With the introduction of LTE-enabled high bandwidth, video has become easier to download and stream. While mobile communications, particularly smartphones, tablets, and other wireless devices have gained significant penetration in recent years, data consumption remains relatively low. However, it is important to note that with only about ten percent of mobile subscribers using video, it represents a demand on network capacity of 50%.
Video in a 3G is clearly a drain on capacity going forward and drives the need for 4G. With the LTE being deployed, Over-the-Top (OTT) providers are expected to see more usage of their video services and they already started to get ready for it. However, smart mobile network operators will also become much more proactive in terms of their own video offerings as concerns over capacity diminish.
We are now witnessing a reduction in the data service plans from carriers and the competition in the telecommunication market is working for the consumer’s favor. The new fourth generation (4G) wireless technologies such as Long Term Evolution (LTE) offer sufficient performance to support IP based streaming video and multimedia services to a large number of consumers simultaneously, with a quality that most will find attractive.
Mind Commerce expects that the consumer behavior in the LTE era will evolve as streaming video and downloads becomes much more. LTE offers high speed data rates and better Quality of Service (QoS). This research evaluates video in LTE-enabled applications, carrier optimization, and business opportunities including new revenue streams. This report also analyzes the technical and business impacts and opportunities of LTE Broadcast introduction. This includes vendor solutions, case studies, market analysis, and forecasts.
Target Audience:
Video content providers
Mobile network operators
Video application developers
Wireless infrastructure providers
User Generated Content (UGC) providers
Report Benefits:
Video and data forecasts
Vendor and solution analysis
Understand the drivers for mobile video and TV
Identify market direction and future of mobile video
Video in a 3G is clearly a drain on capacity going forward and drives the need for 4G. With the LTE being deployed, Over-the-Top (OTT) providers are expected to see more usage of their video services and they already started to get ready for it. However, smart mobile network operators will also become much more proactive in terms of their own video offerings as concerns over capacity diminish.
We are now witnessing a reduction in the data service plans from carriers and the competition in the telecommunication market is working for the consumer’s favor. The new fourth generation (4G) wireless technologies such as Long Term Evolution (LTE) offer sufficient performance to support IP based streaming video and multimedia services to a large number of consumers simultaneously, with a quality that most will find attractive.
