Synopsis
While there has been much hype surrounding mobile TV in Australia, the concept developed by the mobile operators has so far well and truly failed. Operators have been given a wake-up call with the introduction of the iPhone, which began to separate content from carriage. Suddenly all kinds of applications, including video-based, became available independently of the mobile operators. From now on new developments will revolve around the devices and their applications, rather than the mobile operators.
However, mobile web browsing grows exponentially, with a large share of that activity on the back of the rapid growth of smartphones including the iPhone, Android and BlackBerry devices. The mobile operators require more and more data bandwidth as the new mobile apps that are developed for the mobile market allow more users to have an opportunity to watch mobile TV; unfortunately many of the apps allow the small screen TV viewers to watch content off-net, further diminishing the average revenue per user returns of the portals.
In this report we provide an overview of the mobile TV market in Australia with analysis on the marketing strategies, and also provide some background information on the technologies behind the service.
