iPhone shows the way for mobile TV

29 May 2008

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Data annex
 
0 Summary
1 The iPhone's impact on mobile TV and video will increase as Apple's distribution strategy matures
1.1 Apple has distributed the device in a limited number of markets
1.2 Exclusive MNO agreements have constrained the iPhone's market share and kept prices high
1.3 Changes to Apple's strategy, some of which are already underway, could increase iPhone's market share
2 The iPhone is well suited to deliver mobile TV and video
2.1 The iPhone user interface and the services available via the device are compelling
2.2 Several consumer studies have shown that iPhone users are particularly likely to access mobile TV and video content
3 A rapidly increasing range of TV and video content is available on the iPhone
3.1 iPhone users can access TV and video content from a variety of sources, using several distribution methods
3.2 iPhone users are able to easily purchase and view iTunes video content
3.3 The iPhone provides access to streamed video services, including YouTube and catch-up services from broadcasters
3.4 Enthusiasts already sideload DVDs and recorded TV programmes to their iPhones
3.5 Slingbox, which is supported on several smartphones, is not yet available on the iPhone
3.6 Improved TV and video applications will be enabled with forthcoming 2.0 iPhone firmware
4 The iPhone supports multiple delivery methods for mobile TV and video
4.1 The iPhone uses a multi-distribution approach, which will be further improved with 3G capability
4.2 Sideloading plays a vital role in the provision of compelling mobile TV and video services on the iPhone
4.3 The iPhone's support of WLAN access brings significant advantages for users wishing to access mobile TV and video services indoors
4.4 The arrival of the HSPA-enabled iPhone is expected in 2008, and will complete the iPhone's arsenal of mobile video and TV delivery channels
5 The impact of the iPhone on the mobile TV market depends on a number of factors
5.1 The iPhone allows MNOs to support high mobile TV penetration, without waiting for mobile broadcasting technologies
5.2 The iPhone has a window of opportunity in the mobile TV market and its impact depends on future iPhone developments
5.3 The iPhone could have a significant impact on the development of the mobile TV market
5.4 The iPhone could remain a niche product for mobile TV and video delivery
Actions
List of figures and tables
Figure 0.1: Distribution methods for mobile TV and video content accessible with the 3G iPhone in 2H 2008
Figure 1.1: Global cumulative sales of iPhones, June 2007 to December 2008
Figure 4.1: Distribution methods for mobile TV and video content accessible with the 3G iPhone in 2H 2008
Figure 5.1: Comparison of 3G network traffic required to support 20 minutes of mobile TV usage per user per day for a number of implementation options
Table 1.1: Details of iPhone market launches
Table 1.2: Customer bases of iPhone partner MNOs as a proportion of the total mobile user base in all six markets, December 2007
Table 1.3: iPhone handset pricing at launch
Table 3.1: Sources of TV and video content available for the iPhone
Table 3.2: Examples of TV and video content available from the iTunes Store
Table 3.3: Bitrates used for video content available on the UK iTunes Store, May 2008
Table 3.4: Examples of PC cards allowing free-to-air TV broadcasts to be recorded and then sideloaded to the iPhone
Table 4.1: Distribution methods for mobile TV and video content accessible with the 3G iPhone in 2H 2008
Table 4.2: iPhone tariffs available in all countries
Table 5.1: Key criteria needed for the iPhone and iPhone services to have a significant impact on the mobile TV market over the next two years
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