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Unlimited mobile TV: the multiscreen experience Jorge G. Pascal Technical Sales Mgr – Applications BD
All Rights Reserved © Alcatel-Lucent 2008 2 | Multiscreen Media Delivery |July 2008 1 Multi-Screen & mobile TV
All Rights Reserved © Alcatel-Lucent 2008 3 | Multiscreen Media Delivery |July 2008 Unlimited Mobile TV: Everywhere and on every device PCTV HandheldTV VehicularTV Outdoors Indoors On the Road A key enabler for multi-screen mobile TV
All Rights Reserved © Alcatel-Lucent 2008 4 | Multiscreen Media Delivery |July 2008 Multi-Screen is expected by consumers The Multi-Screen Experience: Provides an environment to leverage the next generation connectivity model Blurs the Wireline vs. Wireless consumer experience Needs to be secure Enables truly converged advertising business models across screens Once this is available – the possibilities are endless Audi logo, image and trademark used under license from Volkswagen of America Inc.
All Rights Reserved © Alcatel-Lucent 2008 5 | Multiscreen Media Delivery |July 2008 Business Drivers for Multi-Screen Clearly a Multi-Screen Lifestyle is in-demand Alcatel-Lucent Primary Research Confirms Multi-Screen Demand Service Providers demand is forming, but confusion reigns Content Industry is willing to explore Advertising community interested if it brings more eyeballs Consumer demand and willingness to pay established Service Providers See Multi-Screen Bringing Real Opportunities Spur uptake in New Services Grow ARPU by bringing more value to subscribers Generate stickiness/loyalty amongst subscriber base Create Interactive relationships with subscribers
All Rights Reserved © Alcatel-Lucent 2008 6 | Multiscreen Media Delivery |July 2008 “Two Sided” Business Model Brand Advertisers Content Owners Telco - Retail Developers Retailers Government Channel Partners Distribution Platform VAS Platform Upstream customers Revenue side 1 Downstream customers Revenue side 2 Service Provider Platform Millions of customers Thousands of segments
All Rights Reserved © Alcatel-Lucent 2008 7 | Multiscreen Media Delivery |July 2008 Operators have the ability to offer a truly converged experience Multi-Screen is not about adding TV to Mobile or the PC. It’s about fulfilling the promise of media availability on any device at anytime anywhere.
All Rights Reserved © Alcatel-Lucent 2008 8 | Multiscreen Media Delivery |July 2008 Mobile TV: still nascent but a reality today Over 220 operators have already launched mobile video services, ~110 Live TV (+40 in 12 months)… International (MobiTV sources) Started Nov 03 3M subs in October 07 (+1M in 6 months) Retail (ATT 06) monthly fee $19.99 Unicast 3G KOREA Launch May 05 (S-DMB), Dec 05 (T-DMB) 1.3M subs (S, Dec. 07) 8.7M receivers (T, Dec. 07) ~50% vehicular/GPS (T) Average consumption: > 50’ per day Monthly subscription (S): €5-€10 KOREA Launch May 05 (S-DMB), Dec 05 (T-DMB) 1.3M subs (S, Dec. 07) 8.7M receivers (T, Dec. 07) ~50% vehicular/GPS (T) Average consumption: > 50’ per day Monthly subscription (S): €5-€10 Broadcast ITALY (Tre sources) Started June 06 850k subscribers (Jan. 08) ~10€/month (average) ITALY (Tre sources) Started June 06 850k subscribers (Jan. 08) ~10€/month (average) Broadcast JAPAN Launch March 06 1 out of 2 handsets sold in Japan is MTV ready (Oct. 07) 10.6M phones purchased (Sept. 07) (i.e. 6% mobile penetration) 18.8M receivers put on the market (Nov. 07) Broadcast FRANCE Orange: ~1M subs with Mobile TV option (Dec. 07) SFR: ~350k subs with Mobile TV option (Jan. 08) 6 to 12€/month options FRANCE Orange: ~1M subs with Mobile TV option (Dec. 07) SFR: ~350k subs with Mobile TV option (Jan. 08) 6 to 12€/month options Unicast 3G USA (Verizon sources) Started March 07 280k MediaFLO subscribers (August 07) $15-$25/month (basic / select) USA (Verizon sources) Started March 07 280k MediaFLO subscribers (August 07) $15-$25/month (basic / select) Broadcast
