While voice, messaging, music and Internet are increasingly adopted across both fixed and mobile contexts, television remains the last of the classic entertainment/communication consumer applications yet to make the jump from fixed to mobile in a big way. Not surprisingly, mobile television (MoTV) is considered "The Next Killer App" in mobile, after music.

However, with only a few exceptions in Asia and Europe, the user adoption and the monetization of MoTV have so far been elusive. Predictions have not fully materialized despite mobile phone penetration expanding beyond expectations and operators' willingness to introduce new applications that drive margins and data ARPU.

Mobile TV and mobile video are challenging applications with complex ecosystems and evolving business cases shaped by a number of converging conditions. Factors affecting MoTV include advertisement accountability and new metrics development, terrestrial-wireless cross-platform service bundling, broadcasters' erosion in traditional advertisement income, spectrum vacated by television digitization and changing consumer behavior. Thus, growth in mobile TV services appears to hinge on the gradual alignment of a number of conditions taking place simultaneously in mobile, broadcast, advertisement and Internet that will empower the lean-forward characteristics of the mobile user and encourage use and monetization in new ways, not necessarily transferable from past traditional experiences.

This completely updated NSR study takes a 360-degree view on the converging telecom and entertainment environment and analyzes business and technology trends that affect the evolution of this exciting emerging application in each region.

• What are the business and technology trends shaping the future of the Mobile TV business?
• What challenges remain and what new challenges are likely to emerge as a result of increased telco-cable competition, cross-platform advertisement and service bundling?
• What is the role to play by advertisement-supported mobile television, subscription-based services and the transactional characteristics of the mobile phone?
• What role will 3G Unicast mobile video play at different adoption stages?
• What are the likely MoTV-specific moves to be made by telcos, satellite and cable operators in their efforts to increase ARPU and consumer loyalty?
• What are the mobile-specific trends that encourage or discourage users from transferring their TV viewing behavior from the TV set and PC to the handset?

• Mobile TV Service Providers and Aggregators
• Cellular Operators and Telecom Service Providers
• Cable Companies and MSOs Evaluating Entry Options in the Mobile Space
• Direct-to-Home (DTH) Operators Considering Cross-Platform TV Play
• FSS and MSS Satellite Operators and Service Providers
• Advertisers and Agencies Allocating Cross-Platform Ad Budgets
• Smartphone Handset Manufacturers
• Internet Players Expanding into Mobile Rich-Media
• Regulators Evaluating Analog Television Switch-off Alternatives

• Industry Analysis
  • Key Drivers and Deterrents
  • Lessons Learned
• Convergence and Cross-Platform Trends Shaping the Business
• Market Assessment and Forecasts
  • Mobile TV Users, by Region
    • Broadcast MoTV Users
    • Unicast MoTV Users
  • Mobile TV Revenues, by Region
    • Subscription Revenue
    • Advertisement Revenue
    • Transactional Revenue
  • Mobile TV Handset Sales
    • Broadcast-enabled MoTV Handset Sales
• Customizable Business Case Models for Comparison of Mobile TV Networks
  • Broadcast-based Models
  • Unicast-based Models

• Complete report document segmented by analysis on all applications, end user categories, equipment, spectrum and demand trends
• An Excel file containing extensive data and charts so the client can easily use this work as a basis for their own internal market projections
• An Excel file containing two Business Case models for comparison of broadcast and unicast mobile TV networks- both can be customized by the client to incorporate their own business case inputs.