Mobile TV

Overview

·         Extensive 50 Page Forecasts

·         11 Key mTV Company Profiles

·         Interviews with AT&T and Verizon

The Report Covers:

In-Depth Forecasts by Technology & Device.  The findings for this renewed, revamped and expanded edition of Juniper's annual mobile television report provide exhaustive five-year forecasts for both streamed and broadcast mobile TV across all major device types: featurephones, smartphones and tablets. Readers will gain unique insight into size and scope of the current and projected mobile TV landscape.

Exclusively Focused on Mobile TV. This cutting edge report specialises specifically in mobile television, avoiding the confusion of incorporating mobile video, which is populated with its own use cases and trends. This concerted strategy offers readers an unimpeded and meticulous understanding of mobile television in its own right, and the opportunities to be found within the mTV sphere.

The Impact of DTV Explored & Explained. Juniper investigates current trends in the wider DTV space, and the trickle-down effect of these developments to the mobile television ecosystem. Readers will gain unparalleled understanding of the relationship between mobile TV and the wider digital television market.

Features of the Report:

Drivers & Hurdles Identified & Explained - The opportunities as well as the challenges to ultimate success within the mobile TV space are tackled in a detailed breakdown of legal and pricing issues, in addition to a thorough examination of both successful and less than successful business models across the globe.

The Future of Mobile TV - is explored for short term and long term trends: business & advertising models, strategic recommendations towards providing a superior experience for users and the prospective advantages of providing niche content demonstrate the evolving landscape of mobile television and the essential knowledge required to flourish over time.

Interviews with Key Players across the Value Chain - This is a must-read for hardware, software & chipset vendors alike, as well as service providers and network operators. Leading players in the field have given their insights to Juniper, delivering to readers unrivalled knowledge of each segment of the mobile television industry.

Table of Contents

Executive Summary

The Mobile TV Landscape

1.1 Introduction 23
1.2 Broadcast vs. Streamed 24
1.2.1 Broadcast Mobile TV 24
i. Case Study: Qualcomm's MediaFLO 25
a. Company Background 25
b. Products and Services 26
ii. In-Car Entertainment Systems 26
1.2.2 Streamed Mobile TV 27
i. Case Study: TVCatchup 27
a. Company Background 27
b. Products and Services 27
Figure 1.1: TVCatchup's Streaming Service on iPhone 28
1.2.3 Effect of Changing Consumer Attitudes 28
1.2.4 Effect of Ubiquitous WiFi 29
1.2.5 The Entrance of Tablets into the Market 29
Figure 1.2: Comparing the iPad and iPhone Screen Areas 29
1.3 Effect of DTV Trends 30
1.3.1 IPTV 30
i. Case Study: AT&T U-Verse Mobile 31
a. Company Background 31
b. Products and Services 31
Figure 1.3: AT&T's U-verse Mobile app 31
Figure 1.4: AT&T's U-verse for iPad app 32
1.3.2 Internet TV 32
1.3.3 The Trend for Multiscreen 33
Figure 1.5: The Multiscreen Solution 33
i. Case Study: Sky Go 34
a. Company Background 34
b. Products and Services 34
Figure 1.6: Sky Go on iPhone and iPad 35

The Mobile TV Value Chain

2.1 The Evolution of the Value Chain 37
2.1.1 The App Store Model 37
Figure 2.1: Traditional Mobile Content Value Web 38
Figure 2.2: The App Store Model 38
2.1.2 WiFi and the Mobile TV Value Chain 39
2.1.3 The Cloud and the Mobile TV Value Chain 40
Figure 2.3: Cloud-Based App Delivery Model 40
2.1.4 The Mobile TV Opportunity for MNOs 40
2.2 Mobile TV Hardware Pricing 41
2.2.1 Pricing the Chipset 41
2.2.2. Pricing the Handset 41
2.3 Pricing the Content 41
2.3.1 Subscription vs. Pay-Per-View 41
2.3.2 Finding the Right Pricing 42
i. Pricing Options 42
Figure 2.4: Monthly Subscription vs. ARPU, Selected Operators, 2011 43
ii. Bundling the Service 43
iii. The Cost of Data 43
2.4 Copyright and Legal Issues 44
2.4.1 Broadcasting Rights 44
i. UK Ruling on TVCatchup 44
ii. Viacom iPad Lawsuits 44

