"The iPhone is set to have a significant impact on the mobile
TV market - before mobile broadcasting technologies, such as DVB-H, have
been deployed extensively."
Product overview
Many mobile network operators (MNOs) hope to generate revenue from mobile
TV and video services, using a combination of 3G and dedicated broadcasting
networks (for example, DVB-H or MediaFLO). However, it may take many years
for broadcasting networks to be extensively deployed worldwide. The iPhone
can already offer TV and video services, without the use of either mobile
broadcasting networks or 3G/HSPA, and challenges widely held assumptions
about how to deliver a compelling mobile TV proposition to consumers.
Building on the very latest market data and consumer research, this report
considers the impact that the iPhone will have on the emerging mobile TV
market and discusses the lessons that it brings.
The initial take-up of the iPhone has been constrained, primarily by
Apple's market entry strategy. The report considers how this strategy is
likely to change and the effect that this will have on the development of
the global market for mobile TV. The report examines the strengths and
weaknesses of key features of the iPhone and its services, including the
innovative use of sideloading and WLAN; the increasing availability of TV
and video content from a variety of sources; the evolving capabilities of
iPhone devices; and the pricing models being adopted worldwide. It
identifies the actions that Apple (and other mobile handset vendors), MNOs
and TV broadcasters need to take in order to maximise the short-term
opportunities from the iPhone, or to remain competitive with iPhone
services.