Exploring mobile TV trials in Singapore: An analysis of stakeholders and market competitiveness

Abstract

Using in-depth interview and document analysis, this exploratory paper elaborates the development of Singapore‟s mobile TV industry, analyzes stakeholders‟ business models, and uses the Six Forces model to examine industrial competitiveness. The findings reveal stakeholders tend to select DVB-H technology and adopt a consortium-led business model. The Six Forces analyses show that competition (rivalry, new entrant) and complementor/government are the forces that favor the rollout; however, insufficient mobile TV content and services, nebulous user demands, and strong substitutes are likely to inhibit its uptake. The study suggests the subscription model will be beneficial to push Singapore‟s initial mobile TV market.