Bharat Book Bureau

Free-to-Air (FTA) television has been the dominant mass communication medium for many decades but the industry is now facing challenges from a number of fronts. The Internet has become increasingly entertainment-based where broadband is available and broadband penetration is predicted to continue to rise steadily over next few years. The cost structure of the pay TV industry has become more sustainable and the industry has reached profitable territory. With respect to radio, although its advertising base is growing, the medium is losing share to other sectors such as TV. Crucial changes are likely to occur with respect to the advertising model employed by FTA and pay TV firms as consumers shift to digital viewing standards. Digital viewers will, in the future, enable FTA and pay TV to utilise targeted advertising.

Table of Contents :

1. Synopsis
2. Free-to-Air TV
2.1 Market overview and trends
2.2 FTA broadcasters
2.3 ABC’s iView
3. Digital TV
3.1 Market trends
3.2 Digital Video Recorders
3.3 Interactive TV, Set-top Boxes & Electronic Program Guides
3.4 Datacasting
4. Pay TV
4.1 Subscriber statistics and analysis
4.2 Revenue statistics
5. Radio
5.1 Market trends
5.2 Market statistics
5.3 Digital radio
6. Broadcasting and Digital Media reports
7. Related reports
Table 1 – Number of television and radio licences on issue – 2008
Table 2 – Pay TV subscribers by operator – 1995 - 2010
Table 3 – Percentage change of pay TV revenue per operator – 1998 - 2010

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In a rather haphazard way a certain amount of progress has been made. Since early 2007, after nearly a decade of regulatory wrangling, commercially viable prices for several wholesale services have been set by the ACCC. The new OPEL company won the bid for a new regional telecoms network. The metropolitan fibre network is now under review also and this will need to be based on open network principles. Telstra is fighting tooth and nail to try and keep as much of its monopoly in place as possible, but it appears to be fighting a losing battle. Eventually structural reforms are inevitable – they will either be implemented voluntarily by Telstra or forced upon it by regulation. Competition has delivered $900 million of benefits in 2007 according to the government. In early 2008 the industry laid down 17 recommendations for the national Broadband Network. By 2009 the discussions had moved to the NBN environment.

Table of Contents :

1. Synopsis
2. Regulatory telco reforms
2.1 Overview of the proposed changes
2.2 BuddeComm analysis of the reforms
3. Broken regulatory systems and the NBN - analysis Mid 2009
4. The 17 National Broadband Network principles
4.1 Ubiquity
4.2 Open Access Network environment
4.3 Industry benefits
4.4 Technology
4.5 Leveraging government investment
4.6 Education
4.7 Working groups
5. ULL access
6. Open Access is imperative
7. Government needs to set the rules of engagement for new telco market
8. Telstra is fuelling the competition
9. ACCC needs to facilitate NGN industry workgroup
10. Related reports

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New business models are now emerging, giving the industry the confidence to begin changing their more traditional models. An equally important factor is that this is backed up by a phenomenal growth in online advertising revenues – these are now well above $1.7 billion. Video-based service on broadband and interactive digital TV networks is becoming a whole new area of advertising opportunities. Personalised media and one-to-one communication will be the predominant mode on the Digital Media. New models will need to be developed to succeed in this highly competitive and highly costumer service sensitive market. Video ads in Australia could outpace Internet search advertising as the fastest growing online revenue stream over the next several years. This report analyses the digital advertising and marketing industry and highlights key strategies.

Table of Contents :

1. Synopsis
2. The Online advertising market
2.1 Changes in web advertising
2.2 Market trends
2.3 Marketing issues
2.4 Costs advantage of Internet advertising
2.5 Video advertising on web continues to grow
2.6 Online advertising in relation to social networking
3. Mobile marketing and advertising
3.1 Mobile data market
3.2 Mobile advertising
4. Analysis
4.1 New advertising models
4.2 Local advertising
4.3 Speech technology and the mobile internet
4.4 Infrastructure bottleneck in Internet economy
4.5 New technologies, same customers
4.6 Permission-based targeted advertising models
4.7 Telecommunications providers and their customers.
5. Related reports
Exhibit 1 – Digital media marketing commandments

