Mobile TV Tuig i or Switchig off?
Cotets Foreword Executive Summary... 1 Disappoitig Subscriber Uptake Worldwide... 2 Ways to Improve the Mobile TV Busiess... 5 Four Hypotheses to Esure Success... 10 Glossary... 12 Cotacts... 13 Broadcast Mobile TV has the potetial for exceptioal growth but most existig services are ot attractig as may payig customers as expected. So what strategies should regulators, ifrastructure suppliers, cotet s ad mobile s adopt? Arthur D. Little has supported cliets i all segmets alog the Mobile TV value chai. I this report, we take stock of developmets to date ad idetify the actios we believe key players eed to take to improve the Mobile TV busiess. I the years ahead, we look forward to likig our expertise ad passio for iovatio to help compaies develop the strategies that will brig about that trasformatio. Authors: Karim Taga Maagig Director Austria taga.karim@adlittle.com Christia Niegel Pricipal iegel.christia@adlittle.com Lars Riegel Busiess Aalyst riegel.lars@adlittle.com
Executive Summary Mobile TV services based o broadcast etworks have bee lauched i may markets worldwide, but subscriber uptake ad reveue growth was rather disappoitig so far. At the same time, mobile TV via 3G streamig, a service offered by most mobile s, has so far ot become more tha a iche market. As a result, market players are icreasigly critical of Mobile TV services. However, by workig o improvig the existig busiess model for broadcast Mobile TV, key players ca icrease subscriber uptake, reveues ad profitability. I particular: Regulators eed to create a optimal framework for the developmet of Mobile TV services. Device suppliers eed to icrease the variety, fuctioality ad affordability of mobile TV eabled hadsets. Mobile s should use Mobile TV services i order to icrease customer loyalty, to differetiate their stadard voice ad data services ad to improve sales of high-value service budles. While broadcast Mobile TV services may have disappoited may market players to date, it is clear, that whe the cotext is right, Mobile TV does have mass-market appeal. I South Korea, for example, 17 millio, or over oe third of all mobile subscribers, regularly use broadcast Mobile TV services. I Italy, well over 1 millio subscribers subscribe to Mobile TV. The idustry is therefore workig o ext geeratio Mobile TV busiess models, based o etworks that combie terrestrial ad satellite Mobile TV broadcastig etworks ad/or uicast ad multicast stadards. The core reveue source of mobile s, mobile voice, is icreasigly uder pressure, especially i the curret recessio. Operators therefore eed to seek ways to differetiate themselves from competitio ad Mobile TV remais a good optio to do so as part of a broader mobile data service strategy. We therefore recommed executives to stay tued, rather tha to switch off ad lose sight of Mobile TV. 1
Disappoitig Subscriber Uptake Worldwide The mobile idustry has ofte had to cut its projectios for ew mobile data services. The same holds true for broadcast Mobile TV. While almost 40 millio users worldwide watch broadcast Mobile TV, this represets oly about 1% of all mobile phoe users worldwide. With may mobile phoe users watchig broadcast Mobile TV free of charge, reveue ad profit forecasts for most players are well below origial expectatios. Arthur D. Little estimates that total worldwide reveues from Mobile TV were less tha US$3 billio i 2008, ad those reveues stem from both broadcast Mobile TV ad from Mobile TV via 3G streamig. The most recet lauches of broadcast Mobile TV i Europe show disappoitig subscriber uptake so far: Switzerlad, the Netherlads ad Austria all report oly a few thousad subscribers 6-12 moths after service lauch ad the curret recessio is ot helpig. We therefore expect lower worldwide Mobile TV subscriber uptake tha projected by may. Arthur D. Little expects subscriber figures to ot exceed 140 millio worldwide ad reveues from both broadcast ad 3G streamig mobile TV to ot exceed 4-12 billio US$ by by 2011. Figure 1. Projectios for worldwide broadcast Mobile TV subscriber uptake ad reveue growth Broadcast mobile TV subscribers (i m) Mobile TV reveues worldwide (i m US$) 250 200 150 100 50 22 19 9 Iforma subscriber forecast 2007 Garter subscriber forecast 2007 ADL subscriber forecast 2009 49 36 21 85 58 52 132 113 87 207 185 139 14,000 12,000 10,000 8,000 6,000 4,000 2,000 1.489 1.300 930 ADL reveue forecast: best case Juiper reveue forecast ADL reveue forecast: worst case 2.800 2.400 1.270 4.500 3.450 1.850 7.000 4.800 2.750 12.000 6.500 4.050 0 2007 A 0 2008 A 2009 E 2010 E 2011 E 2007 A 2008 A 2009 E 2010 E 2011 E Source: Arthur D. Little aalysis 2
