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ITKS540Fall 2008 University of Jyvskyl

ITKS540 Introduction to mobile

technology and business

Jani Kurhinen

Fall 2008

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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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http://software.intel.com/en-us/articles/mobile-tv-opportunities-and-challenges

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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.

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