|By Deborah Strickland||
|January 6, 2014 02:31 PM EST||
It’s happening again! The excitement, business cases, discussion on how the technology has matured, lessons learnt from previous such rollouts, etc. Believe it or not, it’s happening all over again. LTE Broadcast TV (a.k.a. eMBMS) is coming to an operator near you, soon.
Back in 2006, when Release-6 of UMTS was released, MBMS (without the leading ‘e’) was being hailed as a great technology that would solve many of the ills that had been plaguing the Mobile TV rollout. For example, the biggest issue was additional spectrum that was required with any of the other Mobile TV Broadcast technology, was not a problem for MBMS. In case of MBMS (Multimedia Broadcast Multicast Service), the spectrum of the UMTS channel (fixed 5MHz) could be dynamically partitioned to serve the regular Voice(CS) + Data(PS) traffic and the broadcast data. None of the other competing broadcast standards then like DVB-H, T-DMB, ISDB-T, CMMB and MediaFLO could offer such an advantage. Another big advantage with having 3GPP cellular broadcast standard (MBMS) in comparison to the competing technologies was that no additional hardware/chipset was required and there was no necessity for additional authentication and security mechanisms.
Even after many such advantages, MBMS never got off the ground. The simplest of explanations revolved around the limitation that UMTS channels bandwidth is fixed to 5MHz, which means only limited number of channels could be supported for Mobile TV transmission. Another reason was that the operators tried to do too much too soon and as a result their business case fell flat. This was a result of using Multicast to sell subscription services to the users who had very little or no experience of watching TV/Video. Let’s look at the broadcast and multicast concept in detail.
Unicast, Broadcast and Multicast
In case of ‘Unicast’, the radio access network (RAN) has to setup a dedicated bearer with the cellular device and then transmit the broadcast video. This would defeat the purpose of broadcast as a dedicated bearer is set up with the device and the device is effectively using the data. This is not a preferred approach and used in extreme cases for the sake of continuity. If only a few users in the cell are watching the mobile TV then there could be a saving of bandwidth by letting each of these users have a unicast connection rather than sending all information using the broadcast. Unicast mode is also known as ‘one-to-one’ or ‘point-to-point’ (ptp) transmission. Normal video streaming (using Youtube, Netflix, etc.) is always using the Unicast mode.
In case of ‘Broadcast’ mode, the transmitted information is available for every device to be able to view. Broadcast mode is also known as ‘one-to-many’ and ‘point-to-multipoint’ (ptm) transmission.
‘Multicast’ mode is a special case of Broadcast mode where the information may be available for all users but could only be decoded / deciphered by a device that belongs to the multicast group. To belong to this group, the user would have to subscribe to the service beforehand by calling the operator or using some online website, etc.
While in case of 3G MBMS, all the three modes were supported, in case of LTE eMBMS (‘e’ stands for evolved), Multicast mode is not supported. To highlight the similarity with 3G MBMS, the abbreviation was not changed to eMBS.
High profile Mobile TV launches in the past
Over the last few years, many big players have tried their hands on Mobile TV. Here is a summary of a few of them:
|MediaFLO: A very ambitious and bold Mobile TV attempt was made by Qualcomm when it launched its services back in June 2009. Initially it was sold by AT&T and Verizon but the users had to pay $15 for subscription per month. This pricing was reduced and there were also other discounts available for users to sign up to the service. Qualcomm also sold a standalone device with subscription and tried to partner for in-car entertainment systems. The main reason for failure was high subscription prices for limited content and lack of smartphone models supporting MediaFLO. We have to remember that this required additional spectrum and hardware (chipset) which meant additional subscription charges. This service was eventually shut down in early 2011.|
|NOTTV: Japan has always been a trendsetter and a leader in technology. No discussion on Mobile TV could be complete without mentioning Japan or their leading operator NTT Docomo. Back in April last year, they announced that they have 680K subscribers to their NOTTV Mobile TV service after a year of launch (though they were expecting atleast 1 million). Each subscriber pays 420JPY (roughly $4/£2.5/€3) per month. One of the ways NOTTV was made appealing to the end subscibers was by providing original content that was only available here and was also archived so playback was possible too. Subscribers can also provide live feedback or answers to what was being shown thereby increasing participation and value over the traditional television.|
|China Mobile TV Service: China Mobile is another operator with clout and loads of subscribers. It has been pushing the Chinese mobile TV standard (CMMB – China multimedia mobile broadcasting), not only in China but in other parts of the world as well. Again, this requires an additional hardware and spectrum for the receivers to be able to receive the content. A report back from 2010 suggested that the number of users of this service were much less than expected and only a few of them were actually paying subscribers. China Mobile Hong Kong launched mobile TV services based on CMMB in Dec. 2011. CMMB based mobile TV is also being launched in Philippines this year.|
Many other operators and other television & media companies have launched mobile TV services based on the streaming (unicast) model discussed above. While this may work in the short term, in the long term this is going to congest the mobile networks thereby impacting the traditional voice and data services. An easy option available with the operators is reduce the priority of the mobile TV data but this would mean the quality of experience (QoE) of the mobile TV subscribers would suffer and they may desert the services.
