Content for Mobile TV
Sponsored by Qualcomm MediaFLO Technologies
on device capability, screen size and multi-
Mobile TV:
media functionality.
• Faster networks:
In parallel to enhancements in handset
technology, wireless operators are deploying
high-bandwidth networks that can deliver
Ready for its
video streams at increased data rates. These
enabling capabilities provide a framework for
mass-market adoption of mobile video
services. However, as the mobile video market
transitions from early adoption into
close-up
mainstream, there are three key challenges
that the industry must address.
1. Improve the user experience: The first
challenge is to further improve the user
experience of video services. Varying network
conditions, buffering, packet loss (resulting in
MobiTV’s ANDERS NORSTROM reports on indicators pointing loss of audio and/or video), can disrupt video
to mass market mobile TV adoption.
services and result in poor quality. Users often
have to wait more than 10 seconds to change
obiTV Inc. of Emeryville, California few other factors that channels on a live service or to launch a video
M
recently announced that it now are influencing clip. These challenges can result in customer
serves over 4 million subscribers adoption and usage. churn and lower adoption.
with its award-winning mobile and • Feature-rich 2. Reduce network strain: The next
PC video services. Since launching its first devices: challenge that must be resolved is to reduce
mobile television service in 2003, MobiTV has When trying to the strain that video services have on operator
sparked a new market for wireless achieve mobile video networks. As usage increases and device
entertainment services, deploying white- quality, the most capabilities improve, users will consume more
labelled branded video services to more than common mistake is the bandwidth and the demand on network
15 carrier networks worldwide. assumption that there resources will soar. Technical solutions are
The phenomenal growth seen by MobiTV is is a limitation to how necessary to help control backhaul costs and
representative of increased consumer interest much bandwidth or bit prevent network congestion. Operators will
in mobile video services worldwide. Not only rate you can use on a need a high-capacity, scalable architecture to
is the number of unique users growing rapidly, wireless packet based cost-effectively deploy video services to a
but also the amount of time that these network. In fact, most large subscriber base.
consumers spend viewing mobile content. For of the time it is the 3. Monetisation of services: Finally, the
example, both viewing time and the number of device’s playback mobile video industry will need flexible
unique users has increased by more than 50% capability that places a solutions to enable profitable monetisation of
at MobiTV through August of this year alone. limitation on the video quality. The video services for all parties on the value
In addition to subscriber growth and an availability of more robust, feature-rich chain. In addition to monthly service charges,
increase in engagement minutes, there are a devices is further fuelling the growth in the pay-per-view fees, and service bundles,
Optimized Delivery Server. market. The Apple iPhone has raised the bar operators and content providers are looking
for creative advertising solutions to more
effectively reach consumers with relevant,
targeted ads.
As a market maker and the de facto leader
in the management and delivery of mobile
content over wireless and broadband
networks, MobiTV has developed sophisticated
technology that powers its mobile and PC
video services. MobiTV has now started
licensing this technology to organisations
looking to deploy more efficient and effective
video services, with an offering known as
Optimised Delivery Server.
Key features of its offering speak directly to
the challenges in the current environment of
mobile video service delivery:
• Combines unicast and multicast
18 IBE SEPTEMBER/OCTOBER 2008
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