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The Italian Mobile TV Market - Lessons from the first commercial launch in Europe

Focus Notes - 11/01/2008 The Italian Mobile TV Market - Lessons from the first commercial launch in Europe

Lessons from the first commercial launch in Europe

The Italian Mobile TV market is still in its infancy, but it could represent a very interesting test bed to verify if, and under which conditions, this service can be successful in the “digital convergence” marketplace. In fact, both Mobile valueadded services and Pay TV services are expected to develop in the near future in Italy. The way in which these two segments interact and “collaborate” (or not) in creating the converged Mobile TV market could serve as an example for communications operators in other countries which are interested in engaging in this arena.


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Contents
Contents

1 - The Italian TV and Mobile Markets



1.1 The Italian mobile telecommunication services market at a glance

1.2 The Italian television market


 


2 - Regulatory and Legal Issues



2.1 The current regulatory framework for mobile TV in Italy
• Provision of the network for mobile TV
• Broadcasting of digital TV programs over mobile terminals
• Provision of the services related to mobile TV

2.2 The EU proposal for a new Audiovisual Media Services Directive
• Linear and non-linear services/ platforms
• Services covered by the Directive
• Services not covered by the Directive

2.3 Copyright issues on the use of digital content on mobile TV
• Payment to copyright owners
• Copyright protection on digital works

2.4 Other legal issues related to mobile TV


3 - The Italian Mobile TV Competitive Scenario



3.1 MNOs’ mobile TV strategies
• 3 Italia
• TIM
• Vodafone Italy

The Italian Mobile TV Market in brief
• MNOs’ mobile TV strategies
• Complementarity DVB-H/3G
• Relationship with content providers
• Mobile TV value chain
• Regulatory and legal issues
Key questions
• What place will mobile TV be given in telcos’ service line-up?
• What links between mobile and fixed TV?
• What viewing patterns appear to be emerging?
• What are the technological limitations?
• What regulatory issues have arisen as a result?
• Does a winning business model exist?
• What are the keys to success in the mobile TV market?
• What is the growth outlook?
Who should read this report?
Mobile operators
• Comparing positioning strategies
• Analysing business models
• Pinpointing flagship content
• Understanding user expectations

Broadcasters / Content producers
• Anticipating user behaviour
• Understanding telcos’ strategies
• Assessing market value
• Identifying core formats

Network operators
• Understanding telco and media company needs

Equipment manufacturers
• Pinpointing usage patterns to better anticipate their evolution
• Establishing forecasts of the market’s growth outlook

National regulatory authorities
• Identifying the issues that have arisen
• Measuring the effectiveness of existing measures

Investors / analysts
• Understanding all of the issues surrounding mobile TV
• Understanding the relationships between the players along the value chain
• Anticipating the market’s evolution


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Contact

Florence LE BORGNE
Director of the TV & Digital content Business unit
P: +33 (0)467 144 443
E-mail

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