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  • Private Networks Network Operators
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    1. 1. Mobile Video: Dollars & Sense Alain Fernando-Santana Chief Marketing Officer
    2. 2. Envivio Snapshot <ul><li>Leading provider of MPEG-4 based IP video technology powering new video services over any number of devices and networks – from mobile phones to High Definition televisions and from 3G to xDSL </li></ul><ul><li>Originated as a R&D division of France Telecom in 1996 then established as a private company in 2000 </li></ul><ul><li>Worldwide Presence </li></ul><ul><ul><li>Headquartered in South San Francisco, California </li></ul></ul><ul><ul><li>Research & Development in Rennes, France </li></ul></ul><ul><ul><li>Sales Offices in New York, London, Beijing and Tokyo </li></ul></ul><ul><li>Experts in MPEG-4 technology </li></ul><ul><ul><li>Pioneering contributor to the MPEG-4 standard </li></ul></ul><ul><ul><li>3 ISO MPEG-4 group leaders and committee chairs </li></ul></ul><ul><ul><li>11 patent licenses – 5 additional patents pending </li></ul></ul><ul><li>150 customers worldwide </li></ul>Mobile TV
    3. 3. Agenda <ul><li>Market Dynamics </li></ul><ul><li>Technological Options </li></ul><ul><li>MoTV Deployment - MBCo </li></ul><ul><li>Market Growth Projections & Business Models </li></ul>
    4. 4. Market Dynamics <ul><li>In the beginning … Service Providers grazed on their own patch of land </li></ul><ul><ul><li>Video was provided by a cable operator </li></ul></ul><ul><ul><li>Telephony was provided by a telephone company – fixed line or mobile </li></ul></ul><ul><ul><li>Data was provided by an ISP </li></ul></ul><ul><ul><li>Video Content was produced professionally </li></ul></ul><ul><ul><li>Telephony content was produced … on the spur of the moment </li></ul></ul><ul><li>Then a new player showed up – Satellite TV … and the broadband wars began </li></ul><ul><ul><li>Cable operators lost market share … quickly … and began looking at their neighbors patch of land (350M Cable subs and 100M satellite subs ww) </li></ul></ul><ul><ul><li>Cable operators began offering Data then they offered telephony using VoIP </li></ul></ul><ul><ul><li>In parallel the Telcos started offering Data and then TelcoTV </li></ul></ul><ul><ul><li>Wifi data and telephony and FTTH also entered the scene – entirely new service providers </li></ul></ul><ul><ul><li>Convergence, Triple play, Multi-play is everywhere – all service providers are affected – all are concerned </li></ul></ul>
    5. 5. Market Dynamics <ul><li>A new generation of mobile handsets has reached the market and the mobile operators have joined the war! </li></ul><ul><ul><li>Mobile operators added data services </li></ul></ul><ul><ul><li>Mobile operators are now adding VIDEO </li></ul></ul><ul><li>The future of Telephony is spelled T E L E V I S I O N while the future of TELEVISION is spelled TELEVISION … better, smarter and more ubiquitous … </li></ul><ul><li>There are approximately 2.5B mobile subscribers worldwide … some may want to watch TV </li></ul>
    6. 6. The Video Ecosystem Production Studio Outside Broadcast Affiliate Broadcaster Aggregator Mobile Mobile Telco Metro Utility DTV MSO Satellite 3GPP / DVB-H Residential Multi-Dwelling Unit Hospitality Education Enterprise Government ADSL 2+/ VDSL WiFi / WiMax FTTH / BPL DVB-T DVB-C DVB-S
    7. 7. Digital Video - Many Terminal and Network Choices Source: Irdeto 2.5 G Solutions 3G Mobile Solutions Hybrid Solutions Broadcast Solutions DVB-H DMB-S DVB-S DVB-C DVB-T IP TV DMB-T UMTS CDMA200 IX EV-DO GPRS ISDB-T HSDCP
