1. Transforming Telco to IPTV
Business Models, Content Challenge, and Pay TV Competition
報告人 :
蘇瑛玟 P
蔡明遠 P

2. Agenda IPTV Technology The IPTV Proposition IPTV Economics
IPTV Proposed Services
New Revenue Sources
Mobile TV
IPTV Case Study
CHT
China Model
Others Model
Conclusion En

3. IPTV Technology En

4. Forces Shaping TV’s Future
WHDC PowerPoint Template Notes & Handouts
2017年4月19日
Forces Shaping TV’s Future
Market
Opportunity
Broadband IP
Networks
Market
Dynamics
Regulation
Moore’s
Law En
Content,
Ad Models
Better Video
Compression
Microsoft Confidential - Windows Hardware & Driver Central

5. WHDC PowerPoint Template Notes & Handouts
2017年4月19日
Defining IPTV
Accepted industry term (Internet Protocol TV)
Voice over IP (VoIP) is to telephony as IPTV is to pay-TV
Uses IP broadband network infrastructure to deliver pay-TV services directly to TVs
PCs a potential secondary target, but not a requirement
Fully operator managed pay-TV service
Not a device model but a service one (monthly subscription, pay per view…)
What IPTV is not
TV over high-speed Internet
Most countries restrict live TV over Internet
Unique regulations per country
Not best-effort streaming media
Not “Trickle” VOD on PC or Set-Top Box (STB)
Technology blurs the lines, but businesses are completely different En
Microsoft Confidential - Windows Hardware & Driver Central

6. IPTV: Next Generation Television
WHDC PowerPoint Template Notes & Handouts
2017年4月19日
IPTV: Next Generation Television
IP Network
Operator Headend
TV via STB
Operator Access Network
Subscription TV Services
Live Media
On-Demand Media
What IPTV is:
Competitive TV services over managed IP networks
Broadcast television
All forms of on-demand
Electronic program guide
Connected entertainment
What IPTV is not:
Video streaming over the Internet
Best-efforts video services
Based on unproven business models En
What it is not:
Video streaming over the internet
Watching TV on your PC
What it is (show via the demo):
Competitive TV services over managed IP networks
All content protected via WM DRM (IPTV implementation)
Broadcast/live TV
All forms of OD (DVR, VOD, SVOD, PPV)
EPG
Connected Entertainment – as WM Connect client in near-term (i.e. IPTV receives only); in Longhorn timeframe will share protected video content throughout home.
Previous speaking notes:
So what is IPTV?
IPTV is today’s traditional broadcast programming over a closed broadband IP network
From content acquisition of broadcast programming (such as NBC) and acquisition of video or music on demand
Conversion into more bandwidth efficient formats such as Windows Media 9
Ingest into the broadband network and delivery to the set-top box using bandwidth efficient transports
And finally to delivery and viewing using an IP-based set-top and a rich multimedia program guide, similar in purpose to the guides you see today
It’s not about streaming over the Internet, it’s about the broadband operator offering all the cable or satellite TV channels and on-demand you have at home today
Using the same business models and controlling the user experience in a way that is compelling to consumers
In addition it’s about taking advantage of an IP world to deliver that programming in more compelling and cost-effective ways
Microsoft Confidential - Windows Hardware & Driver Central

7. High Level IPTV Network ArchitectureCO
Metro
VHE: Video Head End
VSO: Video Serving Office
CO: Central Office
RG: Residential Gateway
VHE
VSO CO
Core CO
VSO
VSO
Metro
Sue
Access
Network CO RG CO
Metro CO CO CO

8. Network Architecture Super Headend Regional Headend Local Hub
Reception of content from national feed
Content encoded into proper format
National storage of on demand content
Content is fed to regional headends
Regional Headend
National content received from super headend
Local content received and encoded
Regional storage of on demand content
Local advertising insertion
Sue
Local Hub
Feeds content direct to homes
Final point for local ad insertion
Local storage of on demand content

9. Full Media Value Chain
Sue

10. IPTV Technology Value Chain
Examples: Amino
Ericsson
i3Micro
Microsoft
Motorola
Siemens
Examples: Alcatel
ANT
BigBand Networks
Entone Tech Harmonic
Microsoft Minerva Myrio/Siemens Siemens
Orca Interactive Tellabs
Tandberg TV
Examples: Alcatel
Ericsson
Lucent
Marconi
Siemens
Examples:
Alcatel
Ericsson
Juniper
Lucent
Marconi
Motorola
Redback Networks
Siemens
Tellabs En