The Future of Mobile TV

3.1 Short-term Trends 45
3.1.1 Confluence of Social Media and Mobile TV 45
Figure 3.1: FiOS Football App for iPad 45
3.1.2 Seamless Experiences 46
Figure 3.2: The Seamless Experience 46
3.1.3 Increase in Niche Content 47
3.2 Longer-term Trends 47
3.2.1 Change in Business Models for Content Creators 47
3.2.2 New Advertising Models 48
3.2.3 Change in Customer Relationship 48
3.3 The Future of Broadcast Mobile TV 48

The Market for Streamed Mobile TV: Smartphones

4.1 Methodology 51
Figure 4.1: The Juniper Research Mobile TV Forecast Methodology 51
4.2 The Market for Streamed Mobile TV Services 52
Table 4.1: Percentage of Smartphones Users (%) who View Streamed Mobile TV Split by 8 Key Regions 2011-2016 52
Figure 4.2: Number of Smartphone Users (m) who View Streamed Mobile TV Split by 8 Key Regions 2011-2016 52
Table 4.2: Number of Smartphone Users (m) who View Streamed Mobile TV Split by 8 Key Regions 2011-2016 53
Table 4.3: Percentage of Smartphone Viewers (%) who Pay for Streamed Mobile TV Services Split by 8 Key Regions 2011-2016 53
Figure 4.3: Number of Smartphone Viewers (m) who Pay for Streamed Mobile TV Services Split by 8 Key Regions 2011-2016 54
Table 4.4: Number of Smartphone Viewers (m) who Pay for Streamed Mobile TV Services Split by 8 Key Regions 2011-2016 54
Table 4.5: Monthly ARPU ($) per Paying Smartphone Streamed Mobile TV User Split by 8 Key Regions 2011-2016 55
Figure 4.4: Total End-User Revenues ($m) for Streamed Mobile TV on Smartphones Split by 8 Key Regions 2011-2016 55
Table 4.6: Total End-User Revenues ($m) for Streamed Mobile TV on Smartphones Split by 8 Key Regions 2011-2016 56
4.3 Advertising on Streamed Mobile TV Services on Smartphones 56
Table 4.7: Advertiser Spend ($) Per Smartphone Streamed Mobile TV User Split by 8 Key Regions 2011-2016 56
Figure 4.5: Streamed Mobile TV Advertising Spend ($m) on Smartphones Split by 8 Key Regions 2011-2016 57
Table 4.8: Streamed Mobile TV Advertising Spend ($m) on Smartphones Split by 8 Key Regions 2011-2016 57
4.4 TV Data Usage on Smartphones 58
Figure 4.6: Mobile Data Forecast Methodology 58
Table 4.9: Average Download Speed (kbit/s) of Smartphone Streamed Mobile TV Services Split by 8 Key Regions 2011-2016 58
Figure 4.7: Average Usage (minute) Per Smartphone Streamed Mobile TV User per Month Split by 8 Key Regions 2011-2016 59
Table 4.10: Average Usage (minute) Per Smartphone Streamed Mobile TV User per Month Split by 8 Key Regions 2011-2016 59
Table 4.11: Average Mobile TV Data Consumption (MB) Per Smartphone Streamed User per Month Split by 8 Key Regions 2011-2016 60
Figure 4.8: Total Streamed Mobile TV Data (PB) to Smartphones Split by 8 Key Regions 2011-2016 60
Table 4.12: Total Streamed Mobile TV Data (PB) to Smartphones Split by 8 Key Regions 2011-2016 61
Table 4.13: Percentage of Smartphone Streamed Mobile TV Data Traffic (%) Carried via WiFi Split by 8 Key Regions 2011-2016 61
Figure 4.9: Total Streamed Mobile TV Data Traffic (PB) over WiFi to Smartphones Split by 8 Key Regions 2011-2016 62
Table 4.14: Total Streamed Mobile TV Data Traffic (PB) over WiFi to Smartphones Split by 8 Key Regions 2011-2016 62
Figure 4.10: Total Streamed Mobile TV Data Traffic (PB) over Cellular to Smartphones Split by 8 Key Regions 2011-2016 63
Table 4.15: Total Streamed Mobile TV Data Traffic (PB) over Cellular to Smartphones Split by 8 Key Regions 2011-2016 63

