White Paper

 Mobile Video Services
      The next step in mobility
        and visual gratification
White Paper

Executive summary                                              2
Business opportunities for operat...
White Paper

media messaging and games, and fully                                                               The key fi...
White Paper

    mobile services such as mobile
    e-mail and voice has increased since     Signs of early market servic...
White Paper

Video services are happening now with 2.5G
The term “video messaging”, or video                  and availa...
White Paper

broadcasting will be interesting to
certain market segments in the future.
White Paper

International Multimedia
Telecommunications Consortium                                                      ...
White Paper

Open and Uniform Content                                                                        Infrastructu...
White Paper

done over the TCP/IP stack. This is         Video capable devices                                 after it h...
White Paper

forward lock”, which typically
identifies content received to the                 Forward Lock               ...
White Paper

Business model
White Paper

User acceptance                                                                         Video download serv...
White Paper

Nokia’s value proposition
Nokia is working with industry
stakeholders to build the ecosystem for
mobile vid...
White Paper

The future
Nokia and other key industry players       Current standardized services and         application...
White Paper

Glossary of terms                                                                 References
SMIL: Synchron...
0603 Digicolor
Copyright © 2003 Nokia. All rights reserved. Nokia and Nokia Connecting People are registered trademarks of...
Upcoming SlideShare
Loading in...5

