世界各国のリアルタイムなデータ・インテリジェンスで皆様をお手伝い

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Table of Contents

Table of Exhibits

概要

先進市場でも新興市場においても、動画はモバイル通信にとって、ますます重要な役割を担うようになってきている。エンターテインメントに不可欠なものとしてマルチメディアが大流行し、デバイスやネットワークが高性能化したことで、モバイル動画サービスの利用が拡大し、支出も増加した。米国調査会社ピラミッドリサーチ社は、世界のモバイル動画サービス利用者数は、2008-2014年に5倍に増加して、5億3400万になるだろうと予測している。

Video is increasingly making its way into the mobile space across developed and emerging markets. The availability of improved devices and networks combined with the prevalence of multimedia as an essential form of entertainment are all contributing to a higher level of adoption and spending on mobile video services. Pyramid Research estimates that the global number of users paying for mobile video services directly delivered to their handsets will grow five-fold between 2008 and 2014 to surpass 534m at the end of the period.

In this report, Pyramid Research analyzes the adoption and revenue opportunity for mobile video services, which include paid video clips, music videos, TV episodes, TV programming and movies. We analyze operators’ strategies through seven country case studies: Brazil, Chile, China, India, Italy, Japan and the US.

Key findings include:

• Netbooks are a strategic tool for MNOs and OEMs alike, until the global economy recovers and users are ready — and able to afford — to migrate to more sophisticated devices.
• Mobile video is developing at a rapid pace around the world: Pyramid Research forecasts that the number of global mobile video subscriptions will grow to 534m in 2014, reaching a penetration rate of 8.5% of total mobile subscriptions, up from the current 2.5% level.
• Asia-Pacific will be a crucial component of the mobile video opportunity. Already markets such as Japan, Hong Kong and South Korea lead in terms of mobile video penetration of subscriptions, but we also expect important uptake in India in the next five years.
• European markets, led by the region’s most advanced mobile video market, Italy, will also undergo major expansion.

Key Questions Answered

• What are the revenue and user base potentials of the primary mobile TV business models?
• How important will mobile video be in terms of overall growth in mobile data and mobile application revenue?
• How do linear and non-linear mobile video services differ across markets?
• How do the mobile video opportunities in various geographical regions compare?
• Which types of mobile video services work in which markets?
• In the various countries examined, how rapidly will users adopt 3G+ networks?
• Where have factors such as regulatory restraints, M&A and partnering been especially important, and why?
• What are the available mobile video/TV services in the markets analyzed in the report?

Target audience

Mobile operators
This report will help you develop and refine an effective mobile video strategy as well as identify new approaches to provisioning, pricing and content. It provides comparisons through case studies of a diverse set of emerging and developed markets, including the largest and most advanced ones globally. This will allow you to evaluate your market opportunity and benchmark your own tactics and performance.

Vendors
Identify and assess the opportunities for including mobile video and TV capabilities in your handsets and other equipment. Identify prospective customers whose needs match your strengths. This report will help you develop and evaluate the strategies that will position you to take effective advantage of upcoming developments in one of the most exciting mobile application fields.

Content providers
Discover your third-screen opportunity by exploring the market close-up, from an operator perspective. Learn what drives usage and where operators are placing their bets. This report will help you identify best practices and develop effective strategies for selling video content through the operator channel in diverse international markets.

Investors
Assess the key drivers of mobile video and TV services, examine the business models currently available in markets and anticipate future developments. This report offers you a thorough understanding of where mobile video services fit into the overall markets for mobile services. Use this analysis to learn who is best positioned for success, to identify opportunities and to assess upcoming opportunities in the overall mobile markets.

