Content for Mobile TV
Sponsored by Qualcomm MediaFLO Technologies
Making mobile TV unmissable:
The role of personalisation
and interactivity
CHEM ASSAYAG, senior director, business development for personalisation only so far as enabling the
Qualcomm MediaFLO Technologies, Europe, Middle East and
user to choose which of a limited number of
services they consume. What’s more, the
Africa, reports.
technical specifications of these technologies
accommodate a limited number of channels,
obile devices now accompany users operators to extend some of which may be reserved for public
M
throughout the day and provide a their brands and service broadcasters, which acts to severely
vast array of options that enable services onto mobile limit wireless operators’ ability to differentiate
them to communicate, express their devices, while services based on the quantity of available
personality through their devices, and sating the consumer channels or exclusive or premium content.
organise their lives. The innate, personal desire for more From a business perspective, issues such
connection between user and device has content choice. as the lack of clarity around content
changed the way mobile content is Industry analysts licensing and divergent business strategies
consumed, blurring the lines between recognise this amongst wireless operators and content
entertainment and information access, while potential - Juniper providers have acted to slow down the
accelerating the demand for more varied Research (2008) for development of mobile TV services. Crucially,
content. Users also now expect that a two- example predicts they have also shown that without the right
way dialogue is present throughout content that the global partnerships in place up-front, these
consumption to allow them to actively market for mobile technologies are unable to provide a clear
engage with the content and each other television will business model through which all members of
Chem Assayag
through services ranging from reactive increase from USD the value chain can leverage their assets,
comments about content to online $1.7 billion in 2007 to USD $11.9 billion in differentiate services and develop sustainable
communities to m-commerce capabilities 2012 - but it’s clear that in the personalised, revenue streams.
such as buying wallpapers and ringtones of interactive world of mobile, simply It’s clear therefore, that in order for the
popular TV shows and music videos. repurposing existing broadcast content to industry to maximise the return on mobile TV,
Critically, these characteristics are mobiles will only unlock part of this it must create partnerships to bring together a
increasingly becoming the cornerstones of opportunity. broad range of content in a compelling and
any new service. addictive user experience, backed up by
These trends are also evident amongst Overcoming market misconceptions personalised, interactive services to play to
television and video content providers, which the audience’s desire for a dialogue.
are rapidly transforming their approach from Video streaming over 3G and even first-
the traditional broadcast model of generation broadcast TV technologies have Dedicated mobile broadcast networks
commercial content and set delivery shown that while delivering content direct to complement 3G services
schedules, to one with diverse content mobiles - whether or not it is adapted for
created by traditional providers and end users mobile use beforehand - can act to pique Built-for-mobile broadcast technologies
alike - as shown by the explosive popularity users’ interest, they have been less successful such as MediaFLO hold the potential to
of websites such as YouTube - sent across a at creating the ‘must have’ experience that answer this need by creating an intelligent
range of broadcast and broadband networks. ensures users consistently come back for delivery for all media types, allowing content
As competition to differentiate services acts more. The limitations of poor image quality, providers to selectively distribute their assets
to drive this multi-distribution channel cumbersome interfaces and the lack of through a high performance, dedicated
approach, these content providers are looking interactivity, beyond post-event comments on broadcast network. With broad channel
to mobile devices as the next opportunity for content over 3G networks, may have left capacity for content differentiation and user
growth and to take their brands outside of users believing that mobile TV is a niche choice, and attributes that play to the
the home and into users’ pockets. offering rather than a must-have capability consumer desire for crisp picture quality,
Given these forces, mobile TV provides the tightly integrated with their daily lives. First- longer battery life and fast channel
potential for multi-channel and wireless generation broadcast technologies take switching, mobile broadcast platforms can
16 IBE SEPTEMBER/OCTOBER 2008
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