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Business Model of Mobile TV

Business Model of Mobile TV

and Its Key Success Factors

and Its Key Success Factors

Mu-Piao Shih, Vice President

Chunghwa Telecom Mobile Business Group

November 26, 2008

(2)

2

G1, Touch Diamond and iPhone 3G

(3)

3

They All Support HSPA

NetBook

(4)

4

(5)

Contents

Overview of Mobile TV Solution

Sample of Global Mobile TV Operators

Mobile Operator’s Opportunities in the

Developing Mobile TV Market

New Business Model on New Mobile Media

Taiwan Experience on Mobile TV

Key Success Factors

(6)

Overview of Mobile TV Solution

Technology Major Market

Standard Group Industrial players

Comparisons

DVB-H

Europe, Asia,

North America,

Australia…

DVB

OMA

Nokia, BenQ-Siemens,

Motorola, Samsung,

LG, Alcatel…etc.

IP based; 90% power saving design; either

use independent MUX, or be constructed

based on existing DVB-T network

T-DMB

South Korea

DAB

LG, Samsung

some proprietary; bit rate 1.5Mbps, non-IP

based; external antenna; less power saving;

be constructed based on existing DAB

network

S-DMB

South Korea,

Japan

DAB

LG, Samsung, Alcatel

some proprietary; non-IP based, big antenna;

power saving; satellite transmission with

terrestrial repeaters

MediaFLO

North America

Qualcomm

Qualcomm & CDMA

manufacturers

Proprietary; non-IP based; bandwidth

efficiency

ISDB-T

Japan only

proprietary

MBMS

3G service

regions

3GPP, 3GPP2

Most 3G manufacturer

Bit rate 345kbps~2Mbps, IP based; based on

3G network; standardization still in progress

IPTV over

WiMAX

WiMAX service

regions

(7)

* Source: “Unlimited Mobile TV for the Mass Market”, Alcatel Strategy White Paper

(8)

Country Regulator Launch Tech. Channel Freq. Owner Biz Model

Tariff # Sub.

Italy Agcom 2005/11 DVB-H 21~56 H3G/Mediaset B2B/ B2C

19/m 600K

Germany BNetzA 2007/10 DVB-H 39 Media Broadcast

B2B ---

---France CSA 2008/12 DVB-H UHF N/A FTA FTA

---Netherlands Agentschap 2008/6 DVB-H 25~44 Digiteenne B2B9.95/m

---Austria Komm Austria 2008/5 DVB-H 36,37,47 Media Broadcast B2B FTA, 6/m ---Swiss ComCom 2008/5 DVB-H 23,34,36, 40 Swisscom B2C 16 CHF/m

---USA FCC 2007/3 MediaFLO 55 Qualcomm B2B US15/m

Korea MIC MIC 2005/12 2005/5 T-DMB S-DMB BandIII L-Band KBS,MBC,SB S TU Media FTA B2C FTA 7000W/m 7.8M 1.4M

Japan 2003/12 ISDB-T 13~62 NHK FTA FTA 20M

Taiwan NCC >2009 DVB-H 35~50 ??? ??? ??? ???

(9)

Mobile Operator’s Opportunities

Advantages of Mobile

Coverage

Customer base

CRM

Billing

Solid Business Base

Advantages

of Broadcast

Plenty of Contents

Broadcast Bandwidth

Entertainment Experience

Technology Innovation

Reduce Risk and Cost

New Market

Innovation

ComplementaryBetter ArchitectureCulture Difference Legal Issues

(10)

The Attractiveness of Mobile TV Handset

您想擁有超級手機嗎? 太棒了,我很想 要! 94.1% 我要再考慮 5.9% samples868

Up to 94.1% people in Taiwan who are asked want to

have a mobile TV handset

From the survey data,

we

did the crossing analysis

from the factors of age, sex, education and income,

and found they are no differences

I ‘d like to have a mobile TV handset

I will think about it later on

(11)

Traditional Operation Model

Homemade Programs Bought Programs Ads In te gr a te d C on te n t C ha n ne l L ic e n se d B ro a d ca ste r

Content Integration

Customer Service

Channels

Broadcasting Systems

Homemade Programs Bought Programs Ads In te g ra te d C on te n t C ha n ne l

Revenue from Ads

L ic e n se d B ro a d ca ste r

(12)