Mind Commerce expects that the consumer behavior in the LTE era will evolve as streaming video and downloads becomes much more. LTE offers high speed data rates and better Quality of Service (QoS). This research evaluates video in LTE-enabled applications, carrier optimization, and business opportunities including new revenue streams. This report also analyzes the technical and business impacts and opportunities of LTE Broadcast introduction. This includes vendor solutions, case studies, market analysis, and forecasts.
Target Audience:
Video content providers
Mobile network operators
Video application developers
Wireless infrastructure providers
User Generated Content (UGC) providers
Report Benefits:
Video and data forecasts
Vendor and solution analysis
Understand the drivers for mobile video and TV
Identify market direction and future of mobile video
1.0 EXECUTIVE SUMMARY 4
2.0 INTRODUCTION 5
2.1 MARKET DRIVERS FOR MOBILE VIDEO AND VIDEO-ON-DEMAND (VOD) 6
2.2 LTE BROADCAST STANDARDS, FUNCTIONALITY AND BENEFITS 9
2.3 MULTICAST VIDEO USING LTE BROADCAST 10
2.4 THE VIDEO USER EXPERIENCE IN LTE WORLD 12
2.5 BROADCAST TV OVER LTE 14
2.5.1 TV BROADCAST ECOSYSTEM 15
2.5.2 CARRIERS 17
2.5.3 BROADCAST OVER NEW LTE DEVICES 18
2.5.4 THIRD PARTY AND CONTENT PROVIDER ROLE 22
2.5.5 CHARGING METHODS 22
2.5.6 SPECTRUM USAGE 23
2.5.7 CONCLUSION 25
2.6 MOBILE VIDEO ADVERTISING 25
2.6.1 YOUTUBE MOBILE VIDEOS ADVERTISING 26
3.0 LTE BROADCAST VENDORS AND SOLUTIONS 27
3.1 ERICSSON 27
MISSION/VISION 27
SERVICES 27
STRATEGY 28
ACTIVITIES 28
3.1.1 ERICSSON LTE BROADCAST SOLUTION PACKAGE 28
3.1.2 SOLUTION ANALYSIS 28
3.2 ALCATEL-LUCENT 29
3.2.2 ALCATEL LUCENT SWOT ANALYSIS 30
3.2.3 ALCATEL-LUCENT BROADCAST SOLUTION PACKAGE 31
3.2.4 THE SOLUTION ANALYSIS 32
3.3 QUALCOMM 32
3.3.1 QUALCOMM BROADCAST SOLUTION PACKAGE 32
3.3.2 SOLUTION ANALYSIS 33
3.4 HUAWEI 33
3.4.1 HUAWEI BROADCAST SOLUTION PACKAGE 33
3.4.2 SOLUTION ANALYSIS 33
3.5 CHALLENGES FOR VIDEO IN LTE 34
3.5.1 HIGH SPEED DATA AND BATTERY USAGE 36
3.6 VIDEO CALLING 36
4.0 MOBILE VIDEO MARKET ANALYSIS 38
4.1 MOBILE VIDEO ADVERTISING 38
4.1.1 OVER-THE-TOP VENDORS ROLE 42
4.1.2 ADVERTISING AGENCIES 45
4.2 MARKET ANALYSIS 2013-2018 47
4.3 REGIONAL 47
4.3.1 GLOBALLY 47
4.3.2 EUROPE 48
4.3.3 USA MARKET 50
4.3.4 ASIA 51
4.3.5 MIDDLE EAST & AFRICA 52
4.4 MOBILE VIDEO MARKET BY CATEGORY 53
4.4.1 VIDEO AS VALUE ADDED SERVICE 53
4.4.2 MOBILE TV SUBSCRIPTIONS 54
5.0 SUMMARY AND RECOMMENDATIONS 55
5.1 CARRIER RECOMMENDATIONS 55
5.2 NETWORK INFRASTRUCTURE VENDOR RECOMMENATIONS 55
5.3 CONTENT AGGREGATOR RECOMMENDATIONS 55
Figures
Figure 1 Worldwide Mobile Data Usage 5
Figure 2 TV broadcast over LTE Ecosystem 15
Figure 3: HD Devices Multiply Traffic 34
Figure 4: Video Quality and Video Advertising 35
Figure 5 Role of 3rd Party Software Vendors in Video Quality 35
Figure 6: Overall Subscriber Revenues from Video on Demand 38
Figure 7: 2012 to 2017 Video-on-Demand Revenue 39
Figure 8: Global Spending (in U.S. $ billions) on Mobile Advertising and Marketing, 2012, 2015 and 2020 41
Figure 9: Global Spending (in U.S. $ billions) on Mobile Marketing and Advertising by Type of Ad, 2012, 2016 and 2020 42
Figure 10 Global Video Revenues 2013-2018 ($USD Millions) 48
