Mobile TV Business models - eco · Mobile TV Business models ... Malaysia s newest 3G service, ......

1 © Nokia Siemens Networks 2007. All rights reserved.

Mobile TVBusiness models

Mobile Content Cologne, ifs internationale filmschule Köln24th - 26th October 2007

Stefan Schneiders


Scale

Ericsson(incl.Redback)

NokiaSiemensNetworks**

Alcatel - Lucent*(incl. Nortel sUTRAN)

Nortel*(w/o.UTRAN)

Cisco Huawei* Motorola NEC

R&D Power Cost efficiencyGlobal ReachGlobal platforms and partners

All companies with comparable carrier business revenues. * estimated figures ** unaudited calendarised numbers


West & South

Europe#2

Latin America

#2

North America

#6China

#3

North East

#1

APAC#1

Middle East & Africa

#2

Global presence and service capability

Countries: > 150 Customers: > 600Connections served: > 1BnService professionals: > 20,000

Source: Nokia Siemens Networks 2007


Our market vision of 2015 the World connected

Applications pre-dominantly

in Internet

Applications pre-dominantly

in Internet

Broadband Everywhere

5 Bn people connected

Multitude of business models


Mobile TV Capture the mass before your competitor

Handset and usage:84 million broadcast TV handsets sold annually by 20101

Nearly half a billion people will watch TV on mobile phones by 20112

Mobile TV grows by 50% year-on-year to 20102

End-users are willing to pay around 7 10 per month and Mobile TV is one of the key drivers for handset selection

Revenue potential:Combined mobile TV and video market opportunity reaching 11 billion by 20103

Sources: 1Informa Telecoms & Media (London), 2IMS Research 08/06, 3Yankee Group 11/06


Nokia Siemens Networks has already deployed a large number of Mobile TV platforms

Mobile TV unicast commercial with more than 30 operators

DVB-H pilots around the world show strong interest in Mobile TV broadcast.

Commercial DVB-H launches:

- Finland

- India

- Malaysia

- Philippines

- Vietnam

Current Nokia / Nokia Siemens Network references for DVB-H customers incl. pilots

360media


U MobileCommercial DVB-H rollout in Malaysia

Malaysia s first Mobile LiveTVTM Service Provider - via DVB-H

Malaysia s newest 3G service, roaming agreement with Celcom

Subscribers

Ready for service: 16 Oct 2007Marketing campaign in Nov. 2007

Launch Date

U Mobile was foundedin 1998 as MiTVNetworks Sdn Bhd.

6 channels:News, Music, Lifestyle, Family/Kids & Variety Channels

Channels

4 cities in Klang Valley planned: Kuala Lumpur, Shah Alam, Kajang and Putrajaya

Coverage

End-to-end deployment process which includes

implementation

integration and

application developmentof DVB-H services.

This includes maintenance of U Mobile s infrastructure on a turnkey basis


SMART & 360 mediaCommercial DVB-H rollout in the Philippines

myTV: first commercial mobile TV service in the Philippines

25 mio. GSM subscribers (02/07) 58 percent market share

Subscribers

24 July 2007Launch Date

SMART & 360media(subsidies of PLDT)

11 TV channels on Air: Cartoon Network, Basketball TV, PBA, MTV, CNN, Solar Sports, Jack TV, History Channel, Pinoy Box Office, National Geographic, ETC

Channels

Mega Manila, Metro Cebu, Davao, Tagaytay, Batangas, and Baguio City. Cagayan de Oro and Boracay covered soon

Coverage

End-to-end solution including DVB-H platform and Nokia devices (N92, N77).


