Business encounters in execution of Mobile TV in Korea

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Chapter by chapter guide. Part I.Introduction to T-DMBPart II.DMB Market in KoreaPart III.Business ModelPart IV.New TechnologiesPart V. Step by step instructions to Improve RevenuePart VI.Conclusion. Prologue to T-DMB. Different portable TV administrations were popularized everywhere throughout the world.Nevertheless, the majority of these administrations were pulled back or neglected to draw enough endorsers with the exception of T-DMB in Korea and 1-seg i

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Slide 1

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

Slide 2

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. The most effective method to Improve Revenue Part VI. Conclusion

Slide 3

Introduction to T-DMB Various versatile TV administrations were marketed everywhere throughout the world. By the by , the vast majority of these administrations were pulled back or neglected to draw enough endorsers aside from T-DMB in Korea and 1-seg in Japan. Versatile TV Standards Pay benefit versus Free administration

Slide 4

Audio Service (MUSICAM) Packet or Stream Mode Data Service DAB MUX OFDM Modulation Video Service Video Encoder (H.264) TS Mux Stream Mode Video RS Encoder (204,188) Convolutional Interleaver Associated Audio Encoder (ER-BSAC) Introduction to T-DMB T-DMB transmission framework (Interactive) Data DAB System (ETSI 300 401) Multimedia Multiplexer Current DAB framework Multimedia Encoder for T-DMB

Slide 5

Introduction to T-DMB DAB/DMB Features High speed portability Capacity: 1.5 Mbps/station High bitrate AV & Data: Typical video to versatile screen : 384-512 kbps Spectrum: Band III: 174 to 240MHz L-Band : 1452 to 1492MHz Modulation: COFDM Single Frequency Networks

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Introduction to T-DMB Service arrangement of T-DMB in Korea CH 8 CH 12 8A 8B 8C 12A 12B 12C TV 12 TV 1 BIFS TV 2 BIFS TV 2 BIFS TV 3 TV 2 TV 3 Radio 7 - Radio 1 - Radio 3 Radio 1 Radio 2 TPEG DMB2.0 EPG BWS Data 12 TPEG DMB2.0 TPEG DMB2.0 TPEG DMB2.0

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Interactive Broadcasting Cellular Network Introduction to T-DMB T-DMB as Broadcasting and Communications Convergence Service Scene Contents Content Provider User Demand Broadcasting Center Interactive Weather/Traffic Camera Viewing of Road Camera Viewing of Scene Automatic Navigation Weather Information Interactive games/Advertisement Player Information Viewing at Different Angle Direct Connection to Shopping Website Facilities to cover shaded zone Collaboration with broadcasting businesses Content Supply Chain (Not Sole Solution) QoS of Broadcasting Monthly Fee Pay Per View (Movie, Adult and so forth.) Advertisement and Shopping (Interactive) N/W Charge for Interactive Broadcasting Key Success Factor Biz. Show

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Introduction to T-DMB Data administrations : BIFS(Binary Format for Scene ) ISO standard : MEPG-4 section 11 (core2D level1 @ DMB) MPEG-4 scene portrayal convention to create and depict MPEG-4 objects Possibility of producing income with SMS voting, notices, content D/L administrations, for example, ringtones, mp3(background music), photographs, and so forth. An Example of BIFS Service Flow Area of overlaid BIFS pictures or design objects 4/20

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Introduction to T-DMB Data administrations : BWS(Broadcasting Web Site )/DMB2.0 Data Transport Standard : MOT Protocol (ETSI EN 301 234) Using EPM(Enhanced Packet Mode) for hearty blunder insurance BWS : Mobile Profile, HTML4.01, CSS2.1, ECMAScript, and DOM2 Rendering and showing the information from two unique channels on a similar screen Video channel BWS Data channel Wireless system TV + BWS TV + Wireless Network TV + BWS(landscape) 4/20

