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
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MOBILE TV in Europe- Field trials
Tanguy De Lestré
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• 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
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EXTENSIVE NETWORK
• 1,500 members
– 80% SME– 900 subsidiaries abroad– Top businesses
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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
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key figures
number of members 338
employment 73,000 people
turnover EUR 33.2 billion
export 82%
BELGIAN ICT SECTOR
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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
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MOBILE TV IN Europe
DVB-H CaseField Trial MADUF project (Ghent- Belgium)
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Part 1: Mobile TV DVB-H: European strategy
• DVB-H definition: (handheld) is the DVB Standard for terrestrial mobile TV.
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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
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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
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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
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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.
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MADUF- IBBT: partners
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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
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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
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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 %)
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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
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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,…
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Predicted coverage• Black squares =
base stations• Before
experiments• 16-QAM 1/2
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Technology coverage
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Coverage: Ghent• Adapted
prediction model based on experiments
• 16-QAM 1/2
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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
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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.
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Lessons detailTV activity practices
• Primary: as a substitution for traditional television
• Secondary: as a gadget and time killer
• Tertiary: as wall paper
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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
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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
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Generic Mobile Digital TV service value network
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Generic Mobile Digital TV service value network
1
4
2
3321
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Case 1 : OPERATOR-LED: ORGANISATION DESIGN
“He who sells, builds”
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Case 2 : MIDDLEMAN
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Case 3 : DECENTRALIZED BSP
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Case 4 : CONTENT AGGREGATOR-LED
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Additional issue: Separate DVB fee
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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
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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