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Australia - Digital Media - Advertising, Statistics, Revenues, Forecasts

Expenditure on online advertisements in Australia reached $1.7 billion by the end of 2008. Given the difficult trading conditions facing the Australian economy BuddeComm predicts that the pace of growth may be adversely impacted going forward. However, the increased use of multimedia advertising as broadband availability improves may counter this trend as advertisers experiment with new formats. 2009 may see increased use of targeted advertising delivered over the internet as well as increased use of mobile internet advertising by firms which has been driven by advances in the capability of multimedia handsets, the increasing use of mobile data services and the fall in the associated costs to the user.

Table of Contents :

1. Synopsis
2. The online advertising market – moving into 2009
3. Mobile internet advertising
4. Generation Y is driving the online media push
5. Revenue statistics
5.1 Online advertising revenue statistics and forecasts
6. Online classified advertising
6.1 Financial crisis will impact on advertising budgets in 2009 and 2010
6.2 Telstra records strong online and mobile advertising growth
7. Online search and directories market
8. Online video advertising market
9. Website usage Statistics
10. Market surveys
10.1 Digital Services survey - AIMIA
10.2 Frost & Sullivan survey
10.3 Children usage of Social Networking
10.4 The 2008 AFR BOSS Marketing Directions survey
10.4.1 Internet advertising stats and trends
10.4.2 Online advertising usage by industry
10.4.3 New Digital marketing methods
10.4.4 Budget allocation
10.5 Online entertainment and media activity
10.6 Ericsson / IDC – rapid growth for TV/video sector
10.7 ACMA survey on converged technologies
10.8 Cisco Connected Consumer survey
10.8.1 Introduction
10.8.2 Key statistics and international comparisons
10.8.3 Downloaded video statistics
10.8.4 Drivers for watching online content and consumer choice
10.8.5 Ownership of access devices
10.8.6 Storage of digital media
10.9 PwC Australian Entertainment and Media Outlook report – to 2012
10.10 PwC Australian Entertainment and Media Outlook report – 2007 - 2011
10.10.1 Market sizing and forecasting
10.10.2 Market sector overview
10.11 High-speed broadband equals high spend online advertising
10.12 IAB survey on online advertising expenditure – 2007 - 2008
10.12.1 Year to June 2008
10.12.2 Three months to March 2008
10.12.3 12 months to December 2007 and three months ending December 2007
10.12.4 Three months to September 2007
10.12.5 12 months to June 2007
10.13 Search advertising revenues
11. Media and Communications in Australian Families report
11.1 Overview
11.2 Influence of household income
11.3 Time spent online
11.4 Social networking sites
11.5 Allocation of children’s overall time
12. Related reports
Table 1 – Online advertising revenue and forecasts – 1997 - 2010
Table 2 - Market shares key online advertising markets – 2005 - 2006; 2010
Table 3 – Market shares by major players (historical) – 2005 - 2006
Table 4 – Australian online advertising revenue market – 2006 - 2010
Table 5 – Search engine advertising revenue – 2007
Table 6 – Local display advertising market share by provider - 2007
Table 7 – Local classifieds advertising market share by provider - 2007
Table 8 – Changes in Australian ad revenue by sector – 2007 - 2010
Table 9 – Online search market share by provider - 2008
Table 10 – Local directories market share by provider - 2007
Table 11 – News websites’ average daily number of unique browsers in January 2008
Table 12 – Use of social networking sites in last 12 months – 2008
Table 13 – Social networking in the workplace – 2008
Table 14 – Social networking amongst children – 2008
Table 15 – Online chat room use amongst children – 2008
Table 16 – Take-up of new and emerging services – 2007
Table 17 – Australian entertainment & media market revenue by industry – 2007 – 2012
Table 18 – Australian entertainment & media market – annual growth by industry – 2008 – 2012
Table 19 – Australian consumer/end-user spending – 2007 - 2012
Table 20 – Australian consumer/end-user spending – annual growth by industry – 2008 – 2012
Table 21 – Australian advertising spend – 2007 – 2012
Table 22 – Australian advertising spend – annual growth by industry – 2008 – 2012
Table 23 – Australian entertainment and media market revenue by industry – 2006 - 2008; 2011
Table 24 – Australian entertainment & media market – annual growth by industry – 2007 - 2008; 2011
Table 25 – Australian entertainment & media market – consumer/end user spending by industry – 2006 - 2008; 2011
Table 26 – Australian entertainment & media market – consumer/end user annual growth by industry – 2007 - 2008; 2011
Table 27 – Australian entertainment & media market – advertising spending by industry – 2006 -2008; 2011
Table 28 – Australian entertainment & media market – advertising annual growth by industry – 2007 - 2008; 2011
Table 29 – Share of consumer spending by industry sector – 2006; 2011
Table 30 – Share of advertising revenue by industry sector – 2006; 2011
Table 31 – Online advertising by classification – 12 months to June 2008
Table 32 – Online advertising by classification – three months to September 2007
Table 33 – Online advertising by classification – 12 months to June 2007
Table 34 – Paid search advertising revenue by company – 2005 - 2006; 2010
Exhibit 1 – Online search and directory players