11. A Full Media Technical Platform (design)
Producing & Management
Service & Business Support
Delivery, Transfer, Consumption
Create
Edit
Convert I N T E G R A O ……
Streaming Media Service Platform
Game Service Platform
Management
Analysis
Index
Accounting
Uniformed User
Authentication
Payment
Entertainment
VOD
Network Music
TV On Demand
EPG
Games
Affairs Application
Virtual reality
Application Monitor
E-business
E-Directory
Enforced Ad.
News
News,Weather
Sports, Economics
Digital Broadcast
Interactive App
Interactive Education
video conferencing
Distance Medical
Content
Collection
Delivery
Edge
Caching
Wireless
FTTB+LAN
Cable
ADSL
Storage
Material
digitalizing
Acquire
Maintenance
Full Media Business Support Service C M K S V s X H
Full Media Digital Copyright management Service
E-GOV
G-portal
E-Government
Public Services
Single card pass
Information Portal
Set Top Box
Digital TV PC
Shopping
Booth
Device
Media
Gateway
Touch
Screen
Security
APAN 2003,BUSAN
Sue

12. System Architecture for IPTV
STB
Home
G/W PC
IP over Fibre
Network
Broadcast
Server
Video
Application
Internet
IP Multicast
IP Unicast
HTTP
IMAP IP
Router
Database
Operational
Support
System
Headend
OSS
Mail
Sue

13. The IPTV Value PropositionEn

14. Reaction ranges between two extremes:
What’s the Buzz?
Reaction ranges between two extremes:
Telcos can’t do video
Insufficient infrastructure
Pay TV market is too competitive
Service won’t be differentiated
Cable is already doomed
Telcos will attract bundled subscribers
Cable architecture is inferior
Future is IP and telcos are there first En

15. WHDC PowerPoint Template Notes & Handouts
2017年4月19日
Connected TV
Connected Services
Common network architecture
Common back office interfaces and operations
Connected Devices
Access to personal content from multiple devices in the home
Select and schedule content
Connected Content and Applications
Deliver the same media and applications across devices
Cross-promote services in broadband bundle
Integrated Experiences Reduce Churn En
Microsoft Confidential - Windows Hardware & Driver Central

16. WHDC PowerPoint Template Notes & Handouts
2017年4月19日
What does it mean to you?
Wide Distribution
Re-use of existing content assets Multiple on-demand options
New business models
Content protection with open standards
Flexible rights management
Connected TV experiences
Robust Protection En
Windows Media high quality video Independent of number of services
Scale from mobile to SD to HD
High Quality
Microsoft Confidential - Windows Hardware & Driver Central

17. Why IPTV? Broadband Market Drivers
WHDC PowerPoint Template Notes & Handouts
2017年4月19日
Why IPTV? Broadband Market Drivers
Cable
Financial: ROI on network upgrades
VOD as differentiator
Increase ad revenues
Regulatory: ‘All digital’ mandates
HDTV consuming new spectrum
Analog legacy
Strategic shifts
Satellite Competition
Retail STB
Eliminate proprietary CA
Telcos
Severe erosion of core telephony business:
Decline of lines and minutes
Losses to cable, wireless, VOIP
Need to grow ARPU
Subscription TV
VOD
“Triple-Play” bundling
Planned expansion of broadband footprint
Increasing bandwidth
ADSL2+, VDSL, fiber
Sue
Microsoft Confidential - Windows Hardware & Driver Central

18. IPTV Market Drivers: TELCOS
WHDC PowerPoint Template Notes & Handouts
2017年4月19日
IPTV Market Drivers: TELCOS
Severe erosion of core telephony business:
Decline of lines and minutes
Losses to cable, wireless, VOIP
Must grow Average Revenue Per User (ARPU)
Pay-TV and VOD
Need differentiated offering
“Triple-Play” bundling savings
Expanding broadband footprint
Increasing bandwidth
ADSL2, ADSL2+, VDSL
Major Telcos embracing IPTV, with consumer deployments underway
Momentum building in the last 6m
Operators engaging vendors today
Worldwide DSL En
Source: Ovum Research
Microsoft Confidential - Windows Hardware & Driver Central

19. IPTV Market Drivers: CABLE
WHDC PowerPoint Template Notes & Handouts
2017年4月19日
IPTV Market Drivers: CABLE
Financial: ROI on network upgrades
VOD as differentiator
Increase ad revenues
Regulatory: ‘All digital’ mandates
HDTV consuming new spectrum
Analog legacy
Satellite Competition
Aggressive pricing
DVR
Strategic shifts
Retail STB
Embracing IP for VOD (backbone)
Eliminate proprietary CA
Unify on IP network
Where?
North America
Free, 8
SD Digital, 12
HD Digital,
VOD/SVOD,
HSD
Voice
Analog, 80
Sue
Microsoft Confidential - Windows Hardware & Driver Central