‘eMBMS’ as the saviour
Back in March last year, a top Verizon executive confirmed that they will be launching Mobile TV based on LTE broadcast technology, eMBMS, sometime in 2014. In June last year, Verizon is reported to have agreed a multiyear $1 billion deal with NFL for the rights to broadcast the games on smartphones. The deal though is only for the smartphones, not for the tablets. My guess is that it’s for any device that has a SIM card in it. eMBMS would make sense for broadcasting content such as live games to a wide audience without overloading the network.
AT&T doesn’t want to be left behind and its building its own eMBMS network on the old MediaFLO spectrum it bought off Qualcomm. In fact, if it reserves an entire 5MHz spectrum available nationally for eMBMS, it can use the alternative eMBMS configuration of 7.5KHz channels (rather than the regular 15Khz channels) which could result in more channels being available and also better performance.
Finally, the Australian operator Telstra recently conducted LTE-Broadcast (eMBMS) trials over its commercial 4G network, broadcasting several sport events and even a file download to several mobile devices over the same wireless transmission. Qualcomm and Ericsson, who partnered Telstra in these trials, believe that they have found the right model to make broadcasting work.
Do users want Mobile TV
The short answer is, of course they do. I remember being told many years back about this survey where the users were asked if they would want TV on their mobile and if they would prefer to pay for that. The answer was a resounding yes. The only problem with that survey was that nobody asked the respondents what they understood by Mobile TV and how much would they prefer to pay. Over the last many years I remember asking people I meet in various works of life the same questions. The most common answers I get are; Mobile TV is like Youtube or iPlayer and the maximum about anyone would prefer to pay is £2($3). I am sure this is not what the operators expect. In fact in this day and age where the Freemium model is being used for Apps and services, are the users not going to expect the same from any Mobile TV offering. Maybe some users wouldn’t mind paying extra in a bundle offering.
The above picture from the Adobe’s digital Index team highlights the important point that users still prefer watching video on tablets, rather than the small smartphone screens.
This picture above from Business Insider article early last year highlights the difference in viewing habits with smartphone and other kind of devices. Frankly, I am surprised by the number of users on the smartphone watching video longer than 10 minutes.
Another piece of statistics from an eMarketer article, also from early last year, shows that the top three kinds of content for both smartphones and tablet users were movies, user-generated content (such as YouTube videos) and TV shows. But the difference lies in emphasis: Tablet viewers were much more likely than mobile phone viewers to prefer feature-length movies and TV shows. Mobile phone viewers were more likely to watch user-generated content.
It is important to highlight that the span of attention and the patience required watching lengthy content on smartphone is a tricky job. Mobile TV is exactly what smartphone users don’t want.
There’s still hope for eMBMS and Mobile TV
I have tried my best to reason why Mobile TV on smartphone may be difficult to succeed. Tablets are becoming increasingly the main means of watching lengthy videos but most of them are Wi-Fi only. Two simple ways in which Mobile TV uptake may get a boost would be to have unique content, tailored for smaller screens and to have similar content being broadcasted on other connected devices like tablets, regardless of whether they are Wi-Fi only or support cellular access. Without allowing these alternative devices to receive Mobile TV, eMBMS may suffer the same fate as those of MBMS and MediaFLO.
