Q: And what about multicast?
A: (Jashek) Again, multicast will end up placing a strain on the system bandwidth. The current MBMS (Multimedia Broadcast Multicast Service) capacity is limited to 2Mb/sec, while a broadcast system will provide bandwidth of 16-32Mb/sec, which is the bandwidth needed to support about 20 channels. Upgrading any existing cellular network so that it supports MBMS at 15-20Mbps (while not hurting the voice capabilities of the network) requires an investment that is by far larger than building a good mobile TV broadcast system.
We believe video-over-cellular services such as MBMS will continue to exist, but will gradually focus on “on demand” services, while actual mobile TV services will use a broadcast platform.
(Raab) Content will be broadcast to users, but users will be involved in the content, such as in programs that involve voting. And the way to create profits from this is to get more people involved in the service and bundling services to increase the amount of data that is going through the network, but in such a way that it does not strain the system.
Q: But who will build the broadcast infrastructure? Do you expect broadcasters and cellcos to be competitors or partners?
A: (Jashek) Most operators are facing the question of whether they should invest themselves or whether they should partner with a broadcaster to develop the infrastructure. In Italy, Telecom Italia Mobile (TIM) has deployed a mobile TV service where it is the service provider, even though Mediaset (a broadcaster) built the primary broadcast infrastructure. On the other hand, 3-Italia have made their own investment into a DVB-H network, and they enjoy a very good attach rate.
In the US, Qualcomm's subsidiary MediaFLO has solved this dilemma for the operators by building the network itself. The only thing Verizon or Cingular had to do was sign a contract with Qualcomm and offer the service.
Thus, different models exist. The relationship between broadcasters and cellcos will be one of the key issues affecting the success of mobile TV in the future. Most broadcasters already have the spectrum, as well as the content. They are currently using that for analog terrestrial TV, but in the future it will be used for digital mobile TV. However, cellcos already have a network that supports interactive programming. They also have an infrastructure in place for service and billing.
The question is how well can cellcos and broadcasters get along. What TIM has done, is take revenues from its mobile TV service and split it evenly with the broadcaster. In the future, we expect to see a similar type of model where broadcasters focus on broadcast services and operators focus on interacting with the customer.
Q: You mentioned that current analog TV spectrum will be allocated to mobile TV in the future. Can you add more color to that statement and explain how that will affect the development of the mobile TV market?
A: (Jashek) I should note that the development of mobile TV will go hand in hand with the migration of terrestrial analog TV to digital TV. For example, if you look at the DVB standard (DVB-T for terrestrial TV and DVB-H for mobile TV), which will be the DTV standard deployed in the most markets worldwide, currently about 30 countries have DVB-T networks, while another 30 will join in one to three years. Once the DVB-T networks are in place, you will see huge growth in DVB-H support because it does not take much investment to add DVB-H support to a DVB-T network.
Getting back to your specific question, a lot of countries have allocated spectrum to mobile TV on a temporary basis. Once governments start turning off their analog services in 2010, that spectrum will be allocated to mobile TV on a more permanent basis, and you will see a big jump in the size of the market.
We expect to see 120-130 million mobile TV users worldwide by 2010, with DVB-H being the number one platform. By 2012-2013 when more markets switch off their analog services, we expect to see 300-400 million people enjoying broadcast mobile TV.
Q: As you mentioned, DVB-H will be deployed in the most markets, however the global mobile TV market remains fragmented. Can you comment on the implications of how such a fragmented global market might affect the development of mobile TV?
A: (Raab) Obviously, with the huge expected size of the mobile TV market, a lot of different organizations would like to have a piece of the pie. Hence, a number of broadcast mobile TV technologies have been developed. Eventually, economy of scales will not allow more than about four technologies to survive in large volumes. It looks like the partitioning will be geographical.
(Jashek) DVB-H has its stronghold in Europe, where it was originally pushed by local players such as Nokia and Philips, and where DVB-T, the "mother" of DVB-H, has strong momentum. We have no doubt that DVB-H will dominate mobile TV in Europe, and DVB-T will also be supported on some hand-held devices. DVB-H is also expected to be the dominant standard in Southeast Asia – Taiwan, Singapore, Vietnam, Malaysia – and the Pacific Rim. In countries with vast rural areas, such as Russia or Canada, we expect that, around 2010-2011, DVB-H will be unified with DVB-SH (the satellite version of DVB-H). This will optimize the coverage with respect to the infrastructure investment required.
MediaFLO seems to be the winner in North America, although we would not be surprised if DVB-H will also be deployed there.
In Japan, as well as Brazil and a couple other South American countries, ISDB-T will dominate. And South Korea will continue with its T-DMB for some time, although being the only nation to have large-scale deployment of this standard will make it difficult for Korea to maintain it for many years. In China, the homegrown standard known as CMMB (S-TIMI) will be the main platform for mobile TV.
(Raab) Another thing to remember is that not only are the standards fragmented but so is spectrum support.
With the big picture being so unclear, device makers are looking for help to develop a solution that fits as many markets as possible. That’s why three years ago Siano came up with the concept of a multi-standard and multi-band mobile TV chip solution.
Our chips currently support the DVB-H/T, DAB and T-DMB standards, as well as covering the VHF, UHF, L1 (1450-1490MHz) and L2 (1660-1680MHz) spectrums. In addition, we will very soon have ISDB-T supported, while CMMB and MediaFLO are also on our roadmap. We are members of the CMMB working group, and the FLO Forum.
Q: Several mobile TV trials have been hampered by a lack of handset support, why is that?
A: (Raab) Handset makers need to digest and endorse a new technology – new types of antennas, receiver chips, software, etc. This is not easy. Some of the first few DVB-H phones were bulky, use antennae that were too long (making them unacceptable for most users), and have a reception sensitivity that was not that great.
The above diagram is from a Vodafone presentation ( Mobile TV from pure Broadcast to Interactivity, 19th Oct 2006 ). It shows how Mobile TV technologies will coexist with MBMS and the traditional unicast services
No comments:
Post a Comment