1. ITKS540 Fall 2008University of Jyväskylä ITKS540 Introduction to mobile technology and business Jani Kurhinen Fall 2008

2. ITKS540 Fall 2008University of Jyväskylä Mobile digital television Fixed location television broadcast is already digitalized. Television is the only major media still missing from mobile terminals. Mobile television is the next logical step. –It provides possibilities to enrich viewer experience. –Not for replacing, but to support fixed television.

3. ITKS540 Fall 2008University of Jyväskylä Mobile digital television EU requires a common strategy for mobile TV in Europe. –Economical, legislative and technical understanding. Several pilots in different parts of the world. Increasing number of running services. A few technologies exists. –Broadcast and unicast.

4. ITKS540 Fall 2008University of Jyväskylä Mobile television users Currently the users are not average people. –Technology-oriented, young generation. Anytime-anywhere information access is a natural service. –TV is just another information channel.

5. ITKS540 Fall 2008University of Jyväskylä Mobile television users User behavior differs from fixed TV. –Shorter watching periods. –Selected content. –Helps killing time. Or exploits waiting time. –In some cases mobile terminals turn TV to a personal service. In-home mobility.

6. ITKS540 Fall 2008University of Jyväskylä Mobile television users Users expects new type of content. –Existing content is also required, but is not enough. Content and presentation are crucial elements. –Time critical services. –Location related services. –Entertainment, news, …

7. ITKS540 Fall 2008University of Jyväskylä Mobile television users Mobile handset is an interactive device. Note: Mobile TV != Mobile multimedia. –User studies have shown that TV still has a special status. –It is somehow different from web-based multimedia. Probably because mobile TV is not yet part of our everyday life.

8. ITKS540 Fall 2008University of Jyväskylä Mobile television business opportunities Mobile phone penetration already high in the Western countries. Numbers are increasing fast elsewhere. Mobile television has been expected to rise already many times. –Not yet –Terminal/service availability, pricing, content.

9. ITKS540 Fall 2008University of Jyväskylä Mobile television business opportunities EU prediction: in 2011 500 million users globally. Gartner: in 2010 360 million users. Asian countries developing fast. –Attitudes towards new technology open minded. –Adoption of mobile television at the same time than mobile telephony.

10. ITKS540 Fall 2008University of Jyväskylä Mobile TV pilot in Helsinki The world's first commercial mobile TV pilot –The pilot was conducted between March and June 2005 with 500 users accessing mobile TV using DVB-H technology. Mobile TV users spent approximately 20 minutes a day watching mobile TV –More active users watched between 30 to 40 minutes per session.

11. ITKS540 Fall 2008University of Jyväskylä Mobile TV pilot in Helsinki Participants wanted to watch familiar program offerings –They would also welcome mobile TV content that is suitable for short and occasional viewing. Participants watched mobile TV at different times than traditional TV peak hours.

12. ITKS540 Fall 2008University of Jyväskylä Mobile TV pilot in Helsinki Mobile TV was most popular –while traveling on public transport to relax or –to keep up to date with the latest news. Also proved popular at home for entertainment and complementing participants' main TV watching.

13. ITKS540 Fall 2008University of Jyväskylä Mobile TV pilot in Helsinki 41% willing to pay for the service. –Pilot members were charged a monthly fee of 4.90 –Half of those that took part thought 10 per month was a reasonable price to pay. Users preferred a fixed pricing model –Many were also interested in a pay-per-view model

14. ITKS540 Fall 2008University of Jyväskylä Requirements for quality Transmission bandwidth, frame rate and resolution set the basic technical parameters. –Technical quality does not directly reflect to experienced quality. Human physiology sets another requirements. –Not too close, but still close enough. Pixel size must be relative to less than half meter watching distance.

15. ITKS540 Fall 2008University of Jyväskylä Requirements for quality Conflict in user requirements: –Devices should be small and light. –Bigger screen is more approachable and easier to remember.

16. ITKS540 Fall 2008University of Jyväskylä Quality of experience How does a user see, hear and feel the service? QoE correlates strongly on acceptance of technology. Ear is a sensitive organ. –Monitors even small changes in audio signal. 25 pictures/sec is enough to create illusion of moving pictures.

17. ITKS540 Fall 2008University of Jyväskylä Quality of experience Quality parameters: –Sharpness of the picture –Naturality of the picture Smoothness in motion, colors –Video/audio synchronization –Clearness of audio More important than video quality in many cases.

18. ITKS540 Fall 2008University of Jyväskylä Quality of experience QoE studies: –QoE requirements are relative to content. –Subtitles set a limit for video. VideoAudio SportX EntertainmentXX NewsX

19. ITKS540 Fall 2008University of Jyväskylä Quality of experience QoE studies: –With small screens resolution affects more than with bigger ones. –Slower frame rate does not necessary weaken QoE if other parameters are fine. –Users accept different problems with narrowband and broadband technology. Requires that the user understand the meaning of a transmission technology.

20. ITKS540 Fall 2008University of Jyväskylä Mobile TV technologies Broadcast or unicast? Transmission method depends on several user-related parameters. –Scheduled vs. on-demand –Communication cost –Additional technology requirement –Transmission range, off-line –Quality

21. ITKS540 Fall 2008University of Jyväskylä Mobile TV technologies DVB-H is the major broadcast technology. –DVB-H is part of the DVB-T standard that is currently used to deliver terrestrial digital television content It benefits from existing DVB-T infrastructure components Reduces initial investments DMB and MediaFLO are other competing technologies.

22. ITKS540 Fall 2008University of Jyväskylä Mobile TV technologies http://software.intel.com/en-us/articles/mobile-tv-opportunities-and-challenges

23. ITKS540 Fall 2008University of Jyväskylä Mobile TV technologies Unicasting over cellular data network. Smaller bandwidth, poorer quality. Existing infrastructure. –Transmission and receiving! Point-to-point connections in practice the only solution. –Some other technologies exists, but are irrelevant globally.