Business Model of Mobile TV and Its Key Success Factors Mu-Piao Shih, Vice President Chunghwa Telecom Mobile Business Group November 26, 2008

Transcription

1 全 球 Hi 數 位 數 位 高 畫 質 及 行 動 電 視 國 際 研 討 會 Business Model of Mobile TV and Its Key Success Factors Mu-Piao Shih, Vice President Chunghwa Telecom Mobile Business Group November 26, 2008

2 G1, Touch Diamond and iphone 3G 2 They all support HSDPA 3.6M or 7.2 M!

3 They All Support HSPA 3 NetBook MID

4 4 Mobile Broadband will Overtake Fixed

5 Contents Overview of Mobile TV Solution Sample of Global Mobile TV Operators Mobile Operator s Opportunities in the Developing Mobile TV Market New Business Model on New Mobile Media Taiwan Experience on Mobile TV Key Success Factors Summary

6 Overview of Mobile TV Solution Technology Major Market Standard Group Industrial players Comparisons DVB-H Europe, Asia, North America, Australia DVB OMA Nokia, BenQ-Siemens, Motorola, Samsung, LG, Alcatel etc. IP based; 90% power saving design; either use independent MUX, or be constructed based on existing DVB-T network T-DMB South Korea DAB LG, Samsung some proprietary; bit rate 1.5Mbps, non-ip based; external antenna; less power saving; be constructed based on existing DAB network S-DMB South Korea, Japan DAB LG, Samsung, Alcatel some proprietary; non-ip based, big antenna; power saving; satellite transmission with terrestrial repeaters MediaFLO North America Qualcomm Qualcomm & CDMA manufacturers Proprietary; non-ip based; bandwidth efficiency ISDB-T Japan only proprietary MBMS IPTV over WiMAX 3G service regions WiMAX service regions 3GPP, 3GPP2 Most 3G manufacturer Bit rate 345kbps~2Mbps, IP based; based on 3G network; standardization still in progress WiMAX Forum Intel etc. standardization still in progress

7 Comparison of the Main Technologies * Source: Unlimited Mobile TV for the Mass Market, Alcatel Strategy White Paper

8 Sample of Global Mobile TV Operators Country Regulator Launch Tech. Channel Freq. Owner Biz Model Italy Agcom 2005/11 DVB-H 21~56 H3G/Mediaset B2B/ B2C Tariff 19/m # Sub. 600K Germany BNetzA 2007/10 DVB-H 39 Media Broadcast B2B France CSA 2008/12 DVB-H UHF N/A FTA FTA --- Netherlands Agentschap 2008/6 DVB-H 25~44 Digiteenne B2B 9.95/m --- Austria Komm Austria 2008/5 DVB-H 36,37,47 Media Broadcast B2B FTA, 6/m --- Swiss ComCom 2008/5 DVB-H 23,34,36, 40 Swisscom B2C 16 CHF/m --- USA FCC 2007/3 MediaFLO 55 Qualcomm B2B US15/m Korea MIC MIC 2005/ /5 T-DMB S-DMB BandIII L-Band KBS,MBC,SB S TU Media FTA B2C FTA 7000W/m 7.8M 1.4M Japan 2003/12 ISDB-T 13~62 NHK FTA FTA 20M Taiwan NCC >2009 DVB-H 35~50????????????

9 Mobile Operator s Opportunities Advantages of Mobile Coverage Customer base CRM Billing Solid Business Base Alliance of Mobile and Broadcast Advantages of Broadcast Plenty of Contents Broadcast Bandwidth Entertainment Experience Complementary Better Architecture Culture Difference Legal Issues Technology Innovation Reduce Risk and Cost New Market Innovation

10 The Attractiveness of Mobile TV Handset Up to 94.1% people in Taiwan who are asked want to have a mobile TV handset From the survey data, we did the crossing analysis from the factors of age, sex, education and income, and found they are no differences 我 要 再 考 慮 5.9% 您 想 擁 有 超 級 手 機 嗎? I will think about it later on I d like to have a mobile TV handset 太 棒 了, 我 很 想 要! 94.1% samples = 868

