ucrx sample presentation_weinhardt_v01

University of California Riverside ExtensionUniversity of California Riverside Extension

ENG.....: Next Generation Networks

Module: Mobile Video, TV, Radio, Audio

Section 1: Mobile TV Services

Section 1 of this module presents an overview of the current state of mobile TV services, in particular the various competing (non-cellular) broadcast technologies

- DMB- DVB-H- ISDB-T- FLO

and, on the other side, the cellular technologies - Unicast streaming services over GPRS, EDGE, UMTS- MBMS.

There are also promising combined approaches such as the- combined DVB-H and Cellular platform concept.

The Analyst‘s View on Market Need for Mobile TV“Emerging technologies are making it possible for the wireless industry and its business partners to consider providing mobile TV services that would mirror the profitable (and highly popular) broadcast and subscription services offered to consumers today for their home or office TV sets. These technologies would effectively expand the universe for television by allowing it to become no longer just a stationary activity, but one that lets consumers view while on the go.

System design issues – in particular, decisions surrounding the adoption of unicast versus broadcast distribution models – are expected to have a significant impact on the rate at which a vigorous market for mobile TV services develops. While every proposed distribution technology presents its own unique challenges and trade-offs, several digital broadcast models – based on established open standards – are attracting most of the attention in key wireless markets worldwide. […]

Among consumers, there appear to be few conceptual hurdles to the development of a robust market for live digital TV services delivered to the mobile handset. Importantly, consumers in the Americas, Europe, Japan, Korea and other developed economies already spend a significant amount of time each day enjoying TV programming – in most cases, far more time than they devote to telephony applications. It’s only natural that they’d find it appealing to be able to take their favorite programs with them. […]

In the U.S. market, average revenue per user (ARPU) is slowly eroding among competing cellular service providers as the wireless subscriber penetration rate begins to level. New wireless data services and applications are an essential element of the industry’s efforts to reverse this trend – and few options are more attractive than mobile TV as a way to reduce subscriber churn, attract new subscribers and increase ARPU.”

Source: 3G Americas

Consumer Response to Mobile TV (old 2004 data)

Source: bmco User Survey (Auditorium Test)/Goldmedia GmbH, July 2004.

Opportunities in the Wireless Value Chain (1)

Mobile network operators Offers the opportunity to increase average revenue per user (ARPU) through retailing of broadcast TV services and provision of cellular network-based interactive services such as televoting, chatting and driving traffi c to mobile TV-related websites Offering a high-quality, interactive mobile TV experience could help to improve customer loyalty

Broadcasters and content providers Presents an opportunity to gain new revenues by delivering existing and mobile-specific content to a new audience of mobile viewers watching at new prime times Offers the possibility to generate additional revenues from shares of subscription fees, interactive services, and advertising revenues by driving new audience relationships

Broadcast network operators Maximize the opportunities of digital broadcasting with existing network infrastructures (e.g., in the case of DVB-H vs. DVB-T) Could act as intermediaries between different service providers, independently managing the mobile TV broadvast network

Opportunities in the Wireless Value Chain (2)

Source: NOKIA

The Competing Mobile TV Technologies

Source: NOKIA, Informa

Mobile Broadcast Distribution Technologies: DMB (1)

DMB – Digital Multimedia Broadcasting: This is an extension of the DAB (Digital Audio Broadcasting) standard which was started in some European countries (Germany and others) without success.

The government of South Korea has invested heavily to extend the audio-only technology to enable multimedia broadcast (now called DMB), and it appears likely that South Korea will adopt this standard, in both a Satellite (S-DMB) and Terrestrial (T-DMB) version. Recently, a technical trial of the DMB standard was conducted by Germany’s T-Systems in preparation for the World Cup 2006.

Based on European standards originally developed for digital audio broadcasting, the two versions of DMB have been allocated certain TV channel frequencies by the Korean government (VHF channels 7 through 13 for T-DMB; and 39 channels in the 50 MHz range for S-DMB). The main advantage of T-DMB is expected to be an attractive price-point -- as an advertising-supported service, consumers will be able to access programs for little or no cost.

However, the T-DMB technology has reception, coverage and content issues -- currently, its range is limited to an area the size of a large city, and reception in-building or underground cannot be guaranteed. In addition, the service would be able to handle only a relatively small number of channels.

Mobile Broadcast Distribution Technologies: DMB (2)

The satellite version, S-DMB, is being developed in Korea as a subscription-based service. Coverage will be available nationwide, for an offering that includes 11 video, 25 audio and 3 data channels. While handsets will be equipped to receive satellite signals directly, the S-DMB network will require enhancements such as S-band power controls and gap-fillers, to ensure reception in-building and underground.

Handset cost and battery life-cycle are expected to be the technical issues that have the greatest impact on user acceptance of DMB services in Korea. In other nations, the allocation of TV frequencies could represent significant technical and political hurdles.