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Australia - Digital Media - E-commerce - Trends & Statistics

This report contains detailed statistics from e-business activity usage surveys. The Digital Economy affects everybody existing players such as telcos, banks, media, retail and they will need to adapt to the new environment, while new players will enter these markets from different angles. British research indicates that online users can save £70 per month. The report surveys the first areas that customers are interesting in and which are therefore interesting commercial starting points. It looks at topics such as e-money, mobile email, and buying and selling over the Internet.

Table of Contents :

1. Synopsis
2. The key drivers of growth
3. Market statistics and surveys
3.1 Internet retailing lags in Australia
3.2 Sensis e-Business Report – 2008
3.2.1 Introduction
3.2.2 Mobile email
3.2.3 Websites
3.2.4 Use of the Internet for procurement
3.2.5 Use of the Internet to sell
3.3 Australia ranks fourth in EIU global e-readiness rankings
3.4 Commonwealth Bank 2007 E-Money survey
4. E-Payment
4.1 Introduction
4.2 Will EFTPOS be able to survive in the online world?
4.3 Banks will have to come to the party
4.4 Bill Express goes into liquidation
5. eBay
6. OZtion – online auction service
7. Micropayment developments
7.1 Premium Rate Services
7.2 NAB-Visa trial
8. Advertising strategies (separate report)
9. Related reports
Table 1 – Online users and other media usage
Table 2 – BlackBerry ownership – 2008
Table 3 – BlackBerry usage – 2008
Table 4 – Benefits and drawbacks of mobile email – 2008
Table 5 – Buying over the Internet by business size – 2008
Table 6 – Items bought by SMEs over the Internet – 2008
Table 7 – Selling over the Internet by industry sector – 2008
Table 8 – Selling over the Internet by business size – 2008
Table 9 – Types of customers sold to – 2008
Exhibit 1 – Example items sold on average in Australia on eBay
Exhibit 9 – Interesting items sold on eBay
Exhibit 3 – Micro-payments examples

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Micro-payment utilising e-banking has been discussed for more than 25 years. Online e-payment via telephone billing systems was launched in the 1980s; at the same time smartcards were trialled for micro-payments. However the financial institutions have been more interested in protecting their incumbent businesses than in seriously embarking on e-payment developments. PayPal has established itself as the most advanced e-payment system outside the banks. Off-deck payment systems, using mobile phones, constitute another fast-growing market, as do calling cards. But the real breakthrough will only happen when the large financial institutions decide to become more serious about e-payment.

