mobiletv in europe: status; usecase

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

tanguy.delestre@agoria.be

For MADUF mobile TV project http://projects.ibbt.be/maduf