Figure 11 European Market Mobile Video Revenues 2013-2018 49
Figure 12 European market mobile video revenues 2013-2018 (Chart) 49
Figure 13 US Mobile Video Market 2013-2018 ($ USD millions) 50
Figure 14 Asia Mobile Video Market 2013-2018 ($ USD millions) 51
Figure 14 Asia Mobile Video Market 2013-2018 ($ USD millions) 52
Figure 16 US vs. Europe in Mobile Advertising 56
2.0 INTRODUCTION 5
2.1 MARKET DRIVERS FOR MOBILE VIDEO AND VIDEO-ON-DEMAND (VOD) 6
2.2 LTE BROADCAST STANDARDS, FUNCTIONALITY AND BENEFITS 9
2.3 MULTICAST VIDEO USING LTE BROADCAST 10
2.4 THE VIDEO USER EXPERIENCE IN LTE WORLD 12
2.5 BROADCAST TV OVER LTE 14
2.5.1 TV BROADCAST ECOSYSTEM 15
2.5.2 CARRIERS 17
2.5.3 BROADCAST OVER NEW LTE DEVICES 18
2.5.4 THIRD PARTY AND CONTENT PROVIDER ROLE 22
2.5.5 CHARGING METHODS 22
2.5.6 SPECTRUM USAGE 23
2.5.7 CONCLUSION 25
2.6 MOBILE VIDEO ADVERTISING 25
2.6.1 YOUTUBE MOBILE VIDEOS ADVERTISING 26
3.0 LTE BROADCAST VENDORS AND SOLUTIONS 27
3.1 ERICSSON 27
MISSION/VISION 27
SERVICES 27
STRATEGY 28
ACTIVITIES 28
3.1.1 ERICSSON LTE BROADCAST SOLUTION PACKAGE 28
3.1.2 SOLUTION ANALYSIS 28
3.2 ALCATEL-LUCENT 29
3.2.2 ALCATEL LUCENT SWOT ANALYSIS 30
3.2.3 ALCATEL-LUCENT BROADCAST SOLUTION PACKAGE 31
3.2.4 THE SOLUTION ANALYSIS 32
3.3 QUALCOMM 32
3.3.1 QUALCOMM BROADCAST SOLUTION PACKAGE 32
3.3.2 SOLUTION ANALYSIS 33
3.4 HUAWEI 33
3.4.1 HUAWEI BROADCAST SOLUTION PACKAGE 33
3.4.2 SOLUTION ANALYSIS 33
3.5 CHALLENGES FOR VIDEO IN LTE 34
3.5.1 HIGH SPEED DATA AND BATTERY USAGE 36
3.6 VIDEO CALLING 36
4.0 MOBILE VIDEO MARKET ANALYSIS 38
4.1 MOBILE VIDEO ADVERTISING 38
4.1.1 OVER-THE-TOP VENDORS ROLE 42
4.1.2 ADVERTISING AGENCIES 45
4.2 MARKET ANALYSIS 2013-2018 47
4.3 REGIONAL 47
4.3.1 GLOBALLY 47
4.3.2 EUROPE 48
4.3.3 USA MARKET 50
4.3.4 ASIA 51
4.3.5 MIDDLE EAST & AFRICA 52
4.4 MOBILE VIDEO MARKET BY CATEGORY 53
4.4.1 VIDEO AS VALUE ADDED SERVICE 53
4.4.2 MOBILE TV SUBSCRIPTIONS 54
5.0 SUMMARY AND RECOMMENDATIONS 55
5.1 CARRIER RECOMMENDATIONS 55
5.2 NETWORK INFRASTRUCTURE VENDOR RECOMMENATIONS 55
5.3 CONTENT AGGREGATOR RECOMMENDATIONS 55
Figures
Figure 1 Worldwide Mobile Data Usage 5
Figure 2 TV broadcast over LTE Ecosystem 15
Figure 3: HD Devices Multiply Traffic 34
Figure 4: Video Quality and Video Advertising 35
Figure 5 Role of 3rd Party Software Vendors in Video Quality 35
Figure 6: Overall Subscriber Revenues from Video on Demand 38
Figure 7: 2012 to 2017 Video-on-Demand Revenue 39
Figure 8: Global Spending (in U.S. $ billions) on Mobile Advertising and Marketing, 2012, 2015 and 2020 41
Figure 9: Global Spending (in U.S. $ billions) on Mobile Marketing and Advertising by Type of Ad, 2012, 2016 and 2020 42
Figure 10 Global Video Revenues 2013-2018 ($USD Millions) 48
Figure 11 European Market Mobile Video Revenues 2013-2018 49
Figure 12 European market mobile video revenues 2013-2018 (Chart) 49
Figure 13 US Mobile Video Market 2013-2018 ($ USD millions) 50
Figure 14 Asia Mobile Video Market 2013-2018 ($ USD millions) 51
Figure 14 Asia Mobile Video Market 2013-2018 ($ USD millions) 52
Figure 16 US vs. Europe in Mobile Advertising 56
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