Table of Contents
Issues in the Market
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- Main issues
- Definition
- Abbreviations
Future Opportunities
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- Citizen journalism
- No middleman
- Location, location, location (and time)
- Take TV out to the ball game
Market in Brief
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- Mobile TV and video market not yet cleared for take-off
- Foundations for growth fall into place…
- …but persistent barriers block route to progress
- Recession depressing current demand and restricting future supply
- Segmentation the way ahead
- Market can build momentum, but needs a kick-start to get it going
Internal Market Environment
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- Key points
- The mobile phone market
- Focus flicks from quantity to quality
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- Figure 1: UK retail handset sales and mobile phone service subscriptions, 2004-08
- Contracts central to mobile TV take-off
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- Figure 2: Mobile phone subscribers, by network operator and payment type, 2006-08
- 3G: Minority status restricts potential audiences
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- Figure 3: Estimated share of 3G subscriptions, 2005-08
- Handset functionality: Consumers familiar with more and more features
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- Figure 4: Mobile phone features, 2004-08
- Only smartphones have the answer?
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- Figure 5: Smartphone ownership, Apr 2008-Oct 2008
- Mobile TV technologies
- DVB-H: The new European standard
- Alternative technologies: Familiarity puts internet centre stage
- TV viewing: Consumers want to stay tuned
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- Figure 6: Number of television sets, 2004-08
- Screen size still a big issue
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- Figure 7: Where the television is watched, 2004-08
- Internet usage: Mobile driving ‘access all areas’
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- Figure 8: Internet usage frequency, 2007-08
- Mobile internet: Part of the daily routine
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- Figure 9: Methods of accessing the internet when away from home or work, July 2008
Broader Market Environment
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- Key points
- The recession: Mobile TV is a luxury we can live without
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- Figure 10: UK unemployment rates (seasonally adjusted), 2004-08
- Consumers plan to trade down on price
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- Figure 11: Plans to cut back on mobile phone usage given current economic environment, October 2008
- The supply side: To innovate or hibernate?
- An ageing population structure: Can’t watch, won’t watch?
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- Figure 12: Trends in the age structure of the UK population, by gender, 2004-14
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- Figure 13: Adult population trends, by lifestage, 2004-14
- Mobile web use led by young
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- Figure 14: Demographic profile of PC-based and mobile internet active audiences, by age, Q3 2008
- Socio-economic trends: Upward for mobile
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- Figure 15: Adult population trends, by socio-economic group, 2004-14
- Convergence: Functionality we have, content we need
- Digital Britain: Mobile high on the agenda
Competitive Context
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- Key points
- How will we watch? It’s smartphone vs media player
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- Figure 16: Trends in portable digital device usage, 2007-08
- Content: What will we watch?
- Mobile internet a valuable source of content
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- Figure 17: Most popular mobile websites, Q3 2008
- Rival functionality: Will we watch?
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- Figure 18: Mobile phone features used and features downloaded, 2004-08
Strengths and Weaknesses in the Market
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- Strengths
- Spread of technology
- Breadth of appeal
- Content inventory
- Mobile internet growth
- Content-sharing habits
- Weaknesses
- The economy
- Predominance of pre-pay
- Screen size
- Consumers’ lack of knowledge
- Content convergence
Who’s Innovating?
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- Key points
- 3 goes for free
- News video on the app
- Any video, any phone
- Move home to your handset
- Holograms on the horizon
Market Size, Segmentation and Forecast
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- Key points
- Mobile TV and video still a minority channel
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- Figure 19: Mobile TV and video market size, by volume, 2005-14
- Video the entry point to new mobile market
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- Figure 20: Mobile TV and video market segmentation, by volume, 2005-14
- TV viewers more valuable, but video offers spin-off gains
- 3G: The ball starts rolling
- TV and video viewing: The pea starts rolling
- Movio grinds to a halt as Lobster clams up
- Big online brands ready for mobile action
Brand Communication and Promotion
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- Key points
- New tactics in advertising
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- Figure 21: Advertising spend in the mobile handsets and networks sector, by media type, 2006-08
- Brands talk, but consumers listen to each other
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- Figure 22: How consumers find out about new technology, June 2008
- The price must be right
- Green light for Bluetooth
- Mobile video on TV
Companies and Products
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- BBC iPlayer
- ITV Mobile
- Sky Mobile TV
Who Watches TV and Video on Mobile Phones?
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- Key points
- Frequency of watching content
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- Figure 23: Frequency of watching mobile TV and video content, January 2009
- Who watches? Not many of us…
- Who watches: Detailed demographics
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- Figure 24: Frequency of watching mobile TV and video content, January 2009
- Women catching the viewing habit
- A democratic medium?
- TV versus video: Youth vote is split
Where Do We Source our Mobile TV and Video Content?
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- Key points
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- Figure 25: Where people source mobile TV and video content, January 2009
- Security blanket offer little long-term comfort for networks
- Fixed web habits migrate to mobile
- Where material is sourced by frequency of viewing
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- Figure 26: Where people source mobile TV and video content, by frequency of viewing, January 2009
- Knowledge gap needs to be filled
- Consumers catch up with convergence
- Mobile video: A social phenomenon?
What Sort of Content Do We Prefer?
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- Key points
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- Figure 27: Preferred mobile TV and video content, January 2009
- Kings of content: Useful and usable
- Mobile video: Generating content, not consuming it
- Preferred content by frequency of viewing
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- Figure 28: Preferred mobile TV and video content, by frequency of viewing, January 2009
- Access and availability are key influences on content choice
- Experienced viewers are most adventurous
What Do We Think About Mobile TV and Video Content?
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- Key points
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- Figure 29: Attitudes towards mobile TV and video content, January 2009
- Inexperience leaves consumers ill-informed
- Mobile viewers retracing their online steps
- Attitudes towards mobile content by frequency of viewing
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- Figure 30: Attitudes towards mobile TV and video content, by frequency of viewing, January 2009
- Try it – you might like it
- Habitual and occasional viewers: Same views, different reasons
- Regular mobile TV dinners for one
Targeting Opportunities
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- Key points
- A majority are potential targets
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- Figure 31: Mobile TV and video target groups, January 2009
- Experts
- Unknowing
- Apathetic
- Dislikers
- The Unknowing are ready for long-form
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- Figure 32: Preferred type of mobile TV and video content, by attitudinal group, January 2009
- High-activity group preferences reflect younger interests
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- Figure 33: Number of activities performed on mobile phone handset, by preferred type of mobile TV and video content, January 2009
Appendix – Where Do We Source Our Mobile TV and Video Content?
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- Figure 34: Most popular sources of mobile TV and video content, by detailed demographics, January 2009
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Appendix – What Sort of Content Do We Prefer?
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- Figure 35: Most popular types of mobile TV and video content, by detailed demographics, January 2009
- Figure 36: Next most popular types of mobile TV and video content, by detailed demographics, January 2009
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Appendix – What Do We Think About Mobile TV and Video Content?
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- Figure 37: Most popular attitudes towards mobile TV and video content, by detailed demographics, January 2009
- Figure 38: Next most popular attitudes towards mobile TV and video content, by detailed demographics, January 2009
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Appendix – Targeting Opportunities
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- Figure 39: Mobile TV and video content target groups, by demographic sub-group, January 2009
- Figure 40: Preferred types of mobile TV and video content, by number of activities performed on mobile phone, January 2009
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