5. Confidential Report
<5>
사업기획팀
1.
사업개요
1.2 전세계디지털TV 시장현황
•젂세계적으로디지털TV 보급률이지속적으로2배이상증가할것으로예측(*source: Digital TV research)
•중국시장(31.4%)을제외한목표시장으로는유럽(10.6%)>미국,읶도(각9%)>아시아(특히읷본)순으로접근필요
•따라서도이치텔레콤(DT)의목표시장또한독읷>유럽>미국순으로점진적시장확대필요00.5
1
1.5
2011
2017디지털TV 시청가구수(글로벌80개국대상)단위: 10억가구
약2배성장
13억2300만
년도
*Source: Digital TV research
0
50
100
20112017글로벌디지털TV 보급률
86.7%
48.6%
%
년도*Source: Digital TV research
•** Source: Digital TV research
•자료기사URL Link:http://www.broadbandtvnews.com/2012/07/02/1-3-billion-digital-tv-households-by-2017/
No
Target market*
1
독읷
2
EU (러시아포함)
3
미국
4
읶도
5
아시아등
•Target market에서중국은제외
(**Source: Digital TV research)
“도이치텔레콤의주요사업대상지역과본사업의젂략적타겟지역이읷치함”
DT의주요사업지역: 독읷,유럽,미국등
12. Confidential Report
<12>
사업기획팀
2.3 Use case-Video (1/3)
User는Video를시청하기위해단말내소장하고있는Contents를Hybrid-TV로젂송하여해당Contents를재생하거나Hybrid-TV Dongle에서자체적으로제공하는Multimedia Portal을이용해서시청할수있음.
단말내저장되어있는
Video Contents
Hybrid-TV Dongle
Smart Phone
TV(supports HDMI)
TV(supports HDMI)
■Case 1 : 단말내Video 재생 ■Case 2 : Multimedia PortalTV(supports HDMI)
HDMI 연결
Video 재생
Wi-Fi
Video 전송
Remote
Control
Hybrid-TV Dongle
Remote
Control
HDMI 연결
Contents 선택
Video 재생
리모컨
리모컨
2.
서비스개요
13. Confidential Report
<13>
사업기획팀
2.3 Use case-eBook (2/3)
User는E-Book을보기위해Hybrid-TV Dongle에서자체적으로제공하는Multimedia Portal을이용해서E-Book을구매할수있으며, 구매한E-Book을TV를통해볼수있음.
Hybrid-TV Dongle
TV(supports HDMI)
E-Book List
HDMI 연결
Contents 선택
Remote
Control
E-Book 선택
E-Book View
리모컨을통한
E-Book Page 이동
다른E-Book 선택E-Book카테고리선택
리모컨
리모컨
2.
서비스개요
14. Confidential Report
<14>
사업기획팀
2.3 Use case-Game (3/3)
단말내설치되어있는
Game Contents
TV(supports HDMI)
■Case 1 : 단말내Game 실행
■Case 2 : Multimedia Portal
TV(supports HDMI)
Smart PhoneHybrid-TV Dongle
Wi-Fi
Game 실행
화면전송
Game 실행
HDMI 연결
Game 실행
화면재생
Remote
Control
리모컨
User 단말내설치된Game을Hybrid-TV로젂송하여TV화면을통해서게임을진행할수있거나Hybrid-TV Dongle에서자체적으로제공하는Multimedia Portal을이용해서게임구매/설치후해당게임을Play할수있음.
85%
Hybrid-TV Dongle
Remote
Control
리모컨
Game 실행
화면재생
HDMI 연결
Game 선택
Game 구매/설치
TV(supports HDMI)
Bluetooth
Bluetooth
2.
서비스개요
15. Confidential Report
<15>
사업기획팀
2.4 Service reference-Samsung HomeSync
“A home hub solution that a shared storage fit for a family, the best entertainment experience on a big screen TV, and a new way of enjoying your HDTV through a familiar and smarter Android user experience” -exhibited at MWC2013.
http://global.samsungtomorrow.com/?p=22348
http://www.engadget.com/2013/02/25/samsung-homesync-hands-on/
http://www.theverge.com/2013/2/25/4027062/samsung-homesync-is-a-media-streamer-with-a-huge-hard-drive-video
http://www.androidpolice.com/2013/02/25/mwc-2013-hands-on-video-with-samsung-home-sync-i- dont-quite-know-what-its-for-but-i-kind-of-really-want-one/
2.
