Interactivity in Mobile TV Tom Sederlöf Seminaariesitelmä: TKK: Networking business Työn valvoja: Heikki Hämmäinen Työn Ohjaaja: Tkt Markus Lindqvist Nokia Multimedia

Introduction Layered Model Of Mobile Broadcasting Radio Layer System Layer Business Environment Interactivity Interactivity in Mobile TV Conclutions

Motivation: Costs transimitting broadcast type of data is extremely high in point-to-point/cellular networks Mobile broadcasting technologies enable the broadcasting to mobile devices TV is the most commonly spread broadcast service When integrating the broadcast based TV service to mobile phones, a single device uses the one-to many and point-to-point networks Scope: Scheduled broadcast services Main focus on TV and interactive services Presened analysis applicable also to other non-TV broadcast services Methodoly: Literature survey Non structured open discussions with experts Introduction

Layered Model of Mobile Broadcasting Developed for the thesis Previous studies on mobile broadcasting base on vertical approach Model used as framework throughout the analysis Each layer studied separately Main focus on ”Client Application Layer”, especially on Mobile TV and possibilities to integrate interactive service components to it

Radio Layer of Mobile Broadcasting 1.Digital video broadcasting for Handheld (DVB-H) 2.Multimedia Broadcast Multimedia Service (MBMS) 3.Terrestrial – Digital Multimedia Broadcasting (T-DMB) 4.Integrated Services Digital Broadcast (ISDB-T) 5.Forward Link Only ( FLO ) Five different major mobile broadcasting technologies Broadcasting technologies provide the high data rate downlink and existing cellular networks the uplink needed for interacting

System Layer Two different system level solutions 1.IP datacasting (DVB-H) 2.MediaFlo (FLO) Service Enablers of System Layer 1.Service Discovery 2.Security 3.Purchase & Billing Generic Services provided by System Layer 1.Streaming 2.FileCasting 3.Intractivity

Business Environment of Mobile Broadcasting Case Helsinki Case Oxford Generic business model of mobile broadcasting - presents the functional roles needed in MB - Companies will act in one or more roles Division of functional roles in mobile TV pilots : Case Barcelona

Business Environment of Mobile Broadcasting The mapping between functional business roles and actors

Interactivity Interactive services in ”normal TV” 1.Pre-existing interactivity 2.24/7 services 3.Enchanced TV Terminal Constraints in Mobile TV services 1.Screen Size 2.Input Device 3.Native Application Set Mobile TV Terminals Interactive services in mobile TV 1.Simulcasting 2.Enhanced simulcast 3.Mobile TV dedicated content

Interactivity in Mobile TV Simulcasting Enhanced Simulcast Mobile TV dedicated content Examples of Interactive Services ( from Nokia 7710 during Finnpilot) ( concept service)

Interactivity in Mobile TV Presentation of interactive services 1.In a spesific ”banner area” beside picture 2.On top of picture Services should be drawn to the screen in terminal, not burnt to the picture ( concept service)

Conclutions Services provided by mobile broadcast have affect to three dimensions, When the broadcasted content is simulcast, a consistensy on how the business environment is set up and how the functional roles are adopted by actors involved within the busines can be seen, but as the broadcasted content diversifies to include interaction and non-TV content, so do the business models.

Conclutions The co-operation of actors already posessing relevant competences, mostly today’s broadcasting and telecommunication operators, is most likely seen in vast majority of business models of mobile TV. It is likely that there will not be a clear winner technology in mobile TV on global level but the mobile broadcasting market will remain geographically fragmented. Including interactivity to mobile TV has a potential but exploiting it successfully requires proper implementation both from broadcast system and terminal side, i.e. integrating the interactive services to the broadcast feed and ensuring the ease of use in terminals. Interactive services provided in set-top-boxes are not suitable for mobile TV as such, but some of the interactive service types are applicable to mobile TV. Interaction should be introduced to mobile TV through enhanced simulcast, in practice this means embedding services like voting, links, chats, gambling and gaming to the broadcasted programming. Because of the lack of empirical data on interactive services in mobile TV further study is needed. The upcoming mobile TV trials and commercial solutions give the possibility to experiment with interactive mobile TV and will provide data that can be used in further studies.

Thank You Tom Sederlöf Nokia, Multimedia

Example implementation of MB system capable of interaction