Mobile Video sisus 1006


Published on

  • Be the first to comment

  • Be the first to like this

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Mobile Video sisus 1006

  1. 1. White Paper Mobile Video Services The next step in mobility and visual gratification
  2. 2. White Paper Contents Executive summary 2 Business opportunities for operators and content providers 3 Build up the content database for video evolution phases 4 Video services are happening now with 2.5G 5 Nokia’s vision 5 Nokia’s strategic intent 6 The common building blocks of mobile video services 6 Technological readiness 6 Business model readiness 11 User acceptance 12 Nokia’s value proposition 13 The future 14 Conclusion – life goes mobile 14 Glossary of terms 15 References 15 Executive summary Many service and content providers launched with a minimum of effort. Mobile users can also view video see mobile video services as the way Most pieces of the jigsaw are in place content in several other ways, to continue the wireless evolution into and there is already a good including video download via browser the era of rich multimedia services. understanding of what needs to be and streaming. These two methods The ability to watch a video with done to bring video MMS to the market. both have their respective merits. simultaneous audio effects is seen as The wide industry support for MMS For instance, video downloading a powerful form of visual gives a good foundation for all parties allows user selection, local storage and communication that is now becoming to continue the work already done. playback of video content, while video available to the consumer. streaming gives the user access to MMS is entering a new phase of large video files that can be real time. With the proliferation of MMS in the advanced features, including message marketplace and with over 120 presentation capabilities, video and As an experienced professional in operators launching services in content protection. Nokia believes that the operator industry has said, 12 months, video messaging or video users will discover mobile video by “Bandwidth will improve, but if you MMS is widely tipped to be the first trying out video capturing and sending are not ready with content, it is not video services experienced by mobile video messages from their own mobile enough. Don’t wait for UMTS”. users. The current state of technical devices. This will be followed by content Another operator noted that, “Mobile and business systems means that that can be purchased or is sponsored Video is a natural addition to the video services over MMS can be and delivered to the users’ devices. range of services we already offer like 2
  3. 3. White Paper media messaging and games, and fully The key findings from the global exploits the technology we have market research among non-MMS users available today”. According to an Other in five countries (Finland, Germany, 9% application provider who is delivering the United Kingdom, the United States SMS, WAP, instant messaging and and Singapore) and multimedia- MMS, they want to have first-mover Content enabled users in Japan showed the download advantage, acquire skills and Messaging following: 53% & mail knowledge of the market quickly and 38% • Users want an imaging capable deliver breakthroughs in the area of phone with a large colour screen the next generation of mobile service • The ability to take, watch and provisioning. download video clips is amongst the top five criteria when buying the Figure 1. Data revenue ARPU% from J-Phone, Educating subscribers about the next phone Vodafone Japan, FY02, 1Q. Source: J-Phone possibilities of video services before the September 2002. • Services, especially the more time network achieves its peak capacity is critical ones, were perceived to be not far fetched if we look at the early In market research studies more appealling with video than market trials and launches. Building commissioned by Nokia, video is seen with still images: these included TCP/IP, EDGE and WCDMA networks as the exciting next step in Person-to- breaking news, sports results, will greatly increase the download Person messaging as well as Content- news on a sports team, other speed and improve the experience for to-Person services. When asked which entertainment areas, share prices users, as well as give cost-effective best describes the users’ feelings and and weather reports ways of delivering video services. interest in video messaging, 62% of • More than half (56%) of the the respondents indicated that they respondents in five countries are were genuinely interested and that it definitely interested in receiving Business opportunities would be a real improvement. MMS-based content and 30% said Source: Nokia commissioned MMS they might be interested for operators and study 2003, qualitative research • In Japan, respondents’ use of other content providers Figure 2. Hong Kong: Encouraging early MMS market success. Source: Hong Kong CSL, November 2002. Early market research has shown that mobile imaging and messaging are Age Group GSM GPRS MMS 50% good revenue generators. An example is J-Phone, whose findings indicate significant revenue potential for 38% 37% mobile imaging and video. They found 31% 32% 32% 29% 30% that image mail users had 53% higher 21% ARPU than non-image mail users and video mail users had 91% higher ARPU than non-video mail users. < 30 31–40 40 > Data ARPU in 1st quarter 2002 was at 19.1% with the messaging and mail Data 55% Relative 232% Relative 163% Penetration Data ARPU Total ARPU services taking up 38% of total data revenue and content download 53%. 43% 117% Source: J-Phone September 2002 139% 100% Hong Kong has also been an 24% 100% encouraging early MMS market success as indicated by CSL’s results. MMS users’ data ARPU is 132% higher than for GSM users. 3