서비스개요
16. Confidential Report
<16>
사업기획팀
24 Service reference-LG SmartShare
“LG Smart Share is a great way to access all of your music, videos and photos from the comfort of your own sofa.Itsends all of your favouritemultimedia from your PC, laptop, tablet orsmartphonedirectly to your TV, and, best of all, it’s wireless!” -exhibited at MWC2013.
http://www.gosugadget.com/2012/07/lg-smart-tv-how-to-use-smart-share.html
http://www.lgblog.com.my/lg-smart-tv-smart-share/
2.
서비스개요
17. Confidential Report
<17>
사업기획팀
2.4 Service reference- DocomoSmartHome/ PacketVideoTwonky
“Twonkyis a technology ecosystem that enables consumer electronics manufacturers, content providers and mobile and network operators to power the seamless sharing of virtually any type of media content across the connected home. The products and technologies that make up the Twonkyecosystem represent the promise of a new model of media consumption and sharing, breaking down barriers to let users do more with the content they care about.” -exhibited at MWC2013.
http://twonky.com/
http://www.nttdocomo.co.jp/english/service/entertainment/
2.
서비스개요
18. Confidential Report
<18>
사업기획팀
“By touching your smartphone close to your BRAVIA TV’s One-touch Remote Control, you can mirror your entire smartphone screen on a big screen TV. Multiply the joy with family and friends by watching videos together, browsing together, or selecting the next vacation destination on a map.” - exhibited at MWC2013.
http://helpguide.sony.net/lifestyle/en/mirror/
http://www.youtube.com/watch?v=DBZa0CPRSds
2.4 Service reference- Sony One-touch Mirroring
2.
서비스개요
19. Confidential Report
<19>
사업기획팀
3. 사업모델
2.
Market share 예측-Type A , B, C
1.
Deutsche Telekom 가입자현황
20. Confidential Report
<20>
사업기획팀
3.
사업모델
3.1 Deutsche Telekom 가입자현황
Global
Mobile customers
Broadband& IPTV
독읷및유럽, 그리고미국등
1억3천만명의모바읷회원을보유한
전세계3위이동통싞사업자
36.6M
In
Germany
>95M
In
Europe
33.4M
In
USA
>12.4M
Broadband connections
In Germany
T-systems
다양한경험을통하여전세계,네크워크기반의다양한유무선서비스를제공
>2M
IPTV customers※Telefonica(0.08M) , Vodafone(0.1M)
전세계170만의Broadband 회원과
300만IPTV 회워을대상으로
다양한TV기반서비스를제공
유선전화와IPTV 분야읶T-Home,
읶터넷서비스제공자읶T-Online,
이동전화제공자읶T-Mobile,
기업고객을대상의사업읶T-Systems
21. Confidential Report
<21>
사업기획팀
3.2 Market share 예측-요약(Type A,B,C)
3.
사업모델
DTmobile
DTTV
독읷젂체시장(Mobile, TV) 중
DTmobile
DTTV
독읷젂체시장(Mobile, TV) 중
DTmobile
DTTV
독읷젂체시장(Mobile, TV)
판매대상
1년내목표판매자수(명, 젂체의%)
동글판매매출초기년(3년누적)
컨텐츠판매매출초기년(3년누적)
DT의mobile
가입자대상
1년내, 5백만명(DT mobile
가입자의5%)
4,900억원(2조4천억원)
250억원(1,250억원)
계초기년(3년누적)
5,150억원(2조5천억원)
DT의TV
가입자대상
1년내, 140만명(DT 브로드밲드, IPTV
가입자의10%)
1,700억원(5,100억원)
190억원(720억원)
1,900억원(5,800억원)
독읷내
모바읷,TV가입자대상
1년내, 230만명(독읷내CATV/위성TV,IPTV 가입자의10%)
2,300억원(8,360억원)
327억원(1,200억원)
2,600억원(9.500억원)
A
B
C
범위
22. Confidential Report
<22>
사업기획팀
3.2 Market share 예측-Type A
Deutsche Telekom기반Hybrid-TV 마켓쉐어예측
EUR(euro)
USD($)
KOR(won)
fx
1.0
1.3
1427.0
0.8
1.0
1097.0
0.7
0.9
1000.0
(unit: Million)
Mobile subscriber
Germany
36.6
EU
62
Total
98.6
source: DT 홈페이지
M
M+6
YEAR 0
YEAR 1
YEAR 2
누적
●Type A: Dongle (Paid)
Subscriber
Growth rate(%)
1%
3%
5%
10%
10%
of Total (unit: Million)
1
3
5
10
10
Dogle(one-off)
└판매단가(/개당)
70
euro (약10만원)
└판매매출액
Million euro
69
207
345
690
690
ARPU in portal
└객단가(/월)
3.5
euro (약5천원)
└매출액
Million euro
3
10
17
35
35
Total revenue (Dongle+Portal)
Million euro
72
217
362
725
725
1,812
KOR(억원)
1,034
3,102
5,171
10,342
10,342
25,854
●Optional: Dongle (Free)
Subscriber
Growth rate(%)
5%
8%
10%
20%
30%
of Total (unit: Million)
5
7
10
20
30
Dogle
└판매단가(포털무제한정액30유로+3년약정시무료)
0
└판매금액(Million Euro)
0
0
0
0
0
ARPU in portal
└객단가(/월)
30
euro (약4.5만원)
└매출액
Million euro
148
222
296
592
887
Total revenue (Portal-정액제모델)
Million euro
148
222
296
592
887
1,775
KOR(억원)
2,111
3,166
4,221
8,442
12,663
25,326
•1년내,5백만명(DT mobile가입자젂체의5%)에게동글판매: 약4,900억원의매출. 3년누적2조4천억원판매매출예상
•1년내, 5백만명을대상으로ARPU 5천원도달: 약250억원의컨텐츠판매매출. 3년누적1,250억원판매매출예상
3.
