MOBILE TV in Europe- Field trials Tanguy De Lestré
<ul><li>d riving force of the  Belgian  economy 10%  of the private sector’s added value </li></ul><ul><li>13 sectors f ro...
EXTENSIVE   NETWORK <ul><li>1,500 members </li></ul><ul><ul><li>80% SME </li></ul></ul><ul><ul><li>900  subsidiaries abroa...
<ul><li>k ey figures </li></ul><ul><li>e mployment 300,000 people </li></ul><ul><ul><li>10% private employment </li></ul><...
<ul><li>k ey figures </li></ul><ul><li>n umber of members 338 </li></ul><ul><li>e mployment   73,000 people </li></ul><ul>...
<ul><li>s ome of our members </li></ul><ul><ul><li>Alcatel Bell </li></ul></ul><ul><ul><li>Barco </li></ul></ul><ul><ul><l...
MOBILE TV IN Europe DVB-H Case Field Trial MADUF project  (Ghent- Belgium)
Part 1: Mobile TV DVB-H: European strategy <ul><li>DVB-H definition: (handheld) is the DVB Standard for terrestrial mobile...
European quote <ul><li>“ Mobile broadcasting naturally complements 3G and gives to telecom companies new business opportun...
DVB-H in Europe: 2007 <ul><li>Risk existed of market fragmentation in Europe, due to  </li></ul><ul><ul><li>too many techn...
DVB-H in Europe: 2008 <ul><li>EU blueprint exists for mobile TV  </li></ul><ul><ul><li>Standards/interoperability </li></u...
Part 2:Field Trial MADUF in Ghent (Belgium) <ul><li>MADUF= Maximising DVB usage in Flanders (Belgium) </li></ul><ul><li>Du...
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) Hei...
MADUF- IBBT: parts <ul><li>Conceptual pilot and user experience in Ghent (Belgium) </li></ul><ul><li>Research in technolog...
Technology:  <ul><li>Objectives of testing coverage, technical performance and estimation of a number of base stations for...
Predicted coverage <ul><li>Black squares = base stations </li></ul><ul><li>Before experiments </li></ul><ul><li>16-QAM 1/2...
Technology coverage
Coverage: Ghent <ul><li>Adapted prediction model based on experiments </li></ul><ul><li>16-QAM 1/2 </li></ul>
User experiences <ul><li>User group equipped with mobile phone (Samsung P940) or Option Globetrotter card in laptop. </li>...
Lessons detail Mobile TV should be anytime, anywhere and anything <ul><ul><li>Anytime: watching television every moment of...
Lessons detail TV activity practices <ul><li>Primary: as a substitution for traditional television </li></ul><ul><li>Secon...
Viewing practice <ul><li>On a laptop </li></ul><ul><ul><li>More viewed a second tv and wall paper; less as a time killer <...
Business models: key players Mobile service provider Content aggregator ( Bundle) Content provider Advertiser Broadcast ne...
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 <ul><li>User:  </li></ul><ul><ul><li>New prime time defined, several times a day and short durations </li...
More info: <ul><li>Tanguy De Lestré </li></ul><ul><li>Project manager at AGORIA,  </li></ul><ul><li>Belgian technology ind...
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MobileTV in Europe: status; usecase

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Presentation during Kuala Lumpur Mobile Monday summit 2008: mobile TV in Europe; lessons learned from mobile TV trial in Ghent (Belgium) - MADUF project

MobileTV in Europe: status; usecase

  1. 1. MOBILE TV in Europe- Field trials Tanguy De Lestré
  2. 2. <ul><li>d riving force of the Belgian economy 10% of the private sector’s added value </li></ul><ul><li>13 sectors f rom the ‘A’ in automotive industry to the ‘ S ’ in security & defence </li></ul>ABOUT AGORIA: BELGIAN TECHNOLOGY INDUSTRY
  3. 3. EXTENSIVE NETWORK <ul><li>1,500 members </li></ul><ul><ul><li>80% SME </li></ul></ul><ul><ul><li>900 subsidiaries abroad </li></ul></ul><ul><ul><li>Top bu s inesses </li></ul></ul>
  4. 4. <ul><li>k ey figures </li></ul><ul><li>e mployment 300,000 people </li></ul><ul><ul><li>10% private employment </li></ul></ul><ul><ul><li>Belgium </li></ul></ul><ul><li>t urnover EUR 69 . 2 billion </li></ul><ul><li>e xport 72% (export rate) </li></ul><ul><li>1/3 of Belgian exports </li></ul>DRIVING FORCE OF THE BELGIAN ECONOMY