New Media Operation Model

DMB

DVB-H

Media-FLO

BGC

UGC

Ad

N

ew

M

ed

ia

G

ro

u

p

Other CPs

Lic

en

se

d B

ro

ad

ca

ste

r

Jointing the Content

Creation

Mobile Distribution Channels

Bundling with Mobile Services

Partnership with

Broadcaster

(13)

Content

Creator

Content

Aggregator

CA/DRM

Platform

Operation

Service

Management

Broadcast

Network

Channel

(Service and

Terminal)

User

Billing,

Customer Care

VAS Platform GPRS/UMTS

Mobile Operator

Mobile Operator Independent Channel

DVB-H

MediaFLO

DMB

TV company,

Cable TV,

others

Discovery,

Disney

Value Chain of Mobile TV Business

Mobile TV Provider

(14)

Mobile TV Business Model 1

Mobile Operator

CP, CA,

TV Company

CP/CA

Core Network

Base Station

Terrestrial

Transmission Network

Dual-Band

Dual-Mode

Terminal

Terminal

Vendor

Broadcast Operator

Advertiser

(15)

Broadcaster/

Content

Provider

ISP/Content

Aggregator

Mobile

Operator

Mobile

Network

Dual-Band

Dual-Mode

Terminal

Broadcast

Network

Managed by Mobile Operator, TV Company as a CP

(16)

Broadcast Operator

Mobile Operator

Core Network

Base Station

Terrestrial

Transmission Network

Dual-Band

Dual-Mode

Terminal

CP/CA

Managed by TV Broadcaster with Returned Path from Mobile Operator

(17)

Broadcast Operator

Terrestrial

Transmission Network

Mobile TV

Service

Provider

CP/CA

Mobile Operator

Core

Network

Base

Station

Dual-Band

Dual-Mode

Terminal

Managed

by

Mobile TV Service Provider

in Cooperation with TV and Mobile Operator

(18)

The Role of Mobile Operator

Return Path for Interactive

Services

Authentication,

Authorization and Billing

Existing Customer Base

CRM

(19)

Taiwan Experience on Mobile TV(1/2)

Started “Handheld TV Experimental Plan” from

January 2007

Total 5 Teams Formed

North Region

PTS, CTV, TTV

(MediaFLO)

South Region

CTS, CHWBN

Experiments Ended 12/2007~6/2008

CHT Join Two Teams

PTS, CTV

CHT supports the return path via 3G/2.5G Networks

Customer Service and Billing system

(20)

2008/2/26 NCC Policy:

Public consultation

License issuing rules expected

to be announced by end 2008

Submit Final Report

2008/1/8 Oral Presentation to NCC

Trial Project

Announced by

NCC on 2006/8/4

Teams Approved on

2006/10/13:

North- PTS, CTV, TTV

South- CHWBN

2006/8

2006/10 2006/11

Team Approved on

2006/11/30:

South- CTS

Submit Midterm

Report

2007/6

2007/12

2007/1

Trial Started

Trials Completed:

PTS: 2007/12/31

TTV: 2008/2/21

CTS: 2008/3/31 (6 Month Delay)

FTV: 2008/3/31 (6 Month

Delay)

CTV: 2008/6/20 (6 Month

Delay)

2008/6

2008/2

2008/8

New NCC

on Duty

Taiwan Experience on Mobile TV(2/2)

(21)

Status of Mobile TV in Chunghwa Telecom

Offering Mobile TV Service with 3G Streaming

Treated as a mobile value-added service

18+ channels: TTV financial, CTV entertainment,

CTiTV entertainment ,Unique Satellite TV

commerce, etc.

