M O B I L E T V
standard used in Japan and the ISDB-
Envivio says that the 4Caster M2 TB standard used in Brazil to enable a
H.263/H.264 encoder supplied to mix of free and paid mobile broadcast
MEO Mobile can deliver video to any content and services to drive consumer
network, including 2.5G, 3G, and 3.5G adoption and revenue.
networks, mobile broadcast networks
such as DVB-H, as well as next “To date, the mobile broadcast
generation networks such as Wi-Fi and deployments in Asia have been
WiMAX. successful in driving handset
adoption, but so far have not generated
Free-pay hybrid
a strong return on investment for
the mobile TV service providers,”
phones
remarked Neville Meijers, senior
Subscription and free-to-air mobile vice-president and general manager of
TV can also co-exist in the same Qualcomm MediaFLO Technologies.
platform. In May, as a for instance, “Demonstrating MediaFLO and
Qualcomm announced that it had International ISDB-T standards on a
successfully demonstrated the single, multi-mode handset illustrates
capability to support the MediaFLO a clear path for monetising mobile TV
and International ISDB-T mobile TV services using a hybrid free/pay TV
standards on a multi-mode handset. service offering, that leverages the
Powered by Qualcomm's Universal popularity of free TV with the revenue
Broadcast Modem™ (UBM™) chipset, potential of subscription-based content
the technology demonstration was and value added services.”
designed to illustrate the ability of
MediaFLO technology to complement So, mixed signals for mobile TV at the
the free-to-air ISDB-T One-Seg moment, and reports of its demise and
Beginning of the great ad venture?
Subscription and/or free-to-air aren’t the only components of the mobile TV
business model. As with much (most?) non-mobile TV, advertising could play an
important part in greasing the commercial wheels. Juniper Research certainly
believes this to be the case. In its 2008 report ‘'Mobile Advertising: Delivery
Channels, Strategies and Forecasts' Juniper reckons that mobile streamed and
broadcast TV services will become the most lucrative delivery channels for mobile
advertising by 2010. The report estimates that total annual adspend on the mobile
will exceed US$1 billion for the first time in 2008, reaching US$1.3 billion by the
end of the year and rising to nearly US$7.6 billion by 2013.
Juniper says that while SMS campaigns currently account for the largest proportion
of mobile advertising budget, the increasing popularity of mobile TV services could
mean that adspend in this area will rise from just US$335 million in 2008 to more
than US$2.5 billion in 2013.
“While adspend in the mobile environment is still extremely limited when compared
to the budgets allocated to media such as magazines, television, cinema and the
Internet, the opportunities it offers – personalised advertising with very high
response rates, delivered to a device which is always in close proximity to the
individual – will make it an increasingly attractive proposition for leading brands,”
calculates report author Dr Windsor Holden.
CW LITE
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