    8. 8. Mobile TV Resolutions <ul><li>Data rates and resolutions depends on terminal and network type </li></ul><ul><li>Cellphone </li></ul><ul><ul><li>QCIF – QVGA 30-356 kbps </li></ul></ul><ul><ul><li>GPRS, 2G, 2.5G </li></ul></ul><ul><ul><li>- India – below 30 </li></ul></ul><ul><li>PDA/Smart phone </li></ul><ul><ul><li>CIF – VGA 256-768 kbps </li></ul></ul><ul><ul><li>3G, DMB-T,DVB-h </li></ul></ul><ul><li>Automotive / Portable / Home: </li></ul><ul><ul><li>VGA - D1 768kbps - 1 Mbps </li></ul></ul><ul><ul><li>Wimax, HSDPA </li></ul></ul>VGA-D1 CIF-QVGA QCIF
    9. 9. Mobile Video Technologies <ul><li>3GPP </li></ul><ul><li>Good early adoption </li></ul><ul><li>40% of French Orange 3G customers took up service watching an average of 25 min. </li></ul><ul><li>Application is “one to one” </li></ul><ul><li>DVB-H (Digital Video Broadcast – Handheld) </li></ul><ul><li>Extension of DVB-T widely used in Broadcast </li></ul><ul><li>Robust / 5Mbits/s payload </li></ul><ul><li>Application is “one to many” </li></ul><ul><li>Features: High Data Rate / Good Quality Service Spectrum Issues </li></ul><ul><li>Issue: When will the spectrum be made available </li></ul><ul><li>DAB / DMB (Digital Multimedia Broadcasting) </li></ul><ul><li>Extension of Digital Audio Broadcast Standard with additional forward error correction </li></ul><ul><li>Pilot trials in Korea and UK </li></ul><ul><li>Application is “one to many” </li></ul><ul><li>Lower Data Rate than DVB-H </li></ul>
    10. 10. Mobile Video Technologies <ul><li>ISDB-T (integrated Services Digital Broadcasting- Terrestrial) </li></ul><ul><li>Part of a much wider Satellite and Terrestrial Broadcast system </li></ul><ul><li>Japanese Government endorsed Spectrum already allocated, free- to-air service </li></ul><ul><li>Phones have same common browser to simplify access </li></ul><ul><li>Application is “one to many” </li></ul><ul><li>Features: Good quality service / optimized for mobile </li></ul><ul><li>MediaFlo </li></ul><ul><li>Proprietary system developed by Qualcomm using similar approach to DVB-H </li></ul><ul><li>Offered as a complete Mobile TV solution, including billing and DRM </li></ul><ul><li>Application is “one to many” </li></ul><ul><li>Features : Good Quality Service/ Optimized for Mobile </li></ul>
    11. 11. DVB-H Trials and Deployments - 2005 <ul><li>Finland, Helsinki </li></ul><ul><ul><li>YLE, Digita, Telia-Sonera, MTV3, Nelonen, Elisa </li></ul></ul><ul><li>UK, Oxford </li></ul><ul><ul><li>Arqiva, mmO2 </li></ul></ul><ul><li>Australia, Sydney </li></ul><ul><ul><li>The Bridge Networks, Telstra </li></ul></ul><ul><li>Netherlands, The Hague </li></ul><ul><ul><li>DigiTenne, Nozema Services, KPN </li></ul></ul><ul><li>USA, Pittsburgh </li></ul><ul><ul><li>Crown Castle </li></ul></ul><ul><li>Germany, Berlin </li></ul><ul><ul><li>Bmco, Phillips, Universal Studios, Vodafone </li></ul></ul><ul><li>Spain, Madrid & Barcelona </li></ul><ul><ul><li>Abertis Telecom, Telefonica Moviles </li></ul></ul><ul><li>South Africa </li></ul><ul><ul><li>MultiChoice </li></ul></ul><ul><li>Taiwan </li></ul><ul><ul><li>CMC </li></ul></ul><ul><li>Malaysia </li></ul><ul><ul><li>MiTV, Astro, Maxis </li></ul></ul><ul><li>France </li></ul><ul><ul><li>SFR, Canal + </li></ul></ul><ul><li>Switzerland </li></ul><ul><ul><li>Swisscom </li></ul></ul>
    12. 12. MPEG-4 Video in Mobile <ul><li>MPEG-4 Video well positioned: </li></ul><ul><li>Selected by all mobile systems </li></ul><ul><li>Audio: </li></ul><ul><li>AAC, HE AAC & BSAC </li></ul><ul><li>Provides Interactive Technologies: </li></ul><ul><li>Recognized as key shortcoming of Satellite and Terrestrial Mobile services </li></ul><ul><li>Users want a “TV Red Button” </li></ul><ul><li>Intuitive User Interfaces </li></ul>
