1. Business experiences in implementation of Mobile TV in Korea Jaewook Lee, Team Leader at Net&TV ITU-T Workshop on Bridging the Standardization Gap and Interactive Training Session (Cyberjaya, Malaysia, 29 June – 1 July 2010 )

2. Cyberjaya, Malaysia, 29 June – 1 July 2010 Table of Contents Part I.Introduction to T-DMB Part II.DMB Market in Korea Part III.Business Model Part IV.New Technologies Part V. How To Improve Revenue Part VI.Conclusion

3. Cyberjaya, Malaysia, 29 June – 1 July 2010 Introduction to T-DMB Various mobile TV services were commercialized all over the world. Nevertheless, most of these services were withdrawn or failed to draw enough subscribers except for T-DMB in Korea and 1-seg in Japan. Mobile TV StandardsPay service vs. Free service

4. Cyberjaya, Malaysia, 29 June – 1 July 2010 Introduction to T-DMB T-DMB transmission system Video Associated Audio Video Service RS Encoder (204,188) Video Encoder (H.264) Video Encoder (H.264) Audio Encoder (ER-BSAC) Audio Encoder (ER-BSAC) TS Mux TS Mux Stream Mode Convolutional Interleaver Convolutional Interleaver (Interactive) Data DAB System (ETSI 300 401) Multimedia Multiplexer Current DAB system Multimedia Encoder for T-DMB

5. Cyberjaya, Malaysia, 29 June – 1 July 2010 Introduction to T-DMB DAB / DMB Features High speed mobility Capacity: 1.5 Mbps / channel High bitrate AV & Data: Typical video to mobile screen: 384-512 kbps Spectrum: Band III: 174 to 240MHz L-Band : 1452 to 1492MHz Modulation: COFDM Single Frequency Networks

6. Cyberjaya, Malaysia, 29 June – 1 July 2010 Introduction to T-DMB Service configuration of T-DMB in Korea CH 8CH 12 8A8B8C12A12B12C TV 3TV 2TV 3 TV 1 BIFS TV 2 BIFS TV 2 BIFS -Radio 1-Radio 3Radio 1Radio 2 DMB2.0 TPEG DMB2.0 EPG BWS DMB2.0 TPEG DMB2.0 TPEG DMB2.0 TPEG DMB2.0 TV 12 Radio 7 Data 12

7. Cyberjaya, Malaysia, 29 June – 1 July 2010 Introduction to T-DMB T-DMB as Broadcasting and Communications Convergence Service Monthly Fee Pay Per View (Movie, Adult etc.) Advertisement and Shopping (Interactive) N/W Charge for Interactive Broadcasting Biz. Model Facilities to cover shaded area Collaboration with broadcasting industries Content Supply Chain (Not Sole Solution) QoS of Broadcasting Key Success Factor Broadcasting Center Content Provider Cellular Network Interactive Broadcasting User Demand Contents Service Scene Interactive sports/Advertisement - Player Information - Viewing at Different Angle - Direct Connection to Shopping Website Interactive Weather / Traffic - Camera Viewing of Road - Camera Viewing of Scene - Automatic Navigation - Weather Information

8. Cyberjaya, Malaysia, 29 June – 1 July 2010 Introduction to T-DMB BIFS(Binary Format for SceneData services : BIFS(Binary Format for Scene) 4 / 20 -ISO standard : MEPG-4 part 11 (core2D level1 @ DMB) -MPEG-4 scene description protocol to compose and describe MPEG-4 objects -Possibility of generating revenue with SMS voting, advertisements, content D/L services such as ringtones, mp3(background music), photos, etc. -ISO standard : MEPG-4 part 11 (core2D level1 @ DMB) -MPEG-4 scene description protocol to compose and describe MPEG-4 objects -Possibility of generating revenue with SMS voting, advertisements, content D/L services such as ringtones, mp3(background music), photos, etc. An Example of BIFS Service Flow Area of overlaid BIFS images or graphics objects

9. Cyberjaya, Malaysia, 29 June – 1 July 2010 Introduction to T-DMB BWS(Broadcasting Web SiteData services : BWS(Broadcasting Web Site) / DMB2.0 4 / 20 -Data Transport Standard : MOT Protocol (ETSI EN 301 234) -Using EPM(Enhanced Packet Mode) for robust error protection -BWS : Mobile Profile, HTML4.01, CSS2.1, ECMAScript, and DOM2 -Rendering and displaying the data from two different channels on the same screen -Data Transport Standard : MOT Protocol (ETSI EN 301 234) -Using EPM(Enhanced Packet Mode) for robust error protection -BWS : Mobile Profile, HTML4.01, CSS2.1, ECMAScript, and DOM2 -Rendering and displaying the data from two different channels on the same screen TV + BWS BWS Wireless network TV + Wireless NetworkTV + BWS(landscape) Video channel Data channel