20. The Value of IPTV TOTAL $65
Strategic Value: Leveraging Infrastructure & Customer Relationship
Estimated Monthly Revenue from IPTV Services
High 2 4
IPTV
Video on Demand
Data-sensitive ASPs
Digital TV Programming
$35
Premium Channels
$12
PPV/VOD $8
Interactive Services
$10
TOTAL
$65
Online training
Value added by infrastructure
Online games
Home video conf
Home networking
Sue
IP music/radio
E-commerce
Billing relation-ships with utilities…
Instant messaging
Low 1 3
Source: In-Stat/MDR 3/03
Low
High
Value added by incumbents’ client relationships/brands
Sources: McKinsey analysis,

21. Broadband: New Opportunities
WHDC PowerPoint Template Notes & Handouts
2017年4月19日
Broadband: New Opportunities
Networks:
Broadband IP
Switched
Broadcast
Devices:
IPTV En
Voice
Data
Video
Services:
Triple Play
Microsoft Confidential - Windows Hardware & Driver Central

22. WHDC PowerPoint Template Notes & Handouts
2017年4月19日
Content Protection
New IPTV scenarios
TV-DRM, evolution of Windows Digital Rights Management (DRM)
Open standards for video encryption: Kerberos, AES
Windows Media Digital Rights Management
Standalone licensing server
Support Live and on demand scenarios
Supported by major film studios and music labels
CinemaNow, MovieLink, Cinenow (French), Disney, Napster 2.0
Publicly license DRM to non-Windows devices
Present in 100’s millions PC around the world
Support for rights transfer to device
Portable Media Center
Support for direct device acquisition
Home devices such as STBs
Smart phones En
Microsoft Confidential - Windows Hardware & Driver Central

23. Rollout Challenges Acquire content (at competitive prices)
Build video distribution network
Hope you have enough bandwidth
Get those franchise agreements lined up
Capture share in a nearly saturated market
Sue

24. IPTV: Why Now? Business Model Factors Impact on Business Case
Adoption of broadband
75+ million BB subscribers WW
Larger addressable market
Lower penetration hurdle rate
Improvement in Access Technology
ADSL, ADSL2+, FTTH
Lower network upgrade costs
Improvement in Video Compression
Standard Definition Video at
1-1.5 Mbps with Windows Media 9
Lower network upgrade costs
Increase customer value with more
Simultaneous streams to home En
Reduction in CPE Cost
IPTV Set-tops < $150
Lower subsidy cost per subscriber
Content Owners Openness to Broadband IP
Increase VOD take-rate and ARPU

25. IPTV Economics En

26. WHDC PowerPoint Template Notes & Handouts
2017年4月19日
IPTV Opportunity
Telcos
New Business Models
Enter Pay TV market
Compete for the Triple Play
New Audiences
Expand reach
Retain current customers
New Applications
Differentiation through Video
Premium subscription services
New Revenue Streams
Ad insertion, subscription and PPV
Re-monetize content distributed to multiple channels and devices
Sue
Microsoft Confidential - Windows Hardware & Driver Central

27. WW IPTV Opportunity Asia Europe US Already a growing market
~500k subscribers in Hong Kong
China poised to be the largest IPTV opportunity thru 2009
Europe
Deployments and trials throughout the region
FastWeb in Italy ~250k subscribers
Targeting areas not accessible by satellite US
Limited to small, rural telcos today
RBOCs making major IPTV play
Entering a nearly saturated pay TV market En

28. Microsoft TV’s Solution Up front License Fees+ $/STB
IPTV Economics
Component Solutions
Microsoft TV’s Solution
Local/Cable Networks Service Management
$/Sub
All Included $/Sub
VOD Streaming
$/Stream
Digital Video Recording System
$/STB
Program Guide Software
Applications
$/Sub and/or $/STB
Security
Up front License Fees+ $/STB
IPTV Software Integration
Up front Professional
Fees
Increased Cost with Increase VOD/Unicast Concurrency
Sue

29. IPTV Forecast WW IPTV Subscribers (M) 35 30 25 20 15 10 5 2004 2005
Sue
2004
2005
2006
2007
2008
2009
APJ WE US
ROW
China is the major wildcard
Huge growth in 2009
Over 70% of AP subs
50% of WW IPTV subs

