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CAT Confidential Documents ITE Tech Inc. Allen Lu May, 2010 Mobile TV Introduction and Evolution.

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Presentation on theme: "CAT Confidential Documents ITE Tech Inc. Allen Lu May, 2010 Mobile TV Introduction and Evolution."— Presentation transcript:

1 CAT Confidential Documents ITE Tech Inc. Allen Lu May, 2010 Mobile TV Introduction and Evolution

2 ITE confidential documents for authorized use only Page 2 Agenda What is Mobile TV Mobile TV Standards Mobile TV Cases Mobile TV Evolution

3 ITE confidential documents for authorized use only Page 3 What is Mobile TV ( ) Mobile Device Stand-alone device: pocket TV, portable TV, and car TV Integrated device: PND, ipod/ipad/hp-slate Cell phone

4 ITE confidential documents for authorized use only Page 4 What is Mobile TV (continued) Content / service Audio/video: Real time news, sports, TV programs Data: weather, traffic, local information Service: m-voting, m-shopping

5 ITE confidential documents for authorized use only Page 5 What is Mobile TV (continued) Distribution wireless network Terrestrial broadcasting network 3G/4G cellular network Satellite

6 ITE confidential documents for authorized use only Page 6 World-Wide Digital Terrestrial TV Standard

7 ITE confidential documents for authorized use only Page 7 World-Wide Mobile TV Standards T-DMB : Terrestrial DMB DVB-H : Digital Video Broadcasting – Handheld DVB-T: Digital Video Broadcasting – Terrestrial ISDB-T 1-seg : Integrated Service Digital Broadcasting – Terrestrial One Segment MediaFLO : Media Forward Link Only ATSC-M/H : Advanced Television Systems Committee (Mobile/Handheld) EuropeEurope ChinaChina AustraliaAustralia USAUSA JapanJapan T-DMBT-DMB Media-FLOATSC-M/HMedia-FLOATSC-M/H DVB-T & DVB-H CMMBCMMB DVB-HDVB-H ISDB-T 1-seg KoreaKorea BrazilBrazil

8 ITE confidential documents for authorized use only Page 8 Mobile TV Successful Stories Case A: ISDB-T mobile TV in Japan Commercial in Apr. 2006, ISDB-T provides free to air video and data services. It has a good reception quality and national- wide coverage. More than 80% cell phone include mobile phone (20M/year) in Case B: Analog mobile TV in emerging countries Use existing analog broadcasting infrastructure, it provides free analog TV program and few channels. Analog mobile TV offers poor to fair reception quality. It has a reasonably well outdoor coverage in China, India, South American, south-east Asia. Estimated analog mobile TV is about 20M/year in 2009.

9 ITE confidential documents for authorized use only Page 9 And More Cases Case C: DVB-H mobile TV in Europe Commercial in 2006 World Cup in Italy and became de facto mobile TV standard in Europe. DVB-H provides paid program ($10/month) and data service among channels. It has a good reception quality but limited city coverage. It has less than 3M subscribers and turn to DVB-T mobile TV in Case D: CMMB mobile TV in China Commercial after 2008 Olympic. CMMB provides paid program (RMB$6/month) and data service among channels. It has a good reception quality and national-wide city coverage. CMMB slowed down after becomes paid service in It gains momentum after bundling with 3G service and billing in There is a mobile TV market Free is crucial Good coverage is crucial Content and number of channels are not critical

10 ITE confidential documents for authorized use only Page 10 Evolution of Mobile TV Stage 1Stage 2Stage 3 Feature Living room TV on a small screen Entertainment and information source integrated content, information, and service ( Internet ) Market Niche market and early adopter; nice to have mainstream user; useful to have Ubiquitous; cannot live with it Standard Analog mobile TV, DVB-T ISDB-T, CMMB DVB-H like, IP based mobile TV standard FreeFree/PaidPaid


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