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ITKS540Fall 2008 University of Jyvskyl
ITKS540 Introduction to mobile
technology and business
Jani Kurhinen
Fall 2008
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ITKS540Fall 2008 University of Jyvskyl
Mobile digital television
Fixed location television broadcast isalready digitalized.
Television is the only major media stillmissing from mobile terminals.
Mobile television is the next logical step.
It provides possibilities to enrich viewer
experience. Not for replacing, but to support fixed
television.
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ITKS540Fall 2008 University of Jyvskyl
Mobile digital television
EU requires a common strategy for mobileTV in Europe.
Economical, legislative and technical
understanding.
Several pilots in different parts of theworld.
Increasing number of running services. A few technologies exists.
Broadcast and unicast.
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ITKS540Fall 2008 University of Jyvskyl
Mobile television users
Currently the users are not average
people.
Technology-oriented, young generation. Anytime-anywhere information access is a
natural service.
TV is just another information channel.
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ITKS540Fall 2008 University of Jyvskyl
Mobile television users
User behavior differs from fixed TV.
Shorter watching periods.
Selected content. Helps killing time.
Or exploits waiting time.
In some cases mobile terminals turn TV to a
personal service. In-home mobility.
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ITKS540Fall 2008 University of Jyvskyl
Mobile television users
Users expects new type of content.
Existing content is also required, but is not
enough.
Content and presentation are crucial
elements.
Time critical services.
Location related services.
Entertainment, news,
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ITKS540Fall 2008 University of Jyvskyl
Mobile television users
Mobile handset is an interactive device.
Note: Mobile TV != Mobile multimedia.
User studies have shown that TV still has aspecial status.
It is somehow different from web-based
multimedia.
Probably because mobile TV is not yet part of oureveryday life.
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ITKS540Fall 2008 University of Jyvskyl
Mobile television business
opportunities Mobile phone penetration already high in
the Western countries.
Numbers are increasing fast elsewhere. Mobile television has been expected to
rise already many times.
Not yet Terminal/service availability, pricing, content.
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ITKS540Fall 2008 University of Jyvskyl
Mobile television business
opportunities EU prediction: in 2011 500 million users
globally.
Gartner: in 2010 360 million users. Asian countries developing fast.
Attitudes towards new technology open
minded.
Adoption of mobile television at the same time
than mobile telephony.
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ITKS540Fall 2008 University of Jyvskyl
Mobile TV pilot in Helsinki
The world's first commercial mobile TV
pilot
The pilot was conducted between March andJune 2005 with 500 users accessing mobile
TV using DVB-H technology.
Mobile TV users spent approximately 20
minutes a day watching mobile TV More active users watched between 30 to 40
minutes per session.
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ITKS540Fall 2008 University of Jyvskyl
Mobile TV pilot in Helsinki
Participants wanted to watch familiar
program offerings
They would also welcome mobile TV contentthat is suitable for short and occasional
viewing.
Participants watched mobile TV at
different times than traditional TV peakhours.
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ITKS540Fall 2008 University of Jyvskyl
Mobile TV pilot in Helsinki
Mobile TV was most popular
while traveling on public transport to relax or
to keep up to date with the latest news. Also proved popular at home for
entertainment and complementing
participants' main TV watching.
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ITKS540Fall 2008 University of Jyvskyl
Mobile TV pilot in Helsinki
41% willing to pay for the service.
Pilot members were charged a monthly fee of
4.90
Half of those that took part thought 10 per
month was a reasonable price to pay.
Users preferred a fixed pricing model
Many were also interested in a pay-per-viewmodel
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ITKS540Fall 2008 University of Jyvskyl
Requirements for quality
Transmission bandwidth, frame rate andresolution set the basic technicalparameters.
Technical quality does not directly reflect toexperienced quality.
Human physiology sets anotherrequirements.
Not too close, but still close enough. Pixel size must be relative to less than half meter
watching distance.
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ITKS540Fall 2008 University of Jyvskyl
Requirements for quality
Conflict in user requirements:
Devices should be small and light.
Bigger screen is more approachable andeasier to remember.
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ITKS540Fall 2008 University of Jyvskyl
Quality of experience
How does a user see, hear and feel the
service?
QoE correlates strongly on acceptance oftechnology.
Ear is a sensitive organ.
Monitors even small changes in audio signal.
25 pictures/sec is enough to create illusion
of moving pictures.
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ITKS540Fall 2008 University of Jyvskyl
Quality of experience
Quality parameters:
Sharpness of the picture
Naturality of the picture Smoothness in motion, colors
Video/audio synchronization
Clearness of audio
More important than video quality in many cases.
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ITKS540Fall 2008 University of Jyvskyl
Quality of experience
QoE studies: QoE requirements are relative to content.
Subtitles set a limit for video.
Video Audio
Sport X
Entertainment X X
News X
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ITKS540Fall 2008 University of Jyvskyl
Quality of experience
QoE studies:
With small screens resolution affects more
than with bigger ones.
Slower frame rate does not necessary
weaken QoE if other parameters are fine.
Users accept different problems with
narrowband and broadband technology. Requires that the user understand the meaning of
a transmission technology.
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ITKS540Fall 2008 University of Jyvskyl
Mobile TV technologies
Broadcast or unicast?
Transmission method depends on several
user-related parameters. Scheduled vs. on-demand
Communication cost
Additional technology requirement
Transmission range, off-line
Quality
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Mobile TV technologies
DVB-H is the major broadcast technology.
DVB-H is part of the DVB-T standard that is
currently used to deliver terrestrial digital
television content
It benefits from existing DVB-T infrastructure
components
Reduces initial investments
DMB and MediaFLO are other competing
technologies.
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Mobile TV technologies
http://software.intel.com/en-us/articles/mobile-tv-opportunities-and-challenges
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Mobile TV technologies
Unicasting over cellular data network.
Smaller bandwidth, poorer quality.
Existing infrastructure. Transmission and receiving!
Point-to-point connections in practice the
only solution. Some other technologies exists, but are
irrelevant globally.