1. Introduction: Manfred von Adrenne presented the first fully electronic TV in 1931, the technique improved so fast, that within a few years the German Radio launched a regularly TV Programme. However at this time it wasn’t possible to consider that a broad mass of Population would use a TV for their home. But today Television is the Consumers number one Communication Medium, only surpassed by The Internet and Cellular phone network.
The mobile phone is an very important feature for the most people as it is used for Business and Social life, which means that consumers do not use a mobile phone only to communicate but for other things such as, taking photos, e-mail, managing appointments and video clips although the view is restricted. It seems that the world is getting more and more innovative and is turning into an information society. Information Technology as a communication or information tool is an essential part in the today’s world there are various media and communication channels (e. . mobile phone, internet, TV) and it is accessible for almost everyone in the UK. No one thought that the TV could be a mass medium for all the information we need, such as news and entertainment it is a massive enrichment and the most people cannot imagine living without it. No other medium determines the daily life of many people as the television does. With more than two hours of TV programming consumed on average per day in 2004 (AGF/GfK TV Research, 2005). And the mobile phone could be a part of it.
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As it is not only used for communication but also for information and entertainment, it seems really feasible using a mobile phone to watch a movie during a wait time. But this medium that comes into consideration Mobile TV and its opportunities for the future is at the moment a hot topic in the mobile industry and it has always been a topic of conversation in the UK it is already possible to get access to different channels but the quality is poor, therefore the mobile industry is looking for an alternative to get this points fixed.
This Assignment is going to evaluate the market and the technologies in use and in development. 2. Comparable Technology in the Past and future. The History of Mobile Internet is an essential part of today’s mobile progression. First mobile web was used in 199 9 with a Nokia 7110 (www. techcrunch. com: Nokia buys mobile web browser company nowarra), mobile web was not really successful during the first years, but with time Mobile network operators generated conformable pricing systems and the web capacities became more optimized.
After those two significant steps mobile TV began to establish, and is becoming an essential tool to expand our accessibility for the latest information, such as news, driving the success of mobile Internet solutions even further. For instance in 2002 the number of mobile phones with an integrated photo camera increased (www. searchwarp. com: the evolution of the camera phone). Initially the quality of photographs was really poor but since 2004 the technology improved to a point where today many people prefer their mobile phone over an additional external photo camera.
The development of the photo camera can be compared to the development of mobile TV. Launching a new technology is initially risky and takes time to get consumers attention. Therefore the provider has to show a context of use. The usage behaviour of mobile TV depends not only on the technical and substantive factors, but also mostly on the usage context. A success can only be considered when the new product is integrated into ours everyday life. TV was mainly used at home; mobile phones are primarily used on transit.
A combination of the two services causes a totally new situation for the consumer. Mobile TV is a good option to use while having wait time. However, innovation is crucial to sustain business efforts in today’s fast changing technology environment and it is only a question of time till new trends are established and accepted by the users. Mobile TV has the potential, as well as the mobile cam, to become an essential part of consumer’s lives. 3. Overview of Mobile TV disadvantages/ Advantages. AdvantageDisadvantage
The location does not matter anymore to get any information from the TVMobile screen is to small Lots of channels achievable Costly Entertaining A UMTS Phone is necessary to use Mobile TV Good for Wait time Poor quality 4. Mobile TV Mobile TV is the newest Innovation after Mobile Video, it is possible to use live broadcast without any restriction and it has the potential to get the attention from a sprawling target group. These days it is possible to enjoy TV everywhere. Orange provides in United Kingdom different packages.
Two of these packages are the so-called starter pack for ? 4. 99 and Max pack for ? 8. 99 where the User get the chance to choose a wide range of over 20 channels. And for User, who are not sure whether mobile TV is the right choice, could use the option pay as you watch. The User gets the chance to watch TV for 24hr for 40 p a minute without having a monthly contract. (www. orange. co. uk) 100. 000 Vodafone Customers used Mobile TV for approximately 1. 8 Mio minutes the total number of Vodafone UMTS User without data cards were here approximately 410. 00, which means one in the fifth users used Mobile TV in leverage 18 Minutes per month According to Vodafone company statements (www. vodaphone. com : company statement ). T- Zones, which is the portal of T-mobile, offers only restricted Mobile TV the user has only the option between 8 different channels for instance CNN and Cinema TV the variety of channels is poor. For transmission of Mobile TV in a mass market UMTS Networks are technically not suitable, as they depend on individual communication that means, constructed for Point-to-Point connection.
The number of concurrency receiver within a cell is for users, which are using bandwidth- intensive service limited, in addition to it transmission costs increasing with each receiver. 5. Mobile Broadcast DVB-H A cost-effective distribution of video content is digital terrestrial broadcasting networks. These are based on broadcast technology and can serve a virtually unlimited number of recipients; the distribution costs are independent of the number of users. DVB-H (Digital Video Broadcasting handheld) is a transmission standard that can be received with the digital broadcasting programs on small and / or mobile devices.
