M O B I L E T V
Nor is free-to-air TV without its supplementary
revenue attractions for mobile operators.
“Consumers love new services when the content
is compelling and it’s free, or available at a low
cost. Mobile TV that makes use of the existing
broadcast network delivers on both fronts,” states
the Telegent ceo. But, he adds: “In addition, it
stimulates consumers to use more SMS and voice
services as their handset becomes their main
entertainment device.”
Again, cell phone companies aren’t excluded
from any money-making associated with video
and TV streaming. Another of the takeaways
from the Juniper Research report cited above is
that adoption levels for streamed TV packages
are higher than previously envisaged – in this
line of reasoning, a reflection of the reduction
in anticipated deployment of dedicated mobile
broadcast TV networks.
“There will always be a market for some form
of premium TV service on the mobile handset,
and with broadcast TV in many markets likely to
consist simply of the free-to-air terrestrial signals,
the gap in the market is likely to be filled by
streamed video-on-demand services over the 3G
network,” allows Dr. Holden.
One cell phone operator sold on the streaming
idea is Telecom Portugal. In October IP video
convergence encoding solutions provider Envivio
Inc announced that its Mobile Series™ video
encoding platform had been installed by MEO
Mobile – the mobile TV service from the mobile
network subsidiary of Portugal Telecom. MEO
Mobile used the Envivio platform to upgrade and
expand its mobile streaming service, enabling it to
deliver 37 channels of high quality broadcast TV,
as well as a variety of video on demand content.
“We are very excited about the future of MEO
Mobile. After operating our service for over two
years we can see that demand is definitely there,”
comments Vera Pinto Pereira, head of marketing
at Portugal Telecom. “This new solution from
Envivio has improved the viewing experience for
our users by delivering better video quality and
higher service reliability. We are confident that
our investment in the upgrade of our encoding
platform will pay back very quickly through
higher levels of service adoption and customer
retention.”
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