Combination of complimentary technologies ensures best support of personal TV business

Converged media delivery architecture

Unicast

Mobile Network

MBMS

Mobile NetworkMobile Network

Broadcast Network

Broadcast, DVB-H

Multimedia services to masses and communitiesSave 3G capacity for groups watching the same content

Mobile TV content to individualsUser-controlled personalized channels and interactivity

Mobile TV content to masses, > 20 channels


Create the most efficient Mobile TV channel mix:Broadcast for Top TV channels, Unicast for long tail

User controlled personalized channels

Point-to-point Unicast

Relative usage

High channel variety anduser-controlled on-demand services

Channels

Top TV channels

Top TV channels account for 80% of the usage

Efficient broadcast


Unicast offers excellent user experience and business opportunities

Part of Media Delivery Solution

Mobile Web 2.0 support

Access via browser

No need to download or install client

Insert advertisement video clip before program starts

Research indicates huge market potential

New business models

Never miss your favorite episode

Attract users with real anytime paradigm

Drive convergence with IPTV

Preinstalled client on Nokia phone

Holistic media experience

Supporting various clients New use cases

Flash Lite 2 client AdvertisementNetwork based PVRVideo Center Client


DVB-H business model builds on cooperation between BNO and MNOs

End-User

TV Program 1 (All)

TV Program MNO 1

TV Program MNO 1a

up to 30 programs

TV Program 1

TV Program 2

TV Program MNO 1

TV Program 1

TV Program 2

TV Program MNO 1

TV Program MNO 1a

TV Program 1 (All)

TV Program MNO 1

TV Program MNO 2

Mobile Network

Operator 2

Mobile Network

Operator 1

Broadcast Network Operator

B2B

Delivery

B2C

B2C

15 /mth5 /mth


Interoperability and standard alignment drives Mobile TV market success

Devices

Mediadeliveryplatform

OMA IOP Test Fest

(Sep./Nov. 2007)

bmcoforum Profile

OMA BCAST

DVB-H

3GSM Barcelona

IOP Testing for the commercial launch

Selected features for implementation

Preferred service layer standard

Preferred broadcast standard

Interoperability demonstration


Nokia Siemens Networks Media Delivery Solutionfor complementary Unicast & DVB-H Broadcast

Content

Backendinfrastructure

Charging/BillingCustomer CareO&MData WarehouseAuthentication / Authorization

Ser

vice

s

Network Management System

Media Delivery Solution

LiveEncoder

Account Manager (SPP)

DownloadServer

StreamingServer

Media DeliveryControl System

(Unicast)

IPE Subsystem(DVB-H)

ServiceManager

InteractivityServer

Devices

Mobile TV is operational with high availability & reliability

GGSN Manager(MBMS)*

*) MBMS modular extension


Mobile TV Broadcast is operationalNokia Siemens Networks DVB-H at IBC 2007

TV ChannelsNokia Siemens NetworksTransmission on channel 23 with National Grid Wireless

Devices

Mobile TV Consumer Experience @ RAI conference centre

Media Delivery Solution

free-to-air &

encrypted


Increase Mobile TV channel number with DVB-H statistical multiplexing

Use variability of video signals to increase number of channels

Improve the video quality compared to constant bit rate encoding

Overall gain approx. 25% - 30% depending on content of channels

Allow a higher number of TV channels in DVB-H multiplex

1 2 3 4 5 6 7 8 9 10 11 12Constant bit rate

DVB-H multiplex

Statistical Multiplexing 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Sport ActionNewsSpeaker

Content Type:

NEW at IBC2007


Operational support systems for DVB-H Integrated monitoring & control solution

NetAct IT / SCRIMS * is an integrated monitoring & control solution:

Nokia Siemens Networks Media Delivery Solution

All elements of DVB-T or DVB-H network

Combine best aspects of

Typical network management tools (like HP OV NNM)

Monitoring and Control systems as used in other industries (Building management, SCADA ).

* Smart CRoss Industry Management Solution

Reduce operational costs by centralizing monitoring & control

NEW at IBC2007


Operational support systems for DVB-HMonitor Wall

Visualize the different stages of audio and video processing

Allow early inspection of audio and video quality through all stages

Support operation and monitoring of the MDS platform

Enable Mobile TV operators to monitor end-2-end service availability and quality of the MDS platform (planned)

Support the operation and monitoring of the MDS platform

NEW at IBC2007


Executive summary:MQA Agent is a background process running on a standard Nokia mobile

