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Mobile Television Challenges of advanced service design Johannes M. Bauer, Im Sook Ha, Dan Saugstrup LA Global Mobility Roundtable Marina del Rey, CA, June 1, 2007 Overview Value net of mobile TV Platforms and solutions Factors shaping market evolution DMB in South Korea

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mobile television challenges of advanced service design

Mobile TelevisionChallenges of advanced service design

Johannes M. Bauer, Im Sook Ha, Dan Saugstrup

LA Global Mobility Roundtable

Marina del Rey, CA, June 1, 2007

overview
Overview

Value net of mobile TV

Platforms and solutions

Factors shaping market evolution

DMB in South Korea

Lessons and outlook

value net of mobile tv
Value net of mobile TV
  • Value-chain of mobile voice services
    • Few players (equipment manufacturers, network operators, service providers)
    • Standardization sufficient to coordinate
  • Value-net of mobile TV services
    • Larger number of players
      • Mobile operators
      • Content providers
      • Service providers
      • Application providers
      • Broadcast companies
      • Network operators (mobile and broadcast)
      • Equipment manufactures
    • Challenges of coordination and service integration
factors shaping market evolution

Technology

Spectral efficiency

Propagation

Bandwidth

Policy

Spectrum policy

Market design

Industrial policy

Mobile sector

Performance/

evolution

Socio-cultural framework

Economics

Cost/risk/profit

Supplier strategy

Demand

Factors shaping market evolution
south korean dmb infrastructure

The satellite ‘Han-Byul’

S-band

2.630~2.655GHz

Ku-band

13.824~13.883GHz

Ku-band

12.214~12.239GHz

Gap filler

S-band

DMB

Broadcasting Station

S-DMB

VHF Ch7~Ch13 (174~216MHz)

T-DMB

Transmission tower

South Korean DMB infrastructure
technology issues of mobile tv
Technology issues of mobile TV
  • When making technology adoption, policy makers considered business as well as technology
    • Influencing criteria such as the cost effectiveness of the infrastructure, equipment, and standards
    • Closely linked to and co-evolved with technology and firm strategies
policy toward mobile tv 1
Policy toward mobile TV (1)
  • Licensing Policy
  • Korean Broadcasting Commission KBC adopted RFP (Request for Proposal) for provider selection
  • For T-DMB in Korea, there are three T-DMB service providers (KBS, MBC, SBS) and three non-terrestrial service providers (CBS, YTN DMB, KMMB)
  • TU Media took a license as the first S-DMB service provider (in Dec. 2004)
    • Before licensing, TU Media had already invested substantial capital in launching a satellite ($97 million), the installation of gap fillers ($230 million) and the establishment if a DMB broadcasting center($ 60million)
    • The circumstances of policy in which government should support to DMB service were created

 Korean DMB was developed by a leading mobile provider’s technology-push to market rather than by market-pull

Source : MIC

policy toward mobile tv 2
Policy toward mobile TV (2)
  • Retransmission of terrestrial TV programs via S-DMB
  • S-DMB provider has insisted on retransmission (consumer needs, fair competition with T-DMB, …)
  • KBC left the issue to contractual agreements between providers
  • Terrestrial TV broadcasters have not signed retransmission contracts
  • Pay service to T-DMB
  • At least initially, advertising revenues would be too fragile and volatile to cover the costs of gap fillers and other start-up expenses
  • Users wanted to maintain T-DMB as a free service, also VHF channels are regarded as a public asset
  • Up until now, KBC has had difficulties in finding solutions to the T-DMB cost problem
  • The profit structure of the industry could be changed according to

how policies for competition are designed

business aspects of mobile tv
Business aspects of mobile TV
  • Business issues

Technology development

Public Policy regime

  • Competition in business environment will change due to future technology development and

public policy regime

    • T-DMB: pricing policy (Free rate  Monthly flat fee, per channel fees, or charges for specific contents)
    • S-DMB: Public policy (Contents  Allowing retransmission of terrestrial TV programs)
the korean experience
The Korean experience
  • In addition to high initial cost, market demand has fallen short of expectations
    • At the end of 2006, S-DMB reached an estimated one million subscribers. But due to initial investment cost and high fixed cost still loss-making
    • Below 50% of short-term break-even goals of 2.2 million subscribers
  • Optimistic predictions
    • 6.6 million S-DMB subscribers by 2010 (TU Media)
    • 10 million T-DMB subscribers by 2010 (ETRI)
    • However, there are many issues awaiting solution
  • Policy issues and conflicts waiting to be addressed by government
    • Pay service for T-DMB
    • Retransmission for S-DMB
    • These issues will be repeated when Korea introduces other convergence services, already visible in IPTV and Wibro
    • Solutions to these issues could lead to major changes to DMB business environment in the future
lessons and outlook
Lessons and outlook
  • Important technical and economic differences between platforms/solutions
  • Factors shaping market evolution
    • Frequency allocations (in-band, out-of-band)
    • Eligibility for a mobile TV license
    • Rules governing competition among providers
    • Revenue model (pay, ad-financed, hybrids)
    • Ability of providers to bundle with other services
    • Competition by substitute services (e.g. vodcasting)
  • Policy and market rules should eliminate bottlenecks and facilitate experimentation