About the Author
Read other blog posts by Zahid Ghadialy here
Follow Zahid on Twitter @zahidtg
In his session at 18th Cloud Expo, Bruce Swann, Senior Product Marketing Manager at Adobe, will discuss how the Adobe Marketing Cloud can help marketers embrace opportunities for personalized, relevant and real-time customer engagement across offline (direct mail, point of sale, call center) and digital (email, website, SMS, mobile apps, social networks, connected objects). Bruce Swann has more than 15 years of experience working with digital marketing disciplines like web analytics, social med...
May. 25, 2016 02:00 AM EDT Reads: 1,096
What a difference a year makes. Organizations aren’t just talking about IoT possibilities, it is now baked into their core business strategy. With IoT, billions of devices generating data from different companies on different networks around the globe need to interact. From efficiency to better customer insights to completely new business models, IoT will turn traditional business models upside down. In the new customer-centric age, the key to success is delivering critical services and apps wit...
May. 24, 2016 11:45 PM EDT Reads: 770
The essence of data analysis involves setting up data pipelines that consist of several operations that are chained together – starting from data collection, data quality checks, data integration, data analysis and data visualization (including the setting up of interaction paths in that visualization). In our opinion, the challenges stem from the technology diversity at each stage of the data pipeline as well as the lack of process around the analysis.
May. 24, 2016 11:30 PM EDT Reads: 1,063
As cloud and storage projections continue to rise, the number of organizations moving to the cloud is escalating and it is clear cloud storage is here to stay. However, is it secure? Data is the lifeblood for government entities, countries, cloud service providers and enterprises alike and losing or exposing that data can have disastrous results. There are new concepts for data storage on the horizon that will deliver secure solutions for storing and moving sensitive data around the world. ...
May. 24, 2016 11:15 PM EDT Reads: 1,008
Designing IoT applications is complex, but deploying them in a scalable fashion is even more complex. A scalable, API first IaaS cloud is a good start, but in order to understand the various components specific to deploying IoT applications, one needs to understand the architecture of these applications and figure out how to scale these components independently. In his session at @ThingsExpo, Nara Rajagopalan is CEO of Accelerite, will discuss the fundamental architecture of IoT applications, ...
May. 24, 2016 10:45 PM EDT Reads: 752
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo 2016 in New York and Silicon Valley. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 17th Cloud Expo and will feature technical sessions from a rock star conference faculty ...
May. 24, 2016 06:00 PM EDT Reads: 4,651
The 19th International Cloud Expo has announced that its Call for Papers is open. Cloud Expo, to be held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, Big Data, Internet of Things, DevOps, Containers, Microservices and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportunity. Submit y...
May. 24, 2016 05:00 PM EDT Reads: 1,846
There are several IoTs: the Industrial Internet, Consumer Wearables, Wearables and Healthcare, Supply Chains, and the movement toward Smart Grids, Cities, Regions, and Nations. There are competing communications standards every step of the way, a bewildering array of sensors and devices, and an entire world of competing data analytics platforms. To some this appears to be chaos. In this power panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists will discuss the vast to...
May. 24, 2016 04:00 PM EDT Reads: 2,355
Internet of @ThingsExpo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with the 19th International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world and ThingsExpo New York Call for Papers is now open.
May. 24, 2016 04:00 PM EDT Reads: 1,682
SYS-CON Events announced today that Enzu, a leading provider of cloud hosting solutions, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Enzu’s mission is to be the leading provider of enterprise cloud solutions worldwide. Enzu enables online businesses to use its IT infrastructure to their competitive advantage. By offering a suite of proven hosting and management services, Enzu wants companies to foc...