Table 1. Diverget Mobile TV success aroud the Globe Coutry Total mobile subscribers ed 2008 Total broadcast Mobile TV subscribers Lauch date Stadard Service Providers Devices Asia Japa 105 m 18 m Apr 05 ISDB-T free to air NEC, NTT, Sharp, Soy, DoCoMo South Korea 45 m S-DMB 1.85 m T-DMB 15.4 m May/Dec 05 S-DMB / T-DMB SKT, KTF, LGT LG, Samsug, Motorola Chia 616 m 1.2 m July 08 CMMB free to air Europe Italy 92 m 1.2 m Jue 06 Filad 6.6 m 5k Dec 06 Austria 10 m 13k May/Jue 08 Switzerlad 8.2 m 5k May 08 Netherlads 20 m 10k Aug 08 USA DVB-H (CAS- Nagravisio; Gemplus Ecryptio system: ISMACryp) DVB-H 18C / OMA DRM 2.0 DVB-H (OMA BCAST DRM Profile. The Headed eables OMA BCAST SCP) DVB-H OMA BCAST DRM for the lauch; later OMA BCAST Smartcard DVB-H KPN (OMA BCAST DRM Profile) H3G, TIM, Vodafoe MobiliTV mobilkom Austria, H3G, Orage Swisscom KPN INOFIDEI, Huaqi, Telepath Techologies, Leovo, ZTE, K-Touch Quatum, Samsug, Nokia Nokia Nokia, ZTE Nokia, Samsug, LG Nokia, Samsug, LG US 270 m 1 m Mar 07 MediaFLO AT&T, Verizo Motorola, LG, Samsug A wide rage of broadcast Mobile TV busiesses has bee lauched aroud the globe. Most are still i the early stages ad show very limited subscriber umbers, although broadcast Mobile TV busiesses i Japa, South Korea ad Italy have achieved mass-market adoptio. However, eve these busiesses have ot yet prove their ability to secure sustaiable commercial success. Oe key barrier to the global uptake of broadcast Mobile TV services is the deploymet of may differet stadards (see table 1). Some broadcast Mobile TV busiesses have achieved high subscriber figures but a geuie example of a commercially successful Mobile TV busiess has yet to emerge aywhere worldwide. 3
Asia High subscriber figures but low reveues I Asia, Mobile TV has become a mass-market applicatio i Japa ad South Korea ad mass-market adoptio is immiet i Chia. Oe key reaso for this is that people i these coutries are geerally kow for adoptig ew mobile data services early. Moreover, hadset suppliers i this regio have offered a wide variety of Mobile TV devices from the start, icludig popular i-car devices. Sice the lauch of free broadcast Mobile TV services by 1Seg i Japa i 2005, 18 millio people have subscribed to the service. 1Seg s competitor, MBCo however had to close dow its Mobile TV busiess as it required mothly subscriptio fee paymets from its subscribers. I South Korea, more tha oe third of the coutry s mobile users subscribe to broadcast Mobile TV services, mostly via the terrestrial etwork usig the T-DMB stadard. However, the Mobile TV busiess reports a accumulated loss of over US$100 millio, due to the fact that the service is provided free of charge ad advertisig reveues do ot cover the costs of operatio. I Chia, Chia Satellite Mobile Broadcastig Corporatio lauched a CMMB-based, free to air Mobile TV service i July 2008. Begiig 2009 the service has already attracted 1.2 millio subscribers. Give that the service is free to air ad that over 200 types of CMMB-eabled devices are available o the market, Arthur D. Little expects rapid mass-market adoptio of the service. Europe Low subscriber figures but mobile s use Mobile TV to sell high-value service budles ad to icrease customer loyalty All major broadcast Mobile TV etworks i Europe use the DVB-H stadard. This could potetially lead to lower ed-user prices. But the use of a commo stadard has yet ot led to substatial subscriber umbers i all markets, as the commo stadard has ot resulted i low subscriptio fees for the ed-user. Italia s of broadcast Mobile TV services have had the greatest success i attractig subscribers. H3G lauched the first platform. Mediaset operates a secod broadcast Mobile TV platform offerig wholesale services to Vodafoe ad TIM. So far, H3G, TIM ad Vodafoe have together attracted 1.2 millio users. A key success factor for subscriber uptake is the relatively early lauch of broadcast Mobile TV services i 2006, just i time for the World Football Champioships. A less