  5. 5. <ul><li>k ey figures </li></ul><ul><li>n umber of members 338 </li></ul><ul><li>e mployment 73,000 people </li></ul><ul><li>t urnover EUR 33 . 2 billion </li></ul><ul><li>e xport 82% </li></ul>BELGIAN ICT SECTOR
  6. 6. <ul><li>s ome of our members </li></ul><ul><ul><li>Alcatel Bell </li></ul></ul><ul><ul><li>Barco </li></ul></ul><ul><ul><li>Callataÿ & Wouters </li></ul></ul><ul><ul><li>Canon Belgium </li></ul></ul><ul><ul><li>Cap Gemini </li></ul></ul><ul><ul><li>Delaware Consulting </li></ul></ul><ul><ul><li>Dolmen Computer Applications </li></ul></ul>SOME OF THE ICT MEMBERS <ul><ul><li>EVS Broadcast Equipment </li></ul></ul><ul><ul><li>Exact Software </li></ul></ul><ul><ul><li>IBM Belgium </li></ul></ul><ul><ul><li>LMS </li></ul></ul><ul><ul><li>Option </li></ul></ul><ul><ul><li>Porthus </li></ul></ul><ul><ul><li>Tele Atlas Data </li></ul></ul><ul><ul><li>Vasco Data Security </li></ul></ul>
  7. 7. MOBILE TV IN Europe DVB-H Case Field Trial MADUF project (Ghent- Belgium)
  8. 8. Part 1: Mobile TV DVB-H: European strategy <ul><li>DVB-H definition: (handheld) is the DVB Standard for terrestrial mobile TV. </li></ul>
  9. 9. European quote <ul><li>“ Mobile broadcasting naturally complements 3G and gives to telecom companies new business opportunities. </li></ul><ul><li>At the same time, the broadcasters must feel secure with this additional platform and not threatened in their business” </li></ul><ul><li>Viviane Reding, EU Commissioner speech at DVB congress March 2008 </li></ul>
  10. 10. DVB-H in Europe: 2007 <ul><li>Risk existed of market fragmentation in Europe, due to </li></ul><ul><ul><li>too many technical options for mobile TV; </li></ul></ul><ul><ul><li>worry of 27 different sets of national rules, </li></ul></ul><ul><ul><li>uncoordinated use of spectrum </li></ul></ul><ul><ul><li>lack of interoperability </li></ul></ul><ul><li>Need for a common strategy for a pan-European mobile TV market </li></ul>
  11. 11. DVB-H in Europe: 2008 <ul><li>EU blueprint exists for mobile TV </li></ul><ul><ul><li>Standards/interoperability </li></ul></ul><ul><ul><ul><li>DVB-H (and DVB-SH) is preferred technology for mobile broadcasting combined on the UHF frequency band </li></ul></ul></ul><ul><ul><ul><li>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 </li></ul></ul></ul><ul><ul><li>Spectrum: need of uniform spectrum, also linked to digital dividend </li></ul></ul><ul><ul><li>Regulation: a correct transparent legal framework, digital rights management and guidance on authorisation regimes </li></ul></ul><ul><li>DVB-H status: 16 countries of 27 in trials or commercial launches; Italy available and coming in Finland, Austria, France, Switzerland and Spain </li></ul>
  12. 12. Part 2:Field Trial MADUF in Ghent (Belgium) <ul><li>MADUF= Maximising DVB usage in Flanders (Belgium) </li></ul><ul><li>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 </li></ul><ul><li>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. </li></ul>
  13. 13. MADUF- IBBT: partners
  14. 14. Major milestones MADUF project
  15. 15. Field trial set-up with return channel
  16. 16. MADUF transmitters Ghent UG Ledeganck Belgacom K. Karelstraat Politie Groendreef Power: 5kW Channel: 37 (692 MHz) Height: 50 to 60 m <ul><ul><li>Ugent Ledeganck </li></ul></ul><ul><ul><ul><li>Height: 63 m </li></ul></ul></ul><ul><ul><ul><li>ERP: 7.50 kW </li></ul></ul></ul><ul><ul><li>Belgacom Keizer Karel </li></ul></ul><ul><ul><ul><li>Height: 64 m </li></ul></ul></ul><ul><ul><ul><li>ERP: 5.97 kW </li></ul></ul></ul><ul><ul><li>Politie: Groendreef </li></ul></ul><ul><ul><ul><li>Height: 57 m </li></ul></ul></ul><ul><ul><ul><li>ERP: 2.78 kW </li></ul></ul></ul><ul><li>10 Mbps </li></ul><ul><li>for portable indoor, </li></ul><ul><li>good coverage (95 %) </li></ul>
  17. 17. MADUF- IBBT: parts <ul><li>Conceptual pilot and user experience in Ghent (Belgium) </li></ul><ul><li>Research in technology for mobile services </li></ul><ul><ul><li>Broadcast = DVB-H </li></ul></ul><ul><ul><li>Return channel = mobile Network </li></ul></ul><ul><li>Juridical research on stable legal framework </li></ul><ul><li>Economic research on business models for collaboration </li></ul><ul><li>Budget: 2,4 mill€ from industry, 2,1 mill€ from IBBT and 1 mill€ infrastructure cost </li></ul>