  4. 4. White Paper mobile services such as mobile e-mail and voice has increased since Signs of early market service launch acquiring multimedia phones Polska Telefonia Cyfrowa (PTC) has introduced “Video Era Omnix” where • Usage projections amongst non-MMS subscribers can watch popular movies and TV series on their mobile devices, enabled respondents are similar to as well as listen to their favourite radio stations (Source: 27th May 2003 / actual multimedia usage in Japan. 3G Newsletter). Rich media is perceived as adding significant value to content services O2 has launched video trials in which its customers can view a continuously • The richer the media, the less elastic updated range of services from news, weather and entertainment, music and is its demand. Consumption of rich movie trailers via three methods: streaming video, downloading clips and media (e.g. video) is not as greatly video messaging (Source: 17th April 2003 / BBC News). affected by changes in price as is the consumption of less rich media A new service from Sprint and V-Star lets subscribers to Sprint’s CDMA2000 Source: Nokia commissioned MMS service stream news, entertainment and sports updates to their phones study 2003, quantitative research (Source: 16th April 2003 / InfoSync World). (16–45 yr. old mobile owners) CFN/CNBC Mobile, the first financial-news TV channel in Italy, whose It can be anticipated that both user broadcasts can be viewed via mobile phone, allows its customers to subscribe generated and commercial video via their phones with a simple charge to their mobile account, without services will become mass-market having to register through the Internet or to pay via a credit card. phenomenon and provide a great business potential for companies. Wind, an operator in Italy, launched video clips over GPRS in July 2002 and has offered video messaging since Christmas 2002. The company offers a wide range of services spanning various themes that have proved popular Build up the content with subscribers, more than 50% of whom are said to be regular users. database for video evolution phases The mobile device’s display, including Dating profiles screen size and resolution, as well as Chat&date, communities, Commercials mobile marketing local memory, make mobile video Breaking news content different from content from Weather charts Information Fashion Car racing other media, making it essential to (news, finding, travel, weather) Tutorials design the content to suit the mobile Comics Funny videos, Bloobers device and the method of distribution. Fun Soap operas Sports highlights (sports, adult, lifestyle, comics) Goals In order to ensure that video services Gossip Retro videos take off, a vast database of video Movie trailers Adult content must be developed, one that is Visual Personalisation, user generated content solution Video greetings Drink recipes constantly improved with new ideas and substance. The video formats in Album previews Artist greetings Music which the video content has been (tones, news, fan packs) Video karaoke Music/artist news encoded, such as the open standards 3GPP file format, can be used Figure 3. Mobile video ideas. throughout the evolution of video services. Some ideas of mobile video content and categorization can be seen in Figure 3. 4
  5. 5. White Paper Video services are happening now with 2.5G The term “video messaging”, or video and available device memory apply person. In effect, it allows the user MMS, refers to the sending or receiving regarding local storage on the device. visual and verbal communications. of a multimedia message containing a The conversation can be spiced up by video clip, to a mobile device from “Video streaming” commonly indicates seeing what the other person sees or another mobile device or an immediate consumption of on demand by seeing the person on the other end. application. The clip within the or live video content on a mobile message can be opened and played device and where the content is not “Broadcasting” refers to users tuning back for viewing or saved on to the stored on the device. This method in to content that is being ‘aired’. device memory if desired and allowed. allows the consumption of large video There are two categories – Person-to- files without any dependence on This white paper discusses mobile Person, or P2P, video messaging, where device memory, since the file is not video services expected to be available the video is recorded and sent to physically stored on the client. This can to a mass-market by 2004 and focuses another person and Content-to-Person, be compared to the broadcast model on the first three complementary or C2P, video messaging where the of watching television programs. As a video methods – video messaging, video clip originates from a result, digital rights management is not video download and video streaming. commercial service on a pull or an essential factor for video streaming. subscription push basis. Digital rights management will define the usage “See What I See” (SWIS) refers to real Nokia’s vision rules for commercial quality content, time Person-to-Person communication while the available memory capacity where one person is sharing what he Nokia’s vision of mobile video services of the device will determine storage can see with another person. This is that they will evolve from the possibilities. method allows a concurrent voice call current multimedia messaging of still together with the video session to and animated pictures and “Video download”, as the name share content. For example, James can presentations, to video messaging and implies, refers to the delivery of video show his colleagues in the office what playback. Video download and video clips to a mobile device, usually the construction site looks like while streaming services will follow shortly through discovery such as browsing asking them for comments. after, though exactly when these and then followed by a WAP or TCP/IP services will be introduced will session where the clip is sent to the “Video telephony” is about making or naturally differ from country to device to be viewed or stored. receiving a video call where the mobile country. Nokia believes that “See What Similarly, digital rights management user can see as well as talk to the other I See” (SWIS), video telephony and Figure 4. Phases in the evolution of mobile video technology. Broadcasting Introduction Take-up phase Mass market phase Installed phase Video telephony 1st lead base of Large products products installed available reaching base of critical mass products See What I See Video Streaming Video Download Video MMS MMS still pictures and animated presentations 2H 2002 1H 2003 2H 2003 1H 2004 2H 2004 Future 5