30. Operator Landscape Today
WHDC PowerPoint Template Notes & Handouts
2017年4月19日
Operator Landscape Today
123 Million broadband subs worldwide (June 04)
3+ million new subs per month
2005: Broadband passes dialup subs worldwide
100 Million
200 Million
2008
2006
2004
2002
Digital TV
Subs
Broadband
2003: Broadband passes DTV
Source: IDC 2004
Subscribers Worldwide
With advanced video compression, 75% of European homes capable of receiving IPTV services.
— Datamonitor
In 2004, 68% of broadband households in Europe capable of >3MB/sec.
— Jupiter Research En
Microsoft Confidential - Windows Hardware & Driver Central

31. Integration of communication and broadcasting
Broadband Internet extension
Film Major - prepare Internet service
Portal – Audio/video service extension
Internet terminal variation
increment of TV and Mobile
Extension of Internet streaming market
Internet video streaming service
Integration of communication and broadcasting
Saturation of broadband Internet subscription
Need next step to maintain initiative
Lack of killer applications
Propagation of home Network, digital TV
World-wide Trend
Digital broadcasting deployment 
A/V entertainment market extension
Restructuring of Webcasting business
Profitable Business modelling
Network upgrade
Sue

32. 全球寬頻影音服務市場持續成長 全球影音服務市場規模從2005年起開始明顯成長，03~08年CAGR達81.8%。
03~08年全球寬頻視訊服務用戶數
03~08年全球寬頻視訊服務市場規模
37億
4千2百萬
1千萬 6億
Sue
全球影音服務市場規模從2005年起開始明顯成長，03~08年CAGR達81.8%。
受到各國政策與寬頻服務業者紛紛宣示，將在05年佈建完成IP網路，預估06~07年間，寬頻影音服務市場營收將以倍數成長，年成長率達116.9%

33. 寬頻影音進軍家庭客廳 以家庭娛樂為主的隨選視訊(Video on Demand；VOD)，05年全球總營收預估達5.5億美元，市場商機開啟。
全球TVoD佔VOD用戶數比例
全球TVoD佔VOD營收比例
北美、西歐與亞太為目前全球前三大，其中西歐市場規模僅次北美，寬頻基礎建設的加快佈建與豐富內容將成市場發展重要助力
Sue
05年TVoD over IP市場用戶分佈
以家庭娛樂為主的隨選視訊(Video on Demand；VOD)，05年全球總營收預估達5.5億美元，市場商機開啟。
受到IP網路建置完善與普及，家庭娛樂市場需求刺激使用地點由書房轉戰客廳。
電腦不再是主體，電信業者跨足廣電產業，將帶動寬頻影音應用的範疇擴大。
資料來源： In-Stat/MDR；工研院IEK-ITIS計畫整理(2005/03)

34. Connected Devices in the Home
Planned for Future Releases:
Access Personal Content through TV
Music
Photos
Home Videos
Whole Home DVR
Access recordings from any TV in Home
Search and schedule through PC
Integrated Communications
Caller ID, message notification on TV
Mobile
Media Centers En
PCs
Gateways
Broadband IP
Gaming
Digital TV

35. 亞太寬頻影音市場後勢可期 亞太地區成為TVoD全球市場成長規模第二高地區，僅次於西歐
亞太TVoD佔VOD用戶數比例
亞太TVoD佔VOD營收比例
亞太地區成為TVoD全球市場成長規模第二高地區，僅次於西歐
亞太地區受各國政府積極佈建寬頻網路以及ISP業者競相投入之影響，寬頻影音服務將成未來發展重點
市場商機開啟，大陸市場將成焦點
Sue
04~08 TVoD亞太地區用戶數分佈
資料來源：工研院IEK-ITIS計畫(2005/03)

36. Market Trend and Prediction
截至2004年底，全球網路電視用戶已達190萬戶，市場收入6.42億美元，其中IPTV用戶數最多的兩大運營商分別是義大利的Fast Web和中國香港的電訊盈科（PCCW）。
根據MRG的報告預測，隨著歐洲、亞洲和北美IPTV試驗、部署及技術競爭的加劇，全球IPTV市場呈現加速成長趨勢，預計到2008年，全球IPTV用戶將達2600萬
根據大陸廣電總局針對大陸地區大中城市所進行的調查顯示，有74％以上的民眾願意在既有的收視費用之外，額外支付費用享受數位電視節目。
根據IDC的預測資料顯示，2003年到2008年中國的（TV based）IPTV用戶年複合增長率將達到245%，其中2005、2006年都將是400%的高速增長，到2008年IPTV用戶將達到855萬（而2003年為近2萬戶）
據業界預測，到2008年，中國的（PC based）IPTV用戶總數將達到一億，用戶人均年消費將達1000元。市場超過一千億元。
Sue