All Rights Reserved © Alcatel-Lucent 2008 9 | Multiscreen Media Delivery |July 2008 Defining the Scale & Scope of Multi-Screen A seamlessly integrated communications & entertainment experience across multiple devices Network knows the end user’s service entitlements, preferences, data (media files), devices, and sign-on. Enables the next logical step beyond a bundled triple play Fuels the need for 4G mobile Multi-Screen isn’t just one Service Experience, but a Range of Possibilities Communication Services such as messaging, video share, click2call, etc. Commercial Services represented by interactive advertising & applications Control Services such as scheduling a PVR recording from the mobile Content Services representing the consumption of video content on multiple devices Video Content (both Professional & User-Generated) Provides the Near-term Focus
All Rights Reserved © Alcatel-Lucent 2008 10 | Multiscreen Media Delivery |July 2008 Thumbnail of a Multi-screen User Experience Bob is watching the UEFA Champions League Final on his IPTV service at home Needs to leave to watch son’s football game, selects “Redirect to Mobile” Finishes watching the game on mobile with player stats, replays, etc. interweaved in the experience Late in the second half, Bob films his son score the winning goal with his camera phone
All Rights Reserved © Alcatel-Lucent 2008 11 | Multiscreen Media Delivery |July 2008 Thumbnail of a Multi-Screen User Experience Uploads video and friends & relatives on IPTV & mobile clients are notified On the way home from the game, son and friends watch a number of movie trailers, purchasing one to watch later Approaching a McDonald’s, ad for latest McBurger pops up on the video screen, compelling Dad to pull in and feed the hungry crew Get home, movie has been downloaded and cued up ready to watch on HD screen in media room
All Rights Reserved © Alcatel-Lucent 2008 12 | Multiscreen Media Delivery |July 2008 Threat: Consumers adopt “over the top” services, yet Operators cannot monetize 10% of ALL internet traffic is streamed from YouTube. 37% of ALL internet traffic is P2P content sharing. In May 2007, 6 out of the top 10 movies sold on Xbox LIVE were in HD. ABC.com offers its hot programs in HD (Lost, Grey’s Anatomy, Ugly Betty). In Nov. 2006 Verizon/YouTube Team up to deliver content over Vcast. (sources:Torrentfreak.com, Yankee group 2007) Operators Cannot Wait to Act Mega-trend Multiple Screen Content Delivery will be a Mega-trend across the Industry, not just Telco Response: Operators develop multi-screen strategies and are looking for solutions –Scott Helbing, EVP ATT Entertainment, “Service Providers are looking to the TV, internet, and wireless devices to reach consumers with targeted relevant messages…” –Fancast.com: Leverages its broadband customer base to extend and blend its traditional cable offering to the web. –“Hulu” launches as response to domination to YouTube. Backed by NBC and News Corp. and $100M of private equity, for a total valuation of $1 B.
All Rights Reserved © Alcatel-Lucent 2008 13 | Multiscreen Media Delivery |July 2008 2 Challenges & Network Evolution
All Rights Reserved © Alcatel-Lucent 2008 14 | Multiscreen Media Delivery |July 2008 Service Provider Challenges Make the Service Experience Compelling for the End User Ensure Service Usability with Transparent Service Handoff across clients Provide Security across devices and services Support Integrated Advertising & Electronic Sell Through across clients Requires more Holistic Approach to Service Delivery Today, Multiple service-specific SDPs with limited interaction Service Delivery Environment for interworking of existing, new and 3rd party assets Navigate the Complex Transformations Required Parallel Business, Network & Service Transformations Program Management of Transformation Journey Embrace the New Business Models that Multi-Screen Enables/Demands Quickly develop simple to use, simple to sell services Enable Third Party Application Development & Hosting Be Careful to Align Business Model to Consumer Behavior Cozy up to the Content Industry