The Market for Streamed Mobile TV: Featurephones

5.1 The Market for Streamed Mobile TV Services on Featurephones 65
Table 5.1: Percentage of Featurephones Users (%) who View Streamed Mobile TV Split by 8 Key Regions 2011-2016 65
Table 5.2: Number of Featurephone Users (m) who View Streamed Mobile TV Split by 8 Key Regions 2011-2016 66
Table 5.3: Percentage of Featurephone Viewers (%) who Pay for Streamed Mobile TV Services Split by 8 Key Regions 2011-2016 66
Figure 5.1: Number of Featurephone Users (m) who View Streamed Mobile TV Split by 8 Key Regions 2011-2016 67
Figure 5.2: Number of Featurephone Viewers (m) who Pay for Streamed Mobile TV Services Split by 8 Key Regions 2011-2016 67
Table 5.4: Number of Featurephone Viewers (m) who Pay for Streamed Mobile TV Services Split by 8 Key Regions 2011-2016 68
Table 5.5: Monthly ARPU ($) per Paying Featurephone Streamed Mobile TV User Split by 8 Key Regions 2011-2016 68
Figure 5.3: Total End-User Revenues ($m) for Streamed Mobile TV on Featurephones Split by 8 Key Regions 2011-2016 69
Table 5.6: Total End-User Revenues ($m) on Featurephones Streamed Mobile TV User Split by 8 Key Regions 2011-2016 69
5.2 Advertising on Streamed Mobile TV Services 70
Table 5.7: Advertiser Spend ($) Per Featurephone Streamed Mobile TV User Split by 8 Key Regions 2011-2016 70
Figure 5.4: Streamed Mobile TV Advertising Spend ($m) on Featurephones Split by 8 Key Regions 2011-2016 70
Table 5.8: Streamed Mobile TV Advertising Spend ($m) on Featurephones Split by 8 Key Regions 2011-2016 71
5.3 TV Data Usage on Featurephones 71
Table 5.9: Average Download Speed (kbit/s) of Featurephone Streamed Mobile TV Services Split by 8 Key Regions 2011-2016 71
Figure 5.5: Average Usage (minute) Per Featurephone Streamed Mobile TV User per Month Split by 8 Key Regions 2011-2016 72
Table 5.10: Average Usage (minute) Per Featurephone Streamed Mobile TV User per Month Split by 8 Key Regions 2011-2016 72
Table 5.11: Average Mobile TV Data Consumption (MB) Per Featurephone Streamed User per Month Split by 8 Key Regions 2011-2016 73
Figure 5.6: Total Streamed Mobile TV Data (PB) to Featurephones Split by 8 Key Regions 2011-2016 73
Table 5.12: Total Streamed Mobile TV Data (PB) to Featurephones Split by 8 Key Regions 2011-2016 74
Table 5.13: Percentage of Featurephone Streamed Mobile TV Data Traffic (%) Carried via WiFi Split by 8 Key Regions 2011-2016 74
Figure 5.7: Total Streamed Mobile TV Data Traffic (PB) over WiFi to Featurephones Split by 8 Key Regions 2011-2016 75
Table 5.14: Total Streamed Mobile TV Data Traffic (PB) over WiFi to Featurephones Split by 8 Key Regions 2011-2016 75
Figure 5.8: Total Streamed Mobile TV Data Traffic (PB) over Cellular to Featurephones Split by 8 Key Regions 2011-2016 76
Table 5.15: Total Streamed Mobile TV Data Traffic (PB) over Cellular to Featurephones Split by 8 Key Regions 2011-2016 76