successful example is Filad where broadcast Mobile TV services have bee lauched i December 2006. A rather uattractive bouquet of chaels eticed oly 5,000 subscribers. Austria, Switzerlad ad the Netherlads all lauched broadcast Mobile TV services i 2008 via the DVB-H stadard. So far oe of these markets have reached the projected subscriber uptake ad attracted more tha a few thousad subscribers. However, broadcast Mobile TV etwork s across Europe are workig o improvig their busiess models. Some s are packagig Mobile TV services i high-value service budles i order to acquire customers for their core busiess. Competig mobile s recogized the success of the budlig approach ad are startig to follow suit. US A proprietary Mobile TV stadard with so far limited subscriber uptake I the US, Qualcomm made substatial ivestmets i spectrum acquisitio ad deploymet of a atiowide broadcast Mobile TV etwork. Qualcomm acts as a wholesaler, promotig its proprietary MediaFLO stadard. Although US users are kow as heavy cosumers of data services, broadcast Mobile TV has still oly attracted 1 millio users to date. Qualcomm cotiuous to push its techologically advaced MediaFLO stadard. It has, for example, recetly acquired spectrum suitable for MediaFLO i the UK. 4
Ways to Improve the Mobile TV Busiess May regulators aroud the world are preparig teders for broadcast Mobile TV liceses ad ca lear importat lessos from the success or failure of past teder processes ad the resultig Mobile TV eco-systems. Arthur D. Little has bechmarked how the Mobile TV licese teder affects the set-up of a Mobile TV eco-system ad how the eco-system alog the value chai affects ed-user uptake (see figures 2 & 3). South Korea ad Japa show two busiess models, each of which offers Mobile TV services free of charge to ed-users without direct ivolvemet by mobile s. These models have delivered the highest subscriber uptake aywhere i the world. By cotrast, the S-DMB satellite-based service i South Korea ad the MediaFLO service i the US are subscriptio-based ad have show oly limited subscriber uptake so far. Figure 2. Broadcast Mobile TV busiess models i Asia ad i the USA Cotet Multiplex platform Mobile TV etwork Mobile TV service provisio Hadset distributio Japa Cotet Broadcasters Retail chais The free to air service offered by 1Seg has led to rapid but uprofitable subscriber uptake. South Korea Cotet Cosortium of terrestrial broadcasters Retail chais The terrestrial T-DMB service has attracted 15.4m subscribers via free to air subscriptios. Cotet TU Media (Subsidiary of SK Telecom) Mobile etwork Mobile etwork The satellite based S-DMB service requires mothly subscriptio paymets ad has attracted 1.9m subscribers. Chia Cotet Chia Satellite Mobile Broadcastig Corp. Mobile etwork Uptake of the hybrid CMMB satellite terrestrial Mobile TV service will be supported by the free to air subscriber model ad strog support of the hadset idustry. USA Cotet MediaFLO Mobile etwork Mobile etwork Qualcomm aims to push its proprietary MediaFLO stadard with so far relatively limited success i the USA. Covered by licesee Covered by licesee s parters Source: Arthur D. Little aalysis 5
Figure 3. Broadcast Mobile TV busiess models i Europe Cotet Multiplex platform Mobile TV etwork Mobile TV service provisio Hadset distributio Italy Cotet Cotet Largest private broadcaster (Mediaset) Mobile (Hutchiso 3G) 2 Mobile s (TIM, Vodafoe) There was o stadard licese teder i Italy: H3G just acquired a terrestrial etwork who already owed the required spectrum. Mediaset acquired the spectrum ad deployed a etwork. Filad Cotet Cotet aggregatio (Digita) Mobile s (ot yet cotracted) Retail chais & mobile s Digita operates a trial etwork which offers the Mobile TV services free to air. No mobile s have bee cotracted to offer the service commercially. Austria Cotet Mobile s ad Broadcaster Broadcaster (Media Broadcast) Mobile s (Hutchiso 3G, Orage, Mobilkom) Austria has ru a thorough teder esurig that ay retailer ca offer the service i a o-discrimiatory maer ad that cotet aggregatio is separated from platform operatio. As a result, three of the coutry s four s offer the service ad promote it massively, but with so far limited success. Switzerlad Cotet Broadcast divisio of the icumbet Swisscom (Swisscom Broadcast) Mobile (Swisscom Mobile) The Swiss