Information & Communication Technologies


Mobile Video Services—Identifying the Growth Opportunities in Rich Media Services

Mobile Video to Contribute 80% to Mobile Data Traffic in the United States by 2022
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Published: 25 Sep 2017

Video content consumes the highest amount of wireless bandwidth for the Tier I mobile operators in the United States. Globally, mobile video traffic makes up nearly 55% of total mobile data traffic and this figure is expected to increase to 75% by 2022. Apart from mobile video content services and peer-to-peer video communication applications, mobile video-based Internet of Things (IoT) applications such as in-vehicle entertainment systems, security systems, and remote patient monitoring are also increasingly contributing to cellular video data traffic. The key trends in mobile video that are shaping operator strategies for rich media include: 1) strong growth of Web TV; 2) resurgence of advertising free premium content and services; 3) consumer expectations for anytime, anywhere mobile video content; and 4) ecosystem complexities. Mobile operators are increasingly relying on video to generate premium content and counter the effects of a slowdown in their core connectivity businesses. Their foray into custom content puts them in competition with the established content providers that have mastered the art of producing content tailored to the different consumer segments. However, mobile operators have several unique assets that can help them deliver a differentiated content and services experience, including established billing relationships, Big Data assets that can help deliver targeted advertising, and the ability to offer integrated service bundles to consumers. The proliferation of unlimited mobile plans is a clear driver for the growth of the US mobile video services market. Despite the near-ubiquity of Wi-Fi services in the United States, a significant amount of mobile video consumption still takes place over cellular networks. Unlimited mobile plans, with included bundles of mobile video services, support the need of consumers to view video content when mobile without having to incur higher amounts of mobile service charges. Advancements in content codec formats, increased network efficiency, intelligent network traffic management, and customer experience enhancement strategies further help support the trend of mobile video traffic growth. This Frost & Sullivan insight presents details of the mobile video strategies of the Tier I mobile operators in the United States. It details how the proliferation of connected devices and the introduction of unlimited mobile service plans support mobile video content consumption. This insight also discusses the service strategies of leading mobile operators that offer integrated telecommunications solutions consisting of fixed and mobile video content services. Throughout this insight, the terms operators, mobile operators, and service providers are used interchangeably.

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