MOBILE TV in Europe- Field trials Tanguy De Lestré

d riving force of the Belgian economy 10% of the private sector’s added value 13 sectors f rom the ‘A’ in automotive industry to the ‘ S ’ in security & defence ABOUT AGORIA: BELGIAN TECHNOLOGY INDUSTRY

d riving force of the Belgian economy 10% of the private sector’s added value

13 sectors f rom the ‘A’ in automotive industry to the ‘ S ’ in security & defence

EXTENSIVE NETWORK 1,500 members 80% SME 900 subsidiaries abroad Top bu s inesses

1,500 members

80% SME

900 subsidiaries abroad

Top bu s inesses

k ey figures e mployment 300,000 people 10% private employment Belgium t urnover EUR 69 . 2 billion e xport 72% (export rate) 1/3 of Belgian exports DRIVING FORCE OF THE BELGIAN ECONOMY

k ey figures

e mployment 300,000 people

10% private employment

Belgium

t urnover EUR 69 . 2 billion

e xport 72% (export rate)

1/3 of Belgian exports

k ey figures n umber of members 338 e mployment 73,000 people t urnover EUR 33 . 2 billion e xport 82% BELGIAN ICT SECTOR

k ey figures

n umber of members 338

e mployment 73,000 people

t urnover EUR 33 . 2 billion

e xport 82%

s ome of our members Alcatel Bell Barco Callataÿ & Wouters Canon Belgium Cap Gemini Delaware Consulting Dolmen Computer Applications SOME OF THE ICT MEMBERS EVS Broadcast Equipment Exact Software IBM Belgium LMS Option Porthus Tele Atlas Data Vasco Data Security

s ome of our members

Alcatel Bell

Barco

Callataÿ & Wouters

Canon Belgium

Cap Gemini

Delaware Consulting

Dolmen Computer Applications

EVS Broadcast Equipment

Exact Software

IBM Belgium

LMS

Option

Porthus

Tele Atlas Data

Vasco Data Security

MOBILE TV IN Europe DVB-H Case Field Trial MADUF project (Ghent- Belgium)

Part 1: Mobile TV DVB-H: European strategy DVB-H definition: (handheld) is the DVB Standard for terrestrial mobile TV.

DVB-H definition: (handheld) is the DVB Standard for terrestrial mobile TV.

European quote “ Mobile broadcasting naturally complements 3G and gives to telecom companies new business opportunities. At the same time, the broadcasters must feel secure with this additional platform and not threatened in their business” Viviane Reding, EU Commissioner speech at DVB congress March 2008

“ Mobile broadcasting naturally complements 3G and gives to telecom companies new business opportunities.

At the same time, the broadcasters must feel secure with this additional platform and not threatened in their business”

Viviane Reding, EU Commissioner speech at DVB congress March 2008

DVB-H in Europe: 2007 Risk existed of market fragmentation in Europe, due to too many technical options for mobile TV; worry of 27 different sets of national rules, uncoordinated use of spectrum lack of interoperability Need for a common strategy for a pan-European mobile TV market

Risk existed of market fragmentation in Europe, due to

too many technical options for mobile TV;

worry of 27 different sets of national rules,

uncoordinated use of spectrum

lack of interoperability

Need for a common strategy for a pan-European mobile TV market

DVB-H in Europe: 2008 EU blueprint exists for mobile TV Standards/interoperability DVB-H (and DVB-SH) is preferred technology for mobile broadcasting combined on the UHF frequency band 17/3/2008: open standard DVB-H (Digital Video Broadcasting Handheld standard (DVB-H) is put on the EU list of standards to enable interoperability and freedom of choice for users Spectrum: need of uniform spectrum, also linked to digital dividend Regulation: a correct transparent legal framework, digital rights management and guidance on authorisation regimes DVB-H status: 16 countries of 27 in trials or commercial launches; Italy available and coming in Finland, Austria, France, Switzerland and Spain

EU blueprint exists for mobile TV

Standards/interoperability

DVB-H (and DVB-SH) is preferred technology for mobile broadcasting combined on the UHF frequency band

17/3/2008: open standard DVB-H (Digital Video Broadcasting Handheld standard (DVB-H) is put on the EU list of standards to enable interoperability and freedom of choice for users

Spectrum: need of uniform spectrum, also linked to digital dividend

Regulation: a correct transparent legal framework, digital rights management and guidance on authorisation regimes

DVB-H status: 16 countries of 27 in trials or commercial launches; Italy available and coming in Finland, Austria, France, Switzerland and Spain

Part 2:Field Trial MADUF in Ghent (Belgium) MADUF= Maximising DVB usage in Flanders (Belgium) During the research project (2006-2009) telecom operators, broadcast companies and technology companies have analysed possibilities of mobile TV over DVB-H assisted by researchers from IBBT IBBT ( www.ibbt.be )is a leading research institute in heart of Europe: interdisciplinary demand driven basic research aimed at ICT and broadband services in collaboration with companies and government.

MADUF= Maximising DVB usage in Flanders (Belgium)

During the research project (2006-2009) telecom operators, broadcast companies and technology companies have analysed possibilities of mobile TV over DVB-H assisted by researchers from IBBT

IBBT ( www.ibbt.be )is a leading research institute in heart of Europe: interdisciplinary demand driven basic research aimed at ICT and broadband services in collaboration with companies and government.