37. The IPTV world operators
Area
Vendors
Services
Star Time
Subscribers
Japan
Softbank
BBTV
2003
≒100 thousand
Hong Kong
PCCW
Now Broadband TV
440 thousand
Taiwan
CHT
Big TV
2004
55 thousand
Singapore
SingTel
iTV
2001(Test)
<50 thousand
Italy
Fastweb
Fastewb TV
2002
560 thousand UK
Video Networks
HomeChoice
1999
17 thousand
France
France Telecom
Maligne TV
<20 thousand
FreeDSL
Free IPTV
Spain
Telefonica
Telefonica TV
71 thousand
Canada
SaskTel
Max Front Row
70 thousand
Sue
Source: 拓墣產業研究所整理，2005/09

38. IPTV Proposed ServicesEn

39. IPTV Proposed Services
TV Services
Entertainment/
Interactive Services
Integrated Services
Broadcast Video Services
Gaming
Integrated Telephony (i.e. TV Caller ID)
Digital Video Services
Gambling
Integrated Internet Services (TV , IM, Messaging, Web browsing)
Pay-Per-View
Karaoke
Program Guide
Advertising
Network-stored Video Services (VoD)
Distant Learning
Standard Definition Streams
Security Applications
High Definition Streams En

40. WHDC PowerPoint Template Notes & Handouts
2017年4月19日
Better TV
Better Selection and Quality
Better Access to Programming
Better Control and New Services En
Standard and High Def,
Live and On-Demand
Multimedia
Program Guide
Picture-in-Picture,
Instant “Zapping”
Microsoft Confidential - Windows Hardware & Driver Central

41. Media-Rich Program Guide
WHDC PowerPoint Template Notes & Handouts
2017年4月19日
Media-Rich Program Guide
Software based tuning En
Live Picture-in-Picture
Microsoft Confidential - Windows Hardware & Driver Central

42. Without the cost of additional hardware
WHDC PowerPoint Template Notes & Handouts
2017年4月19日
Virtual Picture-in-Picture En
Without the cost of additional hardware
Microsoft Confidential - Windows Hardware & Driver Central

43. Scalable Video on Demand
WHDC PowerPoint Template Notes & Handouts
2017年4月19日
Scalable Video on Demand En
Microsoft Confidential - Windows Hardware & Driver Central

44. Scalable Video on Demand
WHDC PowerPoint Template Notes & Handouts
2017年4月19日
Scalable Video on Demand En
Microsoft Confidential - Windows Hardware & Driver Central

45. WHDC PowerPoint Template Notes & Handouts
2017年4月19日
Enhanced DVR En
Microsoft Confidential - Windows Hardware & Driver Central

46. New Applications and Services
WHDC PowerPoint Template Notes & Handouts
2017年4月19日
New Applications and Services En
Microsoft Confidential - Windows Hardware & Driver Central

47. WHDC PowerPoint Template Notes & Handouts
2017年4月19日
New Photo Sharing Services
Order Print ^ En
- Sharing among PC, TV and Mobile Phones - Photo printing and storage services
Microsoft Confidential - Windows Hardware & Driver Central

48. New revenue sources
Sue

49. Member benefits (more content, convenient times)
New audience revenue (relationship building, underwriting)
User compensation for access to niche, premium or hard-to-find programming
Sue

50. Distribution services (datacasting, load balancing, “my time” traffic)
Assets in permanent distribution build record of community value, important for tax-based, foundation and philanthropic funding
B2B revenues (rights to distribute, marketing content for derivative works)
Distribution services (datacasting, load balancing, “my time” traffic)
Sue

51. Mobile TV En

52. The Global Digital Transformation
WHDC PowerPoint Template Notes & Handouts
2017年4月19日
The Global Digital Transformation
Film DVD
High Definition
Interactivity
Online Distribution
Television Digital TV
HDTV
IPTV
Consumer Devices Multi-function
Intelligence
Networking
Cell Phones Data Services
Multimedia
Intelligence En
Photography Film  Digital
Instant Gratification
Sharing Online
Music Surround Sound
Online Distribution
Albums  Singles
Networking/Delivery Broadband
Datacasting
Wireless Home Networking
Microsoft Confidential - Windows Hardware & Driver Central