11 Traditional Operation Model Customer Service Channels Broadcasting Systems Content Integration Licensed Broadcaster Integrated Content Channel Bought Programs Homemade Programs Ads Licensed Broadcaster Integrated Content Channel Bought Programs Homemade Programs Ads Revenue from Ads

12 New Media Operation Model Mobile Distribution Channels Bundling with Mobile Services Partnership with Broadcaster Jointing the Content Creation DMB DVB-H Licensed Broadcaster New Media Group UGC BGC Ad Other CPs Media-FLO

13 Value Chain of Mobile TV Business Mobile TV Provider Service Management Content Creator Content Aggregator Platform Operation Broadcast Network Channel (Service and Terminal) User Discovery, Disney TV company, Cable TV, others CA/DRM DVB-H MediaFLO DMB Mobile Operator Independent Channel Mobile Operator Billing, VAS Platform GPRS/UMTS Customer Care

14 Mobile TV Business Model 1 Advertiser CP, CA, TV Company Broadcast Operator Terrestrial Transmission Network Terminal Vendor Dual-Band Dual-Mode Terminal Mobile Operator CP/CA Core Network Base Station Managed by TV Company and Terminal Vendor

15 Mobile TV Business Model 2 Broadcaster/ Content Provider ISP/Content Aggregator Mobile Operator Broadcast Network Mobile Network Dual-Band Dual-Mode Terminal Managed by Mobile Operator, TV Company as a CP

16 Mobile TV Business Model 3 Broadcast Operator Terrestrial Transmission Network CP/CA Mobile Operator Dual-Band Dual-Mode Terminal Core Network Base Station Managed by TV Broadcaster with Returned Path from Mobile Operator

17 Mobile TV Business Model 4 Broadcast Operator Terrestrial Transmission Network CP/CA Mobile TV Service Provider Mobile Operator Dual-Band Dual-Mode Terminal Core Network Base Station Managed by Mobile TV Service Provider in Cooperation with TV and Mobile Operator

18 The Role of Mobile Operator Return Path for Interactive Services Authentication, Authorization and Billing Existing Customer Base CRM Subsidy of User Terminal

19 Taiwan Experience on Mobile TV(1/2) Started Handheld TV Experimental Plan from January 2007 Total 5 Teams Formed North Region ( PTS, CTV, TTV(MediaFLO) ) South Region ( CTS, CHWBN ) Experiments Ended 12/2007~6/2008 CHT Join Two Teams ( PTS, CTV ) CHT supports the return path via 3G/2.5G Networks Customer Service and Billing system

20 Taiwan Experience on Mobile TV(2/2) Trial Project Announced by NCC on 2006/8/4 Team Approved on 2006/11/30: South- CTS Trial Started Trials Completed: PTS: 2007/12/31 TTV: 2008/2/21 CTS: 2008/3/31 (6 Month Delay) FTV: 2008/3/31 (6 Month Delay) CTV: 2008/6/20 (6 Month Delay) 2006/8 2006/ / /1 2007/6 2007/ /2 2008/6 2008/8 Teams Approved on 2006/10/13: North- PTS, CTV, TTV South- CHWBN Submit Midterm Report Submit Final Report 2008/1/8 Oral Presentation to NCC 2008/2/26 NCC Policy: Public consultation License issuing rules expected to be announced by end 2008 New NCC on Duty

21 Status of Mobile TV in Chunghwa Telecom Offering Mobile TV Service with 3G Streaming Treated as a mobile value-added service 18+ channels: TTV financial, CTV entertainment, CTiTV entertainment,unique Satellite TV commerce, etc. Charged by packets, NT$3.0/min or NT$168/m Flat Join DVB-H Trial with PTS and CTV, Cooperate with CTS for Another Research Project

22 Mobile TV Using 3G Video Streaming Fair Quality (~100 kbps) Urban Coverage Access Time (>30 s) Channel Selection Time (18 s) Limited Network Capacity Power Consumption / Battery Life

23 3G Video Portal in CHT (1/2)