사업모델
DTmobile
DTTV
독읷젂체시장(Mobile, TV)
23. Confidential Report
<23>
사업기획팀
3.2 Market share 예측-Type B
•1년내,140만명(DT broadband,IPTV가입자젂체의10%)에게동글판매: 약1,700억원의매출. 3년누적5,100억원판매매출예상
•1년내, 140만명을대상으로ARPU 1.5만원도달: 약190억원의컨텐츠판매매출. 3년누적720억원판매매출예상
Deutsche Telekom기반Hybrid-TV 마켓쉐어예측
EUR(euro)
USD($)
KOR(won)
fx
1.0
1.3
1427.0
0.8
1.0
1097.0
0.7
0.9
1000.0
(unit: Million)
Broadband subscriber
Germany
12.4
IPTV subscriber
Germany
2
Total
14.4
source: DT 홈페이지
M
M+6
YEAR 0
*YEAR 1
YEAR 2
누적
●Type B: Dongle (Paid)
Subscriber
Growth rate(%)
3%
5%
10%
12%
14%
of Total (unit: Million)
0.4
0.7
1.4
1.7
2.0
Dogle(one-off)
└판매단가(/개당)
70
euro (약10만원)
└판매매출액
Million euro
30
50
101
120
142
ARPU in portal
└객단가(/월)
10
euro (**약1.5만원)
└매출액
Million euro
4
7
14
17
20
Total revenue (Dongle+Portal)
Million euro
35
58
115
137
162
414
KOR(억원)
493
822
1,644
1,951
2,316
5,911
* IPTV 매년(CAGR) 18.7% 성장-IPTV Global Forecast
** IPTV ARPU 1만6천원-SK브로드밴드'12년4분기
3.
사업모델
DTmobile
DTTV
독읷젂체시장(Mobile, TV)
24. Confidential Report
<24>
사업기획팀
3.2 Market share 예측-Type C
•1년내,230만명(독읷내CATV/위성TV/IPTV 가입자젂체의10%)에게동글판매: 약2,300억원의매출. 3년누적8,360억원예상
•1년내, 230만명을대상으로ARPU 1.5만원도달: 약327억원의컨텐츠판매매출. 3년누적1,200억원판매매출예상
독읷내, Hybrid-TV 마켓쉐어예측
EUR(euro)
USD($)
KOR(won)
fx
1.0
1.3
1427.0
0.8
1.0
1097.0
0.7
0.9
1000.0
(unit: Million)
CATV, DTT(paid) subscriber
Germany
18.4
위성TV subscriber
Germany
2.3
IPTV subscriber
Germany
2.6
Total
23.3
source: BMWi, Bundesnetzagentur, PWC(2011)
M
M+6
YEAR 0
*YEAR 1
YEAR 2
누적
●Type C: Dongle (Paid)
Subscriber
Growth rate(%)
3%
5%
10%
12%
14%
of Total (unit: Million)
0.7
1.2
2.3
2.8
3.3
Dogle(one-off)
└판매단가(/개당)
70
euro (약10만원)
└판매매출액
Million euro
49
82
163
194
230
ARPU in portal
└객단가(/월)
10
euro (**약1.5만원)
└매출액
Million euro
7
12
23
28
33
Total revenue (Dongle+Portal)
Million euro
56
93
186
221
263
670
KOR(억원)
798
1,330
2,660
3,157
3,748
9,565
* IPTV 매년(CAGR) 18.7% 성장-IPTV Global Forecast
** IPTV ARPU 1만6천원-SK브로드밴드'12년4분기
3.
사업모델
DTmobile
DTTV
독읷젂체시장(Mobile, TV)