Resources Analyst Perspectives

Analyst Perspectives

The following is a collection of quotes from published and non-published reports by leading independent analyst firms on, or including, OMVC and mobile digital broadcasting.

"Mobile television services should be on every digital television station's road map, including deploying solutions based on the emerging ATSC mobile/handheld DTV standard. Broadcasters can be protective of their brands but also find ways to experiment with different partnerships for content, advertising and even distribution with other mobile video providers to gain access to the most attractive portions of this fast growing market segment." The capex is attractively low and there are several near term revenue models ranging from advertising to subscription and interactive video services. Broadcasters' locally deployed sales forces, programming and promotional abilities are unique strengths that give an edge in the marketplace but also make broadcasters excellent candidates for business partnerships."

Rick Ducey, Ph.D.

Chief Strategy Officer BIA Financial Network

"Terrestrial television broadcasters face an incredible challenge but also an incredible new opportunity as the February 2009 digital transition deadline approaches. While it forces broadcasters to shut down analog operations with the inevitable market confusion it also allows them to reinvent themselves as an all digital medium with new services such as mobile. This is a perfect time to plan and later launch a new mobile video service using the fast tracked ATSC mobile video standard process now underway. Mobile video leverages key and sustainable broadcasters strengths such as (1) substantially lower capital requirements; (2) low cost and routine access to content; (3) lower coverage cost per pop; and (4) access to potentially additional advertising revenue."

Mark Fratrik, Ph.D.

Vice President BIA Financial Network

"The ATSC-M/H open mobile DTV broadcast standard is going to awaken US consumers to the value of mobile video. Broadcasters have an opportunity to provide a local service that complements emerging cellular-based models. Consumers will be able to receive ad supported local programming without the burden of monthly fees. Mobile DTV receivers are expected to show up in various handheld devices and automobiles as broadcasters develop new features and services and bring familiar programming to consumers whenever they want it.

Steven J Wilson

ABI Research Principal Analyst, Consumer Video Technologies Research Service

"Categorically, Mobile TV is and will be different than mobile video. Survey research data, as well as hard data from actual consumer trials (Horowitz Associates, McKinsey, comScore, SES-Americom, documented cases in Korea and Italy), indicate that consumers relate to a full-channel simulcast of TV signals much more readily than customized or menu-driven short-form content. The power of local, digital broadcast spectrum to deliver TV content will transform the category from video snacking to TV viewing"

"Notwithstanding business models and technology hurdles, it is clear from Mobile TV rollouts worldwide that mobile digital broadcast has a powerful impact on the market. Similar to the history of cable TV, there is a dependency on broadcast to drive distribution of Mobile TV and any premium, enhanced and interactive services to be added to it. Local news and sports, together with highly promoted and branded network content, will be fundamental to the mass appeal and adoption of Mobile TV; just as they have historically, and without exception, been for every major advance in television over the past half century – cable, VOD, DVR, and now Mobile TV."

"U.S. and international trial data show that Mobile TV clearly extends the broadcast viewing day to include morning and evening rush, and midday; thus being additive to current TV viewership. The data reveal robust and frequent usage and viewership among both men and women, particularly younger men and women. Mobile TV plays right to the needs of young people as they quickly form new habits around technology that brings content to all places and times they can access it. Mobile TV immediately makes local and network TV content accessible, hence relevant, to young people and to new lifestyle and entertainment habits."

Howard Horowitz

President Horowitz Associates, Inc. Market Research and Consulting