Content for Mobile TV
Sponsored by Qualcomm MediaFLO Technologies
allow the industry immersive and compelling
user experiences. From there, the value chain
will then be free to develop and deploy the
interactive, personalised services that users
crave and take mobile TV from a niche
offering to an unmissable, mass market
service.
By using 3G and mobile broadcast as
separate yet complementary delivery
networks, consumers can receive rich
multimedia, including audio, video and data
in the most effective manner, while service
providers have clear avenues of revenue
generation for interactivity and
personalisation capabilities that can help
them win and retain customers. Services such
as interactive television and full-featured
Photo source: © iStockphoto.com/4x6; Pakhnyushchyy;spfoto; mpruitt
electronic programme guides akin to the
experience offered by today’s digital TV Figure 1: Voting and chat. this scenario however, large channel
services can be supported, while powering availability will be essential to ensure that in
unique-to-mobile service personalisation Fuelling demand through free and premium addition to free services, the value chain has
through the integration of data services such content the service bandwidth needed to provide a
as stock prices, news headlines or sports broad variety of subscription content and
results tickers. Viewer participation can be While mobile broadcast platforms are able interactive services.
encouraged by voting systems (see Fig. 1) and to meet the consumer desire for interactivity In conclusion, it’s clear that current
interactive chat to further build the and personalisation, consumers will always approaches to mobile TV are only able to
connection between viewer and content, be cautious of new subscription-based unlock a portion of the expected revenues
while enabling users to personalise their services without a clear understanding of the and that the massive potential afforded to
viewing experience through concurrent associated benefits. Given that free-to-air content owners and wireless operators alike
program viewing, participation in quizzes, or mobile TV services have proven able to will only be realised if they are able to
simply researching their favourite reality TV stimulate demand in countries like Japan and provide the right content underpinned by an
stars over mobile broadband connections. In Korea and have served to raise user exceptional user experience with content
addition to this, traditional content awareness and drive adoption and usage, personalisation and interactivity at its core.
downloads such as ringtones and wallpapers future business models may include a Mobile broadcast technologies clearly
can be offered throughout broadcast mixture of free and subscription-based present a broad foundation on which the
programming to provide additional revenue content. Fuelling demand by making some entire value chain can build differentiated
opportunities via 3G networks, while the content available by default can stimulate services to meet these needs, and now is a
granularity of services on offer - and its user interest and demonstrate the types of critical time for the industry to come
resulting audience segmentation - allows content on offer, while helping showcase the together to ensure that mobile TV lives up to
advertisers to hone their targeting as they value of the mobile broadcast platform. In its potential.
extend their presence onto mobiles (see Fig.
Figure 2: Interactive advertising example.
2).
Taking content personalisation one step
Photo source: © iStockphoto.com/ArtBoyMB
further, mobile broadcast enables the delivery
of content to the device in advance of the
user request and consumption. This is
particularly relevant to content such as sports
results and clips, where the user can identify
sports as a key interest and request that
content be available after the event for
consumption. Breaking the link between
demand and content allows a user’s needs to
be anticipated based upon personal
preferences or past or predicted behaviour,
and increases the potential for the wireless
operator or content owner to tailor the
delivery and timing of content based on the
user’s desires, location and past viewing
history.
IBE SEPTEMBER/OCTOBER 2008 17
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