The approaching switchover to all-digital television in the US and other major countries will create an unprecedented opportunity for the mobile TV market, according to a study from ABI Research. While mobile broadcast TV was pioneered in Japan and South Korea, following the switchover traditional and mobile TV broadcasters and cellular operators in many regions will launch mobile TV services that are forecast to attract over 500 million viewers by 2013.
"Mobile TV users have yet to value the medium properly because it has not been validated as an independent product and service," says senior analyst Jeff Orr. "It has been primarily offered at the end of a long list of more preferred cellular services. However, Mobile TV will soon be positioned in a more proper role as an extension of traditional broadcast TV services."
"Mobile TV viewing will not solely be on cellular handsets," Orr continues, "but also on MIDs, and automotive infotainment systems. I believe that once the content is available and the services launched, mobile TV will enable more classes of mobile devices that are natural fitsâ€š for mobile entertainment."
Who will benefit? Content developers and providers; device vendors, especially MID and cellular handset OEMs; and service providers. Other winners: multimedia and security software, semiconductor and network infrastructure vendors. Once mobile TV users adopt the service at high growth levels, advertisers will also climb on board to target the significant number of new "mobile eyeballs."