CHALLENGES AND CHANGING VALUE CHAINS
Shwetha.R and Sowmya Parvathi B
Department of Computer Science
Vivekananda College of Engineering and Technology
Abstract— This paper intends to provide a techno-economic overview of the Mobile TV business and its business models. Recent trials have shown that a large number of people would like to consume mobile TV and few people doubt that this service will eventually be offered in the majority of wireless networks around the world. However, this service is not a simple add-on to the voice and data, but comes with totally new dimensions that challenge the present markets. The aim of this paper is to identify and describe these challenges in the technology, market behaviour, and industry strategy domains.
Several business models deployed when providing mobile services are vertically integrated setups focusing on delivering generic content to consumer mass markets. However, mobile TV is not yet a clearly defined media, and it has ambiguous suggestion, which leaves us with many questions regarding what kind of services could be delivered, and how actors will interact in that process. Mobile TV could replace traditional television when users lack access to a television set, but we expect it to complement traditional TV rather than replace it. Initially, as current cases in Japan and Europe show, retransmissions of existing channels and programs will be common, but eventually it will develop into something more than just “television on the move”. It will be part of a multimedia device, which emphasizes interactivity and enables users to produce and personalize content .Mobile TV is not an isolated phenomena, but one of several distribution channels for IP TV; broadcast to TV-sets, via the Internet when stationary (desktop), via the Internet when on the move/nomadic use (laptop) and finally in the mobile phone. As mobile and fixed Internet
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