As Telecom Italia becomes the latest European telco to pilot a DVB-H mobile television service, Frost & Sullivan, the US consulting group, says the technology is poised to replace 3G download and streaming services as the primary distribution method for mobile video.
Telecom Italia Mobile (TIM) is launching its mobile television service under a five year agreement with Italy's broadcast group Mediaset. The service will offer channels such as Canale 5, Retequattro, Italia Uno as well as coverage of Champions League football and Serie A matches.
The service will be distributed over 3G and DVB-H networks to dual mode mobile phones.
Frost & Sullivan telecoms analyst Pranab Mookken said momentum for DVB-H was gathering across Europe. "By 2011, video services like downloading would be used as a sales channel for specific video content while DVB-H takes over as the primary channel for mobile video services," said Mookken.
"The DVB-H mobile TV market is set to grow at an explosive rate and touch ?6.80bn in revenues by 2011. The mobile average revenue per user (ARPU) is also likely to rise as prices increase.
"Mobile TV using the DVB-H standard is likely to be the catalyst that will help in expanding the mobile infotainment industry. The market will drive innovation in content creation using formats,
which are flexible, easier to implement and provide growth opportunities to content owners/aggregators. In addition, this technology will create a new market for the short film industry, benefiting both large as well as boutique studios."
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