teder process resulted i awardig the licese to the icumbet. The competig s Surise ad Orage chose to ot offer the service as they deem the fees required by Swisscom Broadcast to be too high. Frace Cotet Cosortium of chaels Broadcaster Mobile s (ot yet cotracted) Frace awarded the licese to a cosortium of cotet s. These have yet to ivest ito etwork roll-out ad to cotract mobile s to retail the Mobile TV service. Germay Cotet Start-up compay (Mobile 3.0) Broadcast etwork (Media Broadcast) Mobile s (ot yet cotracted) Germay awarded a trial licese to set-up a mobile TV busiess to the start-up compay Mobile 3.0, established by the major media firms Holzbrick, Burda ad Naspers as shareholders. Mobile 3.0 failed to secure parterships with mobile s or with other sales chaels. The licese was withdraw ad may be tedered agai. Covered by licesee Covered by licesee s parters Source: Arthur D. Little aalysis 6
Our bechmarks of Mobile TV eco-systems i Europe idicate the importace of the desig of licese teder processes. The teder held by the Austria regulator has led to a very appealig Mobile TV eco-system. Uder the terms of the teder, the regulator required a clear separatio betwee the Mobile TV licesee ad the cotet aggregator. As a result, oe of the mobile s was awarded the licese. Therefore, oe of the mobile s felt left out. I cosequece, three of Austria s four mobile s are cliets of the Mobile TV broadcast etwork Media Broadcast ad promote the service i the ed-user market. Further, strog competitio amog four bidders has led to a low wholesale price for both the etwork service ad for the cotet i the base package. Media Broadcast also charges its cliets, the mobile s, oly variable fees per subscriber. All these factors promote ed-user uptake. Other teder processes i Europe have led to less appealig Mobile TV eco-systems: The Swiss telecommuicatios regulator ComCom has awarded the licece to Swisscom Broadcast, a subsidiary of the icumbet Swisscom. While Swisscom Mobile offers Mobile TV to its customers, Orage ad Surise chose to ot offer Mobile TV so that over 40% of the market s mobile users caot adopt the service without chagig their supplier. I Germay the licese was temporarily awarded to Mobile 3.0, which could however ot secure ay mobile or ay other parter to provide a sales chael. I cosequece, the licese was revoked. Give that the uptake of broadcast Mobile TV i Europe has bee limited, we suggest that regulators create a framework that best supports the future viability of Mobile TV busiesses. They ca, for example: Keep etwork roll-out obligatios moderate. Oblige the to rapidly lauch the Mobile TV service i key cities. Set reasoable licese fees ad reasoable fees for spectrum usage. Grat flexibility o the provided cotet. Award the licese to a cosortium which is able to provide a ed-to-ed solutio. Stregthe the positio of the licesee who bears the ivestmet risk i egotiatios (e.g. with cotet s). All key players eed to offer their cotributios alog the value chai at lower costs A key challege for the broadcast Mobile TV busiess is to realize a reasoable profit margi to recover ivestmets. The challege is to eable profitability already at low subscriber umbers with mothly subscriptio fees ot exceedig 5-10. Therefore, players eed to improve the key cost positios. To illustrate this, we show a typical reveue ad cost structure which reflects may busiess projectios we have see for a mature Mobile TV busiess (see figure 4). Our example assumes that 10% of mobile users i a give market will have adopted the Mobile TV service 5 years after service lauch at a mothly fee of 6. Eve the, mobile s still realize oly 1 profit per moth ad per subscriber i our example due to three mai cost blocks: Costs to operate the Mobile TV broadcast etwork. Costs for cotet. Costs for icremetal Mobile TV hadset subsidies. The players alog the value chai eed to cotiue to work o improvig the ecoomics outlied i this example. They ca cotribute by: Lowerig the costs of rollig out ad operatig the etwork, e.g. by usig site-sharig, by esurig low prices for ifrastructure sourcig or by usig cost efficiet ways to trasmit the sigal to the broadcastig sites. Providig less expesive Mobile TV-eabled hadsets, e.g. by takig advatage of the fallig prices of chipsets ad of large displays. Reducig the costs for cotet, e.g. by re-usig existig cotet or by partially fiacig cotet costs through advertisig. 7
