Transcript ITE confidential documents for authorized use only Page 5

Mobile TV Introduction and
Evolution
ITE Tech Inc.
Allen Lu
May, 2010
CAT Confidential Documents
Agenda
 What is Mobile TV
 Mobile TV Standards
 Mobile TV Cases
 Mobile TV Evolution
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What is Mobile TV (行動電視)
Mobile Device

Stand-alone device:
pocket TV, portable TV, and car TV
 Integrated device:
PND,
ipod/ipad/hp-slate
 Cell phone
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What is Mobile TV (continued)
 Content / service
 Audio/video: Real time news, sports, TV programs
 Data: weather,
traffic,
local information
 Service: m-voting,
m-shopping
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What is Mobile TV (continued)
 Distribution wireless network
 Terrestrial broadcasting network
 3G/4G cellular network
 Satellite
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World-Wide Digital Terrestrial TV Standard
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World-Wide Mobile TV Standards
DVB-T & DVB-H
Europe
China
CMMB
Japan
ISDB-T
Korea1-seg
T-DMB
USA
Australia
DVB-H
Media-FLO
ATSC-M/H
2005
ISDB-T
1-seg
Brazil
2006
2007
2008
•T-DMB : Terrestrial DMB
•DVB-H : Digital Video Broadcasting – Handheld
•DVB-T: Digital Video Broadcasting – Terrestrial
•ISDB-T 1-seg : Integrated Service Digital Broadcasting – Terrestrial One Segment
•MediaFLO : Media Forward Link Only
•ATSC-M/H : Advanced Television Systems Committee (Mobile/Handheld)
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Mobile TV Successful Stories
 Case A: ISDB-T mobile TV in Japan
 Commercial in Apr. 2006, ISDB-T provides free to air video and
data services. It has a good reception quality and nationalwide coverage. More than 80% cell phone include mobile
phone (20M/year) in 2009.
 Case B: Analog mobile TV in emerging countries
 Use existing analog broadcasting infrastructure, it provides free
analog TV program and few channels. Analog mobile TV offers
poor to fair reception quality. It has a reasonably well outdoor
coverage in China, India, South American, south-east Asia.
Estimated analog mobile TV is about 20M/year in 2009.
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And More Cases
 Case C: DVB-H mobile TV in Europe
 Commercial in 2006 World Cup in Italy and became de facto mobile TV standard in
Europe. DVB-H provides paid program ($10/month) and data service among 10-15
channels. It has a good reception quality but limited city coverage. It has less than
3M subscribers and turn to DVB-T mobile TV in 2010.
 Case D: CMMB mobile TV in China
 Commercial after 2008 Olympic. CMMB provides paid program (RMB$6/month)
and data service among 10-15 channels. It has a good reception quality and
national-wide city coverage. CMMB slowed down after becomes paid service in
2009. It gains momentum after bundling with 中國移動 3G service and billing in
2010.
• There is a mobile TV market
• Free is crucial
• Good coverage is crucial
• Content and number of channels are not critical
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Evolution of Mobile TV
Stage 1
Stage 2
Stage 3
Feature
Living room TV
on a small
screen
Entertainment and integrated content,
information source information, and
service (電視，電信，
Internet 三網合一)
Market
Niche market
and early
adopter; nice to
have
mainstream user;
useful to have
Ubiquitous; cannot
live with it
ISDB-T, CMMB
DVB-H like, IP based
mobile TV standard
Free/Paid
Paid
Standard Analog mobile
TV, DVB-T
Free
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