MADUF- IBBT: partners

Major milestones MADUF project

Field trial set-up with return channel

MADUF transmitters Ghent UG Ledeganck Belgacom K. Karelstraat Politie Groendreef Power: 5kW Channel: 37 (692 MHz) Height: 50 to 60 m Ugent Ledeganck Height: 63 m ERP: 7.50 kW Belgacom Keizer Karel Height: 64 m ERP: 5.97 kW Politie: Groendreef Height: 57 m ERP: 2.78 kW 10 Mbps for portable indoor, good coverage (95 %)

Ugent Ledeganck

Height: 63 m

ERP: 7.50 kW

Belgacom Keizer Karel

Height: 64 m

ERP: 5.97 kW

Politie: Groendreef

Height: 57 m

ERP: 2.78 kW

10 Mbps

for portable indoor,

good coverage (95 %)

MADUF- IBBT: parts Conceptual pilot and user experience in Ghent (Belgium) Research in technology for mobile services Broadcast = DVB-H Return channel = mobile Network Juridical research on stable legal framework Economic research on business models for collaboration Budget: 2,4 mill€ from industry, 2,1 mill€ from IBBT and 1 mill€ infrastructure cost

Conceptual pilot and user experience in Ghent (Belgium)

Research in technology for mobile services

Broadcast = DVB-H

Return channel = mobile Network

Juridical research on stable legal framework

Economic research on business models for collaboration

Budget: 2,4 mill€ from industry, 2,1 mill€ from IBBT and 1 mill€ infrastructure cost

Technology: Objectives of testing coverage, technical performance and estimation of a number of base stations for good indoor reception in Flanders Coverage in Ghent: Development of coverage models with 3 base stations and wireless building penetrations Technical performance Different reception scenarios Different settings Calculation of required number of BS for good indoor coverage in Flanders. Also investigations on image quality, codecs,…

Objectives of testing coverage, technical performance and estimation of a number of base stations for good indoor reception in Flanders

Coverage in Ghent:

Development of coverage models with 3 base stations and wireless building penetrations

Technical performance

Different reception scenarios

Different settings

Calculation of required number of BS for good indoor coverage in Flanders.

Also investigations on image quality, codecs,…

Predicted coverage Black squares = base stations Before experiments 16-QAM 1/2

Black squares = base stations

Before experiments

16-QAM 1/2

Technology coverage

Coverage: Ghent Adapted prediction model based on experiments 16-QAM 1/2

Adapted prediction model based on experiments

16-QAM 1/2

User experiences User group equipped with mobile phone (Samsung P940) or Option Globetrotter card in laptop. Main lessons learned overview: Mobile TV should be anytime, anywhere and anything Current viewing behaviour similar to existing tv practice Mainly used as a time-killer Screen quality superior Three categories of tv activity Difference in viewing practice between mobile phone and portable computer Limited willingness to pay

User group equipped with mobile phone (Samsung P940) or Option Globetrotter card in laptop.

Main lessons learned overview:

Mobile TV should be anytime, anywhere and anything

Current viewing behaviour similar to existing tv practice

Mainly used as a time-killer

Screen quality superior

Three categories of tv activity

Difference in viewing practice between mobile phone and portable computer

Limited willingness to pay

Lessons detail Mobile TV should be anytime, anywhere and anything Anytime: watching television every moment of the day: as a time killer or dedicated in the evening and at night Anywhere: watching mobile television wherever you want: private and public spaces (limited due to social pressure) Anything: same content as traditional TV, but shorter time sessions.

Anytime: watching television every moment of the day: as a time killer or dedicated in the evening and at night

Anywhere: watching mobile television wherever you want: private and public spaces (limited due to social pressure)

Anything: same content as traditional TV, but shorter time sessions.

Lessons detail TV activity practices Primary: as a substitution for traditional television Secondary: as a gadget and time killer Tertiary: as wall paper

Primary: as a substitution for traditional television

Secondary: as a gadget and time killer

Tertiary: as wall paper

Viewing practice On a laptop More viewed a second tv and wall paper; less as a time killer On a mobile phone More as a time killer and gadget; sometimes wall paper; less as substitution for traditional television

On a laptop

More viewed a second tv and wall paper; less as a time killer

On a mobile phone

More as a time killer and gadget; sometimes wall paper; less as substitution for traditional television

Business models: key players Mobile service provider Content aggregator ( Bundle) Content provider Advertiser Broadcast network operator Content adaptation MADUF To be evaluated Out of scope Consumer Handset IP datacast service provider Revenues

Generic Mobile Digital TV service value network

Generic Mobile Digital TV service value network 1 4 2 3 3 2 1

Case 1 : OPERATOR-LED: ORGANISATION DESIGN “He who sells, builds”

Case 2 : MIDDLEMAN

Case 3 : DECENTRALIZED BSP

Case 4 : CONTENT AGGREGATOR-LED

Additional issue: Separate DVB fee

MADUF conclusion User: New prime time defined, several times a day and short durations Good quality picture and sound Willingness to pay around 10€ per month Business studies Future tricky and heavily dependant on new services and content A few basic introduction standards possible Technology Still a lot of techno-economic choices to be made Future : scalable video coding, dual antenna DVB-H

User:

New prime time defined, several times a day and short durations

Good quality picture and sound

Willingness to pay around 10€ per month

Business studies

Future tricky and heavily dependant on new services and content

A few basic introduction standards possible

Technology

Still a lot of techno-economic choices to be made

Future : scalable video coding, dual antenna DVB-H

More info: Tanguy De Lestré Project manager at AGORIA, Belgian technology industry www.agoria.be www.mobilemonday.be t anguy.delestre @ agoria.be For MADUF mobile TV project http ://projects.ibbt.be/maduf

Tanguy De Lestré

Project manager at AGORIA,

Belgian technology industry

www.agoria.be

www.mobilemonday.be

t anguy.delestre @ agoria.be

For MADUF mobile TV project http ://projects.ibbt.be/maduf