The author studied the business model that will be suitable for deploying Mobile TV as a service to the user/customer, the market players and the providers involved in rolling out such as service. The research which was carried out in this project included finding a suitable business model to drive this service and also looking at the various technologies that is backing the mobile TV service.
In order to know what pertains in Ghana and that of the outside world, the author conducted a small survey to seek the views of future and present customers of this service. Their responses were not too different from what have been reported by other surveys and analysts. During the project there was evidence that the operators and providers will need clearly defined roles in order for each member to be committed to the project and also to sustain the service. Despite the challenges outlined by experts in the industry, there is light at the end of the tunnel for Mobile TV service which is yet to be seen. The Europeans, the Americans and the Asians have already taken lead in this service and are constantly researching to make the service affordable, available, and interactive as possible and innovated than the traditional TV.
Table of Contents
1.0 Chapter One – General Introduction
1.1 Introduction
1.1.1 Background on Business Model and Technology
1.2 Motivation
1.3 Problem Definition
1.3.1 Objectives of the Project
1.3.2 Problems
1.3.2.1 Pricing Scheme
1.3.2.2 The choice of technology
1.3.2.3 Coordination of Stakeholders
1.3.3 Formulation of root definitions of relevant Business Models
1.3.4 Guiding questions
1.3.5 Scope of Work
1.4 Methodology
1.5 Structure of the Project Report
2.0 Chapter Two – Literature Review
2.1 Literature Review
3.0 Chapter Three – Overview of Technologies
3.1 Introduction
3.2 Mobile TV Service Delivery Platform
3.3 Mobile Broadband Platform
3.4 Broadcast Mobile TV Technologies
3.5 Comparison of Mobile TV Technologies
3.6 Services and Content
4.0 Chapter Four – Survey Results
4.1 Data Collection and Analysis
4.2 End-User Requirements & Expectations
5.0 Chapter Five – Business Models for ICT
5.1 Introduction
5.2 The importance of business models
5.2 Subscription Business Models
5.3 Advertising Business Models
5.4 Hybrid Business Models
5.5 Designing the Business model for Mobile TV
6.0 Chapter Six – Findings and Recommendations
6.1 Introduction
6.2 Main regulatory models
6.3 Business model- Challenges and Issues
6.4 Observations
7.0 Chapter Seven – Conclusion
7.1 Conclusion
Project Goals & Themes
The primary goal of this research is to perform a critical analysis of current challenges in the Mobile TV industry and design a profitable, sustainable business model for mobile network operators, particularly within the context of emerging markets like Ghana.
- Analysis of Mobile TV delivery technologies (DVB-H, 3G, and broadcast standards).
- Evaluation of pricing schemes and business model types (Subscription, Advertising, Hybrid).
- Investigation of stakeholder coordination and the role of service delivery platforms.
- Assessment of end-user requirements and market expectations through qualitative and quantitative surveys.
- Recommendations for achieving a competitive, sustainable position in the mobile entertainment value chain.
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1.1 Introduction
Mobile phones or PDAs have become part and parcel of human life. Telecom operators are in constant research trying to bring converged services to their numerous customers and to reduce churn as much as possible. In developed markets, operators are looking at increasing data speed offered to customers by investing in 3.5G and LTE. Others who are almost there are bringing out bundles or services that will utilized the huge bandwidth that has been acquired. The television experience is no longer tied to the living room. The next frontier in television is mobility. Broadcasting television to mobile consumers represents an enormous opportunity for multi-channel operators and MNOs alike. But terrestrial television broadcasting and mobile networks have rarely crossed paths [1].
Television has long been a highly successful industry. For decades now, broadcasters and content providers around the world have extracted profit from this media conduit to the mass market by offering a growing array of channels and scheduled programming. Today, however, this sort of “traditional” TV is under attack. Fewer people are watching TV in their homes than before, and advertising revenues are dropping [2].
MNOs are deploying mobile TV as a service to lure customers to their network. Mobile TV is television programming delivered to people on their portable devices. Customers want to be able to access their favourite TV shows, movies, football, music videos, etc. wherever, whenever, however (sometimes irrespective of the cost, they wish to have such service at all times). (This culled from a survey conducted by Ericsson’s Consumer and Enterprise Lab).
Summary of Chapters
1.0 Chapter One – General Introduction: Introduces the research motivation, problem definitions, project objectives, and the methodology used to analyze mobile TV business models.
2.0 Chapter Two – Literature Review: Reviews existing industry reports, market forecasts, and consumer surveys concerning Mobile TV adoption and success factors.
3.0 Chapter Three – Overview of Technologies: Examines technical delivery platforms (MSDP) and various broadcast standards like DVB-H, DMB, and MediaFLO, comparing their performance for Mobile TV.
4.0 Chapter Four – Survey Results: Presents the qualitative and quantitative data collected from the Ghanaian market regarding consumer behavior, handset costs, and usage preferences.
5.0 Chapter Five – Business Models for ICT: Defines business model components and explores different strategies (Subscription, Advertising, Hybrid) suitable for deploying Mobile TV services.
6.0 Chapter Six – Findings and Recommendations: Analyzes various regulatory models and challenges identified in the research, providing strategic observations for stakeholders.
7.0 Chapter Seven – Conclusion: Summarizes the key success factors for a collaborative Mobile TV ecosystem and provides final recommendations for stakeholders.
Keywords
Mobile TV, Business Model, Mobile Network Operator, DVB-H, MediaFLO, ICT, Subscription Model, Advertising Model, Hybrid Model, Ghana, Telecommunications, Multimedia, Service Delivery Platform, 3G, Consumer Behavior
Frequently Asked Questions
What is this research primarily about?
The work focuses on designing a profitable business model for deploying Mobile TV services on mobile devices, with a specific focus on the needs of operators in emerging markets like Ghana.
What are the central thematic areas covered?
The core themes include technical standards for Mobile TV (DVB-H, 3G, etc.), business strategy development, economic viability of pricing schemes, and understanding end-user requirements.
What is the primary objective of the project?
The objective is to analyze technical and business challenges to create a sustainable revenue-generating model that allows mobile operators to differentiate themselves in a competitive market.
Which scientific methodology does the author use?
The author employs a mix of literature review, analysis of technical documentation, and both qualitative and quantitative survey approaches to gather insights from users and stakeholders.
What is covered in the main body of the work?
The main body details the technical overview of delivery platforms, a survey analysis of user expectations in Ghana, and a thorough evaluation of business models, specifically advocating for hybrid approaches.
Which keywords characterize this paper?
Key terms include Mobile TV, Business Model, Mobile Network Operator, DVB-H, MediaFLO, Telecommunications, and Consumer Behavior.
What role does the Ghanaian market play in this analysis?
Ghana serves as a primary case study for an emerging market where the author examines current operator strategies, consumer pricing sensitivity, and the potential for digital broadcasting adoption.
What is the author's final conclusion regarding successful business models?
The author concludes that success relies on a collaborative ecosystem that balances mutual risks and rewards, recommending a "freemium" model that combines subscription options with targeted advertising to ensure profitability.
- Quote paper
- Stephen Osei-Akoto (Author), 2010, Designing a Business Model for Mobile TV on Mobile Devices, Munich, GRIN Verlag, https://www.grin.com/document/187978
