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Mobile TV: Chancen und Herausforderungen für das Marketing der Zukunft

Mobile TV: Chancen und Herausforderungen für das Marketing der Zukunft

          
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About the Book

"We are too slow and too uncoordinated to create the right conditions for a quick take-up of mobile TV on a large scale in Europe." Dieses Zitat aus einem Vortrag von Viviane Reding, Mitglied der Europäischen Kommission und verantwortlich für das Themengebiet "Information Society and Media", auf der CeBIT Messe 2007 in Hannover, ist bezeichnend für die Gesamtsituation des europäischen Mobile TV Marktes. Verglichen mit dem asiatischen Raum befindet sich der europäische Mobile TV Markt, mit Ausnahme Italiens, noch in der Entwicklungsphase. Ein entwickelter europäischer Mobile TV Markt bietet Unternehmen eine Basis zur Ausweitung ihrer Angebote und damit zur Erwirtschaftung von Skalenerträgen auf diesem Markt. Das Gesamtpotential des Mediums Mobile TV besteht nicht ausschließlich aus den ökonomischen Potentialen der Hauptakteure, sondern ist vielmehr aus der gesamtökonomischen Perspektive zu betrachten. Eine Vielzahl kleinerer Unternehmen würde ebenso von einer raschen Etablierung eines Mobile TV Angebots profitieren, beispielsweise durch die Produktion und Vermarktung von Inhalten oder Softwarelösungen. Deshalb versucht die Europäische Kommission, unter anderem durch die Etablierung eines einheitlichen Standards zur mobilen Rundfunkübertragung (DVB-H), Perspektiven und Möglichkeiten zur Erwirtschaftung von Skalenerträgen zu schaffen, um somit zur gesamtökonomischen Ausschöpfung der Potentiale des Mediums Mobile TV beizutragen. Marktprognosen sagen für den deutschen Markt im Jahr 2012 ein Potential von knapp neun Millionen Mobile TV Konsumenten voraus. Es wird davon ausgegangen, dass sich neben den beitragsfinanzierten Inhalten ein Basisangebot aus frei empfangbaren öffentlich-rechtlichen Programmen etabliert und damit zusätzliche Konsumenten gewonnen werden. Im Zuge dieser Entwicklung kann die Etablierung werbefinanzierter Mobile TV Inhalte, analog zur Entwicklung im klassischen TV, zu einer breiteren Akzeptanz und Nutzung von Mobile TV Angeboten führen und damit zur
About the Author: André Deuker, Diplom-Kaufmann, studierte Betriebswirtschaftslehre an der Johann Wolfgang Goethe-Universität Frankfurt am Main. Seit September 2007 arbeitet er als Wissenschaftlicher Mitarbeiter am Lehrstuhl für Mobile Business & Multilateral Security von Prof. Dr. Kai Rannenberg.


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Product Details
  • ISBN-13: 9783836663007
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Weight: 204 gr
  • ISBN-10: 3836663007
  • Publisher Date: 04 Jun 2008
  • Height: 254 mm
  • No of Pages: 108
  • Series Title: German
  • Sub Title: Chancen und Herausforderungen für das Marketing der Zukunft
  • Width: 178 mm


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Mobile TV: Chancen und Herausforderungen für das Marketing der Zukunft
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