[Guest]

Print this page...

Mobile TV Strategy: Lessons From Japan

The government in Japan has made a strategic decision to digitalize its TV broadcasting using a standard developed specifically for the purpose. As part of this project, mobile TV has been introduced and this is already having an impact on MNOs and broadcasters in the country. As a consequence of the approach taken, mobile TV in Japan is basically a free service and for MNOs and broadcasters to achieve a positive outcome, they must work together to converge the media and develop new business models that attract new revenues. The consequence of failure is cannibalisation of existing revenues with no prospect of new streams to offset the losses.

The challenge is great, but the rewards are also potentially large. Mobile TV capability is already a feature of almost 30% of handsets shipped in Japan and the feature is expected to become standard in the future. With no price barrier to adoption, the likelihood is that most Japanese mobile users will also become mobile TV users. If these users can be engaged and encouraged to spend money in new ways, then the potential upside can be very large.

This report examines the development of mobile TV in Japan so far and seeks to identify what strategies and approaches to the mobile TV market will result in the opportunity being maximised, rather than leading to a diminution of revenues. Finally, we identify the lessons that MNOs outside Japan should take from the Japanese experience, with concrete recommendations that apply in the developed markets of Europe.

Price: EUR 2,500.00 / GBP 2,000.00

if you would like learn more about this report, or our other work in this topic area and how to subscribe, please contact us

Table of Contents


1
Overview
1
2
Introduction
2
2.1
Background
2
2.2
Report Coverage
2
3
Digital Multimedia Broadcasting
4
3.1
Overview
4
3.2
Digital TV in Japan
4
3.2.1
Standards Employed
4
3.2.2
Planned Roll Out
5
3.3
Mobile Digital TV in Japan
7
3.3.1
One Seg for Mobile TV
7
3.3.2
Technical Characteristics, Issues and Solutions
8
4
One Seg Market Development
10
4.1
Market Growth and Estimates
10
4.2
One Seg Terminals
12
4.2.1
Network Operator Commitment
12
4.2.2
Viewing One Seg
13
4.2.3
AQUOS W51 SH
14
4.2.4
Non-Mobile Phone Mobile TV Devices
15
5
Mobile TV Usage and Expectations
16
5.1
Overview
16
5.2
One Seg TV Usage Patterns
16
5.2.1
Frequency and length of usage
16
5.2.2
Time of Day and Context of Usage
17
5.3
One Seg User Content Preferences
19
5.3.1
One Seg TV Viewing Preferences
19
5.3.2
One Seg Broadcast Data Content Preferences
19
6
One Seg Content
21
6.1
Data Content Types and Categories
21
6.2
Emergency Warning System
22
6.3
TV Content and Data - The Fuji Approach
22
6.3.1
Screenshots to Illustrate One Seg
23
7
Strategies and Business Models
26
7.1
Mobile TV Players in Japan
26
7.2
One Seg Challenges to Existing Business Models
26
7.3
TV Industry Revolution in Japan
27
7.4
MNO Strategies
29
7.4.1
Business model
29
7.4.2
KDDI: Leading Innovation and Strategic Alliances
29
7.4.3
TV Asahi and KDDI Leading One Seg Innovation
30
7.4.4
NTT DoCoMo Investment in TV Broadcasters
32
8
Conclusions & Recommendations
33
8.1
One Seg Usage
33
8.2
Potential Revenues and Positive Effects
33
8.2.1
The Mobile Industry
33
8.2.2
The TV Industry
33
8.2.3
The Consumer Goods Industry (Advertisers)
33
8.3
Challenging Existing Business Models in Japan
34
8.3.1
For Operators
34
8.3.2
For Broadcasters
34
8.3.3
Consequent Strategies
34
8.4
Lessons and Recommendations for non-Japanese MNOs
34