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Business experiences in implementation of Mobile TV in Korea

ITU-T Workshop on Bridging the Standardization Gap and Interactive Training Session (Cyberjaya, Malaysia, 29 June – 1 July 2010 ). Business experiences in implementation of Mobile TV in Korea. Jaewook Lee, Team Leader at Net&TV. Table of Contents. Part I. Introduction to T-DMB

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Business experiences in implementation of Mobile TV in Korea

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  1. ITU-T Workshop on Bridging the Standardization Gapand Interactive Training Session (Cyberjaya, Malaysia, 29 June – 1 July 2010 ) Business experiences in implementation of Mobile TV in Korea Jaewook Lee, Team Leader at Net&TV

  2. Table of Contents Part I. Introduction to T-DMB Part II. DMB Market in Korea Part III. Business Model Part IV. New Technologies Part V. How To Improve Revenue Part VI. Conclusion

  3. Introduction to T-DMB • Various mobile TV services were commercialized all over the world. • Nevertheless, most of these services were withdrawn or failed to draw enough subscribers except for T-DMB in Korea and 1-seg in Japan. Mobile TV Standards Pay service vs. Free service

  4. Audio Service (MUSICAM) Packet or Stream Mode Data Service DAB MUX OFDM Modulation Video Service Video Encoder (H.264) TS Mux Stream Mode Video RS Encoder(204,188) Convolutional Interleaver Associated Audio Audio Encoder (ER-BSAC) Introduction to T-DMB • T-DMB transmission system (Interactive) Data DAB System (ETSI 300 401) Multimedia Multiplexer Current DAB system Multimedia Encoder for T-DMB

  5. Introduction to T-DMB DAB / DMB Features High speed mobility Capacity: 1.5 Mbps / channel High bitrate AV & Data: Typical video to mobile screen: 384-512 kbps Spectrum: Band III: 174 to 240MHz L-Band : 1452 to 1492MHz Modulation: COFDM Single Frequency Networks

  6. Introduction to T-DMB • Service configuration of T-DMB inKorea CH 8 CH 12 8A 8B 8C 12A 12B 12C TV 12 TV 1 BIFS TV 2 BIFS TV 2 BIFS TV 3 TV 2 TV 3 Radio 7 - Radio 1 - Radio 3 Radio 1 Radio 2 TPEG DMB2.0 EPG BWS Data 12 TPEG DMB2.0 TPEG DMB2.0 TPEG DMB2.0 DMB2.0 DMB2.0

  7. Interactive Broadcasting Cellular Network Introduction to T-DMB • T-DMB as Broadcasting and Communications Convergence Service Service Scene Contents Content Provider User Demand Broadcasting Center • Interactive Weather / Traffic • Camera Viewing of Road • Camera Viewing of Scene • Automatic Navigation • Weather Information • Interactive sports/Advertisement • Player Information • Viewing at Different Angle • Direct Connection to Shopping • Website • Facilities to cover shaded area • Collaboration with broadcasting industries • Content Supply Chain (Not Sole Solution) • QoS of Broadcasting • Monthly Fee • Pay Per View (Movie, Adult etc.) • Advertisement and Shopping (Interactive) • N/W Charge for Interactive Broadcasting Key Success Factor Biz. Model

  8. Introduction to T-DMB • Data services : BIFS(Binary Format for Scene) • ISO standard : MEPG-4 part 11 (core2D level1 @ DMB) • MPEG-4 scene description protocol to compose and describe MPEG-4 objects • Possibility of generating revenue with SMS voting, advertisements, content D/L services • such as ringtones, mp3(background music), photos, etc. An Example of BIFS Service Flow Area of overlaid BIFS images or graphics objects 4 / 20

  9. Introduction to T-DMB • Data services : BWS(Broadcasting Web Site) / DMB2.0 • Data Transport Standard : MOT Protocol (ETSI EN 301 234) • Using EPM(Enhanced Packet Mode) for robust error protection • BWS : Mobile Profile, HTML4.01, CSS2.1, ECMAScript, and DOM2 • Rendering and displaying the data from two different channels on the same screen Video channel BWS Data channel Wireless network TV + BWS TV + Wireless Network TV + BWS(landscape) 4 / 20

