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No.R07C0013

世界モバイルTV戦略、市場予測(英語版)

Strategies for Mobile TV

出版日 2011年8月
価格
Single User License(PDFタイプ) US$2875
Multi- User License(PDFタイプ) US$10781
ページ数 162ページ
発行<調査・編集> Business Insights
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<Introduction>
This report provides a comprehensive view of the global status of Mobile TV. It examines how Mobile TV has evolved to date, reviews its status in major national markets, and discusses the marketing challenges currently being faced by the different players in the ecosystem. It then designs a "go to market" strategy framework that considerably improves the chances of success for a Mobile TV launch.

<Features and benefits>
・Provides a comprehensive status review of the Mobile TV market, and insight into the marketing challenges faced by struggling Mobile TV initiatives.

・Identify new market trends and understand how to design successful Mobile TV marketing initiatives.

・Analyze where FMCG marketing strategies fail and how high technology marketing science should be applied.

・Address the key critical questions related to the development and roll out of go to market strategies for Mobile TV.

<Highlights>
Although mainstream Pay TV operators are in the best position to drive the Mobile TV business, most Mobile TV initiatives worldwide have actually been driven by mainstream FTA TV operators or mobile network operators. There is a general lack of appreciation that Mobile TV is a paradigm in its own right that is different from mainstream TV.

Mobile TV is a high technology product that requires high technology marketing techniques to design its "go to market" strategy. Its promoters have altogether ignored this aspect of Mobile TV and have gone about applying FMCG strategies that are typically designed for mass consumer commodities, failing to build up traction in the marketplace.

As a portable "on the go" solution, Mobile TV will be watched in places where viewers are more likely to seek "entertaining companionship". But being of personal nature, it may be watched anywhere and it is foreseen that Mobile TV will also find a place on desks, whether in homes or offices.

-CONTENTS-
1.EXECUTIVE SUMMARY
Introduction
Mobile TV: a status review
Regional developments in Mobile TV
Content and programming design
Go to market strategy framework for Mobile TV
Key questions answered
Conclusion and recommendations

2.Introduction
Summary
Introduction
Conceptualizing and defining Mobile TV
Mobile TV is a personal TV
"On the go" usage model
Mobile TV and mainstream TV are reverse paradigms
Business drivers, objectives, and scope of the report
Scope and objectives
Who is this report for?
Defining the Mobile TV value chain
Device manufacturer / supplier
Content provider
Content aggregator
Broadcaster
Advertiser
Mobile broadcast network operator (MBNO)
Mainstream TV FTA operator
Mobile network operator (MNO)
Mobile Pay TV operator
Customer facing service provider
Viewer / Listener

3.Mobile TV: a status review
Summary
Introduction
Market evolution
Analog and digital broadcast
Mobile streaming
Technologies
Unicast vis-a-vis broadcast
Newer concepts challenging traditional concepts
Broadcast technologies - terrestrial
Broadcast technologies - satellite
Broadcast - emerging technologies
Mobile streaming

4.Regional developments in Mobile TV
Summary
Introduction
Africa
African market dynamics and analysis
Asia
Asian market dynamics and analysis
China
Japan
Korea
Europe
European market dynamics and analysis
France
Germany
Russia
UK
North America
North American market dynamics and analysis
USA
South America
South American market dynamics and analysis
Argentina
Brazil

5.Content and programming design
Summary
Introduction
Characterizing content for Mobile TV
Audio and video
Duration
Entertainment
Information
Compulsiveness
Content strategy design considerations
Strategy design considerations
Program attribute framework
Content suitability for Mobile TV
Music and music video
News
Weather
Discussion on social issues
Humor
Cartoons
Short movies
Feature films
Documentary films
Social and professional events
Adult content

6.Go to market strategy framework for Mobile TV
Summary
Introduction
High technology marketing concepts
What is high technology marketing?
Why high technology marketing?
How is high technology marketing different from FMCG marketing?
High technology marketing: framework of "go to market" strategy models
Technology adoption lifecycle
Disruptive innovations
Network effect
The law of convergence dynamics
Conscious-subconscious model
Application of the conscious-subconscious model to marketing
High technology marketing strategy framework
Positioning
Critical assessment
Recommendation
Value chain and business model
Critical assessment
Understanding the strengths of players in the Mobile TV value chain
Qualifying market players to participate in Mobile TV’s value chain
Recommendations
Strategic partnerships
Critical analysis
Recommendation
Programming design
Critical analysis
Recommendation
Purchase and usage
Critical analysis
Recommendation
Pointed solution
Critical analysis
Recommendation
Device cost
Critical analysis
Recommendations
Content monetization
Critical analysis
Recommendations
Promotion to launch and afterwards
Critical analysis
Recommendations
Device design & broadcasting network
Critical analysis
Recommendation
Key high technology marketing models
Disruption
Crossing the chasm
Network effect
Application of the high technology marketing strategy framework to Mobile TV
Mantra#1: Synergize
Mantra#2: Harmonize
Mantra#3: Focus
Mantra#4: Verticalize
Mantra#5: Challenge and disrupt
Mantra#6: Ecologize