Capturing service and terminal usage

Capturing true end-user experience combined with radio interface details

Over-the-air administration and measurement collection

Mobile Quality Analyzer

Monitor Analyze

Report

Optional

Games

DVB-H

SMS

Voice

Radiocounters

See how thousands of subscribers really experience services

MQA Agent


Understand user experienced Quality of ServiceImproving network and service quality using the input from your end usersEnsuring SLA promises for e.g. corporate customer and VIPsCollecting information also when out of network coverage and being abroadTargeting service and network optimization to the real customer experience

Understand user behaviourAnalyze Mobile TV usageAnalysing a new servicebefore it is being launched Decision making on portfolio Verifying campaign successIdentifying trends in usage behavior Creating individual customer offering

Understand your competitorsProviding visibility of performance benefitsPointing to financial impacts of bad quality levelIdentifying and quantifying your strength



New Players and Business Opportunities in Interactivity Ecosystem

InteractiveApplication

Advertiser

Consumer Brands

ContentAggregators

"Usage Patterns"

Market Research Institutes

ContentProducersBroadcaster

ISP / FixedCarrierDevices

MobileNetwork

Operators

InteractiveApplication

InteractiveChannelProvider

"consume"

"create & share content"

"interact with the program"

End UserRight

Owners

ContentProviders

TVChannels

Interactivity brings Telco and Media industry together and enables new business


Interactive applications generate additional revenues in combination with TV services

CHAT: online communication while watching TV

QUIZ: who knows the right answer wins the prize

VOTING: best player, game, goal ...

DOWNLOAD: scenes, different camera views

PURCHASE: tickets, CDs, fan article

BETTING: Live betting in front of/or during a game

Broad range of interactivity


Interactive Radio services via DVB-H

Info.fm Classic.fm Blaster.fm

Stock Market updateFavorite sportTraffic information

CD recommendationsRelated eventsBreaking news

Different radio services in DVB-H to address specific communities

Chat while listeningStudio web camCurrent local weather

Efficient DVB-H spectrum usage for multiple radio services


Rich Media Interactivity enhances user experience increasing cross selling potential with advertisers

Basic Interactivity Rich Media Interactivity

Enhanced user experience with combination of multimedia objects

Interactive ESG integrating on-demand services

Target Group Specific AdvertisementsStandardized screen layout descriptionLip synchronization

Show icon on Interactive service publishingEnable basic votingLink to service portal or web info serverTypical ESG update period 10 minutes


3GPP DIMS Scene Structure Enables Optimized Distribution via Broadcast Network

Rich media service creation has to combine TV program and interactivity

Optimal bandwidth utilization (statistical multiplex) based on scene analysis

Lip Synchronization

Interactivity Demo available


Advertising market is shifting to new media

Mobile

Internet

Time

100%

Total Advertising Market

Source: Strategy Analytics

$Bn

2005 2006 2007 2008

Share of spending

Newspaper,

Magazines,

Radio, TV,


Mobile advertising market has significantbusiness potential (Mio. US$)

Source: Strategy Analytics, May 2007

0

2.500

5.000

7.500

10.000

12.500

15.000

Total 1.465 4.166 7.574 10.866 14.426

RoW 6 11 22 48 95

CALA 27 35 55 124 258

CE. Europe 22 61 147 296 567

W. Europe 245 901 1.719 2.583 3.448

N. America 176 887 1.913 2.774 3.806

APAC 988 2.271 3.719 5.043 6.252

2007 2008 2009 2010 20110

2.500

5.000

7.500

10.000

12.500

15.000

Total 1.465 4.166 7.574 10.866 14.426

In-Application 4 20 69 180 409

In-Game 11 35 100 225 428

MMS 22 42 74 113 162

SMS 228 264 300 336 370

Video & TV 166 340 689 1338 2139

Search 101 908 2.025 3.068 4.037

Display / Web 934 2.556 4.317 5.605 6.882

2007 2008 2009 2010 2011


New internet players impose new competitive requirements for the operators

Internet

New business model

Established business model

Mobile

Fixed

Telecom

Mobile operators

Mobilevirtual

operator

Hybridoperators

Newvirtual

operators

ISP s

Fixed operators

Cableoperators

BroadcastOperators

Powered By

Advertising


Operators are in a unique position to capitalize on their subscriber information

Usage context is relevantfor advertising!