    13. 13. MBCo (Mobile Broadcasting Corporation) <ul><li>World’s first satellite digital broadcasting service (S-band, 2.6 GHz band) </li></ul><ul><li>Obtained license for mobile multimedia broadcasting service in July 2003 </li></ul><ul><li>Launched Video / Audio service in 2004 </li></ul><ul><li>Under brand MobaHO! </li></ul><ul><li>Subscribers can view and listen to multimedia content using only 25 MHz of bandwidth </li></ul><ul><li>20 video channels including news, sports and entertainment </li></ul><ul><li>30 audio channels, including overseas FM radio and genre-specific music </li></ul><ul><li>10,000 + users </li></ul><ul><li>All H.264 </li></ul>
    14. 14. Mbco (Mobile Broadcasting Corporation) <ul><li>Early Stage deployment required custom terminal (Sharp) without telephony – are transitioning to Mobile handsets (Mitsubishi Music Porter X) </li></ul>
    15. 15. Market Growth Projections Source: In-Stat, Frost and Sullivan Global Mobile Video Subscribers <ul><li>Mobile Operators Looking to Increase Revenues and Decrease Churn </li></ul><ul><li>Solidifying Standards Resulting in Increased Adoption </li></ul>11.0 21.7 33.8 49.4 67.9 0 10 20 30 40 50 60 70 80 '05E '06E '07E '08E '09E Subscribers (MM) 58% CAGR
    16. 16. Business Models <ul><li>Various Business Models available: </li></ul><ul><ul><li>Mobile Operator Centric </li></ul></ul><ul><ul><ul><li>MO controls all and content providers pay to play </li></ul></ul></ul><ul><ul><li>Mobile Video Content Provider Centric </li></ul></ul><ul><ul><ul><li>Content provider has most control and MO is only a pipe. </li></ul></ul></ul><ul><ul><li>Technology Provider Centric </li></ul></ul><ul><ul><ul><li>A software platform dominates Mobile Video deployments </li></ul></ul></ul><ul><ul><ul><li>Closed system? Proprietary System? </li></ul></ul></ul><ul><ul><ul><li>Royalty to be paid by Application developers? </li></ul></ul></ul><ul><ul><li>Revenue Sharing </li></ul></ul><ul><ul><ul><li>Operators provides Mobile Video Development Platform to third parties for subscription fee </li></ul></ul></ul><ul><ul><ul><li>Vcast: $15 for subscription to suite of 3G MM applications </li></ul></ul></ul><ul><ul><ul><li>Qualcomm: 20% of the wholesale price of the mobile content application (i.e. developer’s application price) </li></ul></ul></ul>
    17. 17. Business Models - Bundles <ul><li>Verizon Vcast (Channels) </li></ul><ul><ul><li>$15 subscription of which 35% to 45% is kept by the mobile operator and the rest goes to the value chain. </li></ul></ul><ul><li>Cingular Mmode (streaming video, news, sports, weather & other) </li></ul><ul><ul><li>GoTV: $2.95 p/ month </li></ul></ul><ul><ul><li>RealOne: $4.95 p/month </li></ul></ul><ul><ul><li>MobiTV: $9.99 p/month (20 channels) </li></ul></ul><ul><li>Sprint (Channels or clips) </li></ul><ul><ul><li>GoTV: $2.95 p/ month </li></ul></ul><ul><ul><li>RealOne: $4.95 p/month </li></ul></ul><ul><ul><li>MobiTV: $9.99 p/month (20 channels) </li></ul></ul><ul><ul><li>PCS Vision Premium Pack ($15 p/ mo.) / Vision Multimedia Pack ($25 p/ month) </li></ul></ul><ul><li>According to Telephia </li></ul><ul><ul><li>Non Mobile TV Subscribers spent an average of $54 per month on Mobile Phone </li></ul></ul><ul><ul><li>Vcast and MobiTV subscribers spent an average of $94 </li></ul></ul><ul><ul><li>$40 more per month!!! </li></ul></ul>
    18. 18. Thank You