The switchover to all-digital television broadcasting in the
United States and other major countries will create an unprecedented
opportunity for the mobile TV market, according to a new study from ABI
Research.
Following the switchover traditional and mobile TV broadcasters
and cellular operators in many regions will launch mobile TV services
that are forecast to attract over 500 million viewers by 2013.
There's an important distinction to draw between content streamed to
mobile handsets over cellular networks, and free-to-air broadcasting to
mobile devices equipped with mobile TV tuners.
"Mobile TV users have
yet to value the medium properly because it has not been validated as
an independent product and service," says senior analyst Jeff Orr. "It
has been primarily offered at the end of a long list of more preferred
cellular services. However, Mobile TV will soon be positioned in a more
proper role as an extension of traditional broadcast TV services."
"Mobile TV viewing will not solely be on cellular handsets," Orr
continues, "but also on MIDs,and automotive infotainment systems. I
believe that once the content is available and the services launched,
mobile TV will enable more classes of mobile devices that are 'natural
fits' for mobile entertainment."
Who will benefit? Content
developers and providers; device vendors, especially MID and cellular
handset OEMs; and service providers. Other winners: multimedia and
security software, semiconductor and network infrastructure vendors.
Once mobile TV users adopt the service at high growth levels,
advertisers will also climb on board to target the significant number
of new "mobile eyeballs."
ABI Research believes the timing
of the market's emergence is good. As 2009 progresses, signs of
economic optimism may emerge, and allow the fledgling industry to
establish a foothold before the holiday shopping season.
ABI Research's new study, "The Mobile TV Market" (http://www.abiresearch.com/products/market_research/Mobile_Broadcast_Video)
provides an overview of the global mobile TV market, including the key
technologies, services, content, devices, network infrastructure and
business models, including market forecasts and strategic insights.