53. Prospects for Mobile Video Services
The number of consumer mobile data users in the US is expected to grow from 24 million (22% of subscribers) in 2003 to 43 million (36% of subscribers) by 2007.
U.S. lags the rest of the world in terms of mobile data usage
Revenues from consumer use of mobile data were $1.3B in 2003 (2% of total service revenues) and are expected to grow to $6.6B in 2007, or 8% of service revenues. (IDC Mar/Apr 2003)
Messaging (SMS, MMS, IM, ) is likely to make up majority of wireless data revenues until 2007, when Applications and Content may play a greater role.
Currently, the vast majority of wireless data use is SMS
The primary use of mobile Internet is to send and receive
Forecasts for mobile video services vary a great deal.
Gartner is not optimistic, believing that mobile video services, hampered by technical and social factors, will not take off until (No numbers provided… Gartner, May 18, 2004)
InStat is very optimistic and projects US mobile video services (such as news, sports, movie clips, etc.) to generate $5.4 billion in revenues by 2009, or 14.9% of total wireless data revenues (for both business and consumers). (InStat, Mobile Consumers Data and Multimedia Services, May 2004)
Strategy Analytics forecasts revenues for mobile video content in N.A. to grow from $890,000 in 2003 to $580M in (The firm estimates that worldwide revenues from mobile video services will generate $4.6 billion by 2008.)
It is our opinion, that Strategy Analytics is the more likely scenario given current US consumer demand for wireless data, which is focused on communications and still growing in terms of penetration.
US Consumer Mobile Data Revenues
Source: IDC, March 2004
US Data Revenues from Messaging/Content*
Sue
Strategy Analytics, October 2003
*Includes both consumer and business.

54. Mobile Video Services (continued)
Mobile video market drivers (Forrester, July 2004):
Increased bandwidth of wireless service networks for “DSL-type bandwidths”
Advances in compression technology
Increased penetration of multimedia-capable handsets
Mobile video market barriers (Gartner, May 2004; Strategy Analytics, March 2004):
High cost and low penetration of video-capable handsets
Small mobile phone screen often inappropriate for video
Likely to limit types of content (“It is hard to enjoy sports when the ball is only one pixel wide”; Gartner)
Likely to limit a viewing session to 1-2 minutes
Technical limitations (low frame rates, broken connections, artifacts caused by compression methods)
Production costs are high (cost of professional editing of news and sports feeds to display on small screen)
Cost of service, video feed or download
While adoption of data services in the US has been slow, the revenue and growth potential is substantial, but the potential for video services is less clear.
Bandwidth and technology realities
Installed base of video-enabled handsets
Value proposition: compelling content at the right price
Consumer demand may not be there
End User Survey 2003: Interest in Value Added Services
Sue
Source: Strategy Analytics, January 2004

55. IPDC/DVB-H Business Model
B2C product groups can be divided into three categories
Sue
Source: DVB-H Project Swisscom, 2005

56. Mobile TV Broadcasting Services
B2C product groups can be optimally enhanced with additional services
Sue
Source: DVB-H Project Swisscom, 2005

57. Mobile TV Content/ Service Categories
Possible interactive services for mobile TV can be grouped into five categories
Sue
Source: DVB-H Project Swisscom, 2005

58. Mobile TV Content/ Service Categories
Source: SIEMENS mobile broadcast, 2005

59. Any Interest in PMP is for Movie Content
If consumers are interested in purchasing a portable media player – it is for movies
Three-quarters of PC users wanted to store movies
Close to one-half of PC users wanted to store recorded TV programs
“If you purchased a portable digital media player, what type of video(s) would you want to store and view on the device? Select all that apply.” En
1. Microsoft, Portable Media Center Research Summary, October N=1433 PC users

60. Worldwide Installed Base Development Key Handheld Devices
Flash-Based MP3
HDD-Based MP3 & Video
Source: U&S Digital Consumer Electronics Service
Millions
Sets In Active Use
Sony PSP
PSP Adds HDD In 2006? En

61. Wireless Will Compete For Content Markets
Millions
Sets In Active Use Worldwide
3G Mobiles*
Flash-MP3 En
HDD-MP3/Video
PSP
* CDMA2000 1xEV & W-CDMA only
Source: U&S Digital Consumer Electronics Service

62. Fragmented Competitive Landscape for Portable Media Players
Forrester, Portable Media Players, 5/12/04

63. Mobile Broadcasting Poised For Growth
Market Uptake
Parallel Broadcast: DVB-H, DMB, MediaFlo
Sue
Cell Broadcast, Hi Speed Download
3G Streaming: TV & ‘TV-Like’ Services
2005
2006
2007
2008
2009

