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Evolution of Mobile TV: Standards, Cases & Growth Analysis

Explore the evolution of mobile TV, including standards like DVB-T and DVB-H, successful cases in Japan, Europe, China, and emerging countries, and the key factors influencing market growth. Learn how free content, coverage, and quality impact the mobile TV landscape.

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Evolution of Mobile TV: Standards, Cases & Growth Analysis

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  1. Mobile TV Introduction and Evolution ITE Tech Inc. Allen Lu May, 2010

  2. Agenda • What is Mobile TV • Mobile TV Standards • Mobile TV Cases • Mobile TV Evolution

  3. What is Mobile TV (行動電視) Mobile Device • Stand-alone device: pocket TV, portable TV, and car TV • Integrated device: PND, ipod/ipad/hp-slate • Cell phone

  4. What is Mobile TV (continued) • Content / service • Audio/video: Real time news, sports, TV programs • Data: weather, traffic, local information • Service: m-voting, m-shopping

  5. What is Mobile TV (continued) • Distribution wireless network • Terrestrial broadcasting network • 3G/4G cellular network • Satellite

  6. World-Wide Digital Terrestrial TV Standard

  7. World-Wide Mobile TV Standards DVB-T & DVB-H Europe Japan Media-FLO ATSC-M/H China USA ISDB-T 1-seg CMMB Korea 2005 T-DMB ISDB-T 1-seg 2006 Brazil Australia 2007 DVB-H 2008 • T-DMB : Terrestrial DMB • DVB-H : Digital Video Broadcasting – Handheld • DVB-T: Digital Video Broadcasting – Terrestrial • ISDB-T 1-seg : Integrated Service Digital Broadcasting – Terrestrial One Segment • MediaFLO : Media Forward Link Only • ATSC-M/H : Advanced Television Systems Committee(Mobile/Handheld)

  8. Mobile TV Successful Stories • Case A: ISDB-T mobile TV in Japan • Commercial in Apr. 2006, ISDB-T provides free to air video and data services. It has a good reception quality and national-wide coverage. More than 80% cell phone include mobile phone (20M/year) in 2009. • Case B: Analog mobile TV in emerging countries • Use existing analog broadcasting infrastructure, it provides free analog TV program and few channels. Analog mobile TV offers poor to fair reception quality. It has a reasonably well outdoor coverage in China, India, South American, south-east Asia. Estimated analog mobile TV is about 20M/year in 2009.

  9. And More Cases • Case C: DVB-H mobile TV in Europe • Commercial in 2006 World Cup in Italy and became de facto mobile TV standard in Europe. DVB-H provides paid program ($10/month) and data service among 10-15 channels. It has a good reception quality but limited city coverage. It has less than 3M subscribers and turn to DVB-T mobile TV in 2010. • Case D: CMMB mobile TV in China • Commercial after 2008 Olympic. CMMB provides paid program (RMB$6/month) and data service among 10-15 channels. It has a good reception quality and national-wide city coverage. CMMB slowed down after becomes paid service in 2009. It gains momentum after bundling with 中國移動 3G service and billing in 2010. • There is a mobile TV market • Free is crucial • Good coverage is crucial • Content and number of channels are not critical

  10. Evolution of Mobile TV Stage 1 Stage 2 Stage 3

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