All Rights Reserved © Alcatel-Lucent 2008 15 | Multiscreen Media Delivery |July 2008 key service and revenue generator Mobile TV is seen as a key service and revenue generator TV “Press & Watch”: a 50 years old TV viewer habit Mobile “Works everywhere”: a 10 years old Mobile user habit Tellabs survey (Feb. 07): “nearly a quarter (24%) of users who tried mobile video and TV stopped using the services due to concerns about service quality and reliability” (including indoor coverage) Key Challenges WHAT CONTENT? WHAT BUSINESS MODEL? WHAT COVERAGE / QUALITY OF SERVICE? WHAT SPECTRUM / CAPACITY? WHAT INVESTMENT NEEDED? Infrastructure Challenges for Mass Market Mobile TV $$$ Not providing such expectations Big market risk service availability Among top criteria, service availability is key for success
All Rights Reserved © Alcatel-Lucent 2008 16 | Multiscreen Media Delivery |July 2008 Target Advertising Campaigns User & Community Generated Content E-Commerce & Payment Broadcast & VOD Content Common Enablers of Multiscreen Media Delivery Multiscreen Media Delivery Converged Network
All Rights Reserved © Alcatel-Lucent 2008 17 | Multiscreen Media Delivery |July 2008 Defining Multi-Screen Delivery Real-time Transcoding DRM Brokerage Content Management & Streaming Metrics, Measurement & QA Policy, Payment & Content Delivery Media Control Applications Identity and Seamless Sign-on Home Service Gateway Each Layer Represents Unique Demand Drivers & Opportunities
All Rights Reserved © Alcatel-Lucent 2008 18 | Multiscreen Media Delivery |July 2008 Broadcast or Unicast ?? Both !!! SATELLITE + TERRESTRIAL Cost-Effective Delivery Satisfying Market Requirements CHOICE of LOCATION Cost per user Audience Broadcast Delivery Cellular Delivery Unicast is cheaper Broadcast is cheaper Mixed Cellular and Broadcast Source: O2 BROADCAST + UNICAST (3G/LTE) Audience Channels Fat Tail Long Tail CONTENT CHOICE Top-100 Metro. coverage Nationwide coverage
All Rights Reserved © Alcatel-Lucent 2008 19 | Multiscreen Media Delivery |July 2008 Service Provider Network: Leveraging an Early Adopter Model over 3G… …to a Mass Market TV Service through Broadcast Broadcast Unicast Multicast Interactivity Full integration of TV experience across 3G and broadcast networks Broadcas t Networks Mobile Network 2.5G, 3G, HSDPA UMTS MBMS Mobile TV Service Platform MiTV SDP TV Head End Broadcast Head-End
All Rights Reserved © Alcatel-Lucent 2008 20 | Multiscreen Media Delivery |July 2008 Combining Broadcast & Unicast: maximizing the market potential VALUE-ADDED APPLICATIONS Keeping User-Centric approach… CHOICE & PERSONALZATION SERVICE INTEGRATION SEAMLESS 3G+BROADCAST EXPERIENCE 3G Broadcast
All Rights Reserved © Alcatel-Lucent 2008 21 | Multiscreen Media Delivery |July 2008 What technologies to deliver Mobile Video Traffic? ++ + ++ Fixed Network extension? (Broadband or Broadcast) Mobile Network? Sync. / WIFI 3G / 3G+ / LTE / WIMAX Fixed Wireless Broadcast Network? DVB-T / ISDB-T ++ + ++ ++ + ++ ++ ++ + Dedicated Mobile Broadcast? Under What Regulatory Framework? DVB-SH / MBMS DVB-SH / DVB-H / ATSC-M or H MediaFLO
All Rights Reserved © Alcatel-Lucent 2008 22 | Multiscreen Media Delivery |July 2008 Network Design Two Options to Deliver Broadcast Mobile TV… +18 dBi Tower ATower B OPTION 1) BROADCAST NETWORK: FROM FIXED TV … OPTION 2) MOBILE NETWORK: FROM MOBILE UNICAST … ++ + ++ Minimum Signal for rooftop antenna reception
All Rights Reserved © Alcatel-Lucent 2008 23 | Multiscreen Media Delivery |July 2008 ++ + ++ Network Design..both leading to Cellular Broadcast OPTION 1) BROADCAST NETWORK: FROM FIXED TV … TO MOBILE TV ++ + ++ ++ ++ + OPTION 2) MOBILE NETWORK: FROM MOBILE UNICAST … TO MOBILE TV Minimum Signal for mobile indoor reception -8 dBi Repeater 1Repeater n
All Rights Reserved © Alcatel-Lucent 2008 24 | Multiscreen Media Delivery |July 2008 Alcatel-Lucent Multi-screen: Ready For Any Evolution From Any Starting Point Content Providers End-Users Unicast Multicast Interactivity Mobile Broadcast Network Mobile Network 3G/HSPA/ WiMAX/LTE IPTV Network Roaming Partners IPTV Platform Mobile TV Platform Internet Web TV Common Service Enablers Applications End-to-end integration to maximize quality of experience IMS Platform
All Rights Reserved © Alcatel-Lucent 2008 25 | Multiscreen Media Delivery |July 2008 www.alcatel-lucent.com
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