Companies mentioned in this report:

Amazonia Alltel Aloha Partners América Móvil Apple AT&T BBC World Bharti Airtel Bharti Tele-Venture Brasil Telecom Bharat Sanchar Nigam Ltd (BSNL) Carrefour (MVNO) Central China TV China Mobile China Netcom China Telecom China Tietong China Unicom Claro Chile Claro Brasil CNN Comcast Communications Coop (MVNO) Crown Castle Discovery Communications Entel PCS

H3G Italia Hiwire HTC Hulu Hutchinson Essar Hutchinson Telecommunications International Idea Cellular KDDI Mahanagar Telephone Nigam Ltd (MTNL) Mediacom MobiTV Modeo Movistar Movistar Chile MTV MTN South Africa MTNL NET Serviços NTT Docomo Nokia Oi Qualcomm Poste Italiane Rede Globo Reliance Communications Reliance Mobile

Research in Motion (RIM) Shanghai Media Group Sky Sling Media Softbank Sony Sprint-Nextel Tata Teleservices Telecom Italia Mobile Telefónica Telefónica Chile Telefónica CTC Telemar Telemig Terra Networks T-Mobile USA Verizon Communications Verizon Wireless Virgin Mobile Vimeo Vivo Participações Vodafone Essar Vodafone Italia VTR Wind Telecomunicazioni YouTube (Google)

 

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Table of Contents

Table of contents
Table of exhibits
Acronyms and abbreviations
Companies mentioned in this report
Executive summary
Section 1: Methodology
Section 2: Trends in mobile video services
    Adoption forecasts — global trends
    Adoption forecasts — regional highlights
    Global revenue forecasts
    Operator strategies around mobile video services
Section 3: Country analysis
    3.1 Brazil
        With mainly unicast services available, Brazilian operators are relying on 3G to reach mobile audiences with video
        Overview of the mobile telecom market in Brazil
        The mobile video/TV opportunity in Brazil: Regulatory situation
        Operator strategies for mobile video/TV
        Evaluation of mobile video/TV services by Brazilian mobile operators
        Brazil market outlook
    3.2 Chile
        Chile has the market foundation and competitive environment for mobile video services to flourish in the near future
        Overview of the mobile telecom market in Chile
        The mobile video/TV opportunity in Chile: Regulatory situation
        Operator strategies for mobile video/TV
        Evaluation of mobile video/TV services by Chilean mobile operators
        Chile market outlook
    3.3 China
        Operators are pushing mobile video/TV services with aggressive pricing via unicast and competing with free-over-the-air systems
        Overview of the mobile telecom market in China
        The mobile video/TV opportunity in China: Regulatory situation
        Operator strategies for mobile video/TV
        Evaluation of mobile video/TV services by Chinese mobile operators
        China market outlook
    3.4 India
        In anticipation of 3G licenses, operators in India move into mobile TV
        Overview of the mobile telecom market in India
        The mobile video/TV opportunity in India: Regulatory situation
        Operator strategies for mobile video/TV
        Evaluation of mobile video/TV services by Indian mobile operators
        India market outlook
    3.5 Italy
        Innovative mobile operators put Italy’s mobile TV/video services at the top of the list
        Overview of the mobile telecom market in Italy
        The mobile video/TV opportunity in Italy: Regulatory situation
        Operator strategies for mobile video/TV
        Evaluation of mobile video/TV services by Italian mobile operators
        Italy market outlook
    3.6 Japan
        Mobile video and TV are taking off in Japan, but free broadcast services create new challenges for operators
        Overview of the mobile telecom market in Japan
        The mobile video/TV opportunity in Japan: Regulatory situation
        Operator strategies for mobile video/TV
        Evaluation of mobile video/TV services by Japanese mobile operators
        Japan market outlook
    3.7 US
        A highly competitive US marketplace drives a multipronged approach to mobile video
        Overview of the mobile telecom market in the US
        Competitive environment
        The mobile video/TV opportunity in the US: Regulatory situation
        Operator strategies for mobile video/TV
        Evaluation of mobile video/TV services by US mobile operators
        US market outlook
Related resources

