Business experiences in implementation of Mobile TV in Korea Jaewook Lee, Team Leader at Net&TV...

Business experiences in implementation of Mobile TV in Korea

Jaewook Lee,Team Leader at Net&TV

ITU-T Workshop on Bridging the Standardization Gapand Interactive Training Session

(Cyberjaya, Malaysia, 29 June – 1 July 2010 )

Cyberjaya, Malaysia, 29 June – 1 July 2010

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


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to T-DMB• Various mobile TV services were commercialized all over the world.• Nevertheless, most of these services were withdrawn or failed to draw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


Introduction to T-DMB• T-DMB transmission system

Video

AssociatedAudio

Video Service

RS Encoder(204,188)

RS Encoder(204,188)

Video Encoder(H.264)

Video Encoder(H.264)

Audio Encoder

(ER-BSAC)

Audio Encoder

(ER-BSAC)

TSMuxTS

Mux

StreamModeConvolutional

InterleaverConvolutional

Interleaver

(Interactive)Data

DAB System (ETSI 300 401)

Multimedia Multiplexer

Current DAB system

Multimedia Encoder for T-DMB


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


Introduction to T-DMB• Service configuration of T-DMB in Korea

CH 8 CH 12

8A 8B 8C 12A 12B 12C

TV 3 TV 2 TV 3 TV 1BIFS

TV 2BIFS

TV 2BIFS

- Radio 1 - Radio 3 Radio 1 Radio 2

DMB2.0

TPEGDMB2.0

EPGBWS

DMB2.0 TPEGDMB2.0

TPEGDMB2.0

TPEGDMB2.0

TV 12TV 12

Radio 7Radio 7

Data 12Data 12


Introduction to T-DMB• T-DMB as Broadcasting and Communications Convergence Service

• Monthly Fee

• Pay Per View (Movie, Adult etc.)

• Advertisement and Shopping (Interactive)

• N/W Charge for Interactive Broadcasting

Biz. Model

• Facilities to cover shaded area

• Collaboration with broadcasting industries

• Content Supply Chain (Not Sole Solution)

• QoS of Broadcasting

KeySuccessFactor

Broadcasting Center

ContentProvider

CellularNetwork

Interactive Broadcasting

User Demand

Contents

Service Scene

Interactive sports/Advertisement- Player Information- Viewing at Different Angle- Direct Connection to Shopping Website

Interactive Weather / Traffic - Camera Viewing of Road- Camera Viewing of Scene- Automatic Navigation- Weather Information


Introduction to T-DMB• Data services : BIFS(Binary Format for SceneBIFS(Binary Format for Scene)

4 / 20

- 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.

- 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


Introduction to T-DMB• Data services : BWS(Broadcasting Web SiteBWS(Broadcasting Web Site) / DMB2.0

4 / 20

- 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

- 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

TV + BWS

BWS

Wireless network

TV + Wireless Network TV + BWS(landscape)

Video channel

Data channel


Introduction to T-DMB• Data services : TPEG(Transport Protocol Expert GroupTPEG(Transport Protocol Expert Group)

4 / 20

One time Charge or Payment in (Monthly, Yearly, 3 years) installments

TPEGContents

- Current Situation Cars registered in Korea : 17 million Car DMB receivers : 8 million Car TPEG receivers : 1.4 million

- Future tasks Improving the accuracy of traffic info. Improving the transfer speed of traffic info. Improving the accuracy of GPS location info.

(millions)

TPEG vs. Non TPEG Accumulated sales


DMB Market in Korea

Many Koreans use DMB-enabled devices and watch TV programs anywhere and anytime

Indoors

Vehicle Outdoors

Public Transportation


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

(unit: 10,000)

(Source: RAPA, December 2009)

T-DMB Device Types


DMB Market in Korea

Limited revenue from advertisementsin comparison to successful distribution of DMB devices

Broadcaster

KOBACO : Korea Broadcasting Advertising Corporation

National Media Representative Advertiser

FTA (Program + AD)

Mobile TV Users

A demand for higher ad rates


DMB Market in Korea

Q. Who made large profits on DMB in Korea?

1. Broadcasters

2. Solution Providers

3. Manufacturers, especially phone makers3. Manufacturers, especially phone makers

4. Mobile Operators


Business Model• Free A/V services

- A typical Ad based real time free TV service- Unidirectional services

Broadcaster

Viewers

Content Provider

TV Advertisers

Content usage fee

ContentFTA(A/V + AD)

Purchase

Advertising fee


Business Model• Flat-rate A/V services

- Monthly Fee / Fee for selected programs- Difficulty in obtaining enough subscribers as a fee-based service

Broadcaster

Viewers

Content Provider

TV Advertisers

Content usage fee

Content A/V service

Purchase

Monthly fee / fee for selected programs

Satellite DMB

Advertising fee


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

Broadcaster

Viewers

Content Provider

TV Advertisers

Content usage fee

Content A/V & Data service

Purchase

MNOs

Providing data service info.Advertis

ing fee

Service

charg

e /

Comm. Usag

e fee

Web

service

/

conten

t download


How To Improve Revenue

1) Advertising

‘06 ‘07‘08.Q

1‘08.Q

2‘08.Q

3‘08.Q

4‘09.Q

1‘09.Q

2‘09.Q

3‘09.Q

4‘10.Q

1Tota

l

Ad.Revenue

1.7 6.0 2.0 2.2 2.5 2.2 2.0 3.1 3.1 4.3 4.1 33.2

(Unit: US$ 1Mil.)

(Source: http://www.kobaco.co.kr/information/db/db_broadcaster.asp)

• Revenue of 6 T-DMB Broadcasters from TV commercials

In spite of continuous growth of TDMB device sales, advertising revenue is limited due to lower ad rates compared 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)


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)


New Technologies• 3D DMB

– More realistic mobile broadcasting

– Improving Ad effectiveness through 3D effects on specific objects

BIFS based 3DBIFS based 3D


• 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

New Technologies


New Technologies

• Direction toward convergence of TDMB– More tightly-coupled broadcasting and communication

Physical Layer Physical Layer

MAC LayerMAC Layer

IP LayerIP Layer

Application LayerApplication LayerBIFS / DMB2.0

Mobile IPTV

MCM

MCM: Mobile Convergence Media


Conclusion


Conclusion

• Key factors of T-DMB


Conclusion• Business Opportunities

Thank You!

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