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MBMS uses existing 3G networks and spectrum for content delivery, building on existing infrastructure. To deliver MBMS, upgrades are made to the existing network as well as content and broadcast servers. 3G mobile phones with support for MBMS are expected to be available in 2008, said the company.
MBMS is a different approach to Mobile TV combining both broadcast and unicast shows (though multicast is more accurate). It also gives consumers opportunity to interact by voting, sending messages, accessing downloads of related content and special promotions from advertisers.
"MBMS as part of the 3G evolution is an attractive technology not only because of its flexibility and efficiency, but because it's quick and easy to deploy and leverages existing infrastructure," said Kursten Leins, Strategic Marketing Manager - Multimedia, Ericsson. "MBMS allows an unlimited number of users to watch the same mobile TV program at the same time in the same area, as well as enabling valuable user interaction with advertisements, campaigns and programs."
"3 pioneered 3G in Australia, so it was a great opportunity to see the country's first MBMS technology trial run on Australia's first 3G network," Leins added. Since the MBMS signal can be pin pointed to specific geographies, it's also possible to broadcast different mobile TV programs to different areas, giving a locally-specific customer experience and also providing highly targeted mobile advertising opportunities.
"The trial has been very interesting, and we'll continue to work with Ericsson to keep a close eye on the technology and the handsets to support MBMS as they develop," Young added.