Latest NSR Report Finds Mobile TV and Video Growth to Be Driven by Broadcasters and Consumers
However, Lack of Advertisement Accountability and System Fragmentation Will Prevent the Sector From Reaching Near Term Scale
| Source: NSR
CAMBRIDGE, MA--(Marketwire - September 10, 2008) - NSR today released findings from its latest
report, "Mobile TV and Mobile Video, 2nd Edition - A Complete 360-degree
Analysis." The report examines market and technology trends influencing
mobile TV stakeholders' participation and provides regional forecasts for
broadcast and unicast distribution. The report indicates that a combination
of converging trends will allow mobile TV to experience considerable
growth, but a number of inhibitors will prevent the sector from reaching
its full monetization potential.
Mobile TV and mobile video services offered over broadcast and unicast
distribution are projected to grow almost ten-fold from an estimated user
base of over 57 million at the end of 2007 to 566 million users in 2013.
Much of that growth will come from free broadcast services and unicast
video as a result of broadcaster involvement in mobile broadcast
distribution, 3G network expansion and user/operator involvement in
user-generated content (UGC) and web-mobile social networking integration.
Global service revenues comprising subscription, advertisement and
transactional revenue are projected to reach $9 billion by 2013.
Advertisement will exhibit the highest growth as a result of the expected
proliferation of free broadcast services and ad-supported video. However,
despite the long-term promise of the highly-engaging mobile video
advertisement, NSR highlights the embryonic stage of mobile advertisement
and believes that by 2013, mobile TV advertisement revenue will still be
far from reaching its full potential.
Based on the user adoption successes of free services in Japan and Korea,
NSR expects that broadcasters in the process of digitizing will be vital
during the initial phase of audience building and that broadcast standards
fragmentation will possibly never disappear. Although network fragmentation
is not desirable, its occurrence at other levels of the mobile TV supply
chain can more negatively affect mobile TV growth. "The emergence of
enabling platforms bringing liquidity to distribution, advertisement and
application building will play key a role towards cooperatively overcoming
current fragmentation issues," stated Carlos Placido, Analyst for NSR and
author of the report. "Platforms will help to make the mobile TV ecosystem
efficient enough to attract the much-needed targeted advertisement revenue
that would ultimately propel this application into a virtuous economic
cycle."
About The Report
"Mobile TV and Mobile Video, 2nd Edition - A Complete 360-degree Analysis"
provides an in-depth assessment of the trends affecting mobile TV each
regional market. The report is the result of inputs obtained through
interviews with leading industry players in the telco-mobile, cable,
satellite, mobile TV distribution and service aggregation sectors, as well
as extensive research of trends taking place in the adjacent areas of
mobile TV. The study provides pertinent regional data regarding growth of
broadcast (terrestrial and hybrid satellite-terrestrial) and unicast mobile
TV users; revenue from subscriptions, transactional content and
advertisement; and broadcast-enabled handset sales. Further, the study
provides a fully customizable set of unicast and broadcast business model
spreadsheets. For additional information on this report, please visit
www.nsr.com or call NSR at +1 617-576-5771.
About NSR
NSR is an international market research and consulting firm specializing in
satellite and wireless technology and applications. NSR primary areas of
expertise include satellite technology, IP applications, wireless
convergence and broadcast services. With extensive expertise in all regions
and a number of broadband sectors, NSR is a leading provider of in-depth
market insight and analyses.