The latest challenge in convergence is the broadcasting of TV content to mobile phones. Now though, through cellular networks (UMTS (Universal Mobile Telecommunications System) and EDGE (Enhanced Data rate for Global Evolution) Network (2.5/3/3.5G), it is possible to watch on-demand videos or live TV.

However, theses services are often based on a WAP application. You have to load a page listing all available channels, then click on the channel to launch the phone’s media player, then connect to the stream and start playing the TV program. For ‘zapping’, you have to stop the media player, go back to the WAP browser and select another channel. For looking at the TV guide, it is also necessary to stop the player, and browse through the WAP portal for the right WAP TV pages.

For on-demand video, cellular networks are the right technology as they require a specific data-flow for each user (i.e: at a given time each user is watching a different program). Cellular networks are also used today for live TV. Although the service is quite acceptable for users, this technology is not scaleable for millions of simultaneous users such as for large events.

For this the right technology is broadcast, which can allow virtuously any number of simultaneous users. Here there are essentially three different technologies fighting it out to be the standard for mobile TV broadcast technology – DVB-H, DMB and MediaFLO – with a fourth, ISDB-T, unlikely to gain any support outside of Japan. DMB is the only technology currently being used in commercial services (in South Korea), while commercial services from DVB-H and MediaFLO are expected in the next 9-24 months.

Overcoming Massive Technical Challenges
Clearly the technical challenges for the mobile operators’ networks are massive, but they are not alone. For example, handset manufacturers are also under considerable pressure. If the handsets do not appeal aesthetically to consumers, the services will not succeed – think the slow take-up of 3G partly due to big, clunky phones. There are clearly serious issues to resolve between handset size and screen size, as well as battery life, and perhaps most importantly, cost. However, recent handset launches in the South Korean market indicate that manufacturers are beginning to come to the terms with some of these challenges.

Current usage shows that mobile TV viewing patterns differ from standard TV ones. While standard broadcast TV mainly takes place in the evening, mobile TV has its peak hours in the early morning, around lunch-time and in the early afternoon, clearly showing that mobile TV will become an individual activity mostly based on commuting and less of a social one. Surprisingly, mobile TV has also generated a peak late at night (although it should be noted that most mobile operators are unlikely to use their limited broadcast capacity for adult entertainment channels).

Future Opportunities
For service providers I believe there are 2 areas where there are good opportunities to grow business with Mobile TV services:
• With the network Operators by providing them with the right application to be installed on handsets that offer end-user a true interactive and rich user-experience, and allow them to maximize ARPU (SMS, content subscription)
• With the Content Providers

Grégoire Sénéclauze
Telco Business Development for Atos Worldline
Gregoire worked for 8 years within the France Telecom Group before joining Atos Worldline as Business Development Manager for the Telecom Market. Starting his career in France Telecom’s research labs (FTR&D), he then took up technical responsibilities within the Mobile branch of the FT group (Orange), before launching the Orange WIFI program as a marketing product manager.