  6. 6. White Paper broadcasting will be interesting to certain market segments in the future. The common building blocks The introduction of new technologies of mobile video services such as multimedia messaging and video capabilities is when the first lead products become available on the • Arouse interest in mobile video services market. The take-up phase is when the • Simple service activation and discovery number of products reaches a ‘critical • Compelling services mass’, while the mass-market phase is User when a large installed base of acceptance products exists in the market. Nokia’s strategic intent Nokia’s strategic intent in mobile video services is to help the industry provide the best audio-visual communications experience to mobile users. To do this, Nokia will ensure a clear evolution of video services and the development of Technology Business model readiness readiness standardized solutions, allowing • Interoperable service enablers • Understanding the value chain interoperability for other devices and based on open standards and roles vendors. The aim is to assist the • Open and uniform content • Simple pricing development environment and • Licensing agreements with creation of a broad and profitable tools content owners • Optimisation of video content • Service interoperability between business for video services for all for mobile consumption market participants players in the value chain. • Infrastructure readiness and capable devices • Differentiated billing and charging capabilities • Digital rights management for Figure 5. Downloading and storing a video clip enhancing content services in the Nokia 6600’s gallery folder. Figure 6. Common building blocks of mobile video services. Mobile video services will be Technological readiness complementary to other established multimedia applications. For instance, Interoperable video service television did not die with the advent of enablers based on open the Internet; similarly, other digital or standards traditional media delivery applications Open standards are needed to ensure will not disappear with the advent of mass deployment and take up of video mobile video. The benefits of mobile services, preventing market video were outlined in the executive fragmentation by allowing the number summary. The following chapter looks of potential customers to be at the common building blocks of maximized. This concerns everyone in mobile video services based on three the mobile business – the content key criteria for mass-market take off: industry, application developers, technological readiness, business operators and manufacturers alike. model readiness and user acceptance. Open standards co-operation is done in For each dimension, the main points standardization bodies such as the 3rd will be covered. Generation Partnership Project (3GPP), 6
  7. 7. White Paper International Multimedia Telecommunications Consortium SMIL/XHTML (IMTC) and Open Mobile Alliance (OMA). 3GP file format AMR-WB AMR-NB SP-MIDI MPEG-4 H.263 JPEG PNG SVG AAC GIF 3GPP Multimedia Content Management 3GPP has defined an architecture of multimedia coding technologies and Video Speech/Audio Text Synthetic Images 2D vector audio graphics formats based on open standards. The overall structure is presented in Payload formats Figure 7. HTTP RTS SDP RTCP RTP In its work, the 3GPP has defined an UDP TCP (UDP) architecture that addresses the basic aspects of multimedia content IP management, namely: • Synchronization and presentation Codecs Mandatory Optional Transport Signaling/ Synchr./ description integration (SMIL and XHTML) • Media codecs (audio, video, still Figure 7. 3GPP Multimedia Content Management. images, graphics, text) • Transport protocols (RTP, RTCP, HTTP, TCP, UDP, IP) • Signaling and description (RTSP, SDP) In addition to the choice of appropriate MMS Interoperability: OMA defines • Media file format *.3GP coding formats, the deployment of enabler and test specifications and specific applications might require the arranges ‘test fests’ for OMA MMS 1.1 3GPP has adopted this architecture as issuing of appropriate implementation specifications. The OMA MMS part of the specification of two guidelines and interoperability test conformance document 2.0 defines essential multimedia applications, specifications, addressing issues such the minimum set of requirements the Multimedia Messaging Service as media bit rates, message size and guidelines for end-to-end [REF: 3GPP TS 26.140] and the Packet limitations, display resolution & spatial interoperability of MMS devices and switched Streaming Service [REF: 3GPP composition of media elements, etc. servers. It further serves as a baseline TS 26.234]. For instance, a video clip in for MMS interoperability testing. a 3PP media file can be composed of MMS is the first application based on The focus is on the interoperability H.263 video and AMR-NB audio tracks. this architecture to reach the market, between servers to devices, servers to and new media types – always chosen servers and between devices. The next When multimedia applications are from the architecture depicted above – version of the MMS conformance implemented on embedded and are being added in upcoming products document 3.0 may include a video constrained devices such as mobile to enrich the multimedia experience of content class for devices. devices, it is important to optimize the user. the number of codecs and formats Streaming Interoperability: IMTC hosts that need to be supported. This has Interoperability efforts the IOP testing for streaming, with been a leading design constraint for To stimulate the take up of services by 14 vendors involved since mid 2002. the 3GPP team, which ensured that the the mass-market, interoperability of The scope includes 3GP file format, selection of codecs and file format for services is seen as essential. The aim of coded bitstreams, transport & control MMS and PSS is aligned. In this way, interoperability is that, regardless of protocols and the bilateral testing interoperability between MMS and PSS, the device, operating system, service or between devices and servers in both as well as future multimedia network a mobile user has, he can virtual cross-vendor tests over the applications, will be ensured. Also, communicate and exchange information. Internet and in one-week long uniform adoption of common open The ultimate goal is to have an enriched ‘plugfests’ at the end of each IOP cycle. formats creates economies of scale for user experience across service content developers, allowing them to providers, with a choice of a large target a global mass-market. number of compelling new services. 7
