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Communications & Networks |
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China’s Mobile TV Breakthrough A
Must June 18, 2008 While mobile TV in China is still in its infancy, CCID Consulting expects a breakthrough as commercialization of mobile TV standards begin to take root. The key driver is China’s enormous base of mobile phone user population. CCID forecasts China’s mobile phone TV users will reach 128 million in 2012, and by then, the number of broadcast-based mobile TV users will exceed that of streaming media-based users. Currently, streaming media is the overwhelming majority, while broadcast-based only numbers in the tens of thousands. 2008 looks to be the entry point for high growth, with improved mobile networks, more mobile phone choices, and richer content.
Assuming that mobile TV user charge rates are a flat monthly fee of 30 Yuan, CCID forecasts China’s mobile TV market will reach 46 billion Yuan in 2012.
source: CCID Consulting, march 2008 Starting point: Streaming media-based mobile TV. CCID defines mobile TV in China to include both streaming media-based and broadcast-based. Streaming media is the starting point in China, as it can better leverage existing exiting mobile phone networks. China’s major mobile phone operators China Mobile and China Unicom have focused on mobile TV, providing such services in most provinces. They are offering services at low fees in the hopes of promoting mobile TV adoption. In 2007, there were over 5 million users.
source: CCID Consulting, march 2008 Standards: The race to commercialization. Standards have been developed aggressively in 2007, and the challenge is to commercialize those standards. The key inhibitor is the like of a unified standard, which is caused, in part, by the competing interests of China’s broadcasting industry and telecom industry. There is still uncertainty, as competing standards race to commercialize: China Mobile Multimedia Broadcasting (CMMB). CMMB is a standard developed and specified by the State Administration of Radio, Film, and Television (SARFT), and had promising development in 2007. There are 120 enterprises that support the standard, including IC providers like Telegent Systems, FCI, and Innofidei, and mobile device providers like Lenovo Mobile, Huaqi, and ZTE. A CMMB experimental network is expected to be built for the 2008 Beijing Olympics. The CMMB standard has fairly complete technology architecture, and the key issue is that of time to market. China Digital Multimedia Broadcast (CDMB). The CDMB standard was issued in May 2007 by the China Association for Standardization, and is supported by companies like ZL Telecom and VIA Technologies. The biggest issue for CDMB is the absence of telecom operator support. The business prospect of CDMB is still to be proved. Digital Multimedia Broadcasting-Tsinghua (DMB-TH). DMB-TH from China’s Tsinghua University has experimental networks under construction in Zhejiang, Shanxi, Liaoning, and Sichuan. Digital multimedia broadcasting (DMB). DMB, a standard adopted in South Korea, is not drawing much attention in China. However, Tier 1 cities of Beijing, Shanghai, and Guangdong have experimental networks, supported by Beijing Jolon Digital Media Broadcasting, Shanghai Oriental Pearl Group, and Guangdong South Media Group, respectively. Samsung and LG are responsible for technologies on the mobile device end. Digital Video Broadcasting - Handheld (DVB-H). This standard is officially endorsed by the European Union, and promoted by Nokia and other European technology providers. However, DVB-H has not gained much traction in China. Terrestrial-Mobile Multimedia Broadcasting (T-MMB). Supported by companies like NuFront and Tensilica, T-MMB has had its challenges, and is also suffering from patent issues. TD-Multimedia Broadcast/Multicast Service (TD-MBMS). This standard is a multi-media service that can operate on TD-SCDMA (Time Division-Synchronous Code Division Multiple Access) networks. TD-MBMS has the support of systems providers like Datang, ZTE, Putian, and TD-Tech; IC providers like Spreadtrum and T3G, and mobile phone vendors like ZTE and Lenovo. Market development is a must. China’s mobile TV market has enormous potential, as seen from the progressive developments of short message service (SMS) and multi-media message service (MMS). In China, a basic MMS service must provide voice and image sharing. Mobile TV appears to be the next logical step in further unlocking market potential, as it has the promise of offering more innovative variety, content, and user-interaction. The basic elements of demand are in place. China already has a large mobile phone user base and the networks to support it. The same can be said for existing television users. Given this market potential, CCID believes that China’s broadcasting and telecom industries will have to come together soon to achieve a win/win, profitable result. Convergence, interaction, and competition will be the three key words in 2008 mobile TV development. For more information Please contact us for these and other China-related data, information and products. Unless otherwise specified, all information provided is sourced from CCID Consulting. |
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