Future of Mobile Television in 2010 (in Korea)

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Group 2 (Mobile TV in 2010 in Korea)

• Uncertainty
  • 1. Hand-held television era
    • Could DMB open the hand-held television era by combining broadcasting and telecommunication also make another IT Boom?
  • 2. Customer’s Needs
    • How many customers will use Mobile TV service
    • Are they willing to pay the money for it?
  • 3. Business Profit
    • In terms of mobile operator, Could the DMB service make money and profits?
  • 4. Re-broadcasting
    • Is it possible to rebroadcast the land-based DMB to the satellite-based DMB?
    • How could they solve the political issues and business issues
    • Will The Korean broadcasting commission(KBC) allow rerun program via satellite-based DMB?
  • 5. Contents
    • Could the TU Media supply the better quality broadcasting service and abundant contents?
    • How many producer will join to make new contents?
    • Do the contents producers will not sell their contents to competitors of Mobile TV such as PMP or Archors?
  • 6. Technology
    • Are there any differences between WCDMA and DMB service

• Research Quetions
  • Emergene of substitutes
    • 1)Customers who use mobile TV will shift into the newest techonology-based substitutes.
    • 2)Device makers will disperse their interests and R&D endeavors and provide their devices for new competitors
    • 3)Operators which provide mobile TV services will be faced with strong competition, so they will probably compete with a price-cutting and try their bests to overcome competitions through differentiations
    • 4)Broadcasting center will sell their programs to new market entrants and they will get more powerful position in mobile TV industry.
    • 5)Government will have a neutral attitude and support open competition to boom up mobile TV industry.
    • 6)More CPs(Contents provider)will appear to provide more various mobile TV services.
    • 7)NGO(Non Goverment Organization)will play stronger role to control and prohibit the contents of the services by CPs.
    • 8)To restructure mobile TV industry, M&A among telecommunication companies, broadcating companies and new competitiors may happen.

• Driving forces
  • Government Supports and Policy
    • The Korean government push and support DMB service to make economic booming
  • Customer’s need
    • Customer want more convenient, interesting, faster and powerful service
  • Business marketing
    • Telecommunication, broadcasting business firms and related company spent lots of money to boom up the DMB