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Monday, 13 August 2012

A Twitter discussion on eMBMS

@zahidtg: Samsung has demoed eMBMS using Anritsu RTD system -  - But is any operator interested?

Korean consumer electronics giant Samsung has successfully demonstrated the clear delivery of television broadcast signals over an LTE 4G wireless network.
Samsung is using evolved Multimedia Broadcast Multicast Service (eMBMS) technology and has tapped test & measurement specialist Anritsu's Rapid Test Designer (RTD) and MD8430A to simulate the LTE network environment used for the demonstration. 
eMBMS technology allows carriers to adjust coverage and capacity as needed, allowing for more efficient use of network resources in order to better handle the heavy traffic load that broadcast video would present. 
Samsung is actively looking to add more content to the value proposition for its phones. It has deployed its own Hub strategy for its Galaxy line of smartphones, which includes a Music Hub, Movies Hub and Games Hub, all of which give the handset-maker a new incremental revenue stream. A TV Hub that could support live TV content in addition to on-demand episode downloads could add a compelling new wrinkle in that pseudo-walled garden approach. 
Samsung is also instrumental in bringing mobile TV to market via the Dyle initiative for mobile DTV—a service that offers live broadcast feeds from local TV affiliates over separate, dedicated broadcast spectrum. No. 5 U.S. wireless carrier MetroPCS just went live with Dyle service and a Samsung mobile DTV-compatible smartphone.

@KimKLarsen: Depends on whether an operator believes in the broadcast over mobile model. Mobile User trends seems not in favor at least in WEU.

@zahidtg: I agree and thats why I dont think broadcast will work in the short term. Would be different is Apple were to create biz model:)

@KimKLarsen: though the question is whether they (Apple/Google) really need eMBMS for executing such a business model ... I guess not really?!

@KimKLarsen: I have a couple of beautiful white papers on satellite (w & wo terrestrial component) eMBMS using S-band together w Apple or Google

@zahidtg: True. My point is that they are the ones who can create a new biz model on it, operators cant be bothered. Too much hassle.

@KimKLarsen: too much hassle, too little new revenue, risky ROI, insufficient scale, etc.. an Apple or alike might overcome due to shear scale!

@KimKLarsen: though w a satellite (w. city based terrestrial component) based eMBMS system you cover large landmass & pop & get the Scale!

@Qualcomm_Tech: I think the best initial use case for #eMBMS is to selectivley use it as venue casting at stadiums/exhibitons etc.

@kitkilgour: "ClipCasting" has been the main eMBMS use case - stadia, or catching up on your 1min news at stations

@Qualcomm_Tech: True, Any content destined to venue users, incl. live/real-time can leverage eMBMS- huge capacity increase

@KimKLarsen: I agree! Might be interesting! But can this really justify eMBMS as a service for mass adaption?

@KimKLarsen: when will eMBMS be supported in Gobi? & when can we expect this to be standard in all LTE terminal devices?

@kitkilgour: It's networks as well as devices. MBMS has always been hampered by needing to reach the cell edge ...

@kitkilgour: ... with limited / no power control whilst minimising interference to others

@KimKLarsen: great feedback! Thanks! Do you see a need for denser networks to deliver a uniform MBMS service than for standard data services?

@KimKLarsen: one of the challenges we have had in nominal terrestrial MBMS designs have been link budget requirements! Any good sources?

@Qualcomm_Tech: challenge’s been having enough penetration of multicast devices. Venue cast solves that problem #1000x

@KimKLarsen: Sounds like Venue Cast is The Main Driver for eMBMS adoptation? (hmmm?) What's the Revenue Source? #42x

@KimKLarsen: I don't understand how Venue Cast can Drive MC Device Uptake? The other way around more reasonable! #42x

@Qualcomm_Tech: Target specific groups, eg season ticket holders & offer attractive device/content/plan bundles #1000x


@zahidtg = Zahid Ghadialy
@KimKLarsen = Dr. Kim Larsen
@Qualcomm_Tech = Qualcomm_Tech
@kitkilgour = Kit Kilgour

In other news, Huawei Launches eMBMS Innovation Center to Develop LTE Solutions:

Huawei, a leading global information and communications technology (ICT) solutions provider, today announced the launch of an enhanced Multimedia Broadcast Multicast Service (eMBMS) innovation center in Shenzhen in order to develop end-to-end eMBMS solutions and LTE applications. 
eMBMS is a 3GPP R9 standard for mobile video that enables a higher transfer capacity over typical MBMS technologies. Huawei's eMBMS innovation center will focus on on-demand video services and broadcast information based on eMBMS. This will enrich LTE applications and accelerate the development of the eMBMS industry chain, which includes chipsets, devices, and network equipment.
In addition to developing solutions, the innovation center will also serve as an experience center for operators. Video, mobile TV, and advertisements will be showcased via mobile smart devices employing Huawei's eMBMS solution. Global operators from Europe, Asia, the South Pacific and other regions have already visited the center to experience its LTE demonstrations.
Huawei has been committed to the growing mobile video market since 2006. According to the Global mobile Supplier Association's (GSA) “Mobile Broadband Status Report”, over four billion people watch videos on YouTube every day. This large-scale usage is leading to increased revenue. According to a report from Global Industry Analysts, revenue from the mobile video market will reach USD30 billion by 2017. Huawei's eMBMS research team works closely with operators, chipset and device manufactures and other partners to further the development of the industry for the benefit of all end users.
Huawei's LTE division has been committed to providing the best commercially performing network, the best end user experience through devices and innovative services, as well as end-to-end convergent solutions for helping operators with their business success. Huawei's eMBMS innovation center will push the development of mobile video well into the future.

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