  8. 8. White Paper Open and Uniform Content Infrastructure readiness Development Environment No additional network servers are and Tools required for offering video over Content Creation Tools multimedia messaging or download. In order to ensure a smooth In the case of video streaming, integration of the mobile and Internet the additional components needed are domains, the 3GPP codecs and formats a streaming server and a streaming are being promoted to the major gateway. manufacturers and integrators of content creation tools. This will allow Video Messaging personal and professional content In P2P video messaging, the operator creators to tailor their content to give should ensure that its infrastructure: the best experience for the user. • Supports large message sizes in its network, as well as in performance by: There is a growing momentum of new a. Ensure efficient support in the products that support the 3GPP codecs network for large messages – and formats. For instance, Apple has 100kB now and larger files in the recently released a new version of the future popular QuickTime player and b. Ensure adequate performance of QuickTime Pro content editing tools network elements (WAP gateway that feature support for the 3GPP and MMSC) Figure 8. Capturing a video clip with a Nokia 6600 codecs and formats. The Real producer • Supports delivery of messages and sending it via MMS to a friend. supports the creation of 3GPP- containing video clips, even if the compliant streaming content. Philips users’ devices are not video or MMS and Packet Video have PC players and the mobile device, making the viewing capable. For instance, if the recipient content tools that support 3GPP more enjoyable for the soccer fan. of a message has a non-video capable standards, and similar tools have been TV-broadcast footage would pan the MMS device, the MMSC could deliver announced by VoiceAge. field too wide and the action on the an adapted version of the multimedia pitch would not be as visible on a message stripped of the video file. Optimization of Video Content mobile display. The scene of a goal can, The original message is delivered to for Mobile Consumption for instance, be zoomed in to give a a legacy application and the user is Scaling video services to the mobile better effect. Different technical aspects told where he can retrieve it. domain introduces an additional set of of content optimization and media A legacy application helps the limitations for service providers. type combinations supported by Nokia recipient to view the original content Challenges are presented by available phones are summarized in a paper of the message on the web when his network connectivity speeds (streaming called ‘Video and Streaming in Nokia device does not have sufficient & download), limitations in storage Phones’. capabilities to render the content. memory capacity, device performance and screen resolutions. To maximize Content adaptation and filtering will Early successes show that the service the user’s experience, mobile services also play an important role in end-to- take-up rate increases once operators cannot be simply unmodified copies of end mobile multimedia delivery agree on interconnection and roaming Internet video domain services or solutions. This will ensure that, despite with other operators. television broadcasts, even though devices having a wide diversity of they offer the chance to deploy capabilities and features, the user will Video Downloading additional delivery channels in parallel always be able to enjoy the best In video downloading cases, wireless to the traditional media. possible experience. This is made profile of TCP/IP is a key enabler for possible via server-centric technologies the download of larger files. Although An example is a soccer match. Scenes such as static UAProf and other simple large video files can be downloaded should be edited and captured from and easy-to-deploy filtering solutions over the WAP stack, the download time the raw footage and adapted to that allow the capabilities of the is substantially faster with the same suitable lengths and frame rates for receiving device to be recognized. network bandwidth if the transfer is 8
  9. 9. White Paper done over the TCP/IP stack. This is Video capable devices after it has left the content owner’s better for the user, as there it reduces in volumes domain, as well as how long or how the ‘waiting’ time while the file is There are a number of video capable many times an individual user may being delivered from a server to the devices arriving on the market from use that content. user’s device. The evolution of the Nokia as well as from other underlying network to EDGE and companies. For example, the Series 60 Of course, some video content will be WCDMA will secure capacity and Platform includes streaming and available even without DRM. All the cost-effectiveness. Similarly, roaming video player capabilities. The Series 60 content created by mobile users agreements between operators are Platform licensees, Nokia, Panasonic, themselves, such as capturing and required for GPRS. Samsung, Sendo, and Siemens, sending of video clips, or advertising represent roughly 60 percent of the content like sponsored movie trailers Video Streaming global mobile device market. that promote new films in the cinema, Control of Quality of Service is needed The current Series 60 based mobile will be free. For these content types, in the radio access and core network to devices on the market are the viral marketing and frequent ensure that video applications work Siemens SX-1, Samsung SGH-D700, forwarding are key benefits, so a DRM properly. This can be done by network Nokia 7650, Nokia 3650, and the system would not be necessary. dimensioning and configuration to Nokia N-Gage. These phones bring ensure sufficient capacity for immediate business opportunities to DRM not only provides the means to streaming users. Early GPRS is based both developers and operators and control the usage of content and on best effort, where capacity is shared simultaneously build up a solid, thereby collect the rightful payment evenly among the users in a cell. commercially viable applications for providers, but also provides the In WCDMA and later EGPRS networks, market for future Series 60 phones. means to extend the current content it will be possible to provide the user distribution models to include content with a guaranteed bit rate for good Digital Rights Management for preview, rights refreshment or service performance. enhancing content services “rental” schemes, and viral marketing As video content services take off, from person to person. When it comes to building service it is crucial to take into account Digital awareness and end-to-end service Rights