3G TV. - Commercial reality today - Future development with HSDPA, MBMS and Super 3G. Per Nordlöf Director, Product Strategy & Portfolio Management

What do users prefer to do?
What is the real time of the user?
How many kbps per channel did the mobileTV system have?

Transcription

1 3G TV - Commercial reality today - Future development with HSDPA, MBMS and Super 3G Per Nordlöf Director, Product Strategy & Portfolio Management

2 Mobile TV is happening worldwide USA Austria 3MobileTV Sweden EUROPE Austria, France, Germany, Italy, Latvia, Luxembourg, Norway, Sweden, Switzerland, UK Italy France AMERICAS Canada, Dominican Rep. Mexico Puerto Rico USA ASIA-PACIFIC Australia, Hong Kong, Japan, Malaysia, New Zealand, Singapore Source: Ericsson Copyright Ericsson AB All rights reserved 2

3 Mobile TV today Strong end-user interest Ref: Ericsson Consumer Lab studies from 2004 and 2005 Commercially launched in more than 40 cellular networks around the world Ref: Ericsson internal market study Usage over 3G today: ~ 20 minutes/user/month ~40% of total 3G subscribers are active TV users ~10 sessions per month Ref: studies, press releases, etc. Copyright Ericsson AB All rights reserved 3

4 Mobile TV It is happening now! Consumer demand for Mobile TV 3G mobile networks already in place - HSDPA upgrade 2006 Interactivity is key Unicast today - broadcast tomorrow True end-to-end capabilities Copyright Ericsson AB All rights reserved 4

5 Mobile TV Building on existing behavior Mobile TV Tailored and existing content On-demand and time-limited Check-in on existing TV Handset limitations: - Screen size - Battery capacity TV behavior Traditional, reactive TV push Digital, interactive TV ondemand, pull Mobile behavior Specific time-slots Limited time On-demand preferred Copyright Ericsson AB All rights reserved 5

6 Different Mobile TV Services - End user perspective TV-on demand Push TV Live TV Select content freely Select viewing time Fully personalized Select subscription themes (local, sports, news..) Content pushed schedule or event based Select viewing time Select TV channel View according to time schedule or just watch what s on Regular or modified TV content Users prefer Theme to select groupswhen to watch Interactive Copyright Ericsson AB All rights reserved 6

7 Different Mobile TV services Analysis User distribution control Broadcaster distribution control, event based Broadcaster distribution control, schedule based Consumption time = Distribution time TV-on demand (streaming) Video-on-Demand Live-TV-alert Ex: SMS alerting CNN Breaking News Live TV Regular TV program on mobile Consumption time Distribution time TV-on-demand (download) Video-on-Demand Push-TV (event based download) Ex: MMS video Breaking News Push-TV (schedule based download) Ex: EZTV Copyright Ericsson AB All rights reserved 7

8 Worlds first Interactive Mobile TV end user service See

12 Evolving the TV experience End-user perspective Browser based Part of a mobile portal Video Telephony (VT) based Client based User access through mobile TV client Copyright Ericsson AB All rights reserved 12

14 Immediate access to video portal TV-like experience Dialling to a video portal using a short code Navigate between channels using your key pad Based on Video Gateway System and Ericsson Content Delivery Solution 3G mobile phones with video telephony capabilities The new dimension will be the moving picture medium. And this is what Consumers associate with 3G. Copyright Ericsson AB All rights reserved 14

15 Evolving the TV experience End-user perspective Browser based Part of a mobile portal Video Telephony (VT) based Client based User access through mobile TV client Copyright Ericsson AB All rights reserved 15

16 Client based TV-like experience End-user experience Start your mobile TV client from Desktop TV channel starts immediately Rapid channel switching Switch channel by e.g. Pressing Up/Down Use keypad Drives uptake and traffic Example features Channel program list with EPG functionality (Current/Next program) Interactive information (e.g. voting, greetings) Copyright Ericsson AB All rights reserved 16

18 Technology evolution for Mobile TV Technology Trials DVB-H Broadcast services (D-TV) Technology Trials MBMS Broadcast services (cellular) Commercial launch of Mobile-TV Services Required mass-market extension for peak loads (time, place) Unicast Unicast+ Live -Streaming based on WCDMA & GPRS, CS/PS Better codecs, audio & video HSDPA, new codecs -> Higher bit-rate -> More capacity -> Lower cost Continuation for personalized, interactive Services (Services small receiver groups) Copyright Ericsson AB All rights reserved 18

19 Technology options for Mobile TV Simultaneously few reachable users many DVB-H DVB-H (8 (8 MHz): MHz): ~13 ~13 Mb/s Mb/s ~ ~ channels channels (300 (300 kb/s) kb/s) Dedicated BC (DVB-H, ) MBMS/WCDMA: MBMS/WCDMA: kb/s kb/s (7-30% (7-30% of of cell cell power) power) MBMS/EDGE: MBMS/EDGE: kb/s kb/s (4 (4 TS TS with with kbps/ts) kbps/ts) MBMS Unicast Unicast+ Unicast services MBMS/WCDMA MBMS/WCDMA (5 (5 MHz): MHz): ~2,5 ~2,5 Mb/s Mb/s ~ ~ channels channels (128 (128 kb/s) kb/s) ~ ~ channels channels (64 (64 kb/s) kb/s) WCDMA: WCDMA: kb/s kb/s (CS) (CS) kb/s kb/s (PS) (PS) GPRS: GPRS: ~ ~ kb/s kb/s (PS) (PS) EDGE: EDGE: ~100 ~100 kb/s(ps) kb/s(ps) WCDMA/HSDPA WCDMA/HSDPA low Service customization (service differentiation, personalization, etc) high Copyright Ericsson AB All rights reserved 19

