mobile TV feature
populations in key markets. Satellite-A true broadcast mobile media
based systems can help fill in theexperience leveraging the advantages
coverage areas in less denselyof broadcast and 3G networks will
populated areas, while downloaded andheavily influence the mobile
side-loaded content can be enjoyedentertainment landscape in the coming
outside of coverage. Again, drawingyears. Broadcast mobile media networks
upon the strengths of various mediaprovide instant gratification for live,
technologies can yield the broadesttime-sensitive content including
mobile mediacoverage.exclusive sporting events, concerts and
Another key element for successfulbreaking news. These networks can also
broadcast mobile media is devicebe employed to deliver simulcast and
diversity. No single mobile device typetime-shifted mobile content including
resonates with all users. It seemspopular full-length programming,
obvious, then, that mobile mediaclipcasting media such as the day’s top
devices should be equally diverse. InYouTube videos, and always-on,
Personalised deliver the optimum mix of content
markets such as Japan where users may interactive servicesbroadcast IP data services such as news,
from various sources - streaming, VOD
and content deliver
commute long distances on publicweather, sports highlights and stock
a compelling
and broadcast services - and mobile
transportation, there’s a growingtickers. Paired with 3G streaming video
mobile TV
media applications integrated into a
experience. interest in personal media players as
and content side-loaded via Wi-Fi or
single user experience.
well as public mobile TVs. In NorthUSB, broadcast mobile media services
Ultimately, consumers want the
America and, to a lesser extent, Europe,provide content variety and a return
flexibility to determine the type and mix
where consumers often travel largepath for interactive applications for
of mobile media they consume - be it
distances by car, consumers havevoting, rating, chatting, and m-
streamed, on-demand, or broadcast -
embraced in-car DVD players to providecommerce.
and the types of services that appeal to
entertainment during long road trips.By taking an holistic view of all
their interests and lifestyles. In order for
These commuters are, however,available mobile technologies as well as
the converging mobile media industry
increasingly interested in built-in mobileleveraging the interactive features of 3G
to keep pace with evolving consumer
media receivers that offer access toand web 2.0 applications, broadcast
expectations, the industry needs to put
broader, real-time content. mobile media can deliver a high-quality,
in place service offerings that employ
With worldwide smartphonespersonalised mobile entertainment
Ultimately,
the best mobile, broadcast and web
expected to increase from 183 million inexperience that will drive greater user
7
consumers
technologies. These, coupled with
2008 to close to 600 million in 2013 ,adoption and revenue. Furthermore,
low cost accessory devices that enable want the
fostering the right market conditions to
Internet technologies such as user
offer the breadth and depth of services
mobile media services via USB, mini-profiling and recommendation used so
flexibility to
consumers desire, will ensure greater
USB or Wi-Fi connectivity towell by companies like Netflix and
determine success for the industry.
smartphones would unlock a vast,Amazon can be employed to suggest
the type and
installed user base. Personal mediarelevant content to the mobile user,
mix of
References
players that forego wireless connectivitythereby enriching the viewing
mobile
1altogether, but provide excellent mobileexperience.
Juniper Research, Mobile
video services in a portable format, areAn essential requirement for
media they
Entertainment in a Recession 2008-
also proliferating. broadcast mobile media is that
consume - be 2013, May 2009
consumers can readily and easily access
it streamed,
2The unified approach of traditional
BBC News, July 21, 2009
services wherever they are - therefore,
on-demand,
3and user-defined content delivered
RNCOS, Global Mobile TV Forecast to
seamlessly in a single platform givesbroad geographic coverage is key.
or broadcast.
2013, May 2009
4rise to the concept of ‘personalMobile broadcast technologies based on
Point on Research, June 2009
5channels’, which may be anotherterrestrial transmitters typically cover
YouTube Blog, June 2009
6important future trend. These personalmajor metropolitan areas. Meanwhile,
Facebook Press Statistics February 09
7channels would take into account3G coverage continues to expand,
ABI Research, Wireless Device
individual interests and lifestyles, andhelping introduce mobile media to large
Shipments by Value Segment, 2008
www.ibeweb.com l september/october 2009 l ibe l 23
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