Slide 10

Introduction to T-DMB Data administrations : TPEG(Transport Protocol Expert Group ) Current Situation Cars enrolled in Korea : 17 million Car DMB recipients : 8 million Car TPEG collectors : 1.4 million TPEG Contents Future undertakings Improving the precision of activity information. Enhancing the exchange speed of activity data. Enhancing the exactness of GPS area information. One time Charge or Payment in (Monthly, Yearly, 3 years) portions TPEG versus Non TPEG Accumulated deals (millions) 4/20

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DMB Market in Korea Many Koreans utilize DMB-empowered gadgets and stare at the TV programs anyplace and at whatever time Indoors Public Transportation Vehicle Outdoors

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DMB Market in Korea Over 25M gadgets were sold and portable TV telephones outperformed 73% entrance rate in Q3 2009. Gathered No. of S-DMB and T-DMB gadgets T-DMB Device Types (unit: 10,000) (Source: RAPA, December 2009)

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DMB Market in Korea Limited income from promotions in contrast with effective dissemination of DMB gadgets An interest for higher advertisement rates Broadcaster National Media Representative Advertiser FTA (Program + AD) Mobile TV Users KOBACO : Korea Broadcasting Advertising Corporation

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DMB Market in Korea Q. Who made vast benefits on DMB in Korea? 1. Telecasters 2. Arrangement Providers 3. Producers, particularly telephone creators 3. Makers, particularly telephone producers 4. Portable Operators

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Business Model Free A/V administrations A regular Ad based constant free TV benefit Unidirectional administrations Content FTA(A/V + AD) Viewers Content use charge Content Provider Broadcaster Advertising expense Purchase TV Advertisers

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Business Model Flat-rate A/V benefits Monthly Fee/Fee for chose programs Difficulty in getting enough endorsers as a charge based administration Content A/V benefit Viewers Content use charge Monthly charge/expense for chose programs Content Provider Broadcaster Advertising charge Purchase Satellite DMB TV Advertisers

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Business Model Bidirectional administration: A/V + BIFS or A/V + information station Interactive administration for watchers to take an interest in the program Revenue from substance deals, SMS, or information activity and publicizing A/V & Data benefit Content utilization expense Content Provider Viewers Broadcaster Advertising charge Providing information benefit data. Benefit charge/Comm. Use charge Web benefit/content download MNOs TV Advertisers Purchase

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How To Improve Revenue 1) Advertising Revenue of 6 T-DMB Broadcasters from TV ads (Unit: US$ 1Mil.) (Source: http://www.kobaco.co.kr/data/db/db_broadcaster.asp) disregarding ceaseless development of TDMB gadget deals, promoting income is constrained because of lower promotion rates contrasted with earthly telecom Adjusting Ad rates (as indicated by Ad viability) Exclusive Ad office for DMB (New media versus Conventional media) Developing DMB-particular promotions (Location-based, customized)

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How To Improve Revenue 2) New Revenue Streams Interactive information benefit TPEG Relatively solid wellspring of salary Enhance nearby administration for little zones  Improve benefit appeal  Increase terminal entrance Introduction of new innovation, for example, AT-DMB (Source: Jeff J.W. Kim, SKtelecom, Leading new period of Mobile TV DMB2.0)

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New Technologies 3D DMB More reasonable versatile telecom Improving Ad viability through 3D impacts on particular items BIFS based 3D

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New Technologies Advanced T-DMB Advanced T-DMB will give top notch video(SD) and more stations utilizing adaptable video/sound coding (Double the information effectiveness) Development of institutionalization and innovation was finished in 2009 Service Plan: Test benefit 2011, Trial benefit in 2012, Commercialization in 2013

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New Technologies Direction toward joining of TDMB More firmly coupled telecom and correspondence Application Layer BIFS/DMB2.0 IP Layer Mobile IPTV MAC Layer MCM Physical Layer MCM: Mobile Convergence Media

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Conclusion

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Conclusion Key components of T-DMB

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Conclusion Business Opportunities

Slide 26

Thank You!

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