Mobile TV Japan report
Version 14 of January 22, 2011
pdf file, approx. 126 pages, 11 Figures, 50 Photos, 12 Tables, 4.7 Mbyte
Lead author: Gerhard Fasol, works since 1984 with Japan’s technology industries.
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Summary – Mobile TV Japan report:
Digital terrestrial TV to mobile phones (mobile TV) started in Japan on April 1, 2006, today about 80% of all mobile phones ship with mobile TV built-in in Japan. Mobile TV allows to view television broadcasting always and everywhere. Mobile TV combines TV show broadcasts with news, information and commercial services via the internet in one handset, and therefore opens a new mobile commerce sector with many new opportunities. Japan’s mobile TV standards are also used in South America.
This report explains the user experience and the most important technical details and how to monetize mobile TV.
Table of Contents – Mobile TV Japan report:
- Executive Summary: mobile TV
- Digital mobile TV – overview
Different types of mobile TV
1-Seg broadcast vs streaming over IP
Mobile terrestrial TV market penetration in Japan:
Terminals for one seg mobile terrestrial digital TV, market penetration data for different terminal types (mobile phone, car navigation etc) - Digital mobile TV broadcast- “One Seg”
Digital mobile TV
Why 1-Seg? technology aspects
Radio spectrum for digital mobile TV
Encoding and data rates
Channel view panel
Split screen, different types of data broacast for one-seg - Multiple-program: OneSeg2, 1Seg2
NHK’s OneSeg2
NHK’s OneSeg2: lunchbox TV
- EPG Electronic Program Guide for mobile phones
EPG: DoCoMo’s G-Guide
G-Guide: search and browsing
- Digital mobile TV handsets
One-Seg can be received on a range of devices (Table)
Overview
Cumulative number of mobile phones with digital terrestrial mobile TV (one seg)
in Japan (graphics with number of mobile TV phones shipped between 2005-2010)
Number of mobile phones with digital terrestrial mobile TV (one seg) shipped in Japan per month
in Japan (graphics with number of mobile TV phones sold between 2005-2010 per month)
Ratio of mobile phones with mobile TV as a fraction of all mobile phones shipped in Japan (graphics for 2005-2010 per month)
Annual number of mobile TV cellphones shipped in Japan (graphics for 2006-2009 per year)
How many mobile-TV handsets are deployed in Japan? (figures of deployed mobile TV phones per mobile operator, and estimations for other devices)
Distribution of mobile TV handsets in different countries
SHARP’s AQUOS phone
Sony-Ericsson phone for KDDI
E-Mobile’s EM-ONE PDA terminal for HSDPA - How many hours per month to people watch mobile TV in Japan
General overview discussion
Composite of enquiries: how often do you watch mobile TV? (period 2006 – 2008)
Average times of mobile TV viewing (period 2006 – 2008)
Our estimation of how many hours per month Japanese people watch mobile TV - Digital mobile TV as a strategic tool for mobile operators
Overview
Operator strategies regarding mobile-TV (table showing operator strategies regarding terminals, handsets and content
for Japan’s major carriers: DoCoMo, KDDI/AU, SoftBank, Willcom, eMobile) - Data Broadcast and link to mobile internet
Three alternative screen arrangement allow flexible connections
Mobile digital TV and the internet
Data broadcast and link to mobile internet
Broadcase markup language
TV vs data broadcast
Data broadcast overview (schematics and demonstration of user experience) - AU’s digital TV appli: functionality and user interface
EZ-TV: Analog and digital TV
Data processing menu (with demo)
Membership for customer relationship management (CRM)
Program schedule and information
Image capture and movie recording - Business models for mobile TV
Business models for mobile TV: table comparing broaccast, digital vs analog TV, mobaho satellite TV, streaming IP TV
Monetizing One-Seg: General issues, Simul-cast, post-Simul-cast - Digital mobile TV and m-commerce
Music recognition and purchase
Music search and purchase
Mobile TV and m-commerce (customer experience with demonstration and discussion) - Digital mobile TV vs analog TV
Menu
Image quality and user experience comparison: one-seg vs analog
Comparing image quality and format: digital vs analog TV - Digital terrestrial TV for PCs and other terminals
Schematics of different types of TV broadcast
List of devices on the market for mobile TV reception in Japan
One seg to PC
Nintendo DS - Mobile TV as part of Japan’s TV industry
One-seg as part of Japan’s TV industry
Japan’s broadcasting markets – overview (graphics for market structure)
Audience participation for the top TV chains (graphics with viewing statistics for 1999-2004) - Japan’s advertising industry as a driver for TV
Quantitative overview of Japan’s advertising industry - DoCoMo’s new mobile beeTV: Personal Entertainment Collector
BeeTV concept
Overview of beeTV, shareholder structure, ownership, programs, fees
program and channel overview
BeeTV business model, revenues, operating margin, net margin (2010 with projections to 2013)
BeeTV subscription numbers and revenues (graphics with data from 2009-2010, and projections to 2013) - Unlicensed competition for mobile TV via the internet
Example: Packet Radio
Packet Radio – menu
Packet Radio – user experience - Next generation mobile TV
DoCoMo vs KDDI / Qualcomm
DoCoMo: mmbi
Planned mmbi services - Annex: international comparison
international comparison
Mobile TV standards for satellite, terrestrial, cable, mobile / handheld, handheld satellite, telecoms based (table)
Short overview of 1-seg, DMB, DVB-H, FLO (table) - Annex: One-Seg international
- Annex: Mobaho: satellite TV for mobile terminals
Mobaho, explanation, TV and radio
Music Porter X – mobile phone - Mobile TV: Summary
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