22 Capacity of Mobile TV over HSDPA 1 Load versus blocking Fraction of satisfied users kbps codemux GRAKE 125 kbps codemux GRAKE real interf 125 kbps codemux GRAKE real interf, real trf Number of Erlang users per cell Erlang available for dimensioning MobileTV at 128 kbps Copyright Ericsson AB All rights reserved 22

23 Capacity calculation Service Usage How often is the service used for how long time? Service demand scenarios Flat - Equally spread over 8-10 hours Busy hour - Equally spread over minutes Peak Single peak for five minutes Demand is determined by service offering In reality, service usage will be a mix of the three scenarios above Copyright Ericsson AB All rights reserved 23

24 Traffic modeling for MobileTV Flat usage scenario Available capacity: 12 Erlang / cell (e.g. HSDPA, 128 kbps per channel) Assumed user density per cell in densely populated areas: 600 Usage per day ( = 12 hours) Load [me] Max users density per cell Share of total subscriber base Low (e.g. 2x 5 min) ~14 ~857 ~140 % Medium (e.g. 5x 10 min) ~70 ~171 ~28% High (e.g. 4x 20 min) ~111 ~108 ~18 % If service usage is spread over time, MobileTV can be delivered over HSDPA to at least 18% of the total subscriber base Copyright Ericsson AB All rights reserved 24

25 MBMS Multimedia Broadcast Multicast Service

26 Unicast versus Broadcast Mobile TV today IP IP Network Network Unicast Broadcast Unlimited number of content channels Transport channel only used for the duration of a session, transmission can be optimized per user Does not scale well with the number of users Number of content channels is limited Each content channel allocates one transport channel even if no user is watching Resource consumption independent from number of users Copyright Ericsson AB All rights reserved 26

27 MBMS Performance Source: 3GPP TR v6.0.0 One 64 kbps MBMS channel uses 5 8 % of the carrier power One 128 kbps MBMS channel uses 10 16% of the carrier power ~80% of cell power available for MBMS Coverage [%] VehA3 64kbps, 80 ms TTI No soft comb 75 2 RL soft comb 3 RL soft comb P/Pmax [db] 6x 128 kbps MBMS broadcast bearers on one WCDMA carrier db: 10 log P/Pmax = x Copyright Ericsson AB All rights reserved 27

28 Indoor Capacity Simulation results Outdoor Indoor 1800 kbps 800 kbps 250 kbps 1600 kbps 720 kbps 230 kbps P/Pmax P/Pmax Only marginal performance loss when indoor Copyright Ericsson AB All rights reserved 28

29 Future MBMS capacity Advanced receiver techniques Required BS power for 128 Kbps (%) 13% RAKE 13% G-RAKE Requires receiver diversity 6.4% RAKE2 6% GRAKE2 128 kbps streaming ~80% of cell power available for MBMS 12 channels 6 channels 12(6)x 128(256) kbps MBMS Broadcast bearers with advanced receiver techniques Copyright Ericsson AB All rights reserved 29

30 Combined 3G HSDPA/MBMS delivery MBMS SGSN GGSN MobileTV Broadcast Center Streaming Server Channels Unicast delivery RNC MBMS delivery RNC Operator decides whether unicast or MBMS is used for delivering a channel Transparent to the end-user and the content provider Copyright Ericsson AB All rights reserved 30

31 Combined 3G HSDPA / MBMS delivery Hot programs scenario Hot programs = programs requested by many users at the same time Traffic model 25% of all customers (= 150 users/cell) are subscribed to MobileTV Hot programs attracts 50% (= 75 users/cell) of the MobileTV subscribers TV channel usage Two MBMS Broadcast bearers per cell for delivering the hot programs 8.8 Erlang/cell remaining for unicast Remaining 75 users not watching the hot programs can still generate additional traffic of ~112 me (more than high load scenario) Two broadcast bearers sufficient to cope with hot programs (= channels watched by many users at the same time) Relative usage 0,3000 0,2500 0,2000 0,1500 0,1000 0,0500 0, Channel/service Hot programs Copyright Ericsson AB All rights reserved 31

32 MBMS - more commercial aspects There will be many cells in a large 3G network where 3G Unicast (HSDPA) delivery mechanism will provide enough capacity for the foreseeable future... MBMS is a SW feature in the 3G system and can be turned on for those cells when there is true business rational for it => Less risk & cash flow control MBMS is a SW feature in the phone - historically much faster penetration of handsets (high end -> low end) compared to HW based features Dual handling of channels (Unicast <-> MBMS) creates unique cost advantages Copyright Ericsson AB All rights reserved 32

34 Mobile TV - Summary - One pager Consumer demand for mobile TV is based on established behaviors Successful TV channel concept, new attractive formats launched Operators have launched commercial 3G based Mobile TV Mobile phone - One device - Mobile triple play Mobile Telephony Mobile Internet Mobile TV Three major applications, one network & significant cost advantages with 3G Mobile TV mass-market uptake creates capacity demand - Rapid improvements on Unicast based Mobile TV: QoS bearers, HSDPA, new codecs etc. - Cellular broadcast/multicast (MBMS): More capacity from upgrade of mobile networks. - Digital broadcast networks like DVB-H: More capacity from dedicated broadcast networks. Copyright Ericsson AB All rights reserved 34