  18. 18. Technology: <ul><li>Objectives of testing coverage, technical performance and estimation of a number of base stations for good indoor reception in Flanders </li></ul><ul><li>Coverage in Ghent: </li></ul><ul><ul><li>Development of coverage models with 3 base stations and wireless building penetrations </li></ul></ul><ul><ul><li>Technical performance </li></ul></ul><ul><ul><ul><li>Different reception scenarios </li></ul></ul></ul><ul><ul><ul><li>Different settings </li></ul></ul></ul><ul><ul><li>Calculation of required number of BS for good indoor coverage in Flanders. </li></ul></ul><ul><li>Also investigations on image quality, codecs,… </li></ul>
  19. 19. Predicted coverage <ul><li>Black squares = base stations </li></ul><ul><li>Before experiments </li></ul><ul><li>16-QAM 1/2 </li></ul>
  20. 20. Technology coverage
  21. 21. Coverage: Ghent <ul><li>Adapted prediction model based on experiments </li></ul><ul><li>16-QAM 1/2 </li></ul>
  22. 22. User experiences <ul><li>User group equipped with mobile phone (Samsung P940) or Option Globetrotter card in laptop. </li></ul><ul><li>Main lessons learned overview: </li></ul><ul><ul><li>Mobile TV should be anytime, anywhere and anything </li></ul></ul><ul><ul><li>Current viewing behaviour similar to existing tv practice </li></ul></ul><ul><ul><li>Mainly used as a time-killer </li></ul></ul><ul><ul><li>Screen quality superior </li></ul></ul><ul><ul><li>Three categories of tv activity </li></ul></ul><ul><ul><li>Difference in viewing practice between mobile phone and portable computer </li></ul></ul><ul><ul><li>Limited willingness to pay </li></ul></ul>
  23. 23. Lessons detail Mobile TV should be anytime, anywhere and anything <ul><ul><li>Anytime: watching television every moment of the day: as a time killer or dedicated in the evening and at night </li></ul></ul><ul><ul><li>Anywhere: watching mobile television wherever you want: private and public spaces (limited due to social pressure) </li></ul></ul><ul><ul><li>Anything: same content as traditional TV, but shorter time sessions. </li></ul></ul>
  24. 24. Lessons detail TV activity practices <ul><li>Primary: as a substitution for traditional television </li></ul><ul><li>Secondary: as a gadget and time killer </li></ul><ul><li>Tertiary: as wall paper </li></ul>
  25. 25. Viewing practice <ul><li>On a laptop </li></ul><ul><ul><li>More viewed a second tv and wall paper; less as a time killer </li></ul></ul><ul><li>On a mobile phone </li></ul><ul><ul><li>More as a time killer and gadget; sometimes wall paper; less as substitution for traditional television </li></ul></ul>
  26. 26. 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
  27. 27. Generic Mobile Digital TV service value network
  28. 28. Generic Mobile Digital TV service value network 1 4 2 3 3 2 1
  29. 29. Case 1 : OPERATOR-LED: ORGANISATION DESIGN “He who sells, builds”
  30. 30. Case 2 : MIDDLEMAN
  31. 31. Case 3 : DECENTRALIZED BSP
  32. 32. Case 4 : CONTENT AGGREGATOR-LED
  33. 33. Additional issue: Separate DVB fee
  34. 34. MADUF conclusion <ul><li>User: </li></ul><ul><ul><li>New prime time defined, several times a day and short durations </li></ul></ul><ul><ul><li>Good quality picture and sound </li></ul></ul><ul><ul><li>Willingness to pay around 10€ per month </li></ul></ul><ul><li>Business studies </li></ul><ul><ul><li>Future tricky and heavily dependant on new services and content </li></ul></ul><ul><ul><li>A few basic introduction standards possible </li></ul></ul><ul><li>Technology </li></ul><ul><ul><li>Still a lot of techno-economic choices to be made </li></ul></ul><ul><ul><li>Future : scalable video coding, dual antenna DVB-H </li></ul></ul>
  35. 35. More info: <ul><li>Tanguy De Lestré </li></ul><ul><li>Project manager at AGORIA, </li></ul><ul><li>Belgian technology industry </li></ul><ul><li>www.agoria.be </li></ul><ul><li>www.mobilemonday.be </li></ul><ul><li>t anguy.delestre @ agoria.be </li></ul><ul><li>For MADUF mobile TV project http ://projects.ibbt.be/maduf </li></ul>
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