The Market for Streamed Mobile TV: Tablets

6.1 The Market for Streamed Mobile TV Services on Tablets 77
Table 6.1: Percentage of Tablet Users (%) who View Streamed Mobile TV Split by 8 Key Regions 2011-2016 77
Figure 6.1: Number of Tablet Users (m) who View Streamed Mobile TV Split by 8 Key Regions 2011-2016 78
Table 6.2: Number of Tablet Users (m) who View Streamed Mobile TV Split by 8 Key Regions 2011-2016 78
Table 6.3: Percentage of Tablet Viewers (%) who Pay for Streamed Mobile TV Services Split by 8 Key Regions 2011-2016 79
Figure 6.2: Number of Tablet Viewers (m) who Pay for Streamed Mobile TV Services Split by 8 Key Regions 2011-2016 79
Table 6.4: Number of Tablet Viewers (m) who Pay for Streamed Mobile TV Services Split by 8 Key Regions 2011-2016 80
Table 6.5: Monthly ARPU ($) per Paying Tablet Streamed Mobile TV User Split by 8 Key Regions 2011-2016 80
Figure 6.3: Total End-User Revenues ($m) for Streamed Mobile TV on Tablets Split by 8 Key Regions 2011-2016 81
Table 6.6: Total End-User Revenues ($m) for Streamed Mobile TV on Tablets Split by 8 Key Regions 2011-2016 81
6.2 Advertising on Streamed Mobile TV Services 82
Table 6.7: Advertiser Spend ($) Per Tablet Streamed Mobile TV User Split by 8 Key Regions 2011-2016 82
Figure 6.4: Streamed Mobile TV Advertising Spend ($m) on Tablets Split by 8 Key Regions 2011-2016 82
Table 6.8: Streamed Mobile TV Advertising Spend ($m) on Tablets Split by 8 Key Regions 2011-2016 83
6.3 TV Data Usage on Tablets 83
Table 6.9: Average Download Speed (kbit/s) of Tablet Streamed Mobile TV Services Split by 8 Key Regions 2011-2016 83
Figure 6.5: Average Usage (minutes) Per Tablet Streamed Mobile TV User per Month Split by 8 Key Regions 2011-2016 84
Table 6.10: Average Usage (minutes) Per Tablet Streamed Mobile TV User per Month Split by 8 Key Regions 2011-2016 84
Table 6.11: Average Mobile TV Data Consumption (MB) Per Tablet Streamed User per Month Split by 8 Key Regions 2011-2016 85
Figure 6.6: Total Streamed Mobile TV Data (PB) to Tablet Split by 8 Key Regions 2011-2016 85
Table 6.12: Total Streamed Mobile TV Data (PB) to Tablet Split by 8 Key Regions 2011-2016 86
Table 6.13: Percentage of Tablet Streamed Mobile TV Data Traffic (%) Carried via WiFi Split by 8 Key Regions 2011-2016 86
Figure 6.7: Total Streamed Mobile TV Data Traffic (PB) over WiFi to Tablets Split by 8 Key Regions 2011-2016 87
Table 6.14: Total Streamed Mobile TV Data Traffic (PB) over WiFi to Tablets Split by 8 Key Regions 2011-2016 87
Figure 6.8: Total Streamed Mobile TV Data Traffic (PB) over Cellular to Tablets Split by 8 Key Regions 2011-2016 88
Table 6.15: Total Streamed Mobile TV Data Traffic (PB) over Cellular to Tablets Split by 8 Key Regions 2011-2016 88