Figure 4. Exemplary reveue ad cost structure Reveue ad costs per subscriber ad moth i ( ) 6 5 2 4 3 6 1 Advertisig ad iteractive service reveues 2 2 1 0 Subscriptio fee (et VAT) Broadcastig etwork costs (Opex, depreciatio, profit margi) Icremetal subsidy for mobile TV eabled devices Costs for cotet i a base package 1 Potetial profit for the retailig mobile Source: Arthur D. Little aalysis Key players work o improvig the service ad price attractivity of Mobile TV services to ed-users A key way to reduce ed-user prices is by icludig advertisig ito the Mobile TV chaels. However, so far the expectatios put ito the reveue geeratio potetial of Mobile TV advertisig have yet to materialize. At the same time, players work o improvig the attractiveess of broadcast Mobile TV by: Cotiuig to develop the desity of the broadcast etwork with a focus o improvig idoor receptio. Mobile s eed to factor i acquistio, retetio ad etwork offloadig effects Mobile s should recogize that broadcast Mobile TV services offers two importat beefits i additio to the prospect of lauchig a directly profitable service: Mobile TV allows mobile s to acquire ad retai customers for their core commuicatio busiess. Mobile TV eables s to offload etwork traffic from their 3G etworks to broadcast Mobile TV etworks. 8 Providig Mobile TV services via hybrid etworks that combie Mobile TV via 3G streamig ad Mobile TV broadcast. Ehacig the attractiveess of chael bouquets by providig made for mobile TV chaels. Improvig the variety ad availability of Mobile TV-eabled devices. Nokia, for example, ow offers a low-priced Bluetooth dogle that receives the DVB-H sigal ad eables users to watch DVB-H based Mobile TV o phoes already owed by users. They therefore do ot eed to buy a ew, at times expesive ad bulky hadset.
Hybrid etworks have the potetial to reduce operatig costs ad etwork ivestmets per subscriber While the idustry works o improvig the busiess outlook for terrestrial broadcast Mobile TV etworks, it is already workig o the ext geeratio of broadcast Mobile TV etworks. These combie a satellite-based service with terrestrial repeater etworks. The satellite sigal ca cover a etire regio ad ca provide a differet set of chaels for every coutry market. The terrestrial repeater etwork is used to provide good coverage i urba areas ad idoors.the key barriers for these services are the eed for atioal regulators to alig liceses for the required spectrum as well as the precoditio that a cosortium of mobile s ca secure fiacig for the massive ivestmets for satellite lauch or satellite traspoder retal. At least three major cosortia are preparig their busiess cocepts ad pla to lauch still i 2009. Give the curret credit cruch, these plas may see delay. Chia Satellite Mobile Broadcastig Corporatio already operates a terrestrial broadcast Mobile TV etwork, with over 1 millio subscribers at the ed of 2008. It iteds to lauch a satellite i 2009 to esure atiowide coverage of the Mobile TV sigal. The Europea Commissio is curretly ruig a teder for a satellite-based Mobile TV service. Four bids have bee submitted ad the process is expected to coclude i late 2009. The bids submitted pla to use the DVB-SH stadard which ca be combied with existig DVB-H services. Satellite2mobile, based i Dubai, aims to lauch a satellite-based Mobile TV service coverig the Middle East ad North Africa. At the same time, hybrid uicast/broadcast techologies such as WCDMA MBMS or CDMA BCMCS are begiig to mature. Operators ca re-use their existig etworks ad frequecies to take advatage of these techologies, but hadset availability is limited. Moreover, providig Mobile TV services via these stadards will cosume a sigificat amout of 3G etwork capacity, which is becomig icreasigly scarce as the result of the uptake of mobile broadbad i may markets. Both types of hybrid etworks have the potetial to reduce the operatig costs ad etwork ivestmets per subscriber: Hybrid terrestrial satellite etworks cover a etire world regio, typically spreadig the ivestmet costs over several hudred millio addressable mobile subscribers. Hybrid uicast/broadcast etworks limit ivestmet costs by re-usig ifrastructure ad spectrum of mobile etwork s. 9