Table of Contents :

1. Synopsis
2. E-Payment - analysis
2.1 Twenty five years in the making
2.2 Consumer resistance towards credit cards
2.3 Will EFTPOS be able to survive in the online world?
2.4 Banks will have to come to the party
2.5 Bill Express goes into liquidation
3. Micropayment Developments
3.1 NAB SMS services
4. PayPal
4.1 The P2P model: the success of PayPal
4.1.1 Google and Amazon want slice of the market
4.1.2 PayPal and MasterCard offer joint service
4.1.3 PayPal to target prepaid mobile users
4.1.4 M-Payments
4.1.5 PayPal offers mobile Internet service
4.2 URL billing (off-deck billing)
4.3 SMS person-to-person payment service
4.4 Money transfers through calling cards and mobile phones
4.5 Gift Cards
4.6 Card payments via Blackberry
5. Industry (self) regulation
6. Near-Field Communications
6.1 NAB-Visa trial
6.2 MasterCard trial
6.3 Closed systems
7. The e-tag payment infrastructure
7.1 Forget about mobile payment – Long live the e-tag
7.2 The Transurban and Telstra alliance
8. Related reports

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Music has been the key driver behind the early developments in the digital media, both in mobile and fixed networks. While mobile is the preferred technology for listening to music, the business models are not conducive to helping people become accustomed to using these networks for music delivery. Most will use free or cheap Internet sites to gain access to music. A totally unprepared music industry has suffered greatly from the switch to electronic music, and is only now beginning to recover. MP3, or podcasting, has gone well beyond the music application, and millions of podcasts (some in video format) are downloaded daily. All this is also a fair indication of the future direction of the video entertainment and wireless broadband (mobility) market.

Table of Contents :

1. Synopsis
1.1 Statistical overviews
1.1.1 Online music statistics
1.1.2 PwC survey to 2012 shows online music will surge
1.1.3 Album sales drop as music download sales increase
1.1.4 Survey on online music searching
1.1.5 Australian digital music downloads to grow to $200m a year
1.1.6 Ericsson Consumer Lab survey
1.2 Key Players
1.2.1 Apple
1.2.2 ninemsn assault on the online music market
1.2.3 Telstra BigPond Music
1.2.4 Vodafone
1.2.5 Hutchison
1.2.6 Nokia
1.2.7 Motorola
2. Entertainment Services – global report
3. Related reports
Table 1 – Australian Internet distribution recorded music market sales – 2007 - 2012
Table 2 – Australian mobile phone recorded music market sales – 2007-2012
Table 3 – Listening to music – 2006
Table 4 – Getting/buying music habits – 2006

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This report focuses on some of the earliest Internet applications and their consequent developments and the early emerging business models. These applications have created some of the largest media companies in the world such as Google and Yahoo. As network and computer speed and capacity increase, a whole new range of applications will be entering the market over the next decade. This report covers Internet portals, online directories and search engines, blogging, vlogging, mapping, tracking and web publishing.

Table of Contents :

1. Synopsis
2. Google
2.1 Google Video & YouTube
2.2 Local activities
2.2.1 Agreement with National Library of Australia
2.2.2 Google moves to new headquarters in Sydney
2.2.3 Google Transit launched
2.2.4 Google to supply web search to Optus myZOO
2.2.5 Google pushing AdWords in universities
2.2.6 Alliances – 2006
2.3 Revenues – 2006
3. Online search engines – overview and statistics
3.1 Usage statistics – Google dominates
3.2 Roy Morgan survey
3.3 Market revenues and shares
3.4 News and weather market site statistics
3.5 Survey on online search advertising market revenues – IAB
4. Related reports
Table 1 – Four most visited Australian search engines – four weeks ending 27 December 2008
Table 2 – Number of search engine users – Q3 2008 (July to September)
Table 3 – Number of search engine users – Q1 2008 (Jan to Mar)
Table 4 – Most visited news and weather market sites – January 2008

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The telecommunications, entertainment, video and multimedia market in Australia is undergoing sweeping changes, currently characterised by an increasing array of products and services on offer to consumers. At the heart of a digital home is the technical concept known as the media centre. This combines voice, video and data applications, and includes VoIP, broadband TV, digital video recorders (DVR or PVR), home networking, CD and DVD playback and MP3. Cable TV operators, telcostelecommunications firms, consumer electronics and IT companies are all competing for the digital home’s media centre businessto provide various digital media services. The initial business model to deliver these integrated products is known as a triple play model, whereby voice, video and data applications are all delivered over one single access subscriptionconnection. However, this this telecommunications operator driven approach which has been championed by telecommunications operators is rapidly being overtaken by the business models introduced by media companies.