64. Portable Digital Video Market is Just Beginning
WHDC PowerPoint Template Notes & Handouts
2017年4月19日
Portable Digital Video Market is Just Beginning
First digital media players introduced two years ago; next generation devices offer new features
Microsoft Portable Media Center (PMC) will spawn devices from Creative Technology, iRiver, and Samsung 1
Archos Pocket Video Recorder AV400 plays back MP3, WMA or WAV and records TV shows 2
Hurdles remain before gaining mainstream appeal
Ease and relatively short transfer time from DVR, Media Center PC, online movie services, etc. (Jupiter, March 2004)
“It cannot cost the user more energy to get content on a portable media device than it takes to consume the content.”
Needs universally adopted, flexible, easy-to-understand DRM
Need at least 20 GB, 8.9cm color screen, simple UI, lightweight, decent battery life & simple mechanism to load content onto the player 1
Consumer demand may be less than music 1
Movies viewed less frequently
Movies require focus, while music is background activity
Sue
Forrester Research, Portable Media Players,
news.com, “Archos queues up video player”,
Microsoft Confidential - Windows Hardware & Driver Central

65. CHT Carrier Case StudiesEn

66. En

67. CHT Player: Chunghwa Telecom, Taiwan
Service Name: iTV MOD (Multimedia On Demand)
Service Launch Date: Trial launch in March 2004; official launch in August 2005
IPTV Access Technology: ADSL, migrating to VDSL by Alcatel and ZyXEL
Equipment Vendor Partners: Alcatel’s Open Media Suite; Orca RiGHTv middleware;
STBs from Acer and Ambit; STB solutions from SetaBox Technology and Hwacom En

68. Competition CHT Is the Dominant Market Player
CHT controls 80% of Taiwan’s broadband market
Seednet, the second-largest ISP in Taiwan, launched a
pay-TV service in July/August in 2004 by working with EZ Interactive Network.
The service is dubbed Digital Family Center and had accumulated 7,000-8,000 subscribers at the end of September 2005.
This service allows users to access the Internet via their TV sets at home to view broadband TV content
The company reported to have 210,000 ADSL subscribers by the end of the third quarter in 2005, accounting to 5% of the total market share in Taiwan.
Seednet has not yet allocated considerable resources into Digital Family Center; the bulk of the operations, such as applications, customer care, the provision of the STBs and content sourcing, are taken care of by its partner EZ Interactive Network. En

69. Major Conglomerates and Their Affiliates in the Telecommunications and Cable-TV Markets in TaiwanEn

70. China Model
Sue

71. PCCW Model
Subscribers to Netvigator broadband service receive TV package at no incremental cost with 12 month commitment
A La Carte channels as competitive entry strategy, migrating to “mini packs” retaining choice
Consumers pay only for what they want
Sue

72. PCCW Results – subscribers & ARPU
Sue

73. 上海模式 大寧模式: 哈爾濱模式: 大寧多媒體寬頻公司、上海文廣、上海電信以及一些設備商，使用Revenue Share。
網路建設採一線通三網，用戶接收頻寬直播使用4M， 支援H.264標準。
費用:早期用戶包月30元人民幣或更低，推廣後可能升為60～80元人民幣，部份節目點播按次付費。
哈爾濱模式:
哈爾濱網通、上海文廣及UT斯達康。
內容提供50多個頻道、上萬小時的VOD。使用MPEG4 1.2M至1.5M，用戶頻寬要求2M。
用戶需繳納調測費200元人民幣，並由通信公司免費提供終端接入設備，基本月使用費60元人民幣，對非市話用戶，則加收每月20元人民幣專線使用費。
Sue

74. 杭州模式
杭州模式同時建立廣播式的數字節目平台和交互式的增值業務平台，將廣播電視的公共服務和市場服務分開，公共服務為市場服務建立用戶基礎，市場服務為公關服務獲得盈利保障。
杭州模式的特殊之處在於杭州網通本來就是杭州廣電網改造的，杭州市數字電視網目前是有線電視傳輸網和寬帶網雙網合一，在系統、網路、終端上已經全面實現了雙向交互傳輸功能。用戶10M頻寬。
杭州數字電視採用有線電視加IPTV的方式，免費贈送機頂盒，基本收視費14元不變，付費電視和視頻點播等增值服務由市場定價。目前杭州模式的收費有四個來源：基本收視費、付費電視費、互動點播費和信息發布費，主要收入來自互動點播，預計3到5年可以收回投資。
Sue
杭州模式的成功代表一個方向：一旦IPTV和廣電併網進入家庭，數字電視的資金問題、和模擬電視內容差異化、利潤增長點等問題都將迎刃而解。杭州模式將是少數信息化發達地區的選擇。

