Rich Kearney - Mobile Video Lesson - March 2009

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The Smallest Screen

Three Screens - Spring 2009Richard Kearney © 2009

Three ScreensProfessor Kearney

March 31, 2009

Linear and non-linear, mobile video vs. mobile television.

“Mobile TV is a television service delivered to subscribers via mobile telecommunications networks, such as mobile phone carriers. South Korea is at the forefront of this developing sector and BT in the United Kingdom was the first company outside Korea to implement Mobile TV.”

AT&T and Verizon offer branded video services to their mobile subcribers, but companies like MobiTV and MediaFLO handle the streaming end to end and even negotiate carriage fees.



Mobile Broadcast

Technology• Live vs. On Demand vs. Podcasting

• Unicast vs. Broadcast

• Competing Standards

• MediaFLO• DVB-H

• DMB

Now let’s look a little closer at the three standards.



MediaFLO

•FLO stands for Forward Link Only

• Proprietary Standard, developed byQualcomm

•Commercially deployed in U.S. by Verizon,followed by AT&T in 2008



DVB-H• Digital Video Broadcast - Handheld• Popular in Europe, ofcially endorsed by

EU, who want one standard for all of

Europe• Tested in America by T-Mobile, yet to

secure a partner for commercialdeployment

• Proponents in U.S. are Modeo & HiWire

• Pushed for as a North American standard

by the Mobile DTV AllianceMobile DTV Alliance is a consortium that includes Nokia, Microsoft, Disney, Intel, Texas Instruments, AT&T, LG, Samsung, Sony Ericsson, and Alcatel-Lucent



DMB• Digital Multimedia Broadcasting

• Developed in Korea as an offshoot of DAB,which was originally an EU project

•Can operate via satellite (S-DMB) or terrestrial(T-DMB)

• Operates on VHF & UHF, hence lack of adoption in U.S., still used for television(STILL!)

• Pushed for as a global standard by WorldDMB

• Importance could raise post-DTV switchNot Dave Matthews Band.

WorldDMB members from the U.S. include Microsoft, Texas Instruments, Qualcomm and various manufacturers of semiconductors



Mobile Broadcasters

•MediaFLO USA

•MobiTV

•Modeo

•HiWire



MediaFLO USA• Qualcomm spun off MediaFLO USA as its

own company to utilize broadcast standard• Service called FLO TV

• http://www.otv.com/

• Live multicast through the 716-722 Mhzspectru m (UHF Channel 55)

•Rebranded by Verizon and AT&T

http://www.flotv.com/





MobiTV• Won Emmy for rst live mobile television

broadcast

• Seamless delivery over DVB-H, 3G, WiFi &

WiMax networks

• Supports broadcast, multicast & unicast

•Currently available for AT&T, Sprint & AlltelWireless customers

• Channel availability differs

• Also powers AT&T Broadband TVAT&T Broadband TV is essentially MobiTV on the PC instead of a cell phone.



Modeo

• Used DVB-H spectrum it owned, eventuallyscrapped and sold spectrum to private equity rms.

• Floundered in 2007, shut down after failing to nd aservice partner in U.S. despite partnering withMicrosoft

• Tested its service in NYC to fanfare and mediacoverage

• Modeo was third after V Cast and MobiTV inconsumer awareness in mid-2007

• Nail in cofn - AT&T and MediaFLO announcement2007 was supposed to be the year for mobile television in North America, but it was a dud because no one realized that consumers did not want to pay for it.

iPhone may have begun the change that will help this.



HiWire

• Another proposed DVB-H service, similarto Modeo, that was operated by AlohaPartners

• Tested service with T-Mobile in Las Vegas,but never secured a wireless serviceprovider to partner - folding afterMediaFLO / AT&T deal

• After giving up on the service, Aloha, thelargest owner of 700 Mhz spectrum in U.S.sold it to AT&T (pre-auction)



Wireless Service

Providers•Verizon

•AT&T

•Sprint

•MVNOs / Overbuilds

There are others but they don’t provide video.



Mobile Video Services

•Verizon V CAST Video

•AT&T CV (as in Cingular Video)



• Launched V Cast Video on demand videoclip service on 2/7/2005

• V Cast Mobile TV powered by MediaFLO

• CBS Mobile, Comedy Central, ESPNMobile TV, FOX Mobile, MTV, NBC2Go,NBCNews2Go & Nickelodeon

V CAST Video &Mobile TV

V Cast video cost $15 a month as of January 2008

Programming lineup is CBS Mobile, BET Networks, ESPN, V Cast Sports, ABC News Now, NBC Mobile, CBS Mobile News, Weather Bug



AT&T Mobile Video• CV - stands for Cingular

Video, similar to V Cast Video- requires a 3G phone - largelist of clip providers

• Video Share - allows user torecord video and send itothers - even live!

• AT&T Mobile TV - Spring2008

CV (Cingular Video) - AT&T’s mobile video on demand service, similar to V Cast Video.MobiTV partner for AT&T Broadband TV



AT&T MobileTV (MediaFLO)

• Launched May 4, 2008

• Broadcast quality, full lengthprograms - CBS, FOX, ESPN,CNN & Comedy Central

• Different schedule than TV

•$15 a month

• Currently works with 4different phones

• Available in 50 cities



Sprint TV

• Re-brands MobiTV as Sprint Xtra

•Has parntership with CBS & MTVNetworks

• 14 live streaming and video ondemand channels makes them thelargest provider of MTV Networksmobile content



MVNO(Mobile Virtual Network Operator)

• Amp’d Mobile

•branded itself as video and music heavycell service - went bankrupt

• Helio

• Virgin Mobile• Boost Mobile

• ESPN Mobile (massive failure)



Mobile Producers

• Television producers

•Web producers

• ‘Pure play’ mobile producers

• GoTV Networks

• Advertisers

• Sprint and Suave teamed up on a show



Mobile Etc.• Apple’s iPod and Sony’s PSP, originally for

music and video games, respectively, haveevolved into mobile video devices byplaying stored content purchased online orin stores, or even your own personalvideos.

• SAME SCREEN, DIFFERENT DELIVERY &ECONOMICS



Conclusion

• “Cost is the primary concern for currentand future prospective users of mobile

television services, according to acomScore survey of more than 2,000mobile phone subscribers. However 67%of respondents interest in subscribing to

mobile TV said they would be willing towatch ads in exchange for freesubscriptions.”



Trends

• Mobile television devices strictly forover the air broadcasts

• Mobile handset manufacturesdeveloping phones that come pre-loaded with the ability to buy content

from or through them, circumventingyour mobile service provider.



The future...

ATSC-M/H

Off-shoot of the new standard for the television industry, proponents claim it will fix existing fragmentat ion problems and could be backwards compatible with existing tech. Many areskeptical based on less than stellar tests of the tech in motion.

Documents

Rich Kearney - Mobile Video Lesson - March 2009