Four Hypotheses to Esure Success Like may ew data services, Mobile TV has disappoited iitial expectatios. However, it still has cosiderable potetial to become a mass-market service simply because it combies the two mass media TV ad mobile commuicatios. The strog subscriber uptake i Japa, South Korea ad Italy uderlies that potetial. Arthur D. Little offers four hypotheses o how those ivolved i Mobile TV busiesses ca improve their chaces of success: 1. Regulators eed to provide a framework that provides room for a profitable Mobile TV busiess. Regulators should take a eutral stace o techology, givig licese bidders the freedom to select the optimal broadcast Mobile TV stadard for the topography ad the give spectrum i a market. Broadcast Mobile TV etwork s should be ecouraged to re-use existig broadcastig or mobile etwork sites. The resultig etwork ivestmet savigs lead to lower prices for ed-users. Cocepts offerig hybrid 3G streamig/broadcast Mobile TV services should be favored by regulators. Wider coverage ad icreased chael offerigs lead to a improved user experiece. Mobile TV licesees eed to be obliged to provide all parties willig to retail Mobile TV services at o-discrimiatory coditios. This should motivate several mobile s ad other sales parters to retail the mobile TV service, thus creatig healthy competitio for ed-users. Regulators should adopt the role of a moderator to facilitate cooperatio betwee the media ad telecommuicatio idustries to support the developmet of a broadcast mobile TV service. Sustaiable cooperatio amog competig players is crucial to amortize the cost of rollig out a sigle broadcast Mobile TV etwork i a coutry. 2. All players alog the value chai eed to reduce the price for the service they cotribute to the Mobile TV busiess. Ifrastructure suppliers eed to work o cost-efficiet solutios for etwork deploymet, e.g. by: Providig trasmitters which trasmit several sigals (e.g. DVB-T ad DVB-H). Providig i-bad Mobile TV formats that deliver Mobile TV sigals simultaeously with a broadcaster s fixed digital TV service. Hadset suppliers ca support a wider adoptio of Mobile TV by: Providig affordable, mass-market devices ad ot just high-ed devices. Providig dogles, which receive the broadcast Mobile TV sigal ad trasmit it via Bluetooth to hadsets. Such receivers broade the rage of mobile devices o which Mobile TV ca be watched substatially, icludig devices that ejoy high sales such as iphoes, Blackberry ad similar phoes. Providig broadcast Mobile TV receivers for laptops. Regulators should favor bidders that procure cotet at reasoable costs while providig a attractive rage of chaels. This is achieved by favorig cocepts that offset cotet costs through advertisig or value-added services. 10
Cotet s have several levers to reduce the price for cotet. They ca, e.g: Leverage existig cotet for statioary or IPTV platforms for the ew Mobile TV platform. Seek to fiace parts of the cotet costs via advertisig ad/or iteractive services. Ask collectio societies to refrai from chargig full fees to support the uptake of Mobile TV. Mobile TV etwork s should offer Mobile TV as part of a high value service package or simply at attractive prices i order to icrease customer loyalty. 3. The usability ad attractiveess of Mobile TV services to ed-users eed to be improved There are several levers to improve the attractiveess of Mobile TV services: The coverage eeds to be improved, e.g via hybrid ESGs that select the optimal receptio from broadcast ad streamig sigals. Iteractive services tailored to Mobile TV icrease the attractiveess of broadcast Mobile TV services. 4. All players should seek to lower operatig costs ad ivestmet eed per addressable subscriber by deployig hybrid Mobile TV etworks Hybrid satellite/terrestrial etworks cover etire world regios, leadig to substatial ecoomies of scale. Hybrid uicast/broadcast stadards lead to lower ivestmet requiremets ad eable s to offer Mobile TV o frequecies they already ow. Coclusio Mobile TV remais a ew ad complex busiess at the crossroads of the media/tv ad broadcast/ telecommuicatio idustries. While there is o prove mobile TV busiess model aroud the world so far, the four treds stated i our hypothesis lead to cotiuous improvemets of Mobile TV eco-systems. We therefore remai positive o the prospects of mobile TV. So far, 40 millio people watch broadcast Mobile TV ad we expect it to be 140 millio or more by the ed of 2011. We therefore recommed to executives to stay tued rather tha to switch off. Improved display quality, ehaced video compressio, battery life ad eergy efficiecy further improve the user experiece. 11
