手机电视产业分析及其策略研究

上海交通大学硕士学位论文手机电视产业分析及其策略研究姓名：盛源申请学位级别：硕士专业：工商管理指导教师：徐飞20060115MBA22005123MBA320051242005125MBA490213G3GSWOTMBA5AnalysisoftheMobileTVIndustryandtheStrategyforDomesticPlayersABSTRACTWiththeveryfastevolutionoftelecommunicationtechnologysince1990’s,mobilephonehasbecomeanessentialpartofpeople’sdailylife.Nowthetelecomindustryisevensteppingintothe3Gera,inwhichthehigh-speeddatecommunicationcomesintotruth.Amongthevarious3Gapplications,mobileTVisthemostexcitingonewithoutdoubt.Thescreenonmobilehandsethasbecomethefourthscreeninourlifefollowingmovie,TVandpersonalcomputer.ThoughthemobileTVindustryinChinaisonlywithinitsinfantage,thehugepotentialinthisbusinesshasattractedlotsofattentionsfromplayersintelecom,mediaandbroadcastindustries.AfterinspectingandanalyzingtheexternalenvironmenttowhichthemobileTVindustryisexposed,investigatingtheindustry’svaluechainandforecastingthepossiblebusinessmodelsinthefuture,somesuggestionsareproposedtothekeydomesticplayerswhoisseekingawayintomobileTVindustryandwhoisalreadyinvolvedinit.InChapterone,thecurrentstatusofthemarketisgonethrough.Inchaptertwo,ananalysisismadeontheexternalenvironmentofthemobileTVindustry.Inchapterthree,theindustryvaluechainisinvestigatedwithdetails.Inthelastchapter,thesuggestionsareraisedtothedomestickeyplayers.KEYWORDS:mobileTV,industryvaluechain,businessmodel,strategyMBA8−MBA93G1.13G3G3G3G2002350024BigBrother9-18200411133G20T-mobileTelefonicaOrangeSprint20031-2SprintRealNetwork6-10MBA102004810600200SprintVerizon23GCDMA1xEV-DO150Kbps15Verizon15300NTTDoCoMoKDDISK3GNTTDoCoMo200220033GSK20033G15SKARPU22%SK101.250092.5G500061210DMB2523222MBA1133095%80%DMBMBA122.12.1.1911MBA13*BigBrother24*MBA14••••••••2.1.2MBA152.1.3200320%15-1950%200456%23%43%45%•••••••3G2006MBA1620062008201010%2010302005320830020103%1002-1FIGURE2-1ForecastoftheMobileTVMarketGrowth2.22.1.1MBA17•–•streaming–TCP/IP•progressivedownload–•/push/store–•–3G•–2-2FIGURE2-2MobileVideoDeliveryMechanism/MBA18streamingprotocol:•••••GSM3G64K/MBA192-3FIGURE2-3StreamingOverMobileNetwork2-4FIGURE2-4MBMSBroadcastingOverMobileNetwork2-32-4MBA20–/2-5FIGURE2-5EconomicsofVideoDeliveryMechanismsMBA21/3G2.2.23GMBMSDVB-HDMBFLOISDB-TOFDM•DVB-HDVB-TDVB-HDVB-HDVB-T•DMBS-DMBT-DMB•FLOQualcommMBA22•ISDB-T2-1ISDB-TS-DMBT-DMBDVB-HFLOMPEG-4MPEG-4MPEG-4MPEG-4WM9H.2641.551.551.52.63-2.655GHz174-240MHz700MHz3GDVB-HDMBFLOISDB-T2.2.33G3GGSMHSDPA3.5G4G3G(WCDMACDMA2000)HSDPAMBA232-2GSM/GPRS115Kbps20-40KbpsWCDMA384Kbps200KbpsCDMA20001x2.4Mbps200-400KbpsHSDPA200514-30Mbps500-2100KbpsSuper