Table of Exhibits

Exhibit 1:	Simplified competitive landscape showing viewer’s attention and spending on video content
Exhibit 2:	Mobile video delivery mechanisms
Exhibit 3:	Breakdown of mobile subscriptions by geographical region, 2008 and 2014
Exhibit 4:	Subscriptions to 3G+ networks as percentages of total mobile subscriptions by region, 2008-2014
Exhibit 5:	Global mobile video users and penetration rates, 2008-2014
Exhibit 6:	Mobile video subscriptions by geographical region, in millions, 2008 and 2014
Exhibit 7:	Mobile video subscriptions as a proportion of total mobile subscriptions, top 15 countries, 2008 and 2014
Exhibit 8:	Global mobile video revenue, and mobile video as a proportion of total mobile data revenue, 2008-2014
Exhibit 9:	Mobile video revenue by geographical region, 2008 and 2014
Exhibit 10:	Improvements to mobile video and TV services
Exhibit 11:	Examples of linear and non-linear mobile video services across markets, April 2009
Exhibit 12:	Primary mobile TV business models and their revenue and user base potentials
Exhibit 13:	Snapshot of mobile video indicators in profiled countries, 2008-2014
Exhibit 14:	Brazil — Macroeconomic and general telecommunications indicators, 2008-2014
Exhibit 15:	Brazil — Mobile subscriptions by technology generation, 2008-2014
Exhibit 16:	Brazil — Mobile data service subscription penetration of population, 2008-2014
Exhibit 17:	Brazil — Available mobile video/TV services, March 2009
Exhibit 18:	Brazil — Mobile video users and mobile TV subscriptions, 2008-2014
Exhibit 19:	Brazil — Application revenue breakdown by type of service, 2008-2014
Exhibit 20:	Chile — Macroeconomic and general telecommunications indicators, 2008-2014
Exhibit 21:	Chile — Mobile subscriptions by technology generation, 2008-2014
Exhibit 22:	Chile — Mobile data service subscription penetration of population, 2008-2014
Exhibit 23:	Chile — Available mobile video/TV services, March 2009
Exhibit 24:	Chile — Mobile video users and mobile TV subscriptions, 2008-2014
Exhibit 25:	Chile — Application revenue breakdown by type of service, 2008-2014
Exhibit 26:	China — Macroeconomic and general telecommunications indicators, 2008-2014
Exhibit 27:	China — Mobile subscriptions by technology generation, 2008-2014
Exhibit 28:	China — Mobile data service subscription penetration of population, 2008-2014
Exhibit 29:	China — Available mobile video/TV services, March 2009
Exhibit 30:	China — Mobile video users and mobile TV subscriptions, 2008-2014
Exhibit 31:	China — Application revenue breakdown by type of service, 2008-2014
Exhibit 32:	India — Macroeconomic and general telecommunications indicators, 2008-2014
Exhibit 33:	India — Mobile subscriptions by technology generation, 2008-2014
Exhibit 34:	India — Mobile data service subscription penetration of population, 2008-2014
Exhibit 35:	India — Available mobile video/TV services, March 2009
Exhibit 36:	India — mobile video users and mobile TV subscriptions, 2008-2014
Exhibit 37:	India — Application revenue breakdown by type of service, 2008-2014
Exhibit 38:	Italy — Macroeconomic and general telecommunications indicators, 2008-2014
Exhibit 39:	Italy — Mobile subscriptions by technology generation, 2008-2014
Exhibit 40:	Italy — Mobile data service subscription penetration of population, 2008-2014
Exhibit 41:	Italy — Available mobile video/TV services, March 2009
Exhibit 42:	Italy — Mobile video users and mobile TV subscriptions, 2008-2014
Exhibit 43:	Italy — Application revenue breakdown by type of service, 2008-2014
Exhibit 44:	Japan — Macroeconomic and general telecommunications indicators, 2008-2014
Exhibit 45:	Japan — Mobile subscriptions by technology generation, 2008-2014
Exhibit 46:	Japan — Mobile data service subscription penetration of population, 2008-2014
Exhibit 47:	Japan — Available mobile video/TV services, March 2009
Exhibit 48:	Japan — Mobile video users and mobile TV subscriptions, 2008-2014
Exhibit 49:	Japan — Application revenue breakdown by type of service, 2008-2014
Exhibit 50:	US — Macroeconomic and general telecommunications indicators, 2008-2014
Exhibit 51:	US — Mobile subscriptions by technology generation, 2008-2014
Exhibit 52:	US — Mobile data service subscription penetration of population, 2008-2014
Exhibit 53:	US — Available mobile video/TV services, March 2009
Exhibit 54:	US — Mobile video users and mobile TV subscriptions, 2008-2014
Exhibit 55:	US — Application revenue breakdown by type of service, 2008-2014