10. Cyberjaya, Malaysia, 29 June – 1 July 2010 Introduction to T-DMB TPEG(Transport Protocol Expert GroupData services : TPEG(Transport Protocol Expert Group) 4 / 20 One time Charge or Payment in (Monthly, Yearly, 3 years) installments CTTRTMPOISDINWS TPEG Contents -Current Situation Cars registered in Korea : 17 million Car DMB receivers : 8 million Car TPEG receivers : 1.4 million -Future tasks Improving the accuracy of traffic info. Improving the transfer speed of traffic info. Improving the accuracy of GPS location info. (millions) TPEG vs. Non TPEGAccumulated sales

11. Cyberjaya, Malaysia, 29 June – 1 July 2010 DMB Market in Korea Many Koreans use DMB-enabled devices and watch TV programs anywhere and anytime Indoors VehicleOutdoors Public Transportation

12. Cyberjaya, Malaysia, 29 June – 1 July 2010 DMB Market in Korea Over 25M devices were sold and mobile TV phones surpassed 73% penetration rate in Q3 2009. Accumulated No. of S-DMB and T-DMB devices (unit: 10,000) (Source: RAPA, December 2009) T-DMB Device Types

13. Cyberjaya, Malaysia, 29 June – 1 July 2010 DMB Market in Korea Limited revenue from advertisements in comparison to successful distribution of DMB devices Broadcaster KOBACO : Korea Broadcasting Advertising Corporation National Media RepresentativeAdvertiser FTA (Program + AD) Mobile TV Users A demand for higher ad rates

14. Cyberjaya, Malaysia, 29 June – 1 July 2010 DMB Market in Korea Q. Who made large profits on DMB in Korea? 1. Broadcasters 2. Solution Providers 3. Manufacturers, especially phone makers 4. Mobile Operators

15. Cyberjaya, Malaysia, 29 June – 1 July 2010 Business Model Free A/V services -A typical Ad based real time free TV service -Unidirectional services Broadcaster Viewers Content Provider TV Advertisers Content usage fee Content FTA(A/V + AD) Purchase Advertising fee

16. Cyberjaya, Malaysia, 29 June – 1 July 2010 Business Model Flat-rate A/V services -Monthly Fee / Fee for selected programs -Difficulty in obtaining enough subscribers as a fee-based service Broadcaster Viewers Content Provider TV Advertisers Content usage fee Content A/V service Purchase Monthly fee / fee for selected programs Satellite DMB Advertising fee

17. Cyberjaya, Malaysia, 29 June – 1 July 2010 Business Model Bidirectional service: A/V + BIFS or A/V + data channel -Interactive service for viewers to participate in the program -Revenue from content sales, SMS, or data traffic as well as advertising Broadcaster Viewers Content Provider TV Advertisers Content usage fee Content A/V & Data service Purchase MNOs Providing data service info. Advertising fee Service charge / Comm. Usage fee Web service / content download

18. Cyberjaya, Malaysia, 29 June – 1 July 2010 How To Improve Revenue 1) Advertising 060708.Q108.Q208.Q308.Q409.Q109.Q209.Q309.Q410.Q1Total Ad. Revenue 1.76.02.02.22.52.22.03.1 4.34.133.2 (Unit: US$ 1Mil.) (Source: http://www.kobaco.co.kr/information/db/db_broadcaster.asp) Revenue of 6 T-DMB Broadcasters from TV commercials In spite of continuous growth of TDMB device sales, advertising revenue is limited due to lower ad rates compared to terrestrial broadcasting Adjusting Ad rates (according to Ad effectiveness) Exclusive Ad agency for DMB (New media vs. Traditional media) Developing DMB-specific ads (Location-based, personalized)

19. Cyberjaya, Malaysia, 29 June – 1 July 2010 How To Improve Revenue 2) New Revenue Streams Interactive data service TPEG Relatively reliable source of income Enhance local service for small areas Improve service attractiveness Increase terminal penetration Introduction of new technology such as AT-DMB (Source: Jeff J.W. Kim, SKtelecom, Leading new era of Mobile TV DMB2.0)

20. Cyberjaya, Malaysia, 29 June – 1 July 2010 New Technologies 3D DMB –More realistic mobile broadcasting –Improving Ad effectiveness through 3D effects on specific objects BIFS based 3D

21. Cyberjaya, Malaysia, 29 June – 1 July 2010 Advanced T-DMB –Advanced T-DMB will provide high quality video(SD) and more channels using scalable video/audio coding (Double the data efficiency) –Development of standardization and technology was completed in 2009 –Service Plan: Test service 2011, Trial service in 2012, Commercialization in 2013 New Technologies

22. Cyberjaya, Malaysia, 29 June – 1 July 2010 New Technologies Direction toward convergence of TDMB –More tightly-coupled broadcasting and communication Physical Layer MAC Layer IP Layer Application Layer BIFS / DMB2.0 Mobile IPTV MCM MCM: Mobile Convergence Media

23. Cyberjaya, Malaysia, 29 June – 1 July 2010 Conclusion

24. Cyberjaya, Malaysia, 29 June – 1 July 2010 Conclusion Key factors of T-DMB Coverage (underground & in-door) Various Terminals Collaboration between the players

25. Cyberjaya, Malaysia, 29 June – 1 July 2010 Additional Services Interactive Service (BIFS/DMB2.0) Traffic Information (TPEG) Bandwidth Enhancement (AT-DMB) Conclusion Business Opportunities

26. Thank You!