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Mobile TV - South Korean Market Case Study

Mobile TV will compete for consumers' time with other mobile applications, such as games and communication (voice and text, person to person or group). If MNOs are not benefiting directly from Mobile TV revenues, then they stand to lose out, not only in respect of new revenues but also in respect of a significant proportion of their existing revenues.

Mobile TV is critical to MNOs for two key reasons:

• If Mobile TV is inevitable and the MNOs do not lead its development, then they stand to lose their current exclusivity of relationship with the network-connected mobile consumer, which would inevitably lead to marginalization and loss of share of wallet.
• Mobile TV represents a true "blue ocean" opportunity, as defined by Professors W. Chan Kim and Renee Mauborgne of INSEAD (red oceans are established markets with defined boundaries and stained by the "blood" of price wars and lack of innovation, while blue oceans represent entirely new demand, with no set rules, unpolluted by competition).

However, many MNOS are only now starting to develop their mobile TV strategy and currently rely on GPRS or 3G networks for video services, due as much to lack of available spectrum, licences and delivery solutions as to the lack of developed strategy. At the moment, most are only selling short clips or "re-routing" regular TV broadcasts through the wireless network, making heavy use of the rare bandwidth resource, and potentially limiting users' enjoyment.

In all respects, the pioneering experiences detailed in this report must form a major input to any MNO's strategy development and planning for entry into the Mobile TV market and, as stated above, any MNO that has long term ambitions to remain a key player in the delivery of network-based services to mobile consumers must have a tenable Mobile TV strategy.

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Table of Contents

1
Overview
1
2
Introduction
3
3
Digital Multimedia Broadcasting
4
3.1
Background
4
3.2
Satellite DMB (S-DMB)
5
3.3
Terrestrial DMB (T-DMB)
6
3.4
Satellite DMB vs. Terrestrial DMB
8
4
Main players in DMB
10
4.1
Mobile TV Leadership
10
4.2
Industry consortia
10
4.2.1
TU Media
10
4.2.2
Mobile Broadcasting Corporation (MBCo)
11
4.3
Mobile Network Operators
12
4.3.1
SK Telecom
12
4.3.2
KTF and LG Telecom
13
4.4
T- DMB licensees
14
4.4.1
T-DMB Licence Award
14
4.4.2
KBS
14
4.4.3
SBS
14
4.4.4
MBC
15
4.4.5
YTN-DMB
15
4.4.6
U1
15
4.4.7
K-DMB
15
4.5
Governmental bodies
15
4.5.1
Korean Broadcasting Corporation (KBC)
15
4.5.2
Ministry of Information and Communication (MIC)
15
5
Devices
16
5.1
Overview
16
5.1.1
Differences in Devices
16
5.1.2
Handset Subsidies
16
5.2
S-DMB
17
5.3
T-DMB
18
6
Content and Promotion
20
6.1
S-DMB Content
20
6.1.1
The Retransmission Issue
20
6.1.2
Channels
20
6.1.3
Usage Patterns
22
6.2
T-DMB Content
25
7
Business Model Perspectives
27
7.1
General Figures
27
7.2
The S-DMB Business
27
7.3
The T-DMB Business
28
8
Conclusions & Recommendations
30
8.1
Conclusions
30
8.2
Recommendations to MNOs
31