Content for Mobile TV
Sponsored by Qualcomm MediaFLO Technologies
expected to evolve towards a coexistence of providers, such as Mobile Network Operators, to and fully operational end-to-end Conditional
different broadcast technologies. charge a subscription for the service on the Access Solution based on a MicroSD Card.
Overall, Nagravision confirmed its leadership mobile phones. The solution, with the use of the mass
position with a DVB-H market share over 90% The good news is that for years consumers storage capability of the MicroSD card, allows
in number of users. Other deployments and have been used to paying a premium for pre-loaded music, movies or TV programmes,
trials in 2008 include Vimpelcom/Dominanta in thematic channels such as sports, news, or along with the ability to download and store
Russia, T-Mobile in the Czech Republic and entertainment, and also for mobile programming. It also offers the possibility to
Telefonica del Peru in Latin America. communications. There is little doubt that they include a complete environment personalised
will pay for mobile TV, as long as attractive with an operator’s look and feel in order to
Mobile TV market trends content and pricing are offered with simplicity capitalise on, and greatly enhance, its brand.
and good usability. A prerequisite is the 3. The multiple competing standards within
Building on its leading position within the emergence of a media industry making content the Mobile TV marketplace will still remain
commercial mobile TV market, Nagravision specifically designed for mobile consumption, ie active and valid for years to come. Transport
foresees a major market evolution set to short episodes measuring in minutes, repetitive, standards such as ATSC-M/H, CMMB, DVB-H,
radically change the way mobile TV will be likely several times per day, and interactive so DVB-SH, ISDB-T, MediaFLO and T-DMB, are
watched. that users can modify the course of the stories. either deployed or in development. The same
1. Free and Pay-TV models will coexist; Free Longer term when the service is reaching is true for security standards such as OMA-
TV will be encrypted to collect network service mass market, advertising revenues, which are BCAST and Open Security Framework.
fees and ensure parental control. linked to the number of users, will kick in. Nagravision remains standards agnostic and
Market research and real life experience However, they will not be a sufficient source of the Nagra Mobile TV system is constantly
consistently show that consumers will pay a revenues for the short and medium terms to being updated to increase support for new
moderate fee to watch TV on a mobile device - build up the network and service. standards and the expanded definitions of
in different ways. 2. Non-voice terminals, such as Portable existing standards.
In one model, the fee can be collected from Media Players (PMPs), Portable Navigation
each mobile broadcast device sold. This one- Devices (PNDs) and in-car entertainment devices Service protection bringing mobile TV to mass
time service access fee is invisible to the will further expand the mobile TV market. market adoption
consumer and is used to fund the deployment of In mature mobile TV environments, like
the network. This model can be used to deliver those in Korea and Japan, around half of the Service protection means much more than
‘free’ channels without subscription. terminals used to watch TV are mobile phones, securing content access; it’s the powering force
Alternatively, the fee can be a periodic while the other half are ‘non-mobile-phones’ making the overall mobile TV business work
subscription paid by the consumer, which is the including Pocket TV, Portable Media Players, and matching the best business cases to service
most common pattern of Pay-TV. Finally, the fee Portable Navigation Devices, PC receivers and providers:
can be linked to individual purchasing decisions other in-car entertainment devices equipped • From providing the tools to collecting a
such as pay-per-view, pay-per-time, etc. Of with a tuner. The trend clearly shows one-time network access fee for Free TV.
course, all three methods can be combined to consumers’ growing appetite for the • To enabling all kinds of pay-media
offer flexible business models permitting both consumption of Mobile TV on these kinds of business models to increase ARPU.
free channels and pay channels to coexist and receivers. Beyond Mobile TV on mobile phones, • Through protecting the revenues in the
optimise operator’s revenue. For instance, the the non-voice terminal market is a clear long-term against security attacks.
encryption allows the collection of a network business opportunity for service operators. Service protection is an essential piece of the
access fee on Free TV on non-voice retail To enable and address this new market, in overall story, to shape and build tomorrow's
terminals, while letting partnering service 2007, Nagravision introduced the world’s first mobile TV mass market, today.
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22 IBE SEPTEMBER/OCTOBER 2008
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