Management (DRM) for the The evolution of DRM technology availability in carriers and service distribution and consumption of The evolution of DRM technology providers’ networks, special care mobile content. With DRM, the content can be summarized in Figure 9. should be devoted to RTSP (real time owner or service provider can The market has so far seen various streaming protocol) traffic passing determine for each available piece of proprietary solutions for content through networks. Gateways at service content, if and how that content can protection. One solution worth providers’ application levels should be be distributed from person to person, mentioning is the “device policy configured to recognize RTSP and thus manage the operator or service provider firewalls to allow streaming Figure 9. Evolution of DRM technology. operation. Interconnection and roaming agreements of underlying OMA DRM 2.0 network (GPRS, WCDMA) are required. Protection of high value content such as music & games, increased security Differentiated billing and charging capabilities OMA DRM 1.0 Specification Forward lock, The billing and charging systems Combined delivery work ongoing (e.g. preview), should allow a variety of charging Separate delivery (e.g. superdistribution) methods, such as event based, time based, transaction based and 2003 onwards subscription based. They should also Device Policy Forward Lock be able to collect and report accurately, based on the revenue sharing models of the parties involved. 9
  10. 10. White Paper forward lock”, which typically identifies content received to the Forward Lock Combined Delivery Separate Delivery device based on the MIME type used FL Content Content Rights Content Rights for its transmission. The content is “You can play then compared to a predefined list of “You can play only once” only once” protected content and if these match the content is considered to be protected. The new OMA DRM version 1.0 standard will govern the use of mobile-centric content types, whether it is received by WAP download or Allows single Enables content preview Enables superdistribution MMS. This is the world’s first truly purchase and single and rights to be specified from person to person open DRM standard and was officially delivery of content for content usage Protect Preview Share & Promote ratified in October 2002. Figure 10. Three methods as defined by OMA DRM v1.0: Forward-lock, Combined Delivery and OMA is progressing with the next phase Separate Delivery. of the DRM specifications to ensure the continuity and development of open standards and specifications jointly Forward-lock is intended for the Separate Delivery protects higher developed by industry. delivery of news, sports, information value media and enables and images that should not be sent on superdistribution, which allows the Open Mobile Alliance Digital Rights to others. This often applies to device to forward the media, but not Management – OMA DRM subscription-based services. The device the rights. This is achieved by The wide adoption of OMA DRM is is allowed to play, display or execute, delivering the media and rights via quickly leading to a critical mass of but it cannot forward the media object. separate channels, which is more interoperable devices from many The content itself is hidden inside the secure than combined delivery. vendors. This scenario is necessary to DRM message that is delivered to the The media is encrypted into DRM enable, for example, device. A DRM message contains a Content Format (DCF) using symmetric the business case for superdistribution. media object and an optional rights encryption, while the rights hold the The open nature of these standards object. In the forward-lock method, Content Encryption Key (CEK), which is also enables fast integration of these the DRM message contains only the used for decryption by the DRM User technologies to the existing download media object. Forward-lock is Agent in the device. platforms available from many important for driving multimedia vendors. messaging and downloadable content Superdistribution is an application of services and is being considered as a Separate Delivery that also requires a Broad adoption of open standards requirement for all devices supporting Rights Refresh mechanism that allows enables the mobile content business to content class Image Rich, Video Basic additional rights for the media. achieve critical mass with high-quality in MMS Conformance Document 3.0. Recipients of superdistributed content content. The content can be spread must contact the content retailer to across all billable channels, while Combined Delivery allows usage obtain rights to either preview or securing the business interests of rules to be set for the media object. purchase media. Thus, the separate content owners. The new This method extends Forward-lock by delivery method enables viral superdistribution business model is a adding a rights object to the DRM distribution of media, maximizing cost-effective marketing channel that Message. Rights define how the device the number of potential customers, generates more traffic on the network. is allowed to render the content and while retaining control for the content can be limited using both time and provider through centralized rights The standard provides three DRM count constraints. Combined Delivery acquisition. methods: Forward-lock, Combined allows content to be previewed. Delivery and Separate Delivery. 10
  11. 11. White Paper Business model readiness 3rd Party Mobile Mobile video services Content Content Operator, Aggregator Owner Service value chain Provider Content optimizers Figure 11 depicts the value chain in a Tool vendors mobile environment. The key players Developer Community include: • Content owners are the rights holders for video content and license Mobile Content Operator, Device them to aggregators or service Owner Service Provider providers, who then retail the content to mobile users. • Content tool vendors provide Figure 11. Mobile Video Services Value Chain. professional tools to create and edit the content to make it suitable for the mobile domain, in addition to that pricing can be based on events or Service interoperability other existing domains such as the bits if the price per bit is adjusted between market participants Internet or broadcasting. accordingly. The early successes of messaging, • Application developers create the both SMS and MMS, have shown that video applications for mobile