Glossary Abbreviatio Explaatio Abbreviatio Explaatio 3G Third Geeratio Networks MediaFLO Media Forward Lik Oly BCMCS Broadcast ad Multicast Services NEC NEC Corporatio CAS Coditioal Access System NTT DoCoMo NTT Commuicatios CMMB DRM DVB-H DVB-SH Chia Multimedia Mobile Broadcastig Digital Rights Maagemet Digital Video Broadcastig-Hadheld Digital Video Broadcastig -Satellite services to Hadhelds OMA BCAST S-DMB SKT T-DMB Ope Mobile Alliace for Mobile Broadcast Services Satellite-Digital Multimedia Broadcastig SK Telecom Terrestrial-Digital Multimedia Broadcastig H3G Hutchiso 3G TIM Telecom Italia Mobile HSPA High Speed Packet Access UMTS Uiversal Mobile Telecommuicatios System ISDB-T Itegrated Services Digital Broadcastig-Terrestrial VAT Value Added Tax ISMA Iteret Streamig Media Alliace W-CDMA Widebad-Code Divisio Multiple Access KTF LGT Korea Telecom Fretel LG Telecom ZTE Zhog Xig Telecommuicatio Equipmet Compay Limited MBCO Media Broadcastig Corporatio MBMS Multimedia Broadcast Multicast Service 12
Cotacts If you would like more iformatio or to arrage a iformal discussio o the issues raised here ad how they affect your busiess, please cotact: Austria Karim Taga Maagig Director taga.karim@adlittle.com Belgium Igacio García Alves Maagig Director garciaalves.igacio@adlittle.com Chia Jeff Chag Pricipal chag.jeff@adlittle.com Czech Republic Dea Brabec Maagig Director brabec.dea@adlittle.com Frace Frack Herbaux Director herbaux.frack@adlittle.com Germay Klaus vo de Hoff Director ad Global Practice Leader vodehoff.klaus@adlittle.com Italy Giacarlo Agresti Director agresti.giacarlo@adlittle.com Japa Yusuke Harada Maagig Director harada.yusuke@adlittle.com Korea Kim Kwagsuk Pricipal kim.kwagsuk@adlittle.com Middle East Thomas Kuruvilla Maagig Director kuruvilla.thomas@adlittle.com The Netherlads Sader Jasse Director jasse.sader@adlittle.com Portugal Grat Greatrex Maagig Director greatrex.grat@adlittle.com Sigapore Jeffrey Lai Maagig Director lai.jeff@adlittle.com Spai Jesus Portal Director portal.jesus@adlittle.com Swede Erik Almqvist Director almqvist.erik@adlittle.com Switzerlad Oliver Lux Pricipal lux.oliver@adlittle.com UK Mark Mulcahey Maagig Director mulcahey.mark@adlittle.com USA Markus Lahrkamp Maagig Director lahrkamp.markus@adlittle.com
Asia Remais the Leadig Mobile TV Regio Some broadcast Mobile TV busiesses have achieved high subscriber figures but a geuie example of a commercially successful Mobile TV busiess has yet to emerge aywhere worldwide. Arthur D. Little Arthur D. Little, fouded i 1886, is a global leader i maagemet cosultacy, likig strategy, iovatio ad techology with deep idustry kowledge. We offer our cliets sustaiable solutios to their most complex busiess problems. Arthur D. Little has a collaborative cliet egagemet style, exceptioal people ad a firm-wide commitmet to quality ad itegrity. The firm has over 30 offices worldwide. With its parter Altra Techologies, Arthur D. Little has access to a etwork of over 16,000 professioals. Arthur D. Little is proud to serve may of the Fortue 100 compaies globally, i additio to may other leadig firms ad public sector orgaizatios. For further iformatio please visit www.adl.com Arthur D. Little uses iovatio i products, services, techologies, process ad busiess models to help you achieve growth i the TIME (Telecoms, Iformatio, Media ad Electroics) sectors. Arthur D. Little has deep kowledge of the telecoms ad media sector, based o extesive cliet work, addressig market aalysis, strategy & performace improvemet for s ad cotet s. I the Mobile TV sector our TIME Practice has advised multiple s, broadcasters ad regulatory authorities aroud the world. Uderstadig ew techology ad market treds is crucial to success i Mobile TV. At Arthur D. Little, we ca help you develop the strategies ad resources you require to capitalize o these emergig Mobile TV busiesses. Copyright Arthur D. Little 2009. All rights reserved. This report is prited o process chlorie free paper made from 100% recycled post cosumer waste. www.adl.com/mobiletv