Transcript MOBILE-TV - TKK

MOBILE-TV
Visa Friström
Tapio Haantie
T-109.7510,Research Seminar on
Telecommunications Business
spring 2006
Agenda
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Introduction
Technical background
Mobile-TV services
Mobile-TV pilot case
Business models
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Mobile operators
Network operators
Broadcasters, aggregators, content providers
Handset vendor strategies
Introduction
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World’s most popular entertainment product
goes mobile
Various competing standards
High expectation to be the next killer
application in telecommunication business
Some analytics estimates of 50 million
Mobile-TV users by 2009
Competing Standards part 1
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DVB-T
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DVB-T is the world's most used digital terrestrial television
system
Consumes too much battery
DVB-H
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Latest development from DVB family
ETSI standard
Based on DVB-T technology
 Consumes less battery (time slicing)
 Improves the robustness of the difficult reception
environments with built-in antennas
IP-Datacasting
Competing Standards part 2
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MediaFLO
 Developed by QUALCOMM
 Based on FLO (Forward Link Only) technology
 Currently popular in North America
 Lacking handset vendors support
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T-DMB
 Operates via satellite (S-DMB) or terrestrial (T-DMB)
 DMB is based on Eureka 147 standard, also known as DAB, and
has some similarities with DVB-H
 Narrowband solution
 First ”real” Mobile-TV standard in commercial use (South-Korea )
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Popular in Asia
Some pilots in Europe
Services – DVB-H part 1
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Electronic Service Guide (ESG)
Similar to EPG
Provides list of available services
Streaming Services
Audio/Video
Not usually saved on the end device but is viewed at the same
time as it is broadcasted
Interactive Services
one-way or a two-way return channel for possible interactions
with the content
Data channel provided by the mobile operator (e.g. GPRS)
Possible services
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online shopping
interactive TV-programs
Services – DVB-H part 2
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Non-interactive services
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No return channel
Data is retrieved prior to the usage
Possible services
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News
Tv-Guide information
Software Services
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IPDataCast enables to send application to end
users
Games, music, software update
Mobile-TV pilot program part 1
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DVB-H pilot program in Helsinki, 2005
Parties involved
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Nokia, Elisa, Sonera, Digita,Yle, Mtv3, Nelonen
Nokia provided Nokia 7710 media device
handset
Mobile-TV pilot program part 2
Mobile-TV pilot program part 3
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Results
 41% of pilot participants would be willing to purchase mobile TV
services and half thought that a fixed monthly fee of 10 euros
was a reasonable price to pay.
 According to the pilot results, pilot participants not only wanted to
watch familiar program offerings, but they would also welcome
mobile TV content that is suitable for short and occasional
viewing
 Participants also watched mobile TV at different times than
traditional TV peak hours.
 In general, mobile TV users spent approximately 20 minutes a
day watching mobile TV
 Mobile TV was most popular while traveling on public transport to
relax or to keep up to date with the latest news although it also
proved popular at home for entertainment and complementing
participants’ main TV watching.
Business Models - Mobile
operators
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Chance to create revenues by increasing
their data traffic through the return channels
on interactive services
Possibility to offer e-commerce and billing
services to partners
Make additional use of mass infrastructure for
DVB-H boosters and
Create a new unique program channels that
provide opportunities for brand differentiation.
Business Models – Network
operators
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DVB-H utilizes existing mast and transmit
networks -> increased revenues with fairly
low investment.
Traditional mobile network operators could
start migrating to broadcasting industry
through investing into DVB-H network
Business Models – Broadcasters,
Content Aggregators and Content
Providers
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New peak hours and enlarged audience for
broadcasters
Open door to new business opportunities with
mobile network operators
Broadcasters can produce or buy new mobile
specific content, use the new peak hours to
rerun or advertise and offer unique content
for short viewing periods
Handset Vendor strategies part
1
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Some important strategic elements
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Co-operation between different players in the
early stages
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Tradeoffs in handset design
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DVB-H alliance vs QUALCOMM
Or stay as late mover
screen size vs compact size
Bundling
Handset Vendor strategies part
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Current strategic status of major vendors
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Nokia
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Major supporter of DVB-H – large investments
Involved in various different DVB-H pilot programs
across the globe
First company that has put out clear specs for first
Mobile-TV phone device, N92.
Develops DVB-H networks simultaneously
Siemens
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Not taking part in pilots
Focuses on handheld devices
Handset Vendor strategies part
3
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Samsung
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Supports all the major standards
Recently launched nine different device models for
different standards
More involved in DMB pilot programs
Motorola
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No active participation in pilots
Member in Mobile DTV alliance with Nokia, Intel, TI
and Microsoft
Conclusions
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High expectations from the market to be the next killer
application
 Pilots programs support the expectations
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We have seen this before..
 No one really knows
Questions that still need to be answered
 screen size
 possible copyright fees – e.g. case Gramex
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bad coverage
Are people willing to pay for services that they can get free or
have already paid for?
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Some surveys has given negative results
Questions?