Mobile TV service scenario
Mobile TV provides a significant revenue opportunity for network operators, as well as related industry stakeholders, such as content providers or advertisers.
Increased network traffic and data revenue are the two immediate revenue opportunities for operators. Content fees, advertising and paid interactions – such as games, videos, greeting or shopping – translate into additional revenue potential and are an opportunity for operators to deliver a richer service to their customers.
Mobile TV also offers consumers an array of benefits, including personalized, interactive and on-demand content.
Interactivity is a key feature of mobile TV. For example, interactive services such as voting allow the viewers to interact with their favorite TV programs, and even contribute by uploading content. This represents an entirely new type of mobile interaction and can provide a more personalized, engaging experience.
Services can also be tailored to suit individual tastes, and consumers can choose to subscribe to selected services and programs that reflect their interests. Consumers also benefit from specialist programs geared towards the smaller mobile screen, with content producers developing content specifically for the mobile.
Another potential opportunity for mobile TV is podcasting, where content is delivered to a user’s mobile by request or subscription. The content is then stored locally on the handset and can be viewed even if there is no network connection. This also allows providers to schedule delivery during off-peak hours.
Looking forward, consumers can expect to have the option to further personalize content by choosing to receive selected advertising to ensure they receive the latest offers and updates from their trusted brands. Advertisements can be customized to ensure relevance to individual consumers, and tailored to the age, gender, location and personal interests of the consumer. Advertising content spans an array of formats, including videos, banners, ticker texts and branded downloadable content.
Mobile TV provides a different user experience from traditional TV. Research shows that mobile TV has broad appeal; people can envision themselves watching mobile TV in a variety of situations, such as on a train or bus, or during breaks at school or work. Consumer interest in mobile TV is either situation-based or content-based, meaning mobile TV is an attractive option for filling in time or for a specific reason, such as wanting to view live events or watch a traditional TV program they would otherwise miss. The common denominator among consumers is an expectation of a high-quality, reliable mobile TV service offering an array of features.
As the viewers may be watching the service during breaks or while on the move, their viewing session is shorter than when watching TV at home. A typical viewing session is currently about three minutes, however the viewers often enjoy several sessions per day and the indicators are that the frequency of these sessions is increasing.
Time-poor viewers want relevant content immediately, and mobile TV is an enabler of “push” content, whereby viewers request the content that meets their individual tastes. For example, they can elect to receive an update on football scores or a summary of the news.
Using existing 3G (WCDMA/HSPA) networks is the fastest and easiest way for operators to launch a mobile TV service. It allows them to leverage and capitalize on their current investment and utilize existing spectrum allocations and network coverage.
Capacity can be significantly increased at minimal cost via the introduction of High-Speed Packet Access (HSPA). HSPA supports increased numbers of users and a diverse range of high-quality mobile TV services.
Operators also have the possibility to optimize mobile networks by combining different delivery mechanisms such as unicast and broadcast.
Unicast content is transmitted separately from a single source to a single destination, for example from a server to a mobile device. It enables consumers to access the content they want. With broadcast, the same content is delivered to a very large number of mobile devices in a single transmission. Broadcast can be used for popular programs that have lots of viewers, such as a live sporting event. In turn, a virtually unlimited number of additional programs and on-demand content can be delivered using unicast. In this way, an operator can make archived and niche programs available to consumers on demand, as well as let them upload and view consumer-generated content.
If an operator decides to use a dedicated broadcast network such as DVB-H as a complement to its cellular network, Wifi, with its network knowledge, are well suited to help operators integrate and optimize the combination of these technologies.