DVB-H was during the design and development phase, under the name of DVB-M (for Mobile) and DVB-X known (www. ebu. ch/en : ebu technical review -hot topics). The world is always open for a new innovation therefore the mobile world has lots of chances to grow and to improve. Worldwide is the number of mobile users expected to rise up to 5. 4 billion by 2012, (Mediaflo, Overview) As there is big potential to increase the mobile industry is having an advantage and sees and opportunity to secure its offerings to the mobile sector. With the development of digital broadcasting, media companies have ramped up their activities in the provision of interactive data services. Their main focus is in making the leap from static in-home TV devices to converged mobile TV services, (Informa Telecoms & Media report). Among mobile TV technologies, Juniper declared that they think mobile TV becomes more famous and is going to dominate. Three different Analyst firms predicted a significant growth by 2012 in the mobile TV Industry. Juniper predicts 275. Million; Tele Analytics 267. 6 Million subscribers and Informa forecasting predicted 270. 8 Million subscribers (see Figure). Projected growth of broadcast mobile TV subscribers1 (Mediaflow overview, Mobile Broadcast) Streamed Mobile TV: Mobile TV via down streaming of TV channels like UMTS, WIMAX it is not only an good approach it has also a lot of potential for various sectors such as pay per view service and video on demand another opportunity is interactive mobile network which can compared with audio visual media (e. . virtual tourist guides, location web based services) A big disadvantage is that if to many users are using the channel via down streaming it causes a huge problematic due network congestion (www. eurescom. eu : mobile TV technologies) Another discussion point is which content and which services are well suited. Watching a whole movie on a small screen would not be as attractive as watching short streams such as News, Sport or Music videos. End-User Expectations and Demands for Mobile TV
Due technical feasibility, which dominated the development of new products therefore, less attention was paid to the consumer. New products and innovation came on the market but the number of all the new product offerings was unmanageable for the consumer the result was that all the products were undervalued as they got weighted by their technological innovation and not by their real value. Another point is that most of the consumers had a little experience, which caused a lack of decision competence and rejection towards the new product (Terlutter, Purper, Hohensohn, & Ludwig, 2003, p. 33) It is very important to know what the consumer’s expectations and needs are Once this is clear mobile TV can be developed more easily. The consumer hast to know that the quality of mobile TV is the same as their home television (visiongain, 2004, p. 175). Apart from what users expect from a mobile TV service, it is necessary to find out if market potential for mobile TV exists and how high the demand for such services would be. Acceptance of Mobile TV in Europe, Asia and America An Overview of first projects and conducted surveys on mobile TV, which focus on aspects of acceptance, are the results mixed.
While most American surveys having a pessimistic view on this issue, for example surveys and first projects in Europe are significantly more optimistic than Americans. 70% of Germans and 50% of Sweden are open- minded against Mobile TV (International user acceptance of mobile TV p. 55) A Japanese market consultation in 2004 said about 43% of respondents that they would use Mobile TV. In contrast, studies from North America showed that depending on the survey are only interested in up to 12% of the early adopters of mobile TV over the phone (In-Stat and Jupiter research quoted by Mobile TV 2010, Gold Media, 2006).
However since it only prospective surveys there were no specific experience and background in terms of mobile TV on the respondents, therefore it must carefully evaluated. The American results cannot be applied to the British Market, as the stage of development of mobile TV is not compatible (International user acceptance of mobile TV p. 55-56). The Asian mobile communication market, which is always up to date in the mobile entertainment sector, is showing that the demand increases for innovative services.
Another observation reinforces this fact: it could be placed firmly, that the measured acceptance increases when Respondents have the opportunity to try out Mobile TV. 58 % of 500 Finnish respondents believed that Launching Mobile TV in Finland would be successful for the future and 41 % are having an unclear opinion about mobile TV and its success, as they couldn’t see any usage context (international user acceptance p. 56). In South Korea where mobile TV is already an integrated part since 2005, shows that approximately 200. 000 people using mobile TV every day.
Conclusion After a long discussion about mobile TV we can see that there is still potential to growth and to improve, some countries showing not strong usage behaviour but other countries such as South Korea showing already strong usage behaviour of mobile TV. The market potential of Mobile TV is really large (Global telecom business: interview:Oliver Baujard from Alcatel). And the acceptance of mobile TV and its success depends on the consumer expectations and need therefore it is really important to evaluate these significant points.
The consumer had to struggle with lots of new innovation in the past and most of them did not show their desired success due poor quality or high costs (e. g. MMS and video telephony) (User acceptance of mobile TV) once a new product is launched it should show its desired success and quality. The consumer is open minded towards TV and is showing a lot of interest they really embraced the idea and are willing to pay 5-20 pound monthly only for mobile TV as long as the quality is good and right pricing system is developed.
Another point is that mobile TV does not only offer advantages for the user but also for mobile operators and broadcasters. German Operators tried to invest in UMTS licenses (Universal mobile telecommunication system) and network infrastructure Which gives them the opportunity to recoup their investments and increase the average revenue per user. Broadcast mobile TV has an advantage due its good pricing system which, means that it may offer the ability to create additional revenues and widens advertising sector, another point is that with broadcast networks (e. g.
DVB-H,) or MBMS (Multimedia broadcast multicast service the access to a mass-market is more secured. MBMB could be the mobile operators number one choice as they could operate a good service with a variety of lots of channel without having any congestion and the necessary investments are not really high another good advantage is that the mobile operators would use their own GSM (Global System for mobile Communication) and 3G networks which gives them the ability to get in control over the end users relationship and this is another good point for both parties as both having a advantage due this system.
At the End mobile is TV still a hot topic it has simply the power to gain popularity within the next years, experts are just a bit critical as this innovation comes may a bit to early as no exciting services are shown and user are may getting confused due the different incompatible systems on the market, the mobile operator are not sure about the frequencies and services as all of them need to improve and they are saying that is has to improve fast within the next years as new technologies are entering the market each year.