mobiletv in europe: status; usecase
DESCRIPTION
Presentation during Kuala Lumpur Mobile Monday summit 2008: mobile TV in Europe; lessons learned from mobile TV trial in Ghent (Belgium) - MADUF projectTRANSCRIPT
MOBILE TV in Europe- Field trials
Tanguy De Lestré
• driving force of the Belgian economy10% of the private sector’s added value
• 13 sectorsfrom the ‘A’ in automotive industry to the ‘S’ in security & defence
ABOUT AGORIA: BELGIAN TECHNOLOGY INDUSTRY
EXTENSIVE NETWORK
• 1,500 members
– 80% SME– 900 subsidiaries abroad– Top businesses
key figures
employment 300,000 people
10% private employment
Belgium
turnover EUR 69.2 billion
export 72% (export rate)
1/3 of Belgian exports
DRIVING FORCE OF THE BELGIAN ECONOMY
key figures
number of members 338
employment 73,000 people
turnover EUR 33.2 billion
export 82%
BELGIAN ICT SECTOR
SOME OF THE ICT MEMBERS
• some of our members Alcatel Bell Barco Callataÿ & Wouters Canon Belgium Cap Gemini Delaware Consulting Dolmen Computer
Applications
EVS Broadcast Equipment
Exact Software IBM Belgium LMS Option Porthus Tele Atlas Data Vasco Data Security
MOBILE TV IN Europe
DVB-H CaseField Trial MADUF project (Ghent- Belgium)
Part 1: Mobile TV DVB-H: European strategy
• DVB-H definition: (handheld) is the DVB Standard for terrestrial mobile TV.
European quote
• “Mobile broadcasting naturally complements 3G and gives to telecom companies new business opportunities.
• At the same time, the broadcasters must feel secure with this additional platform and not threatened in their business”
Viviane Reding, EU Commissioner speech at DVB congress March 2008
DVB-H in Europe: 2007
• Risk existed of market fragmentation in Europe, due to – too many technical options for mobile TV;– worry of 27 different sets of national rules,– uncoordinated use of spectrum – lack of interoperability
• Need for a common strategy for a pan-European mobile TV market
DVB-H in Europe: 2008
• EU blueprint exists for mobile TV – Standards/interoperability
• DVB-H (and DVB-SH) is preferred technology for mobile broadcasting combined on the UHF frequency band
• 17/3/2008: open standard DVB-H (Digital Video Broadcasting Handheld standard (DVB-H) is put on the EU list of standards to enable interoperability and freedom of choice for users
– Spectrum: need of uniform spectrum, also linked to digital dividend
– Regulation: a correct transparent legal framework, digital rights management and guidance on authorisation regimes
• DVB-H status: 16 countries of 27 in trials or commercial launches; Italy available and coming in Finland, Austria, France, Switzerland and Spain
Part 2:Field Trial MADUF in Ghent (Belgium)
• MADUF= Maximising DVB usage in Flanders (Belgium)
• During the research project (2006-2009) telecom operators, broadcast companies and technology companies have analysed possibilities of mobile TV over DVB-H assisted by researchers from IBBT
• IBBT (www.ibbt.be)is a leading research institute in heart of Europe: interdisciplinary demand driven basic research aimed at ICT and broadband services in collaboration with companies and government.
MADUF- IBBT: partners
Major milestones MADUF project
januari ’06 april ’08
april ’06 juli ’06 oktober ’06 januari ’07 april ’07 juli ’07 oktober ’07 januari ’08
december ’06
DVB-H networkavailable in Ghent
februari ’07
Users have access to mobile TV in Ghent
januari ’06
Start project
september ’07
Full deployment of interactive services
maart ’08
Final report MADUF
Field trial set-up with return channel
VRT
IP Multicast Network
ESG, HisTV, Interactive Application Server
ESG, HisTV, Interactive Application Server
Ghent Testsite
BELGACOMPROXIMUS
TELENET
Mobile Network GPRS/UMTS
IP Encapsulator
ASI Transport Brussel -> Gent
Local Transmission
Local Transmission
RETURN Channel
BROADCAST Channel
MADUF transmitters Ghent
UG Ledeganck Belgacom K. Karelstraat Politie Groendreef
Power: 5kWChannel: 37 (692 MHz)Height: 50 to 60 m
Ugent LedeganckHeight: 63 mERP: 7.50 kW
Belgacom Keizer KarelHeight: 64 mERP: 5.97 kW
Politie: GroendreefHeight: 57 mERP: 2.78 kW
10 Mbps for portable indoor, good coverage (95 %)
MADUF- IBBT: parts
• Conceptual pilot and user experience in Ghent (Belgium)
• Research in technology for mobile services– Broadcast = DVB-H– Return channel = mobile Network
• Juridical research on stable legal framework
• Economic research on business models for collaboration
Budget: 2,4 mill€ from industry, 2,1 mill€ from IBBT and 1 mill€ infrastructure cost
Technology:
• Objectives of testing coverage, technical performance and estimation of a number of base stations for good indoor reception in Flanders
• Coverage in Ghent: – Development of coverage models with 3 base stations
and wireless building penetrations– Technical performance
• Different reception scenarios• Different settings
– Calculation of required number of BS for good indoor coverage in Flanders.
• Also investigations on image quality, codecs,…
Predicted coverage• Black squares =
base stations• Before
experiments• 16-QAM 1/2
Technology coverage
Coverage: Ghent• Adapted
prediction model based on experiments
• 16-QAM 1/2
User experiences
• User group equipped with mobile phone (Samsung P940) or Option Globetrotter card in laptop.
• Main lessons learned overview:– Mobile TV should be anytime, anywhere and anything– Current viewing behaviour similar to existing tv practice– Mainly used as a time-killer– Screen quality superior– Three categories of tv activity– Difference in viewing practice between mobile phone
and portable computer– Limited willingness to pay
Lessons detailMobile TV should be anytime, anywhere and
anything
– Anytime: watching television every moment of the day: as a time killer or dedicated in the evening and at night
– Anywhere: watching mobile television wherever you want: private and public spaces (limited due to social pressure)
– Anything: same content as traditional TV, but shorter time sessions.
Lessons detailTV activity practices
• Primary: as a substitution for traditional television
• Secondary: as a gadget and time killer
• Tertiary: as wall paper
Viewing practice
• On a laptop– More viewed a second tv and wall paper;
less as a time killer• On a mobile phone
– More as a time killer and gadget; sometimes wall paper; less as substitution for traditional television
Business models: key players
Mobile service provider
Contentaggregator( Bundle)
Content provider
Advertiser
Broadcast network operator
Content adaptation
MADUF
To be evaluated
Out of scope
Consumer
Handset
IP datacast service provider
Revenues
Generic Mobile Digital TV service value network
Generic Mobile Digital TV service value network
1
4
2
3321
Case 1 : OPERATOR-LED: ORGANISATION DESIGN
“He who sells, builds”
Case 2 : MIDDLEMAN
Case 3 : DECENTRALIZED BSP
Case 4 : CONTENT AGGREGATOR-LED
Additional issue: Separate DVB fee
MADUF conclusion
• User: – New prime time defined, several times a day and
short durations– Good quality picture and sound– Willingness to pay around 10€ per month
• Business studies– Future tricky and heavily dependant on new
services and content– A few basic introduction standards possible
• Technology– Still a lot of techno-economic choices to be made– Future : scalable video coding, dual antenna DVB-
H
More info:
Tanguy De Lestré
Project manager at AGORIA, Belgian technology industry
www.agoria.be
www.mobilemonday.be
For MADUF mobile TV project http://projects.ibbt.be/maduf