Source: SK Telekom

Mobile Broadcast Distribution Technologies: DVB-H (1)

DVB-H – Digital Video Broadcast-Handheld: an extension of the DVB-T (Terrestrial) standard now being used for digital service to TV sets in Europe. Programming is fed from satellites to transmission towers, and then distributed to receiving devices. It’s designed to accommodate the unique reception requirements imposed by mobile users and the limits of an antenna embedded in the handset environment.

A distribution system based on the existing DVB-T standard would enjoy the benefits of proven performance: DVB-based systems are already in wide use throughout Europe, making it possible to draw on existing standards and operational knowledge to deploy new mobile systems quickly. Trial DVB-H systems are operating in Europe and the United States today.

Source: Newtec Source: NOKIA

Mobile Broadcast Distribution Technologies: DVB-H (2)DVB-H benefits include: Spectrally compatible with DVB-T networks, allowing shared use of the DVB frequency bands – with no impact on the performance of cellular bands. In Europe, these extend from 470-862 MHz. In the U.S., the band 1670-1675 MHz has been proposed for use with DVB-H, while bands in the lower and upper 700 MHz ranges also could be used. DVB-H can share a multiplex with DVB-T services, allowing service providers to use a digital broadcast infrastructure for both fixed and mobile TV services. The tower-based network design allows service providers to address a variety of usage situations (outdoor or indoor; pedestrian or moving vehicle; etc.) The cellular network and the broadcast network can share the same core infrastructure. IPDC format allows for the transmission of encrypted data. Cellular networks can be used to handle subscriber administration details, such as billing, payment, user polling, order entry, etc.

One potential drawback to the DVB-H network design is its reliance on a time-slicing methodology to reduce power requirements in the handset. While time-slicing provides significant power savings, it can have an impact on the viewing experience – causing a noticeable delay in signal acquisition when the user switches from channel to channel.

Source: Unique Broadband Systems Ltd.

Mobile Broadcast Distribution Technologies: ISDB-T

ISDB-T – Integrated Services Digital Broadcasting-Terrestrial: a satellite-to-tower system similar to DVB-T, today used in Japan to provide digital service to TV sets and handheld mobile units. It has a bandwidth of 5.6MHz with 13 channels embedded.

Source: Panasonic

Mobile Broadcast Distribution Technologies: MBMS (1)

MBMS – Multimedia Broadcast Service: uses the 3G pipe to send streaming video and audio to subscribers via 3G cellular networks. There are 2 modes: broadcast, and multicast. However, many design issues remain in order to provide multicast service. Overlaying MBMS to 3G networks will impact the network capacity for individualized voice and data (for which the networks were originally designed – and which many operators have invested large sums of money to acquire.)

Typical MBMS Session (Source: Ericsson)

Mobile Broadcast Distribution Technologies: MBMS (2)Mobile TV service without MBMS support. Ten users are watching three different channels (red, green and blue). Each user requires a separate unicast streaming connection to the server. Server, network and cell load increase with the increasing numbers of users.

Mobile TV service with MBMS support. Same scenario as in Figure 2, but now with MBMS support. The server delivers just three streams (one stream per channel) to the MBMS BMSC. Radio resources in the bottom cell need only be allocated for three parallel broadcasts instead of for six separate unicast transmissions. Server, network and cell load are thus independent of total number of users.

Source: Ericsson

Mobile Broadcast Distribution Technologies: MBMS (3)With under-utilised 3G networks, several mobile operators are offering streamed TV and video content at highly attractive prices. However, video streaming generates substantial network traffic and basic 3G networks have limited capacity to support this. Broadcasting technology will be essential to support the full range of mobile TV and video usage scenarios, such as extended periods of viewing by the mass market or peaks in demand created by major news stories. If mobile TV and video services are successful, these services could face capacity constraints on 3G networks as soon as 2007. Most discussion of mobile broadcasting technology revolves around dedicated networks, such as DVB-H, DMB and MediaFlo. However, these have a number of disadvantages for mobile operators, including lack of licensed spectrum, the significant cost of building a new network and a potential loss of control over mobile TV services. For example, in the UK, the industry regulator Ofcom has indicated that spectrum may not be available for DVB-H before 2012.

In the short term, 3G itself could provide the most attractive broadcasting solution for mobile operators, using the little-known 3G MBMS standard, which could be available from 2007. MBMS, which requires relatively small changes to the underlying 3G standard, enables broadcasting to any number of MBMS-capable handsets within a 3G network. With MBMS, rather than a dedicated point-to-point connection to every handset, just a single broadcast channel is needed in each cell. Switching to MBMS can have a substantial impact on network capacity, as illustrated in Figure 1, which shows the network capacity consumed by a potential 3G service mix including TV and video, with and without MBMS. (The scenario modelled in Figure 1 assumes 75% penetration of mobile TV and video services in the 3G user base and average daily video usage of 20 minutes per service user).

