasting. The ubiquitous Which are the main technologies for mobile TV
broadcasting and who is adopting them?
How does the consumption of mobile TV content
differ from that of regular TV?
What are the main challenges facing prospective
providers of mobile TV?
Which are the most successful business models
and strategies?
Why has South Korea become the most advanced
market for mobile TV?
What are the experiences from the first years of
commercial services in Asia-Pacific?
Mobile TV viewers forecast (Worldwide 2007–2012)

3. Table of Contents
1 Introduction – The next step in 3.4.2 South Korea: 1 million viewers paying 6.1.5 Germany: DMB’s first launch in Europe
the evolution of television for S-DMB alongside DVB-H development
3.4.3 South Korea: Quick uptake of T-DMB 6.1.6 France: Orange offers TV on Internet
2 Broadcast network thanks to free service and mobile
technologies 6.1.7 Finland: Digital radio over DVB-H
2.1 Introduction 4 Challenges for mobile TV 6.2 United States
2.2 Streaming over mobile networks 4.1 A new TV concept 6.2.1 MobiTV: Content aggregator for mobile
2.3 MBMS and TDtv 4.2 Lack of standardised tests and wireless access
2.4 DAB-based technologies: T-DMB, 4.3 Frequency allocation 6.2.2 Modeo: Service provider dropping
S-DMB, DAB-IP 4.4 Harmonization and roaming mobile TV after trial
2.4.1 Leading market: South Korea 4.5 The handset 6.2.3 Sprint: Pushing video services in many
2.4.2 T-DMB trial and deployment activities 4.6 The tuner forms
2.5 DVB-based technologies: DVB-H and 4.7 Deployment costs 6.2.4 Verizon Wireless: Going with FLO
DVB-SH 4.8 Lack of operator interest 6.2.5 AT&T: Late to market
2.5.1 Leading market: Italy 4.9 Rights issues 6.2.6 T-Mobile: Amassing spectra to start
2.5.2 DVB-H trial and deployment activities 4.10 Competition from other devices broadband media services
2.6 MediaFLO 6.3 Asia Pacific
2.6.1 Leading market: US 5 Business models 6.3.1 Japan: MBCo failed with dedicated
portable TV but others keep trying
2.6.2 MediaFLO trial and deployment and strategies
activities 6.3.2 Japan: Mobile operators providers
5.1 Unicast or broadcast counting on meta usage
2.7 ISDB-T (One Seg)
5.2 Business models 6.3.3 South Korea: DMB services popular,
2.8 A-VSB
5.2.1 Broadcasters but not making money
2.9 Satellite solutions
5.2.2 Content aggregators
2.9.1 DVB-SH (DVB-H+)
5.2.3 Mobile operators 7 Conclusions and
2.9.2 S-DMB
5.2.4 Revenue flows market forecast
2.10 Video on demand
5.3 Content innovation
5.3.1 Differentiation 7.1 It is a brand new world
3 Contents and consumption 5.3.2 Interactivity 7.2 Regulations
3.1 General observations 5.3.3 User-generated contents 7.3 Technology
3.1.1 Consumer behaviour 5.3.4 Case study: TU Media, South Korea 7.4 Business models and strategies
3.1.2 Content preferences 5.4 Revenue models 7.5 Content and usage
3.2 Europe 5.4.1 Conditional access: subscriptions and 7.6 Market forecasts
3.2.1 Italy: Europe’s biggest consumers pay-per-view
3.2.2 France: 400,000 users connect to 5.4.2 Free access: advertising Glossary
million times per month via PC and
mobile 6 Case studies
3.2.3 Spain: Users access news and
6.1 Europe
complain about battery time
6.1.1 UK: Vodafone considering how to serve
3.2.4 UK: Four hours per month in 20-minute
possible mass-market
sessions
6.1.2 UK: BT ditches one customer, one
3.2.5 Germany: MI FRIENDS – users take
phone-service after one year
time to get hooked and develop habits
6.1.3 Italy: 3 Italia controlling both mobile
3.3 United States
and TV networks
3.4 Asia Pacific
6.1.4 Italy: Cooperation to share
3.4.1 Japan: Popular service but unclear
infrastructure costs and resources
business model

4. VAS Research Series
About the Author
Sabine Ehlers is a Senior Analyst and Consultant with Berg Insight offers premier business intelligence to the
a Masters degree from Chalmers University of Technology. telecom industry. We produce concise reports providing key
She has more than 15 years experience from working in facts and strategic insights about pivotal developments in
the international IT and Telecom industry. Sabine has a our focus areas. From time to time we also perform custom
regular column in Sweden’s largest computer magazine research assignments. Our vision is to be the most valuable
and is a frequent speaker at conferences. source of intelligence for our customers.
Who should buy this report? Related products
Mobile TV Broadcasting is the foremost source of infor-
Digital Music and Mobile Handsets
mation about the status, future trends and technology
© Berg Insight AB - No. 16
developments on this market. Whether you are a telecom Smartphone Operating Systems
vendor, telecom operator, investor, consultant or applica- Mobile Internet 2.0
tion developer, you will gain valuable insights from our
in-depth research. Mobile Advertising and Marketing
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