24 3G Video Portal in CHT (2/2) 手 機 電 視 各 國 內 外 主 要 電 視 台, 包 括, 台 視 中 視 民 視 TVBS 中 天 三 立 大 愛 東 森 等 等 手 機 電 影 電 影 預 告 精 采 短 片 相 關 活 動 直 播 及 結 合 精 采 片 段 的 電 影 MV 電 影 明 星 八 卦 流 行 MV 隨 時 隨 地 觀 看 國 內 外 最 in 最 紅 的 歌 手 MV, 第 一 時 間 掌 握 歌 手 的 全 記 錄 及 幕 後 花 絮 手 機 戲 劇 手 機 戲 劇 頻 道 幫 你 蒐 集 最 in 的 偶 像 劇 武 俠 劇 港 劇 大 陸 劇, 精 采 片 段 通 通 不 錯 過 美 國 職 棒 大 聯 盟 與 公 視 美 國 職 棒 大 聯 盟 合 作 精 彩 球 賽 直 播, 更 有 每 日 賽 事 精 華 報 導 貴 Land 內 容 含 風 靡 全 球 的 阿 貴 動 畫 幽 默 爆 笑 的 唬 客 會 社 溫 馨 浪 漫 的 小 薰 DJ 秀 資 訊 新 視 界 新 聞 知 性 生 活 時 尚 娛 樂 文 化 即 時 新 聞 及 生 活 娛 樂 兩 大 影 音 資 訊 綜 藝 娛 樂 手 機 也 能 看 康 熙 來 了, 美 麗 藝 能 界, 綜 藝 大 哥 大, 我 猜 我 猜 我 猜 猜 猜, 綜 藝 節 目 多 不 勝 數

25 Mobile TV Terminals Available(1/2) Vendor Nokia Samsung LG Model N77 N92 N96 SGH- P930 SGH- P940 SGH- P960 U960 KU950 Vu (AT&T) Mobile WCDMA WCDMA HSDPA HSDPA HSDPA HSDPA HSDPA HSDPA HSDPA TV DVB-H DVB-H DVB-H DVB-H DVB-H DVB-H DVB-H DVB-H Media FLO Display Camera 2M 2M 5M 2M 2M 3.2M 2M 1.3M 2M Launch (Europe) (Europe) 2008Q3 NA (Europe) NA NA NA Price ,500 NA NA NA NA NA NA Photo

26 Mobile TV Terminals Available(2/2) Vendor Gigabyte Glofish HTC Motorola Sharp Model t600 MS808 V900 Modeo 3389 DH01 920SH (Softbank) SH906i (DoCoMo) Mobile GPRS HSDPA HSDPA GPRS HSDPA HSDPA HSDPA TV DVB-T/H DAB T-DMB DVB-T/H T-DMB ISDB-T DVB-T/H T-DMB DAB DVB-H DVB-H ISDB-T ISDB-T Display Camera 2M 3M 3.2M 1.3M 5M 3.2M 5M Launch NA CeBIT Price 15,720 NA NA NA NA 13,874 16,940 Photo

27 Key Success Factors Contents Terminal Cost Video Quality Coverage Power Consumption / Battery Life Right Business Model Collaboration with Mobile Operators

28 DVB-H Network Architecture DVB -H Tra n s m itte rs Co n te n t S o u rc e s IPE IPE Ma n a ge r S tre a m En c o d e r Mu ltic a s t In tra n e t S tre a m En c o d e r B ro a d c a s t S e rvic e Ma n a ge r S tre a m En c o d e r Mo b ile TV Te rm in a l No d e B RNC B ro a d c a s t Ac c o u n t Ma n a ge r B MS S GS N GGS N Source: Nokia

29 Common Transmission Platform Reduce the Infrastructure Cost Collocate with the Mobile Base Station Leased Line Power Reuse of other existing facilities

30 Future of Mobile TV Global Wide, Large Concentrated Audience, Heavy Duty Streaming Light Video, Audio Clip, Real Streaming MBMS(interactive) DVB-H/DVB-MHP/DMB-T/DAB TV(interactive) DVB-T/DVB-S/DMB-S (receive only)

31 Summary DVB-H and MediaFLO have been demonstrated in Taiwan The video quality is impressive Terminal availability/cost will be the key for the success of mobile TV business Mobile operator can provide AAA and support the required return path for interactive services Common transmission platform will reduce the total investment NCC license issuing policy is critical