Work

Lunch

Sport

Work

24

12

18 06

0915

21 03

Drive

@HomeFamily

NightlifeName

Presence

Location Gender

Age

Buddies

Usage

Spending

Innovative and effective way of direct and instant interaction with

consumers even on the move!

Operators leverage experiences inDirect customer relationshipCustomer care / usage data (CDRs, typical bill amount, call volume)Revenue sharingContent / service distributionContent / service bundle billingLocation capabilitiesInterworking with terminal equipment vendors / subsidies mgt.Integration of broadcast and unicast services


Broadcasted ads featuring personalization and interactions

Ads are selected according to

end-user groups

Target Group Ads

Depending on personal profile, MobileTV users see different sequence of ad interstitials

Interactive Ads

Opt-in required for personalized user

specific ads

Personal Ads

Hello Mr. Smithdo you want to make a test drive?

Press: Yes, I want!

time slot 1 time slot 2


Media & communication service specific advertisement support functionsMobile Internet Browsing, Mobile TV, IPTV, Messaging (e.g. SMS, MMS), Location

Target architecture:Integrated multi-channel advertising solution

Ad placemente-market

Campaign Execution Planning

Content Inventory,Formatting & Linking

Channel & SubscriberProfile Mgmt. & Matching

Ad Play-Out& Interaction

ProfileGeneration

ContextManagement

Reporting & Analytics

Revenue Sharing

Multi-channel Advertisement Campaign Management

Campaign AnalysisCampaign Planning Campaign Execution

Campaign Optimization


TomorrowToday

Converged TV enables new user experiences between Mobile TV and IPTV

ConvergedTV

Convergedmedia delivery

fixed

cellular

broadcast

Separatemedia

deliveryplatforms

CONTENT CONTENT


Converged Use Case: One Subscription

User subscribes to converged TV service

1

Phone & IPTV STB are provided

2

User receives one bill4

Add-on services subscriptions and upgrades from any device

User enjoysmobile TV

3

on the moveUser enjoys mobile IPTV

3

@home


Converged Use Case: User Controlled Session Continuity

on the move @home

StopLive TV

1 Continueat home

2

StopMovie

1Continueon the bus

2

Resume later where you stopped on any device


Converged Use Case: Network Based Personal Video Recorder

on the move @home

Record is added to the media library and can be consumed on the move or at home

Select PVRControl application

1

Program PVR for recording clip

2

Add recording to media library

3

Start watching recorded clip

4


Consulting

Project Management

Network Implementation

Systems Integration

Maintenance and care

Operations

Managed Services / Hosting

Security Solutions

Competence Development

Network and Service Optimization

Unique Mobile TV end to end offeringincluding devices, equipment and services

Devices

Mobile

Set Top Box

PC

Access networks

DistributionNetwork

Service systems Content Factory

User Experience Tracking

Audience Measurement & Rating

Ingestion

Transformation

Edit

Archive

Quality Assure

PublishDevice Management & Qos

Operation & Management System

Authorization System

Billing & Charging System

IPTV:Home Entertainment Solution

Mobile TV:Media Delivery Solution

Unicast / Broadcastwith Interactivity

E2E Network Management

DVB-H

WLAN

DSL

Satellite

WiMax

Micro wave

Fixed Line

2G/3G MBMS



Nokia Siemens Networks Managed Services working in collaboration with our clients

KG Telecom

VIAG

DCC Astelit

blu

Telestet

business

Belux


Mobile TV summary

Mobile TV Business

Mobile TV Broadcast via DVB-H is reality with commercial launches in Asia & Europe

Interactivity & advertising

Convergence

Interactive applications and advertising will generate additional revenues

Complementary technologies

Combination of complimentary technologies ensures best support of Mobile TV business

Turnkey

Mobile TV & IPTV will converge and enable new user experience for TV to go and at home

The growth of Mobile TV is set to grow exponentially, let Nokia andNokia Siemens Networks be your end to end supplier

Network design & delivery, project implementation, network integration & care and managed services


Thank You!

Stefan Schneidersemail: [email protected]

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Mobile TV Business models - eco · Mobile TV Business models ... Malaysia s newest 3G service, ......

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