75. Others Model
Sue

76. Fastweb Integrated Services
服務名稱
Fastweb
商用化時間
1999高速接取、2000年底語音與視訊影像服務
經營公司名稱
e.Biscom S.p.A（於義大利米蘭）
營運模式
提供高速接取(數據）、VoIP（語音）、VOD、
PVR、 Broadcast Video over IP等影音服務
用戶端設備有Home Access Media Gateway
與IP STB(Private IP)
Streaming Video的服務以Dedicated
Network的方式提 供，以MPEG-4的方式壓縮，
提供2~4Mbps頻寬
視訊服務可利用PC或TV作為接收裝置
影音服務包括有Live TV、VOD、PVR、語音
影像服務
透過DSL+FTTB提供服務 費用
Live TV與VOD則按頻道或依片依次計費
影音內容
Live TV約有120個以上的頻道
VOD約有3000多部影片
Sue
Fastweb服務提供架構圖
資料來源：Fastweb；工研院IEK-ITIS計畫整理(2005/03)

77. BB Cable TV Services IP-Based的服務 使用ADSL線路 用戶可在一般家電量販 店或上網申請即可
服務名稱
BB Cable TV
商用化時間
2003.3(02’11開始為期一個月試驗)於東京23區展開
經營公司名稱
BB Cable Coporation(為一有線電視業者， 創立於東京，資本額兩億日圓，持有一般二類電信業者執照)
營運模式
透過DSL來提供Yahoo! BB會員寬頻電視服務，並以電視為終端設備
除初裝設定費外，以收取每月每戶月租費為主，另有付費頻道（依頻道收費）及PPV影片（依片計次收費） 費用
初裝設定費9800日圓，月租費2525日圓(2000日圓/含21個基本頻道，與525日圓/STB租賃費及一本節目目錄)
影音內容
基本頻道(22個頻道，2100日圓）、付費頻道（約3個，每頻道約900日圓）、PPV影片（每片約300日圓）
IP-Based的服務
使用ADSL線路
用戶可在一般家電量販
店或上網申請即可
BB Cable TV服務提供方式
Sue
資料來源：BB Cable TV；工研院IEK-ITIS計畫整理(2005/03)

78. France Telecom 法國電信於2003年12月推出IPTV業務 與兩家主要的衛星運營商在LiveTV上開展了合作 適用於點播節目
系統實施驅動因素
法國電信正在與積極創新的ISP展開激烈競爭
需要引入新的業務來保留用戶和增加收入
業務捆綁（話音/視頻/互聯網）成為基本要求
業務價格：每月10－20歐元
用戶數量
2004年9月2萬，2004年12月10萬，計劃到2006年達到100萬。
每月增加1000名新用戶，2004年秋季新開通22個城鎮
Sue

79. Client reference: Disney Moviebeam
Includes receiver, or a front-end antenna
Receives video bits from the analog spectrum and pushes them onto a hard disk drive used for storing 100 films and additional content.
A chip encodes the video for playback on the device, which allows people to rewind, fast-forward and pause films like a DVD
Deployed in 3 cities across the US
Deliver 10 new release movies per week
Always at least 100 movies to choose from
No late fees
All trick play features (pause, ff, rewind etc.)
Network could reach over 85% of the homes in the US. (Datacast)
Sue

80. 結論 En

81. Global Entertainment Media Expenditure Scenario
Annual Consumer Spend
$Bn
CAGR %
$497Bn
Mobile Content &
Broadcasting
10%
Broadband/Internet Access
45%
$314Bn
12%
Online Content
45%
Packaged Content
(Video, Music Games) 5%
Sue
Box Office
-3%
Subscription TV & Radio*
10%
* Basic & Premium, excludes
receiver licenses & advertising
Source: U&S Digital Distribution Of Entertainment Service

82. Television Today and Tomorrow
WHDC PowerPoint Template Notes & Handouts
2017年4月19日
Television Today and Tomorrow
Today
Tomorrow
Mostly Analog
All Digital
Broadcast Transmission
Two Way Networks
Same Media for All
Media is Targeted, Personal
Delayed & Inferred Viewing Stats
Real-Time Viewing Statistics
On-Demand is Add-On
On-Demand is Integral En
Proprietary Encryption
Open Encryption
Business Models Limited by CAS
Flexible Business Models
Microsoft Confidential - Windows Hardware & Driver Central