3G201050-100Mbps6MbpsDVB-HDMB••••DVB-HDMBQualityofServiceDRMDigitalRightManagementMBA242.32.3.1ITU20072-320062007200820102012MBA25FLOFLO3G3G3G2.3.23GWCDMACDMA2000TDS-CDMAFLOCrownCastleDVB-HGSMWCDMAGSMDVB-H2G3GMBA262.3.3OfcomIPTVMBA273G3-1FIGURE3-1MobileTVIndustryValueChain3.13.1.1MBA283-2FIGURE3-2CompetitionAnalysisforContentProvider3.1.2BBCNHKMBA293-3FIGURE3-3CompetitionAnalysisforContentAggregator3.1.3MBA30ElectronicServiceGuide3-4FIGURE3-4CompetitionAnalysisforBroadcastServiceProvider3G3.1.43G–MBA313GMobileVirtualNetworkOperator,MVNOVirginMobileMVNO3-5FIGURE3-5CompetitionAnalysisforTelecomServiceProvider3.1.53G–MBA323-6FIGURE3-6CompetitionAnalysisforBroadcastNetworkOperator3.1.63GMBA333-7FIGURE3-7CompetitionAnalysisforTelecomOperator3.2SWOT3.2.1SWOT—--MBA343.2.2SWOT—3G3G3G3G—3G3G3.2.3SWOTMBA353.33G3.3.13G3-8MBA36FIGURE3-8BusinessModelforMobileTVbasedonTelecomNetwork3GT-mobileMVNO3G3.3.2•••-MBA373-9FIGURE3-9BusinessModelforBroadcaster-ledMobileTVbasedonBroadcastNetworkMVNOMBA383-10FIGURE3-10BusinessModelforTelecom-ledMobileTVbasedonBroadcastNetworkMBA39-:3-11FIGURE3-11BusinessModelforAlliedMobileTVbasedonBroadcastNetworkMBA40MBA414.1–MBA424.2MVNO4.2.13G3G3G3G3G3G3G3GMBA43HSDPA3.5G4G3GMBMSDVB-HDMBFLO4-13GMBMSDVB-HDMBFLO3GMBMSMBMS3G–MBMSMBMS4.2.23GMBA44+ARPU4.2.32.5G3G3GMBMSHSDPA3.5G4GMBA453G4.3MBA464.44.4.13GWAPDVB-HDVB-HMBA474.4.23G3G3G3G3G3GMVNOMBA48MBA49[1]••L•2004.3[2]•2001.6.1[3]•J•2003.8[4]RhondaWickham“ConfessionsofamobileTVSkeptic”,WirelessWeek2005.3[5]“MobileTV:SwitchingOntheRevenueStream”UNSTRUNGinsiderVOL4,NO.9,SEPTEMBER2005[6]“MobileTV–MarketAnalysisandForecasts2004-2009”,Visiongainreport,2004[7]MatthewHatton“MultimediaBroadcast/MulticastServiceBetterSuitedtoOperators'MobileTVStrategies”YankeeGroupTrendAnalysis,2005.7.19[8]MarkHeathandAlastairBrydon“TVandVideoServicesonaMobilePhone:thekillerapplicationfor3G?”Analysys,2004[9]StephanHartwig“MOBILEMULTIMEDIA-CHALLENGESANDOPPORTUNITIESINVITEDPAPER”[10]“MobileTV:FactorFiction?”ShosteckGroup2005.5[11]MarkHeathandAlastairBrydon“MakingaSuccessofMobileTVandVideo”Analysys,2005MBA50MagnusAnderssonMBA51[1]A3G212005.9114115手机电视产业分析及其策略研究作者：盛源学位授予单位：上海交通大学相似文献(5条)1.会议论文周林生基于不同均衡条件下广播式手机电视的运营模式研究2008论文从分析广播式手机电视产业价值链入手，提出“关联制式”手机电视价值链，分析其价值链上属于内容方面的节点包括内容提供商、内容集成商和内容运营商等，属于网络运营方面的节点包括广播网络运营商、电信网络运营商等，其他还包括设备提供商、系统与平台提供商和用户等。研究揭示了影响广播式手机电视产业合纵连横的关键因子，认为电信网络运营商与广播网络运营商是整个产业链上最为关键的节点，正是这两大关键节点之间的合作与竞争，促进或阻碍了中国手机电视的发展。研究认为，在上述两个关键节点的对立统一关系中，构建了手机电视发展中的动态均衡，并形成三种均衡状态。同时，正是在上述不同均衡状态下，形成相应的广播式手机电视三种运营与发展模式，即广电主导型、电信主导型和协同均