Charged by packets,

NT$3.0/min or NT$168/m Flat

Join DVB-H Trial with PTS and CTV, Cooperate

(22)

Mobile TV Using 3G Video Streaming

Fair Quality (~100 kbps)

Urban Coverage

Access Time (>30 s)

Channel Selection Time (18 s)

Limited Network Capacity

(23)
(24)

手機電視

各國內外主要電視

台,包括,台視、中視、民

視、

TVBS

、中天、三立、

大愛、東森等等

手機電影

電影預告、精采短片、相關

活動直播及結合精采片段的

電影

MV

、電影明星八卦

流行

MV

隨時隨地觀看國內外最

in

最紅的歌手

MV

,第一時間

掌握歌手的全記錄及幕後花

綜藝娛樂

手機也能看康熙來了, 美麗

藝能界, 綜藝大哥大, 我

猜我猜我猜猜猜,綜藝節目

多不勝數

Land

內容含風靡全球的阿貴動畫

、幽默爆笑的唬客會社、溫

馨浪漫的小薰

DJ

美國職棒大聯盟

與公視美國職棒大聯盟合作

精彩球賽直播,更有每日賽

事精華報導

手機戲劇

手機戲劇頻道幫你蒐集最

in

的偶像劇、武俠劇、港劇、

大陸劇,精采片段通通不錯

資訊新視界

新聞、知性、生活、時尚、

娛樂、文化。即時新聞及生

活娛樂兩大影音資訊。

3G Video Portal in CHT (2/2)

(25)

Vendor Nokia Samsung LG Model N77 N92 N96 SGH-P930 SGH-P940 SGH-P960 U960 KU950 Vu (AT&T)

Mobile WCDMA WCDMA HSDPA HSDPA HSDPA HSDPA HSDPA HSDPA HSDPA

TV DVB-H DVB-H DVB-H DVB-H DVB-H DVB-H DVB-H DVB-H Media FLO Display 2.42.72.82.32.152.62.42.43Camera 2M 2M 5M 2M 2M 3.2M 2M 1.3M 2M Launch 2007.7 (Europe) 2007.3 (Europe) 2008Q3 NA 2007.3 (Europe) 2008.4 NA NA NA Price 16962 22318 25,500 NA NA NA NA NA NA Photo

(26)

Vendor Gigabyte Glofish HTC Motorola Sharp Model t600 MS808 V900 Modeo 3389 DH01 920SH (Softbank) SH906i (DoCoMo)

Mobile GPRS HSDPA HSDPA GPRS HSDPA HSDPA HSDPA

TV DVB-T/H DAB T-DMB DVB-T/H T-DMB ISDB-T DVB-T/H T-DMB DAB DVB-H DVB-H ISDB-T ISDB-T Display 2.62.82.82.24.33.23Camera 2M 3M 3.2M 1.3M 5M 3.2M 5M Launch 2007.6 NA 2008.9 2006.4 CeBIT 2008 2007.11 2008.6 Price 15,720 NA NA NA NA 13,874 16,940 Photo

(27)

Key Success Factors

Contents

Terminal Cost

Video Quality

Coverage

Power Consumption / Battery Life

Right Business Model

(28)

C o n te n t

S o u rc e s

B ro a d c a s t S e rv ic e

Ma n a g e r

IPE Ma n a g e r

RNC

No d e

B

S tre a m

En c o d e r

S tre a m

En c o d e r

S tre a m

En c o d e r

Mo b ile TV

Te rm in a l

DVB -H Tra n s m itte rs

S GS N

GGS N

Mu ltic a s t In tra n e t

IPE

B MS

B ro a d c a s t Ac c o u n t

Ma n a g e r

Source: Nokia

DVB-H Network Architecture

(29)

Common Transmission Platform

Reduce the Infrastructure Cost

Collocate with the Mobile Base

Station

Leased Line

Power

(30)

Future of Mobile TV

DVB-T/DVB-S/DMB-S (receive only)

Global

Wide, Large Concentrated Audience,

Heavy Duty Streaming

DVB-H/DVB-MHP/DMB-T/DAB TV(interactive)

Light Video, Audio Clip, Real Streaming

MBMS(interactive)

DVB-T/DVB-S/DMB-S (receive only)

Global

Wide, Large Concentrated Audience,

Heavy Duty Streaming

DVB-H/DVB-MHP/DMB-T/DAB TV(interactive)

Light Video, Audio Clip, Real Streaming

(31)

Summary

DVB-H and MediaFLO have been

demonstrated in Taiwan

The video quality is impressive

Terminal availability/cost will be the key

for the success of mobile TV business

Mobile operator can provide AAA and

support the required return path for

interactive services

Common transmission platform will

reduce the total investment

References

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