use. From the users’ perspective, service take-up increases once • 3rd party content aggregators a successful MMS launch requires the operators in a specific market agree aggregate content from various right device settings from the moment on interconnection and roaming with sources. Service providers can also he walks out of the store with his new other operators. take this role. MMS capable device. An operator can • Mobile operators and other service help this by offering automatic device providers offer mobile video services provisioning over the air through its to mobile users, including also voice own network. Automatic service and other data services. provisioning to the operator’s • Mobile users are the consumers of middleware is also essential to mobile video services. encourage users to experiment with MMS. There is not just a single model to describe the roles in the value chain. Licensing agreements In reality, the same player can perform with content owners a combination of these functions. Start to source content owners who An operator, for instance, can take the are creating and developing quality role of a service provider and content mobile video content. aggregator. Content partners can be chosen based Simple pricing on the content value or alternatively An affordable pricing model that is the brand value they offer, while easy to understand is a key to users content itself should be chosen to suit accepting a new service. The cost of particular user segments. Licensing providing capacity for video services agreements typically include the will decrease with the improved rights to distribute the content for a efficiency through radio network certain geographic region, a period capacity such as EDGE and WCDMA. of time and a method of distribution Prices must be affordable and match (say, broadcasting vs. Internet or the value of the services – this means television rights). 11
  12. 12. White Paper User acceptance Video download services The following could be something Arouse interest that happens in the first half of 2004. Users need some time to become Eric likes a laugh. When he has a ‘savvy’ in using the integrated video moment on the train or bus, he visits cameras and players of the mobile the “More Fun” pages, bookmarked device. Once aroused, the interest users on his device, to see funny stories demonstrate in sending and receiving and clips, such as funny home videos video content can be used to support or scenes from a candid camera. the launch of other mobile video The downloaded clips are about 20–30 phases. Users’ willingness to use the seconds in length (about 200kb file services and pay for good and relevant size, over EDGE). content has already been seen from the early market cases as well as He finds most of them very funny and consumer research. usually forwards them (or the link) to his friends from work. Based on Eric’s Simple service activation recommendation, his friends can and discovery download the clips from “More Fun” From the users’ perspective, a mobile (XHTML pages) and view the clips, service is successful if the right device which they pay for, the same as Eric. settings are either preconfigured or Figure 12. Recording a video clip with a can be installed over-the-air. A service Video streaming services Nokia 6600. provider can make this easy by This scenario could be realized today, offering automatic device provisioning though mass-market services are over the air through its own network communications and mobility e.g. expected in the second half of 2004 once the device contacts the network. when other media are not available or with an EDGE or WCDMA network. Automatic service provisioning to when time is of the essence. Matt is a Formula 1 fan, following all the operator’s middleware is also Formula 1 races including warm ups, essential to encourage the user to start An example of a C2P user scenario: qualifying rounds and the races. experimenting with rich media Take an example that is feasible in If he cannot be in front of the TV while services. The discovery of the new the second half of 2003. Isabel is a the heat is on, then he follows the service should be so simple that it movie buff. She belongs to a mobile event with his mobile. Matt browses either takes a few clicks on the portal marketing (“Entertainment”) channel, his service provider’s Formula 1 or the bookmark is already set in the to which she has given consent to XHTML-site where he can find lots of device. The goal is getting users to try receive movie trailers. These trailers background material, results, the new services and integrate them are from movies that will be screening highlights and a live stream from the into their regular lifestyle so that they in the coming weekend at the cinema race. Before the live video stream will use the service over time. that she visits frequently. This service (over WCDMA) begins, Matt is asked to is provided by the cinema and local accept the 3€ content fee for viewing. Compelling services retail store, so Isabel does not have to Video messaging services pay for it. She receives, on average, Interest in P2P video MMS is driven a trailer every Thursday for the by personal contact and situations coming weekend. Each movie trailer is and occupies a different space than, about 10 to 15 seconds in length. say e-mail. Examples of situations are Isabel is able to forward interesting special occasions such as birthdays, trailers to her buddies, or a link to the where video MMS can be used as a movie channel site. This way, they can personalized way to send a longer also see the trailer and agree if that is greeting to close family and friends. the movie they want to see that C2P video MMS serves the needs of weekend. 12