The Market for Broadcast Mobile TV

7.1 Methodology 89
Figure 7.1: The Juniper Research Mobile TV Forecast Methodology 89
7.2 Broadcast Mobile TV on Smartphones 90
7.2.1 Adoption, Usage and End-User Revenues 90
Table 7.1: Percentage of Smartphones Users (%) who Watch Broadcast Mobile TV Split by 8 Key Regions 2011-2016 90
Figure 7.2: Number of Smartphone Users (m) who Watch Broadcast Mobile TV Split by 8 Key Regions 2011-2016 91
Table 7.2: Number of Smartphone Users (m) who Watch Broadcast Mobile TV Split by 8 Key Regions 2011-2016 91
Table 7.3: Percentage of Smartphones Users (%) who Pay to Watch Broadcast Mobile TV Split by 8 Key Regions 2011-2016 92
Figure 7.3: Number of Smartphone Users (m) who Pay to Watch Broadcast Mobile TV Split by 8 Key Regions 2011-2016 92
Table 7.4: Number of Smartphone Users (m) who Pay to Watch Broadcast Mobile TV Split by 8 Key Regions 2011-2016 93
Table 7.5: Monthly ARPU ($) per Paying Smartphone Broadcast Mobile TV Viewer Split by 8 Key Regions 2011-2016 93
Figure 7.4: Total End-User Revenues ($m) for Broadcast Mobile TV on Smartphones Split by 8 Key Regions 2011-2016 94
Table 7.6: Total End-User Revenues ($m) for Broadcast Mobile TV on Smartphones Split by 8 Key Regions 2011-2016 94
7.2.2 Broadcast TV Advertising on Smartphones 94
Table 7.7: Average Advertiser Spend per Smartphone Broadcast Mobile TV Viewer Split by 8 Key Regions 2011-2016 95
Figure 7.5: Total Advertising Spend ($m) for Broadcast Mobile TV on Smartphones Split by 8 Key Regions 2011-2016 95
Table 7.8: Total Advertising Spend ($m) for Broadcast Mobile TV on Smartphones Split by 8 Key Regions 2011-2016 96
7.3 Broadcast Mobile TV on Featurephones 96
7.3.1 Adoption, Usage and End-User Revenues 96
Table 7.9: Percentage of Featurephones Users (%) who Watch Broadcast Mobile TV Split by 8 Key Regions 2011-2016 96
Figure 7.6: Number of Featurephone Users (m) who Watch Broadcast Mobile TV Split by 8 Key Regions 2011-2016 97
Table 7.10: Number of Featurephone Users (m) who Watch Broadcast Mobile TV Split by 8 Key Regions 2011-2016 97
Table 7.11: Percentage of Featurephones Users (%) who Pay to Watch Broadcast Mobile TV Split by 8 Key Regions 2011-2016 98
Figure 7.7: Number of Featurephone Users (m) who Pay to Watch Broadcast Mobile TV Split by 8 Key Regions 2011-2016 98
Table 7.12: Number of Featurephone Users (m) who Pay to Watch Broadcast Mobile TV Split by 8 Key Regions 2011-2016 99
Table 7.13: Monthly ARPU ($) per Paying Featurephone Broadcast Mobile TV Viewer Split by 8 Key Regions 2011-2016 99
Figure 7.8: Total End-User Revenues ($m) for Broadcast Mobile TV on Featurephones Split by 8 Key Regions 2011-2016 100
Table 7.14: Total End-User Revenues ($m) for Broadcast Mobile TV on Featurephones Split by 8 Key Regions 2011-2016 100
7.3.2 Broadcast TV Advertising on Featurephones 100
Table 7.15: Average Advertiser Spend per Featurephone Broadcast Mobile TV Viewer Split by 8 Key Regions 2011-2016 101
Figure 7.9: Total Advertising Spend ($m) for Broadcast Mobile TV on Featurephones Split by 8 Key Regions 2011-2016 101
Table 7.16: Total Advertising Spend ($m) for Broadcast Mobile TV on Featurephones Split by 8 Key Regions 2011-2016 102

Mobile TV Standards and Deployments

8.1 DVB-H 103
8.2 DVB-SH 104
Figure 8.1: DVB-SH Network 104
8.3 DVB-T 104
8.4 ISDB-T 104
8.5 DMB 105
Figure 8.2: S-DMB Network 105
Figure 8.3: T-DMB Network 106
8.6 CMMB/STiMi 106
8.7 ATSC-M/H 106
8.8 Deployments 108
Tablet 8.1: Commercial Broadcast Mobile TV Deployments 108

