users of mobile TV in Russia is growing rapidly. According voiced by SPB TV, growth in the number of users is 250-300% annually, and in 2013 the market volume will exceed 3 billion rubles.
Audience distributed between smartphones, tablets, computers and TVs, depending on convenience. Many users appreciate mobility, even if it’s just an opportunity to move around the house. Furthermore, some note that the choice of channels available in the mobile format is wider. According to the survey SPB TV, 44% of respondents watch TV on smartphones several times a day, 25% – several times a week. This figure is higher than in any other device, particularly a personal computer, via which broadcast television several times a day, 39% of users watching and several times a week – 17%.
popularity of television in the Moscow region
Source: SPB TV, 2013
Repower mobile advertising
Advertising on mobile TV – an efficient tool monetization absorbed various technologies online, mobile and television advertising. Attractive to advertisers, especially narrow targeting, it is possible to convey to each user exactly the promotional information that would be useful to him, and hence demand. In addition, the accuracy of GPS-data obtained from mobile devices, is about three feet, because it’s a great platform for the promotion of local business. Ways to monetize mobile TV – subscription or targeted advertising during stream buffering. Today, many mobile operators adjust their offer price on a mobile TV service, offering special rates.
advertising market in the Russian mobile TV, there is a very short time and in fact was formed only in 2012 According Kirill Filippov , CEO of SPB TV, in 2013 can hardly be expected surge: technology ready for it, but is not ready advertiser. However, the leading rating analysts and major advertising agencies are already working in this segment, with the prospect that by 2017 it will be developed, established market. Mobile TV advertising market prospects are especially high in Russia, where people are reluctant to pay for content, even if the price they can afford. According to a survey conducted by SPB TV, 62% of respondents willing to pay for reliable multi-screen TV service no more than $ 5 per month, 27% of them do not want to pay.
3G replaced the DVB-H
The fact that mobile broadcasting standard DVB-H because of the need to integrate modules, increase the cost of mobile devices and the lack of uniform interfaces lose the battle networks 3G/4G, experts said long ago. The development of DVB-H is facing a shortage of mobile terminals supporting standard low range and the high price of such devices. Draws attention as Kirill Filippov, DVB-H – is, in fact, only the TV signal, and 3G, in the first place, this online.
Operators abandoning development of DVB-H in favor of transferring data over 3G/4G or W-Fi, successfully modernized its infrastructure and solved the problem of increased load network. In early 2012, “VimpelCom” announced the sale of 75% shares of “Dominant”, which owns the network in Moscow mobile TV standard DVB-H, deciding to concentrate on providing mobile TV network 3G. Earlier on DVB-H and refused MTS “MegaFon”. Note that in April 2012 the Ministry of Communications also recognized the introduction of mobile TV in the DVB-H format impractical.
TV in the “cloud»
concept OTT (Over the Top) means the delivering video on the console (computer, mobile phone) user unmanaged Internet, unlike services IPTV, which are provided through a network controlled by the operator with a guaranteed QoS. According to a study of “Direct Info”, this concept allows for a more efficient use of content, attract new customers and increase the profitability of the business through service differentiation and the introduction of online sales.
Global market volume OTT-services, according to the study “Direct Info” in 2012 amounted to $ 10.6 billion and increased compared to 2011 by 33%. 20% of the funds received for the purchase of the operators of content, 33% – for a subscription and 47% – for video ads. By 2017, it is projected that the total market for OTT increase as compared to 2012 3 times, reaching $ 32.7 billion in advertising revenue accounted for 49% of the content sales – 14% of the subscription – 37%.
total volume of the Russian market of OTT-services in 2012 amounted to 1.1 billion rubles. and increased compared to 2011 by 95%. 45% of operators have received for the purchase and subscription content, 55% – for video ads. By 2016, the total market for OTT increase as compared to 2012 in 13-fold, reaching 14.8 billion rubles. Of this amount, advertising revenues accounted for 44% of sales and subscription content – 56%. If in 2011 OTT devices are not more than 0.5% of the total installed subscriber base STB, then by 2017 the proportion will rise to 8%.
In 2012 OTT services benefited 12 million people. By 2016, it is projected that the number will reach 38 million, and the number of users connecting with smartphones and tablets, will grow from 34% to 47%. OTT TV will allow viewers to choose a single provider and consume content on all your devices and on any network.
Forecasts
It is still unclear whether mobile TV to completely replace the user home television. If you look at several studies, it is evident that even mobile TV users watch mainly at home.
According to experts, mobile TV will evolve towards convergence with other technologies, is closely correlated with the expectations of users (signal stability, easy search, modern interface, a single authorization, multiscreen). There will be solutions that will reduce the load on the network, and the proliferation of 4G signal rate will rise from 2 Mbit / c up to 20 Mbit / c. In particular, Russia’s Spirit announced the results of a preliminary analysis of the new standard, high-performance video encoding HEVC (High Efficiency Video Coding).
According to SPB TV, is also expected to develop a multi-screen technology, allows registered users to access the same resource-TV from different devices. Personalization services will also be developed, with a particularly significant as expected in 2014
Alex Pisarev
CNews
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