  10. Introduction to T-DMB • Data services : TPEG(Transport Protocol Expert Group) • Current Situation • Cars registered in Korea : 17 million • Car DMB receivers : 8 million • Car TPEGreceivers : 1.4 million TPEG Contents • Future tasks • Improving the accuracy of traffic info. • Improving the transfer speed of traffic info. • Improving the accuracy of GPS location info. One time Charge or Payment in (Monthly, Yearly, 3 years) installments TPEG vs. Non TPEG Accumulated sales (millions) 4 / 20

  11. DMB Market in Korea Many Koreans use DMB-enabled devices and watch TV programs anywhere and anytime Indoors Public Transportation Vehicle Outdoors

  12. DMB Market in Korea Over 25M devices were sold and mobile TV phones surpassed 73% penetration rate in Q3 2009. Accumulated No. of S-DMB and T-DMB devices T-DMB Device Types (unit: 10,000) (Source: RAPA, December 2009)

  13. DMB Market in Korea Limited revenue from advertisements in comparison to successful distribution of DMB devices A demand for higher ad rates Broadcaster National Media Representative Advertiser FTA (Program + AD) Mobile TV Users KOBACO : Korea Broadcasting Advertising Corporation

  14. DMB Market in Korea Q. Who made large profits on DMB in Korea? 1. Broadcasters 2. Solution Providers 3. Manufacturers, especially phone makers 3. Manufacturers, especially phone makers 4. Mobile Operators

  15. Business Model • Free A/V services • A typical Ad based real time free TV service • Unidirectional services Content FTA(A/V + AD) Viewers Content usage fee Content Provider Broadcaster Advertising fee Purchase TV Advertisers

  16. Business Model • Flat-rate A/V services • Monthly Fee / Fee for selected programs • Difficulty in obtaining enough subscribers as a fee-based service Content A/V service Viewers Content usage fee Monthly fee / fee for selected programs Content Provider Broadcaster Advertising fee Purchase Satellite DMB TV Advertisers

  17. Business Model • Bidirectional service: A/V + BIFS or A/V + data channel • Interactive service for viewers to participate in the program • Revenue from content sales, SMS, or data traffic as well as advertising A/V & Data service Content Content usage fee Content Provider Viewers Broadcaster Advertising fee Providing data service info. Service charge / Comm. Usage fee Web service / content download MNOs TV Advertisers Purchase

  18. How To Improve Revenue 1) Advertising • Revenue of 6 T-DMB Broadcasters from TV commercials (Unit: US$ 1Mil.) (Source: http://www.kobaco.co.kr/information/db/db_broadcaster.asp) In spite of continuous growth of TDMB device sales, advertising revenue is limited due to lower ad ratescompared to terrestrial broadcasting Adjusting Ad rates (according to Ad effectiveness) Exclusive Ad agency for DMB (New media vs. Traditional media) Developing DMB-specific ads (Location-based, personalized)

  19. How To Improve Revenue • 2) New Revenue Streams • Interactive data service • TPEG • Relatively reliable source of income • Enhance local service for small areas  Improve service attractiveness Increase terminal penetration • Introduction of new technology such as AT-DMB (Source: Jeff J.W. Kim, SKtelecom, Leading new era of Mobile TV DMB2.0)

  20. New Technologies • 3D DMB • More realistic mobile broadcasting • Improving Ad effectiveness through 3D effects on specific objects BIFS based 3D

  21. New Technologies • Advanced T-DMB • Advanced T-DMB will provide high quality video(SD) and more channels using scalable video/audio coding (Double the data efficiency) • Development of standardization and technology was completed in 2009 • Service Plan: Test service 2011, Trial service in 2012, Commercialization in 2013

  22. New Technologies • Direction toward convergence of TDMB • More tightly-coupled broadcasting and communication Application Layer BIFS / DMB2.0 IP Layer Mobile IPTV MAC Layer MCM Physical Layer MCM: Mobile Convergence Media

  23. Conclusion

  24. Conclusion • Key factors of T-DMB

  25. Conclusion • Business Opportunities

  26. Thank You!

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