  13. 13. White Paper Nokia’s value proposition Nokia is working with industry stakeholders to build the ecosystem for mobile video services, consisting of content and media companies, content producers and server vendors, operators and service providers. In particular, Nokia is collaborating with professional third party content creation tool companies to ensure the support for 3GPP content creation. In personal content creation, Nokia is already distributing media conversion tools and 3GPP-system compatible players for personal computers, allowing consumption and distribution of mobile-generated video content, as well as transfer of typical Internet content to the mobile device for “mobile consumption”. An example is the Nokia Multimedia Player that plays Figure 13. Nokia 3650. Figure 14. Nokia 6650. sounds, images and multimedia messages on the PC, including videos that have been created with the Nokia 3650. More information can be found Nokia plans to ship 10–15 million on the Nokia 3650 Phone support video-enabled devices and has already pages on www.nokia.com/phones. announced 22 different MMS-capable models in 1st quarter of 2003. Nokia Besides the player, Nokia is offering also expects to sell roughly 10 million the Nokia Multimedia Converter 2.0 Series 60 based mobile devices in 2003. via Forum Nokia. This is a tool for Nokia supports 3GPP open standards converting common multimedia files in all device platforms and (AVI, WAV, MPEG, MP3 etc.) into additionally, Real One™ in series 60 standard 3GPP/AMR, Wide Band and platforms. Narrow Band supported formats for use in mobile device applications such as MMS. In addition, Nokia has published a “Video and Streaming in Nokia Phones” paper to help developers create audio-visual content and services for video-capable Nokia devices, such as Nokia 6650, Nokia 3650 and Nokia 6600. 13
  14. 14. White Paper The future Nokia and other key industry players Current standardized services and applications will be able to use the are continuing the efforts to produce emerging 3rd party applications will same media base, this time within an affordable, open standards based offer personal video experiences that the context of peer-to-peer or group 3GPP media framework, in order to no one expected mobile devices to messaging applications. ensure a smooth integration of the offer only a few years ago. Personal mobile and Internet domains, while video distribution to friends via keeping in mind the versatility of MMS or in real-time without size or mobile domain services and the store-and-forward delivery limitations various devices that will be used in are Nokia’s next goals. the mobile future. For future standardization, 3GPP The mobile connectivity of devices Release 6 will further strengthen the will be extended from traditional existing media and protocol mobile telephony to multiple access architecture, with tools emerging technologies, with the most from bodies such as W3C, MPEG and appropriate being used at any one IETF. Streaming video services will be time. At the same time, the physical complemented by new media types, limitations to mobile use will remain, improved dynamic rate adaptation although the performance gaps mechanisms to combat performance between mobile devices and PCs or variations, and digital rights personal organizers will slowly management. Also, instant messaging diminish. and presence based rich call Conclusion – life goes mobile A major part of personal paying for mobile video services. communications, be it voice, data, Video clips consumed by users, The evolution of mobile images or multimedia, will be wireless. received as MMS, is seen as the first video services: The converging digital industry is mass-market service, followed by • Launch video messaging services taking shape, allowing people to create, video clips received over download to the mass-market share, and consume digital content and streaming. It is important to start • Video download services are next using interoperable devices. Video working as an industry on mobile with TCP/IP and EDGE networks services for the mobile domain is seen video services, to get the market as • Lead the market with video as the next step in the evolution of well as mobile users ready. Full-scale streaming services over EDGE and imaging and multimedia content and commercial streaming services aimed WCDMA networks a true business potential. at mass-market penetration is • The same 3GPP content can be expected to become more common used throughout the evolution of Early market trials and market place once EDGE/WCDMA networks mobile video services research have indicated that users are and a wide installed base of capable enthusiastic about consuming and devices are in place. 14
  15. 15. White Paper Glossary of terms References SMIL: Synchronized Multimedia Video and Streaming in Nokia Phones version 1.0 at URL Integration Language. http://www.forum.nokia.com PSS: Packet Switched Streaming. Nokia’s MMS white paper XHTML: eXtensible Hypertext Markup [MMSCONF] “MMS Conformance Document Version 2.0.0” Language. Open Mobile Alliance™.OMA-IOP-MMSCONF-v2_0_0. URL http://www.openmobilealliance.org 3GPP TS 26.140: “Multimedia Messaging Service: Media formats and codecs” 3GPP Ts 26.234: “Transparent end-to-end packet switched streaming service (PSS); Protocols and codecs” 3GPP Multimedia Content Management at URL http://www.3gpp.org IMTC Streaming Interoperability at URL http://www.imtc.org OMA Digital Rights Management version 1.0 at URL http://www.openmobilealliance.org The contents of this document are copyright © 2003 Nokia. All rights reserved. A license is hereby granted to download and print a copy of this document for personal use only. No other license to any other intellectual property rights is granted herein. Unless expressly permitted herein, reproduction, transfer, distribution or storage of part or all of the contents in any form without the prior written permission of Nokia is prohibited. The content of this document is provided “as is”, without warranties of any kind with regards its accuracy or reliability, and specifically excluding all implied warranties, for example of merchantability, fitness for purpose, title and non-infringement. In no event shall Nokia be liable for any special, indirect or consequential damages, or any damages whatsoever resulting form loss of use, data or profits, arising out of or in connection with the use of the document. Nokia reserves the right to revise the document or withdraw it at any time without prior notice. Nokia and Nokia Connecting People are registered trademarks of Nokia Corporation. Nokia product names are either trademarks or registered trademarks of Nokia. Other product and company names mentioned herein may be trademarks or trade names of their respective owners. 15
  16. 16. 0603 Digicolor Copyright © 2003 Nokia. All rights reserved. Nokia and Nokia Connecting People are registered trademarks of Nokia Corporation. Other product and company names mentioned herein may be trademarks or trade names of their respective owners. Products are subject to change without notice. P.O. Box 100 www.nokia.com NOKIA CORPORATION Nokia Mobile Phones Phone: +358 (0) 7180 08000 FIN-00045 NOKIA GROUP, Finland