Toward Mobile TV 2.0
New Considerations
for Mobile IPTV from the
WEB2.0 perspective
Seungyun Lee, ETRI
© 2008 Copyright by ETRI

Before We Start ...
• WEB2.0 is NOT about story of Web,
BUT about story of “Disruptive Idea”
• Identity of Mobile IPTV, What is it ???
• Who could be a provider of Mobile IPTV?

Mobile IPTV is
NOT just IPTV on the mobile !

What is Mobile IPTV ?
Internet

• Mobile TV
• Mobile IPTV
• Mobile WebTV Mobile
• TV on the mobile TV 2.0
• Video on the mobile
• Social TV on the mobile
© 2008 Copyright by ETRI

TV over Mobile over IP

TV on the Mobile
Mobile
IPTV
DMB DVB-H MediaFLO
Legacy
Mobile TV
(Internet)
?
RF IP
TV on the Mobile
© 2008 Copyright by ETRI

Mobile IPTV
{Device+Network}
Social
Convergence
Ubiquity
Degree of Device Convergence
Mobile IPTV
Immediacy
IPTV
DTV
Analog
TV
Degree of Network Convergence © 2008 Copyright by ETRI

Mobile IPTV, already working?
Mobile TV over @@@

In some case, FREE...

Mobile Implication
Why Mobile is Important?

Mobile Implication
Source: http://communities-dominate.blogs.com/brands/2007/01/putting_27_bill.html
http://communities-dominate.blogs.com/brands/2008/01/when-there-is-a.html

Source: Brian Fling, Web 2.0 Expo 2008

4.0 billion
astounding 59% of the planet
Source: Brian Fling, Web 2.0 Expo 2008

Source: www.flickr.com

5 Unique Benefits of Mobile
by Tomi Ahonen
1. First truly personal mass media
e.g. We don’t share our phones with our spouses.
2. First always-on mass media
Information is always available 24/7, even when idle.
3. First always-carried mass media
7 out of 10 people sleep with their phone within reach.
4. Only mass media with a built in payment channel
Universal click to buy. Twice as many people have
phones than credit cards.
5. Offers point of thought
Ability to create or consume content whenever the mood
strikes.

New Challenging on TV
• TV on the { IP + Web + Move }
✴ IP: Interactivity
✴ Web: Openness + Semantic (with Disruptive Biz.)
✴ Move: Mobility (in everywhere)
17

Some KEYs to Mobile IPTV
• How does TV being delivered to the user
immediately when move ?
• How does TV delivered to the user what they
want ?
• How easy to use the TV on the device ?
• How to make people open their wallet ?

Success of Mobile IPTV
• You should recognized the nature of mobile
• Mobile is 7th media, Big opportunity
• Disruptive idea for business model
• Mobile Web is a one of KEY

Mobile == 7th Mass Media
by Tomi Ahonen
1. Printing Press
2. Recordings
3. Cinema
4. Radio
5. Television
6. The Internet
7. Mobile

Mobile Web = Way of
communication to Internet
and, Mobile Goes 2.0

2.0 Point of View
• Concentrate on the contents and users
• Support the socialization
• Support the ubiquitous devices
• Jump Out to the WWW
• Catch the real features for Immediacy

More Important things
“Immediacy”

Immediacy
• TV in your palm, TV in your pocket,
TV on your everywhere ...
• Point is how to maximize the such a feature
in service
• Support instance use at anywhere even in
bedroom and restroom
• It could give us huge business opportunities

Mobilizing of IPTV
- selected issues -
• Device Independent Content Providing
• UI (easy of use on the mobile)
• Optimized Platform & Middleware to mobile
• Codec
• Security & Privacy
• Reliable Network (e.g., QoS, QoE)
• Ads & Search

What should be differentiated
on the mobile?
• Way of service and UI (...on the street / walk)
• Way of contents providing (include new EPG)
• Way of charging (new pricing model ?)
• Way of advertisement (usefulness)
• Way of security
• Way of socialize & personalize (mash-up)
• Disruptive Business Model (no business ?)

Utilizing Points on
Future Mobile IPTV
(IP)
Social
UI
© 2008 Copyright by ETRI

모바일 를 넘어서
business breakthrough point
{ immediacy + mobility + Social }

Conclusion Remarks
• 콘텐츠와 사용자에 집중하라
• 소셜 서비스를 고려하라
• 다양한 단말 지원을 고려하라
• 인터넷과 소통하라
• 모바일의 즉시성을 최대한 이용하라

New Business Model
WEB2.0 point of view
Better User Experiences
even FREE !!!

감사합니다
Seungyun Lee, Ph.D.
Team Leader of ETRI, syl@etri.re.kr,
Manager of W3C Korea Office, syl@w3.org