3G network capacity consumption, with and without MBMS video broadcasting channel (Source: Analysis Reserach)

A major benefit of MBMS is that it is built into an existing 3G network and achieves the same level of coverage without additional spectrum, licensing or base-station construction. A further benefit of MBMS is that it could give mobile operators stronger control of the mobile TV and video market than they would have if they used alternatives, such as DVB-H, which are likely to be more heavily influenced by broadcasters. However, MBMS does require operators to set aside capacity that could otherwise be used for conventional voice or data services. Hence it can only be justified if mobile operators can attract mainstream audiences to a small number of broadcasting channels.

Mobile Broadcast Distribution Technologies: FLO

FLO (Forward Link Only): a Qualcomm-proposed technology and network that uses a limited number of high-power transmission towers. In one of its operation modes, the technology provides network-scheduled delivery of multimedia content over the network during off-peak hours. The content is then stored on the handset for future viewing.

Source: Qualcomm

Mobile Broadcast Distribution Technologies: IPDC

IPDC – Internet Protocol Datacasting: an IP-based service used to deliver audio, video, data and graphics via virtually any type of broadband pipes. When the data/playload is TV content, it is also called IPTV. Both DVB-H and MBMS are a form of IPDC. Using IPCD, data can be multi-casted simultaneously to a large number of subscribers uni-directionally. Since the transmission of data is through the IP pipes, this scheme could take advantage of the emerging IP-centric interfaces such as WiMAX (806.16x), and WiFi (802.11x).

Source: NOKIA

Comparison of Different Broadcast Standards

Source: 3G Americas

Broadcast Mobile TV (U.S., Europe, Korea, Japan)

Source: 3G Americas

Mobile TV Trials and Launches (1)

Source: 3G Americas

Mobile TV Trials and Launches (2)Some examples out of more then 50 commercial mobile TV services:

Sprint (USA) provides 20 TV channels for 10 USD per month. CNBC (USA) offers live news at 15 Euro per month or 3 Euro per day (EMEA region). Over 90 % of Korea Telecoms 3G revenues come from video-on-demand and broadcasting services. Vodafone Germany offers 15 channels as part of Vodafone Live! Orange France offers 42 channels. Orange UK offers 9 channels at £10 per month for up to 20 hours watching.

The Ericsson Consumer Lab survey, asking more than 14.000 people around the world, found that people are most interested in is docusoaps such as Big Brother, news and music. The major usage situation for Mobile TV is to fill time and stay up to date.

Mobile TV builds on existing behaviors and the competitive edge of the mobile as a TV channel is that it allows for personalized and tailor made content, on-demand and time-limited, also allowing for check-in on real TV.

Source: Ericsson

Combining DVB-H broadcast with cellular network (1)

Source: NOKIA

By integrating the one-to-many broadcasting of DVB-H technology with an interactive return channel provided by the mobile network operator, it is possible to give viewers the opportunity to interact with mobile TV programs. Interactive services such as program-related websites can also be provided to mobile TV viewers via 3G cellular network links. A mobile broadcasting system also links with mobile network operators’ billing systems and Broadcast Account Managers, allowing services such as pay TV and Internet shopping to be offered. As a core part of a mobile broadcasting system, the Electronic Service Guide (ESG) includes information on TV programs and interactive elements such as voting.

Two interactivity concepts have been proposed:

1. Voting

1. Browsing


Source: NOKIA

Argument for the DVB-H / Cellular Network combined delivery platform: DVB-H is an efficient one-to-many delivery model. This makes it a much more cost-effective way to deliver TV content to mobile devices than one-to-one methods such as streaming content over cellular networks, memory cards and wireless local-area networks. Below is a sample interactive voting service technical architecture:


Source: NOKIA


Source: NOKIA

The benefits of a combined DVB-H and cellular platform include:

High-quality pictures and audio Energy-saving handset: Time-slicing based power-saving system: receiver is only ‘on’ around 10% of the time. Electronic Service Guide (ESG) Enables simultaneous broadcast of more than 50 channels and interactive TV programs over a Single Frequency Network Automatic discovery of DVB-H service frequencies and background updateable ESG IP connected Multimedia Computers enable viewers to interact with live broadcast TV as an integrated user experience. Seamless switching between transmitters when moving between broadcast cells. Digital Rights Management (DRM) solutions (OMA DRM2.0) for access rights, enabling pay-TV DRM enables content providers to make efficient use of digital delivery platforms, and allows content owners to decide which rights to give to content users 18 Crypt: a service protection solution that protects content while it is delivered to mobile devices via DVB-H. Ensures that only authorized terminals can access pay-TV type services; 18 Crypt improves the user experience by enabling clear-to-air, free-to-air, pay-per-view and monthly subscription services with free preview.

ucrx sample presentation_weinhardt_v01

Technology

mobile tv services section

mobile tv old

tv programming

mobile tvrelated websites

mobile video

mobile handset

live digital tv services

mobile network operators