May. 24, 2016 02:15 PM EDT Reads: 2,082
SYS-CON Events announced today the How to Create Angular 2 Clients for the Cloud Workshop, being held June 7, 2016, in conjunction with 18th Cloud Expo | @ThingsExpo, at the Javits Center in New York, NY. Angular 2 is a complete re-write of the popular framework AngularJS. Programming in Angular 2 is greatly simplified. Now it’s a component-based well-performing framework. The immersive one-day workshop led by Yakov Fain, a Java Champion and a co-founder of the IT consultancy Farata Systems and...
May. 24, 2016 02:00 PM EDT Reads: 3,852
Customer experience has become a competitive differentiator for companies, and it’s imperative that brands seamlessly connect the customer journey across all platforms. With the continued explosion of IoT, join us for a look at how to build a winning digital foundation in the connected era – today and in the future. In his session at @ThingsExpo, Chris Nguyen, Group Product Marketing Manager at Adobe, will discuss how to successfully leverage mobile, rapidly deploy content, capture real-time d...
May. 24, 2016 01:45 PM EDT Reads: 1,371
IoT generates lots of temporal data. But how do you unlock its value? How do you coordinate the diverse moving parts that must come together when developing your IoT product? What are the key challenges addressed by Data as a Service? How does cloud computing underlie and connect the notions of Digital and DevOps What is the impact of the API economy? What is the business imperative for Cognitive Computing? Get all these questions and hundreds more like them answered at the 18th Cloud Expo...
May. 24, 2016 01:45 PM EDT Reads: 2,061
In his keynote at 18th Cloud Expo, Andrew Keys, Co-Founder of ConsenSys Enterprise, will provide an overview of the evolution of the Internet and the Database and the future of their combination – the Blockchain. Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life ...
May. 24, 2016 01:30 PM EDT Reads: 1,758
SYS-CON Events announced today that ContentMX, the marketing technology and services company with a singular mission to increase engagement and drive more conversations for enterprise, channel and SMB technology marketers, has been named “Sponsor & Exhibitor Lounge Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York City, New York. “CloudExpo is a great opportunity to start a conversation with new prospects, but what happens after the...
May. 24, 2016 10:30 AM EDT Reads: 759
SYS-CON Events announced today that 24Notion has been named “Bronze Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. 24Notion is full-service global creative digital marketing, technology and lifestyle agency that combines strategic ideas with customized tactical execution. With a broad understand of the art of traditional marketing, new media, communications and social influence, 24Notion uniquely understands how to con...
May. 24, 2016 09:30 AM EDT Reads: 1,685
The demand for organizations to expand their infrastructure to multiple IT environments like the cloud, on-premise, mobile, bring your own device (BYOD) and the Internet of Things (IoT) continues to grow. As this hybrid infrastructure increases, the challenge to monitor the security of these systems increases in volume and complexity. In his session at 18th Cloud Expo, Stephen Coty, Chief Security Evangelist at Alert Logic, will show how properly configured and managed security architecture can...
May. 24, 2016 09:00 AM EDT Reads: 1,968
When it comes to IoT in the enterprise, namely the commercial building and hospitality markets, a benefit not getting the attention it deserves is energy efficiency, and IoT's direct impact on a cleaner, greener environment when installed in smart buildings. Until now clean technology was offered piecemeal and led with point solutions that require significant systems integration to orchestrate and deploy. There didn't exist a 'top down' approach that can manage and monitor the way a Smart Buildi...
May. 24, 2016 08:30 AM EDT Reads: 2,058
SYS-CON Events announced today BZ Media LLC has been named “Media Sponsor” of SYS-CON's 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. BZ Media LLC is a high-tech media company that produces technical conferences and expositions, and publishes a magazine, newsletters and websites in the software development, SharePoint, mobile development and Commercial Drone markets.
May. 24, 2016 06:00 AM EDT Reads: 3,395
WebRTC is bringing significant change to the communications landscape that will bridge the worlds of web and telephony, making the Internet the new standard for communications. Cloud9 took the road less traveled and used WebRTC to create a downloadable enterprise-grade communications platform that is changing the communication dynamic in the financial sector. In his session at @ThingsExpo, Leo Papadopoulos, CTO of Cloud9, will discuss the importance of WebRTC and how it enables companies to fo...
May. 24, 2016 04:30 AM EDT Reads: 2,412