Table of Contents :

1. Synopsis
2. Introduction to triple play serviecs.
2.1 Always-on, affordable high-speed Internet access
2.2 Broadband video and TV
2.3 broadband voice services (VoIP)
3. What went wrong with triple play?
3.1 VoIP and video – hard nuts to crack
3.2 TV camera in front of radio programs
3.3 FASTWEB is leading the charge for change
3.4 The Triple play term mayTERM MAY soon to be forgotten
4. Triple play and beyond
5. Three distinct markets
5.1 Infrastructure market
5.2 Content market
5.3 Appliances and services market
6. Triple play basis for new pricing models
6.1 Lower costs open up access to new models
6.2 Triple play pricing
7. Telcommunications firms and content
7.1 Triple play makes it impossible for telcos to dominate content
7.2 Video services will be delivered by the Internet media companies, not the telcos
7.3 Tele-presence will be the killer app
7.4 Triple play is an access product
7.5 Content providers are fighting back
7.6 Customer service is not what the industry wants to deliver
7.7 Internet companies might take over the telcos
8. Triple play in cable TV
8.1 Digital upgrades
8.2 Global dynamics – cable vs telco
8.3 Role of cable
8.4 The future of infrastructure-based competition
9. Triple play pioneers in Australia
9.1 TransACT
9.2 Optus
9.2.1 Double play from Optus
9.3 Adam Internet
9.4 Soul
9.5 Engin
9.6 Skype and other web apps for a flat fee from Hutchison
10. Triple play in telecoms
10.1 Broadband providers are taking the lead
11. Triple play will deliver transparent bills
12. The ACCC on triple play monopolies
13. The future of triple play
13.1 Media centres in the home
13.2 Separation and integration
14. International benchmarking
15. Related reports
Table 1 – Media advertising expenditure – 2002-2005
Table 2 – Australia – triple play pricing – 2005
Table 3 – Percentage of operators globally offering unlimited nationwide fixed line calls – 2005
Table 4 – Triple play pricing with per-minute call charges – 2005
Table 5 – Double play pricing (voice and data) with per-minute call charges – 2005
Table 6 – Bit caps and corresponding service limits from off-network sources – 2005

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The telcos were the first cab off the rank, once they began to understand what they could do with the Internet. However they became entangled in debating the need for a good broadband infrastructure prior to offering new media services. Also, the telcos lack the necessary media background. Telstra, in particular, remains adamant about its position in this new market. Under its BigPond brand it has made significant investments in the market. However, after the initial spur, the market has quietened down and in 2009 the action was around providing access rather than content. Others covered in this report are: Optus, Internode, Adam Internet, Unwired and TransACT. Non-telcos include: ROO Media, Video Ezy, Of the World TV, VOD and ReelTime (history).

Table of Contents :

1. Synopsis
2. BigPond Media
2.1 Background
2.2 BigPond Movies Downloads
2.3 BigPond Sport
2.4 BigPond TV
3. Telstra’s complex convergence strategy
3.1 Introduction
3.2 Telstra’s original IPTV plan
3.3 Telstra’s partial retreat from IPTV market
3.4 Conflicts of interest remain
4. Internode - BlueBox
5. Adam Internet
6. Unwired screens IP movies
7. TransACT
8. Participation TV from Optus
9. Non telco providers
9.1 ROO Media
9.2 Video Ezy
9.3 Foxtel
9.4 Of The World TV
9.5 VOD Pty Ltd
9.6 VoD from destra and Quikflix
9.7 ReelTime (History)
10. Related reports
Exhibit 1 – Video Ezy – 2008
Exhibit 2 – Proposed ReelTime retail pricing strategy

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