Company Profiles

9.1 Service Providers 109
9.1.1 Netflix 109
i. Corporate Profile 109
Table 9.1: Netflix's Revenues ($m) 2007-2011 110
ii. Key Clients & Strategic Partnerships 110
iii. Products and Services 110
Figure 9.1: Netflix's iPad App 110
iv. Key Strengths and Strategic Opportunities 111
9.1.2 Hulu 111
i. Corporate Profile 111
Figure 9.2: Hulu's Revenues ($m) 2008-2011 111
ii. Key Clients & Strategic Partnerships 112
iii. Products and Services 112
Figure 9.3: The Hulu Plus iPad App 112
iv. Key Strengths and Strategic Opportunities 113
9.1.3 BBC 113
i. Corporate Profile 113
ii. Key Clients & Strategic Partnerships 113
iii. Products and Services 114
Figure 9.4: BBC iPlayer iPhone App 114
iv. Key Strengths and Strategic Opportunities 115
9.1.4 BSkyB 115
i. Corporate Profile 115
Table 9.2: BSkyB's Revenues ($m) 2007-2011 115
ii. Key Clients & Strategic Partnerships 115
iii. Products and Services 116
Figure 9.5: Sky Go iPad App 116
iv. Key Strengths and Strategic Opportunities 117
9.1.5 SK Telecom 117
i. Corporate Profile 117
Table 9.3: SK Telecom's Revenues ($m) 2007-2011 117
ii. Products and Services 118
a. TU Media 118
b. Hoppin 118
iii. Key Strengths and Strategic Opportunities 118
9.1.6 Verizon 118
i. Corporate Profile 118
Table 9.4: Verizon's Revenues ($bn) 2007-2011 119
ii. Products and Services 119
Figure 9.6: Verizon Video App 120
iii. Key Strengths and Strategic Opportunities 120
9.1.7 MobiTV 121
i. Corporate Profile 121
Table 9.5: MobiTV's Revenues ($m) 2007-2011 121
ii. Key Clients & Strategic Partnerships 121
iii. Products and Services 122
iv. Key Strengths and Strategic Opportunities 122
9.1.8 AT&T 122
i. Corporate Profile 122
Table 9.6: AT&T's Revenues ($bn) 2007-2011 122
ii. Products and Services 123
Figure 9.7: AT&T U-verse Live TV App 123
iii. Key Strengths and Strategic Opportunities 123
9.2 Technology Vendors 124
9.2.1 Siano 124
i. Corporate Profile 124
ii. Key Clients & Strategic Partnerships 124
iii. Products and Services 124
iv. Key Strengths and Strategic Opportunities 125
9.2.2 Sling Media 125
i. Corporate Profile 125
ii. Key Clients & Strategic Partnerships 125
iii. Products and Services 126
a. Hardware 126
b. Software 126
c. SlingLoaded Solutions 126
Figure 9.8: Slingbox Pro-HD with SlingPlayer for iPad 127
iv. Key Strengths and Strategic Opportunities 127
9.2.3 Elgato 127
i. Corporate Profile 127
ii. Key Clients & Strategic Partnerships 128
iii. Products and Services 128
a. Hardware 128
b. Software 128
Figure 9.9: Elgato's EyeTV Mobile 129
iv. Key Strengths and Strategic Opportunities 129

Companies Referenced

Companies Profiled

AT&T, BBC, BSkyB, Elgato, Hulu, MobiTV, Netflix, Siano, SK Telecom, Sling Media, Verizon

Case Studies

AT&T's U-verse, BskyB's Sky Go, Qualcomm's MediaFLO, TVCatchup

Companies Mentioned

3, American Broadcasting Company, Apple, Axel Technologies, Belo, CBS Interactive, Channel Four Television Corporation, China Mobile, Comcast, Cox, Criterion, Cyberlink, Deutsche Telekom, DiBcom, DiGi, Dish Network, DreamWorks Pictures, Dyle, EchoStar, Epix, ESPN Inc., Facebook, Fox Entertainment Group, Gemalto, Google, Hearst Corporation, Home Box Office Inc., International Data Group, ITV, LG, Mac Publishing, McDonald's, Microsoft, Miramax, Mobile Content Venture, Motorola, NAGRA, National Broadcasting Company, National Football League, NBCUniversal Media, NDS, News Corp, NVIDIA, Orange, Pearl Mobile DTV Company, Post -Newsweek,  PRISA, RIM, Samsung, Sony, Spreadtrum, Sprint, Starz, Telegent, Telstra, Telus Mobile, The Walt Disney Company, T-Mobile, TU Media, US Cellular Mobile, Viacom, Visa, Warner Bros. Entertainment, zeebox

Extra Info

‡ 8 key regions includes:

North America, Latin America, Western Europe, Central & Eastern Europe, Far East & China, Indian Subcontinent, Rest of Asia Pacific and Africa & Middle East.