Abstract
“Mobile network operators must not assume that 3G streaming and mobile broadcasting networks are the only ways to deliver mobile TV content. Apple' s iPhone has already shown that WLAN streaming and sideloading have important roles to play. We show that these developments could have a profound impact on mobile TV technology choices.”,Dr Mark Heath, Analysys Mason Associate
Most mobile network operators plan to deliver mobile TV and video services using a combination of 3G and broadcasting networks (such as DVB-H). However, before taking major investment decisions, they need to consider the opportunities for delivering mobile TV content using indoor wireless systems (such as WLAN and femtocells) and sideloading (in which content is transferred from a PC or other device to memory in a mobile handset). iPhone users are consuming significant volumes of TV and video content, even in the absence of 3G and mobile broadcasting capability. Indoor systems and sideloading could relieve 3G networks of substantial amounts of traffic, allow better-quality products to be offered, and form a viable alternative delivery system for TV and video content for mobile operators that are unable to use mobile broadcasting technologies. Mobile TV content delivered through indoor systems and sideloading could also become a competitive threat, if mobile network operators choose to ignore it.
This report considers the roles of indoor wireless systems and sideloading alongside 3G macrocells (including HSPA, HSPA+ and LTE) and broadcasting networks (such as DVB-H and MediaFLO). The report analyses the capabilities and limitations of each technology, and maps these against the factors that will influence customers' choice of mobile TV services. Modelling typical 3G networks and service mixes, this report examines which technologies are required to deliver a compelling service proposition and which may be unnecessary. It also considers how MNOs can best take advantage of the range of different mobile TV delivery mechanisms, some of which may not be in their direct control.
Critical Ingredients of Mobile TV: femtocells and sideloading answers your key questions:
- Which technologies, apart from 3G streaming and mobile broadcasting networks, should mobile network operators be considering for the delivery of mobile TV services? And what are the capabilities and limitations of each of the major technologies?
- How will customer requirements affect mobile network operators' choice of mobile TV technologies?
- Why is sideloading so important in delivering mobile TV services?
- What role could and should indoor systems (WLAN and femtocells) play in the delivery of mobile TV content?
- Are there ways for mobile operators to deliver attractive mobile TV services if they are unable to use a mobile broadcasting network, such as DVB-H?
- How do different technology options affect the amount of traffic that must be carried by 3G networks and how does this impinge on choices for 3G evolution and broadcasting networks?
- What actions should mobile network operators take to seize the opportunities from, and minimise risks from, sideloading and indoor systems?
Who should read this report
- Mobile network operators: senior executives, business planners, technology and service managers, to understand the impact of sideloading and indoor systems on mobile TV services and how customer requirements will shape technology choices
- Network equipment vendors: senior executives and product managers, to evaluate the mix of technologies that will be needed to deliver compelling mobile TV content and how these technologies will need to be integrated
- Regulators: senior analysts, to understand the capabilities and limitations of different methods of delivering mobile TV services
- Analysts and investors: to identify the likely development of mobile TV technology and services
Table of Contents
0. Summary
1. New developments require MNOs to rethink their mobile TV services
- 1.1 Mobile TV and video services are essential for MNOs, but they should proceed with caution
- 1.2 Many MNOs offer mobile TV and video services using 3G streaming, but there are limitations
- 1.3 Broadcasting networks avoid the capacity bottlenecks of point-to-point 3G transmission, but face uncertainties
- 1.4 A number of developments are changing the outlook for mobile TV and video services
2. No single solution can deliver a comprehensive mobile TV service
- 2.1 MNOs must consider how customers will perceive mobile TV services and must take a broad view of the delivery options
- 2.2 Customer requirements are challenging, and not necessarily related to the capabilities of technologies
- 2.3 Indoor wireless systems and sideloading have significant benefits for mobile TV delivery
- 2.4 3G networks have an important role to play and enhancements will reduce their limitations, up to a point
- 2.5 Broadcasting networks can support many users but uncertainties and service limitations must not be overlooked
- 2.6 Indoor wireless systems could provide high quality indoor mobile TV and relieve 3G networks of substantial traffic
- 2.7 Sideloading TV content to mobile devices with onboard storage can be highly attractive to service users
3. The combination of 3G, indoor wireless systems and sideloading has major benefits for MNOs and users
- 3.1 Combining indoor wireless systems, sideloading and 3G could enable some MNOs to avoid broadcasting networks
- 3.2 Indoor wireless systems and sideloading can help to maintain service profitability if ARPU is low
- 3.3 A combination of mobile TV delivery platforms enables a compelling consumer proposition
- 3.4 There are significant implications for 3G MNOs
