Exploring Mobile TV in Sweden using Value Networks

• Main Author: Pedersen, Finn
• Format: Others
• Language: English
• Published: Högskolan i Gävle, Institutionen för ekonomi 2009
• Subjects: Mobile TV; digitalization; content; value network; Mobil-TV; digitalisering; innehåll; värdenätverk; Business studies; Företagsekonomi
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-4046

Mobile TV is an application which has not yet been much described in academic literature. But the media and telecommunications industries are busy with Mobile TV deployment, motivated by for example decrease in revenues from existing products. This study should be seen as an exploratory study in the academia, aiming at a context for the experiences from exploratory work in the industry. The study of the status of the application Mobile TV focused on legislation, spectra, content and terminals. These areas are of great interest for the telecom and the media industries, and their interests were described with regards to Mobile TV. Large structures like local legislation, spectral resource management on EU level and charging for content becomes visible and are discussed. On a lower level, two differences between the industries were high-lighted. One is the way revenue is collected for content, and the other is information sharing about the Consumers preferences. Overcoming these differences would ease collaboration. Another business topic for the two industries is the relation between the SIM card (which manifest the subscription) and the charging for content.A value network model which satisfies the legal, technical and business requirements is presented. In particular, a new role as Content Site Provider is identified. Since the interviewees suggested a future hybrid solution, both Mobile TV via streaming and via broadcast are included in the model.It is concluded that the telecom industry had all the means and incentive to create Mobile TV. It is also concluded that the process of digitalization is an ongoing process which continues to have an impact on the two industries, in that different offerings can be bundled together. One possible scenario is an Internet-like evolution of the mobile Internet, the Consumers will learn to find the applications closer to the source. This would make a broadcast solution less likely. The higher cost for over-the-air transmission is one obstacle for this scenario, but it might vanish with next generation mobile networks.