7.Key questions answered
Summary
Introduction
What are the philosophical and other differences between mainstream TV and Mobile TV?
Should a Mobile TV piggy back on another application?
What are the business models available, and which is preferred?
B2B
B2C
What is the preferred business model to design a "cash cow"?
How can a customer facing service provider deliver an appropriate value to the user during each phase of the user life cycle?
How do you build a tangible value proposition?
How do you ensure rapid uptake and increased usage?
What would it take for the audience to relate themselves to the program?
What are the key considerations that must be factored into content monetization strategy?
Compulsiveness
Low cost
Tangibility
Billing
What role does mainstream TV content play in the customer lifecycle of a Mobile TV viewer?
How do you build up a large subscriber base on market entry?
How can you strategize Mobile TV’s navigation across the Chasm?
What are the strategic market entry considerations for Mobile TV?
How can Mobile TV be disruptive?

8.Conclusion and recommendations
Summary
Introduction
Market challenges and inhibitors
Lack of consumer interest
Alternative streamed solutions provide competition
New media solutions have fragmented audiences
Growth in regional markets
Japan and Korea
China and the rest of Asia
Europe
The US
Africa
Mobile TV service evolution
Feature enhancement
Device type
Program availability
Where Mobile TV promoters are faltering
Mobile TV will evolve as "Radio Plus"
Go to market recommendations
Apply radio’s content programming strategy to establish a compulsive relationship with viewers
Do not simulcast during major viewing hours unless it is a live event
Pointedly position Mobile TV on a specific need
Do not position Mobile TV on a horizontal market
Minimize barriers to the adoption of receiving devices
Do not piggy back Mobile TV on a mobile phone
Factor in technology conservativeness
Align network roll out with marketing strategy
Position Mobile TV to be disruptive
Consider Pay TV as the preferred model for monetizing content
Customer facing service provider best positioned to drive the value chain
Purchase and usage are two different paradigms: establish different value propositions
Establish an ecosystem to increase ARPU, build loyalty and minimize churn
Moving forward

<TABLES>
Table: Broadcast Mobile TV subscribers by region (m), 2009-13
Table: Broadcast Mobile TV subscribers in Africa (000s), 2009-13
Table: Broadcast Mobile TV subscribers in Asia (m), 2009-13
Table: Broadcast Mobile TV subscribers in Europe (000s), 2009-13
Table: Mobile TV status in major European markets
Table: Mobile streaming related activities in Russia
Table: Mobile streaming related activities in the UK
Table: Broadcast Mobile TV subscribers in the US (000s), 2009-13
Table: Broadcast Mobile TV subscribers in South America (000s), 2009-13
Table: Mobile streaming related activities in Argentina
Table: Mobile streaming related activities in Brazil
Table: Music and music video - suitability for Mobile TV
Table: News - suitability for Mobile TV
Table: Weather - suitability for Mobile TV
Table: Discussion on social issues - suitability for Mobile TV
Table: Humor - suitability to Mobile TV
Table: Cartoons - suitability for Mobile TV
Table: Short movies - suitability for Mobile TV
Table: Feature films - suitability for Mobile TV
Table: Documentary films - suitability for Mobile TV
Table: Social and professional events - suitability for Mobile TV
Table: Adult content - suitability for Mobile TV
Table: Differences between high technology and FMCG marketing
Table: Differences between consumer visionaries and pragmatists
Table: Strengths of TV and mobile network operators in the Mobile TV value chain
Table: Mainstream TV FTA operators strengths and weaknesses
Table: Mainstream Pay TV operators strengths and weaknesses
Table: Mobile network operators strengths and weaknesses
Table: Encouraging Mobile TV purchase
Table: Encouraging Mobile TV usage
Table: Disruptive potential - how Mobile TV meets consumer demands
Table: How incumbent entertainment offerings meet consumer demands
Table: Recommended Mobile TV targets - train and bus commuters
Table: Differences between mainstream and Mobile TV

<FIGURES>
Figure: On the go model for Mobile TV - typical journeys and levels of control over environment
Figure: Players in the broadcast Mobile TV value chain
Figure: The general mobile content consumption chain
Figure: Global broadcast Mobile TV subscribers (m), 2009-13
Figure: Broadcast Mobile TV subscribers in Africa (000s), 2009-13
Figure: Broadcast Mobile TV subscribers in Asia (m), 2009-13
Figure: Broadcast Mobile TV subscribers in Europe (000s), 2009-13
Figure: Broadcast Mobile TV subscribers in the US (000s), 2009-13
Figure: Broadcast Mobile TV subscribers in South America (000s), 2009-13
Figure: The technology adoption lifecycle
Figure: Mobile FTA value chain with advertising
Figure: The Mobile Pay TV value chain with advertising as an additional revenue stream
Figure: The broadcast Mobile TV value chain - roles in current deployments

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