Building the successful business caseINTRODUCTION: Gone are the days when the electronic, mobile and wireless media’s are wide part. Now in this competitive age, the time has come were the consumer are asking for multipurpose single device- where the ask of the day is the chosen media brand on preferred device. In this aspect has now appeared as the hotcake of the day – the Mobi TV or Mobile TV - where the concept is to provide the most popular Television programs and movies in the cellular phones on per demand. At this stage it is very obvious that it is highly important for integration of all things mobile into the daily output of the media for a profitable engagement of the future television viewers. MARKET OPPURTUNITY: In terms of the market opportunity, all the economic and lifestyle indicators suggests that the broadcasting industry needs to react fast in order to profitably embrace the new found media opportunity presented by the world’s mass adoption of mobile devices and wireless networks.
Research reports from China highlighted by the BBC shows that mobile phone ownership has far outstripped that of landline telephones in many markets across Asia.
Another report quotes that, “Four billion people, or half the world's population, will be using mobile phones by 2015, up from the 1.3 billion who have them now…” and. “By 2008, the world will already have two billion mobile users. ” the main vendors will be the Asian market followed by US, UK. The future of it is looking very bright with mobile Network Operators now becoming increasingly interested as trials complete successfully and technology matures.
Mass-production handsets containing TV-on-mobile will shortly be at the top of the Mobile Network Operators’ shopping lists. To develop demand for TV-on-mobile, some mobile networks are already offering “TV” services on mobile phones, notably Hutchison 3G and recently Orange, Vodafone and Telecom Italia. The goal of the “Unlimited Mobile TV” program is to make television ubiquitously available on mobile phones and PDAs throughout all geographies, including inside buildings, with a wide range of programs and excellent image quality, regardless of the number of viewers simultaneously watching the same program. This universal coverage is made possible thanks to the unique combination of country-wide satellite coverage and terrestrial mobile networks for dense city coverage and interactivity. The technology to be developed would be to implement, a chosen solution based on an evolution of the DVB-H standard in a unique frequency range in the S-Band reserved for satellites (2.2 GHz).
The powerful radio coding known as OFDM (Orthogonal Frequency Division Multiplexing) which is well-suited to future generations of mobile telephony calls also be used alternatively. The solution is entirely compatible with DVB-H in the UHF-Band and with 3G mobile telephony. On an market analysis at a international level, it is seen that, generally the Mobile TV has slow take off, but the deployments in Europe and North America are increasing as the technology and handsets becomes more easily and readily available.
The positive feature that could add impetus is the reported increase in the production and sale predicted to increase over the next 18 months. Samsung & LG currently have the greatest number of TV compatible models available, essentially due to working in the Korean and Japanese markets.
The new report “Mobile TV: Market Analysis and Forecasts to 2012” details shows that Mobile TV has the potential to become a success in the non-voice segment. The broadcast and consumer electronics industries identified mobile and handheld DTV as important new opportunities for the future of local broadcasting - providing new revenue streams for device manufacturers and broadcasters and new services to customers. Many researchers and surveys show that the global market for mobile television would increase from $1.7 billion in 2007 to $11.9 billion in 2012.
This was further confirmed by researches done by “Mobile Entertainment Markets: Opportunities & Forecasts (Second edition) 2007-2012,” a report from Juniper Research, the company’s press release says. The total worldwide wireless entertainment market — music, games and mobile TV — would increase from slightly more than $20 billion in 2007 to more than $64 billion by 2012, the report says. Appendix 1 and 2 graph shows a peek view on viewer’s choice.