CAT Confidential Documents

ITE Tech Inc.Allen Lu

May, 2010

Mobile TV Introduction and Evolution

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Agenda

What is Mobile TV

Mobile TV Standards

Mobile TV Cases

Mobile TV Evolution

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What is Mobile TV (行動電視 )Mobile Device

Stand-alone device:

pocket TV, portable TV, and car TV

Integrated device:

PND,

ipod/ipad/hp-slate

Cell phone

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What is Mobile TV (continued)

Content / service Audio/video: Real time news, sports, TV programs

Data: weather,

traffic,

local information

Service: m-voting,

m-shopping

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What is Mobile TV (continued)

Distribution wireless network Terrestrial broadcasting network

3G/4G cellular network

Satellite

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World-Wide Digital Terrestrial TV Standard

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World-Wide Mobile TV Standards

•T-DMB : Terrestrial DMB

•DVB-H : Digital Video Broadcasting – Handheld

•DVB-T: Digital Video Broadcasting – Terrestrial

•ISDB-T 1-seg : Integrated Service Digital Broadcasting – Terrestrial One Segment

•MediaFLO : Media Forward Link Only

•ATSC-M/H : Advanced Television Systems Committee (Mobile/Handheld)

2005200520052005

2006200620062006

2007200720072007

2008200820082008

EuropeEuropeEuropeEuropeChinaChinaChinaChina

AustraliaAustraliaAustraliaAustralia

USAUSAUSAUSAJapanJapanJapanJapan

T-DMBT-DMBT-DMBT-DMB

Media-FLOMedia-FLOATSC-M/HATSC-M/HMedia-FLOMedia-FLOATSC-M/HATSC-M/H

DVB-DVB-T & DVB-HT & DVB-HDVB-DVB-T & DVB-HT & DVB-H

CMMBCMMBCMMBCMMB

DVB-HDVB-HDVB-HDVB-H

ISDB-TISDB-T 1-seg1-segISDB-TISDB-T 1-seg1-segKoreaKoreaKoreaKorea

ISDB-TISDB-T 1-seg1-segISDB-TISDB-T 1-seg1-seg

BrazilBrazilBrazilBrazil

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Mobile TV Successful Stories

Case A: ISDB-T mobile TV in JapanCommercial in Apr. 2006, ISDB-T provides free to air video and

data services. It has a good reception quality and national-wide coverage. More than 80% cell phone include mobile phone (20M/year) in 2009.

Case B: Analog mobile TV in emerging countriesUse existing analog broadcasting infrastructure, it provides free

analog TV program and few channels. Analog mobile TV offers poor to fair reception quality. It has a reasonably well outdoor coverage in China, India, South American, south-east Asia. Estimated analog mobile TV is about 20M/year in 2009.

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And More Cases

Case C: DVB-H mobile TV in Europe

Commercial in 2006 World Cup in Italy and became de facto mobile TV standard in

Europe. DVB-H provides paid program ($10/month) and data service among 10-15

channels. It has a good reception quality but limited city coverage. It has less than

3M subscribers and turn to DVB-T mobile TV in 2010.

Case D: CMMB mobile TV in China

Commercial after 2008 Olympic. CMMB provides paid program (RMB$6/month) an

d data service among 10-15 channels. It has a good reception quality and national-

wide city coverage. CMMB slowed down after becomes paid service in 2009. It gai

ns momentum after bundling with 中國移動 3G service and billing in 2010.

• There is a mobile TV market • Free is crucial• Good coverage is crucial• Content and number of channels are not critical

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Evolution of Mobile TV

Stage 1 Stage 2 Stage 3

Feature Living room TV on a small screen

Entertainment and information source

integrated content, information, and service (電視，電信， Internet 三網合一 )

Market Niche market and early adopter; nice to have

mainstream user; useful to have

Ubiquitous; cannot live with it

Standard Analog mobile TV, DVB-T

ISDB-T, CMMB DVB-H like, IP based mobile TV standard

Free Free/Paid Paid