Mobile TV - Portable TV: Fad or mass market? 
 

Although mobiles - in the age of 3G and DTT - should become the terminal par excellencefor receiving television programmes, many uncertainties still remain: developments in usage, operator repositioning, adapting services
and business models. 
 Mobile TV: “natural” marriage of the telecom and audiovisual sectors
 
• Telecom operators: is the current prominence of video services in mobile operators’ offers indicative of a future mass market?
• Content providers: digitisation of terrestrial networks enables the emergence of dedicated services on mobile and portable devices. 
 A host of technical choices giving way to questions over adapting services to actual forms of use
 
• In what ways do cellular and broadcast networks complement one another?
• Simulcasting or the creation of dedicated mobile programmes?
• Which business models for which services?

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Scenarios

Establishing user consumption scenarios for new mobile video services, factoring in:
• Technical solutions, existing and future equipment and content
• Mobile TV viewing situations 

Contents

1/ TV AND MOBILE TELEPHONY

Basic technical principles
• Different compression techniques
Chief audio codecs, MPEG-2, MPEG-4, MPEG-4 AVC or MPEG-4 part 10 or H.264, proprietary standards, video and mobile telephony codecs, initiatives launched by the 3GPP and other mobile industry associations, codecs supported by the leading mobile streaming platforms
• Digital terrestrial broadcasting to mobiles
DVB-T and DVB-H in Europe and beyond, the ATSC in the United States, ISDB-T in Japan, terrestrial and satellite DMB (Digital Multimedia Broadcasting) in South Korea and Japan

Presentation of the different mobile video solutions
• Streaming video solutions on mobile networks
Underlying principle, general architecture of streaming platforms, leading mobile streaming solutions providers
• TV broadcasting solutions (terrestrial and satellite)
Network architecture, radio and satellite-based mobile TV initiatives 

2/ UPGRADING DEVICES TO ENABLE MOBILE VIDEO SERVICES

General architecture of a mobile device

Enhancing mobile devices’ performance
• Integrated circuits, microprocessors, memory, batteries, screen, UHF-VHF components, satellite, operating systems

Example of a new multimedia mobile handset: the Nokia 7700
 

3/ MOBILE AND PORTABLE DEVICES: SERVICES AND USES

Video content services on mobile handsets
• Mobile video download services
Downloading, chief technical mobile video access solutions, a broad content offering tailored to mobility, business models, examples of offers marketed outside Europe
• Mobile streaming video services
Development conditioned by mobile operators’ technical choices, new programme distribution channel, adapted tariffs, the early days of mobile streaming video, live streaming initiatives on mobile
• Mobile TV broadcasting services
analogue terrestrial mobile TV, digital terrestrial mobile TV, mobile broadcasting via satellite, network convergence for mobile TV broadcasting

State of development of embedded TV services

Making TV portable

Mobile video services consumption
• Swift renewal of the base of deployed handsets
• A supply market
• Increasing possible applications
• Delayed and on-demand video consumption
• Rise in average monthly spending on mobile data services 

4/ PLAYER STRATEGIES

Growth of the mobile telephony world
• One person = one mobile phone
• Gradual migration of the handset base
• Growing prominence of mobile data services

Changes in audiovisual consumption patterns
• Growing trend towards owning several devices…
• …which goes hand in hand with an increasing number of channels on offer
• Slight rise in average viewing time
• Consumers increasingly willing to pay for TV services…
•… and to access content on the internet.

The “natural” marriage of the telecom and audiovisual sectors
• Telecom operators
Prime objective: to increase per subscriber revenues, close collaboration with content publishers, a core asset: controlling sport broadcasting rights, comple mentary aspects of cellular and terrestrial broadcasting networks, 2.5G/3G and….4G networks, the high cost of subsidising devices, growing cooperation with hardware manufacturers
• Content providers
Finding new markets, avoiding exclusivity, increasing viewing time, simulcasting versus adapting content, broadcasting versus downloading, copyright protection

Analysis of the value chain
• Relationship between telecom operators, content providers and equipment manufacturers
• The search for value: control the content or control the subscriber?
• Role sharing or integration of the entire chain? 

5/ GROWTH SCENARIOS

Scenario creation: key trends
• Technical solutions
• The content, streams and business models
• The equipment
• The user and mobile TV viewing situations

Presentation of sample applications
•“The portable screen” as an alternative to a second TV set, and to PVRs (Personal Video Recorder)
• “Transitional or extra mobile” and mobile PVRs
• “The entertainment mobile” and “The utilitarian mobile”
• “The Game Boy mobile”
• “Distraction TV” and “Collective mobile TV” 

Players cited in the report

Telecom operators – Broadcast network operators
«3»/Hutchison • Bouygues Telecom • Crown Castle • Digita • KDDI • KTF • J-Phone • LG Telecom • Maxis Communications • MBCO • Mobilkom Austria • Movistar / Telefónica • NTT DoCoMo • Optus Mobile • Orange • SKT • Sprint PC • TDF • Telecom Italia Mobile • TeliaSonera • Teracom • T-mobile • T-Systems • TUMedia • Vodafone

Hardware manufacturers – Technology providers
Apple • Canal+ Technologies • Casio • Ericsson • Envivio • Emblaze • Fujitsu-Siemens • HelloNetworks • Hitachi • LG Electronics Matsushita • Microsoft • Motorola • Nokia • NEC • Packet Video (Alcatel) • Panasonic • Philips • Real Networks • STMicroelectronics • Texas Instruments • Samsung • Sanyo • Sharp • Sony • Toshiba • Wonderphone

Content providers
AFP • Alma Media • Channel 4 • CFN / CNBC • CNN • Endemol • Fashion TV • ITN • La7 • MCM • MTV • MTV3 • Nelonen • NHK • NTN • n-tv • Paris Première • RAI • Reuters • Sanoma WSOY • Sky Sports • Sporever • Sky PerfecTV • TVB • TF1 • Universal Music • Universal Studios • Networks Deutschland • YLE