Content for Mobile TV
Sponsored by Qualcomm MediaFLO Technologies
Bringing mobile TV
to mass market adoption
NICOLAS CHEVALIER, head of product marketing for Mobile
Italy, Hutchison 3 (H3G) saw the move into
mobile TV as a natural progression. In a very
TV at Nagravision, reviews some exciting world firsts for
tight timeframe, 3 Italy and Nagravision
mobile TV services and makes predictions for the near future.
successfully deployed the world’s first SIM-
based DVB-H mobile TV commercial service on
ess than five years ago, watching TV
Figure 2 :
Samsung and LG DVB-H production phones. 3
L
services on a mobile phone was still a
Garmin
Italy cleverly timed the launch of its mobile TV
dream. Early 3G-based services helped
nüvi
service to roll out in time for the 2006 Football
to gauge initial customer interest, yet
900 T.
World Cup and attracted 111,000 customers
these were just the start. It quickly became within the first six weeks of operation.
obvious that the mobile TV market, which is Within 18 months, it had grown to 800,000
predicted to have between 350 and 500 million mobile TV subscribers. Today, 3 Italy delivers
end users in 2012, could open up new and premium and value-added content to its
lucrative revenue streams not only for customers (while effectively managing
broadcasters, content owners and mobile revenues), manages subscribers' access rights at
network operators (MNOs), but also for the any time, and supports a wide variety of
whole ecosystem. business models, such as pay-per-subscription,
Over the years, service providers, handset mobile TV solutions have built-in security and pay-per-view and pay-per-time adapted to the
manufacturers and essential enabling flexibility to ensure that the network and Italian market. It is the Nagra Mobile TV
technology providers have set up mechanisms to content is accessed only by those who are conditional access solution that supports these
drive this mobile TV revolution. Now, due to the authorised to do so. The Nagra Mobile TV varying business models to both protect
efforts of leading service operators, mobile TV is conditional access solution was designed to premium content and provide access to
a reality enjoyed by millions of people daily. specifically address these challenges. authorised subscribers.
Mobile TV is an extremely compelling Nagravision, a Kudelski Group company, has In addition to Mobile TV on mobile phones,
offering and is attracting growing interest from long been established as a market leader in the 3 Italy extended its reach by also offering a
mobile subscribers, especially in the competitive field of conditional access for digital TV and service to non-voice devices in 2007 supporting
18-35 year old segment. Successful world-first broadband Internet. It’s always stayed one step the Quantum Portable Media Players (PMP).
commercial deployments have clearly shown ahead by anticipating the explosion of the Service was extended in 2008 to support the
that people will pay a premium for exciting mobile TV market. The company pioneered Garmin GPS Portable Navigation Device (PND).
content such as sports, news and other popular DVB-H (Digital Video Broadcasting - Handheld) Soon after 3 Italy’s 2006 launch, the other
TV footage. mobile TV services, which is now officially top tier Italian MNOs, Vodafone and TIM,
However, before industry players can make endorsed by the European Commission. launched their own DVB-H services, making
money from mobile TV, there are some genuine This technology has enabled the mobile TV Italy the clear and undisputed leader in DVB-H
challenges. Operators must ensure that basic and bandwagon to gather quick momentum. Since worldwide. All three Italian operators use
premium subscriptions, pay-per-views and one- DVB-H signals can be received by any customer Nagravision technologies.
time broadcast network access fees are actually within range of a transmitter - like traditional
paid for and can’t be hacked. It’s vital that TV broadcasting - companies aren’t constrained Confirmed adoption of broadcast mobile TV
Figure 1: Quantum.
by third generation mobile phone networks, worldwide
which can only handle a limited number of
users per transmitter. Global market adoption of DVB-H is now on
the way, with new 2008 and 2009 commercial
Flashback to May of 2006 - The world's first European launches in France, Germany, Finland,
DVB-H mobile TV service is launched Switzerland, Austria and Russia, as well as in
the Asia Pacific with Malaysia and the age 22.
The first company in the world to roll out a Philippines.
working, commercial DVB-H mobile TV service At the same time, the market has seen the
was 3 Italy - the Italian mobile media company introduction of alternative broadcasting
controlled by the Hutchison Whampoa telecoms technologies, with MediaFLO in the US and
giant. Already the leader in the 3G market in STIMI/CMMB in China, and the market is
Continued on P
20 IBE SEPTEMBER/OCTOBER 2008
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