This PPT gives a general overview on the landscape of mobile TV. It also gives a discussion on the business opportunity and buisness model of broadcast mobile TV.
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Plenty.People are irrational, loss-averse and effort-averse so Mobile TV operators need to figure out how to transform the young David into the adult David
• Broadcast Mobile TV: – Truly ‘broadcast’, the same signal is broadcast across a large
area regardless of whether anyone is watching, similar to watching TV, thus inexpensive to scale to large audiences
• Cellular Mobile TV:– Cellular service, just like voice – Streaming approach - similar to watching a movie clip on the
Internet (buffering issues)– Direct relationship between the number of people watching
and the bandwidth of the mobile phone networks’ streaming servers means expensive to scale to large audiences
Traditionally, Mobile TV is the broadcast of live TV to an adapted mobile phone handset (Broadcast Mobile TV) or the streaming of an on-demand programme to a 3G phone (Cellular Mobile TV).
• Complementary to traditional TV• Mobile TV combines two features:
1. TV on the go, offering familiar content2. multimedia functions with features such as radio, music
player, camera and video recorder for a personal viewing experience
• Why people will use Mobile TV– Flexibility and Independence– Enhanced personal viewing experience– Obtaining time and location-dependent information– Filling idle time – People in Asia commute more often and
• Relatively low pay TV penetration – terrestrial channels rule
• More than three million users of free-to-air mobile TV
• 74% of survey respondents to Telegent survey watching television on their handset for thirty minutes or more at a time, and 54% watching five times a week.
• For 85% the primary influence driving their handset purchase decision was the built-in free-to-air TV feature
Source: TelegentTelegent interviewed more than 400 consumers who purchased Telegent-enabled handsets, half of which were interviewed in February 2008, and the other half of which were interviewed between July and September of 2007.
Towards a successfulBusiness ModelPHASE 1•Make it free: start with a basic free TV and audio channel offer as part of handset package to drive initial consumer adoption•It’s TV: keep it simple and easy to start
–Simple navigation to replicate the familiar TV viewing experience
–Interactivity of lesser importance for Mobile TV initially
•Educate customers about merits and value of the service