The number of Mobile TV users in the Asia-Pacific region should reach 25 million by the end of 2008, according to a study conducted by e-Media Institute. There would be nearly 5 million mobile TV viewers in the region by the end of 2006, in addition to those users who instead consume or will consume video services on 3G mobile telephone networks.
Currently, mobile TV services in the Asia-Pacific region have been launched in South Korea (in May 2005 and December 2005) and in Japan (in October 2004 and April 2006). mobile TV phone services will be available in Vietnam by the end of 2006, and in India in early 2007. Mobile TV service trials are also currently being conducted in other countries in the region, including China, Malaysia, Hong Kong, Australia and Singapore.
In the medium-long term, growth in the mobile TV market in the Asia Pacific region is closely tied to the development of mobile TV services in China. According to the e-Media Institute study, there could be nearly 73 million mobile TV users in the Asia Pacific region by 2010. However, should the Chinese market develop more rapidly, the dimensions of the mobile TV market could even be greater in the medium-long term.
The mobile TV services that will be available in the medium- and long-term in the Asia Pacific region will use different transmission standards. The most diffused standards should be the Digital Video Broadcasting – Handheld (DVB-H) standard, the Terrestrial Digital Multimedia Broadcasting (T-DMB) standard used for the free-to-air offering launched in December 2005 in South Korea, and the Satellite Digital Multimedia Broadcasting (S-DMB) standard already used both in South Korea and in Japan.
Among the other important standards used are the Japanese Terrestrial Integrated Services Digital Broadcasting (ISDB-T) standard and the Chinese Satellite and Terrestrial Interactive Multiservice Infrastructures (StiMI and TtiMi).
The report said that at present, in the markets in which mobile TV services have been launched, product offerings that are available are based both on an advertising funded business model and a payment business model. The two models are destined to co-exist.